Social media is a valuable tool to communicate with your customers in a two-way conversation that encourages their engagement around your brand and product.
It’s key to make sure you are creating the right content and conversation to help tell your brand story and connect with people in a way that is genuine. We use our social platforms to understand more about the property hunting process, share in New Zealanders’ successes and listen to real-time feedback about our products and market reports. We’ve recently launched our new website, and our social channels provided customers with a place to share their thoughts. Here are six top tips to help make the most of your social media.
1. Choose the channel
Think about which channel you are using. Who do you want to engage, and what channel do they predominantly use? Knowing where your audience lives on social is crucial. You can then create content that is relevant to the users and they will be more likely to engage. Be strategic when choosing your platforms, it’s better to pick one or two and put in the time to make them quality channels than be everywhere and execute poorly.
2. Choose the content
Again, quality over quantity is key. Good content will always go well organically, so spend your time creating quality content that your audience will engage with. You can create content specific to your brand, but remember that social media is about sharing and engaging with a community, not selling. Whether the content is specific to you or through partnered brands, make sure it’s engaging and relevant to your audience.
3. Choose the conversation
Choose the kind of story you want to tell with your content – what do you want people to do? Do you want them to share it? tag people? or see it as something aspirational? Choosing certain types of content will result in different outcomes, so have a clear intention of what you want people to do with the content.
4. Specific content for specific platforms
When you are creating content be mindful of the channel you intend to share it on, as one type of content does not work for all. Different channels encourage different kinds of engagement, so be clear with your objectives and change the message to fit the channel. For example, when we generate our monthly New Zealand Property Report we generate a post on our blog that we push via Facebook Ads, we would create a Facebook post for our real estate agents to share with their vendors and buyers, create a LinkedIn post to share with our business community, and use Twitter to push key statistics and share media pick-up from news agents. By taking the time to tailor content to your platforms, it will feel genuine and relevant to the users, meaning they’ll be more likely to engage with your brand.
5. Think about who you are
Make sure you are clear on who you are on your online platforms, set yourself a persona that envelopes your brand and values. At realestate.co.nz, we aim to be clear, positive, knowledgeable and considered in everything we do. We use these values to craft every aspect of our social communication, from content to direct communication with customers. Your persona plays a large part in how your brand is perceived, so having consistency across all channels is key and ensures that your audience feels familiar with your brand.
6. What does your audience want?
Social media is designed to have conversations, build relationships and engage with followers. It’s a one-on-one channel, so ensure your brand story is strong across all your content, and not overwhelmed by marketing and sales messages. We at realestate.co.nz want to provide our users with the shortest path to their perfect property, so we focus on creating content that lives up to this promise.