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The popularity of social media has led to the opening of a new avenue – digital marketing, which uses different digital platforms to promote a product or service. Social media marketing is a part of the digital marketing umbrella that markets products and services on social media platforms like Facebook and Twitter.

What is the Impact of Social Media on Businesses?

Brand loyalty – Every business strives to reach a state where customers choose their brand over competitors sheerly out of trust. Brand loyalty is a state where the customers have complete faith in the brand, and they purchase the product or service without any persuasion. Brand loyalty occurs when a company forms a fruitful and honest relationship with its consumers. Social media offers a platform for a company to interact with their customers and form a sacred bond, making social media marketing an important part of digital marketing. It eliminates the middlemen (retailer, wholesaler) between brand and customer, making communication precise and clear.

Difficult to erase the effects of an offensive post – Nothing can be clocked on the internet. For instance, a hurtful tweet or post shared by a brand on social media cannot be erased from the collective memory of customers because the recall value of social media users is more than other mediums. As a result, many businesses suffer losses due to these blundersome activities on social media.

Increased customer power – In social media marketing, the customer has more power over the brands. Customers have a voice that resonates with the masses. Social media gives customers the ability to publicly share their views about a product without the fear of trial. It takes away the power of influence from businesses and empowers customers. So, while promoting their product or services online, brands need to be more conscious.

Attract a bigger audience – Social media is a platform that everyone across the globe uses. Social media marketing enables you to attract customers from different parts of the world, helping your business expand globally with less set-up cost, proving to be a cost-effective digital marketing technique. Moreover, the platform transcends boundaries and connects you to your customers.

Competition – Social media marketing is a competitive industry that pushes everyone to do their best. It also encourages brands to work effectively and productively to attract maximum customer attention.

Creates word of mouth – Social media helps in spreading the word about a business quickly and effectively. Qualtrics (business firm), in research, revealed that 72% of people read online reviews before purchasing a product or service. So, businesses can leverage word of mouth to increase their sales and form a special bond with new customers.

Impact of Social Media on Different Industries Impact of Social Media on the Hospitality Industry Impact of Social Media on Entrepreneurship

Interestingly, entrepreneurs also use social media to connect with customers and titillate them with umpteen offers and benefits. They also use social media marketing for creating product awareness and developing customer-brand relationships.

Impact of social media on Restaurant business

Digital marketing is revolutionizing the restaurant industry. It amplifies the restaurants’ products and services to potential customers, yielding positive results. Social media marketing also helps build a brand image for restaurants striving to create a distinctive name in the industry.

Impact of social media marketing on small business

Small businesses are reaping the benefits of social media. The new platform has given small businesses a medium to interact with their customers and increase awareness about their products. It has also helped small businesses to build a peculiar brand persona among their target audience.

Social media is an open forum that transcends national boundaries. It helps small businesses to serve international customers and diversify their customer base, creating a positive impact on small businesses. Social media marketing is proving to be a cost-effective and efficient marketing medium for such businesses.

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The Academy Awards Of Social Media Strategy

On Sunday night many of us were glued to the screen, munching on snacks and gathering with friends for the 84th annual Academy Awards. It was only a year ago that we saw “The Social Network” rake in the acknowledgements, and a year later Facebook is still growing and driving a marketing movement from traditional to digital.

In this article, we will take a look at the winners of three major Oscar categories (about movies, not actors), analyzing the victors as if the world (and the Academy) were run by social media marketers. We have boiled down the point where being involved in social is a necessary part of any marketing strategy, so we must learn how we can analyze pop culture and integrate our work, passion, and drive to progress our thought process and refine our social media strategy.

Best Adapted Screenplay

Why are we looking at this award? This is all about communication in my eyes. Taking an idea from one place and transforming it for a wider audience without losing its roots is paramount in social media planning and client communication. Think about analyzing social media data. How you interpret the data is going to have a major impact on your reaction, so it is of the upmost important to maintain communication and ensure that you drawing the correct picture with data that can be viewed in a variety of ways.

The Winner: Alexander Payne, Nat Faxon and Jim Rash for The Descendants

Photo credit Nicogenin Why?

What really stands out here is the transfer of emotion from paper to the silver screen. This relates directly to social media in a number of ways.  Recently, I was fortunate enough to attend SearchFest 2012 in Portland, Oregon and hear a surprisingly informative talk led by John Shehata, the master of social media for ABC News. There is a reason that this guy works for a major communications outlet, and it is because he is simply smart as hell. Here are a couple of things he said at SearchFest that resonate with The Descendants.

I’m going to combine a couple of John’s thoughts here in to one statement. It is incredibly important to transfer emotion and discussion worthy content in to a clear and concise message. For movies, The Descendants did this very well by taking an emotional story and magnifying those feelings in to an understandable movie for a wider audience.

If the inception of this movie were a social media strategy, it would be a good piece to the social puzzle.

 

Best Original Screenplay

The Winner: Woody Allen, Midnight in Paris:

Photo Credit Robert Griggs Art Why?

If you are like me it is impossible to not like this movie, and here is how I am going to compare it to social media. Let’s simply take a look at the plot, which is an original story that can unleash the most trapped of social media marketers.

Gil, played by Owen Wilson, is an insightful witty guy who is trapped in a traditional engagement. The reason I say he is trapped is because the guy is simply unhappy with his situation. He is with a woman that he doesn’t love and is very un-enchanted with the ideas and likes of his soon to be family.

Are you a Gil with your social media strategy? Are you doing the same thing as everybody else because of trends? We have gotten to the point where unfortunately there are norms emerging in social media. People have tried different strategies, and the few that have consistently worked are now being gathered up and distributed so that we live in a copycat world.

In order to become truly happy, Gil sticks with his instincts and returns to the golden age of Paris on a nightly basis risking his relationship for self-discovery.

This really makes me wonder why so many of us are simply following in the footsteps of others.

How can you truly make an impact if you don’t spend a little bit of time on yourself and your own ideas. In the long run, thinking about Midnight in Paris really reminded me that there is a massive opportunity in social media right now.

So many people are just looking for links, following posting patterns, and running contests to gather fans that they will never engage. That is when it is time for your trip to the golden age, to come up with your own way of engaging connections and using EdgeRank factors to focus on the nitty gritty of developing your brand through social while truly defining yourself as a digital marketer.

Best Picture

The Winner: The Artist

Photo Credit Nouhailler Why?

I realize that of all of the nominees, that this motion picture was probably the least viewed among the masses. You don’t have to have seen the movie to understand its impact and use its rise to the top as a lesson in social media strategy. It is just like most of the posts you make on Facebook, which are seen by only about 10% of your fans (source: John Shehata @ SearchFest 2012).

Let me ask you one question as we dive in to the final category. What would the world be without risk? That is exactly what director Jean Dujardin did by creating The Artist. It is hard to imagine a silent film gathering so much acclaim in a society that is driven by the senses and craves instant gratification.

So what can we learn from The Artist? This is a perfect time to talk about engagement. This is a movie that has the viewer engaged throughout by focusing on the other senses and diving in to the past while adding a modern twist. Let’s think of a few things we can do in social to emulate this strategy, remember that we cannot talk!

This is perfect, because in social media don’t want to hear us talk. They want us to send them a message. What is the best way that we can send a message without talking? By creating moving visuals that will let the community do that talking for us.

We can be effective re-inventing methods that the world thought was dead. Do you guys remember GeoCities? GeoCities was essentially the silent film era of social media. For an example, if you had a tech site you could dig through old GeoCities pages and put together a mosaic of funny and informative screenshots. That kind of content could get you a lot of attention in the right niche.

The final lesson I see here is that it is important in social to not lose sight of the past. What I mean is that a person who became you friend or connection four years ago should carry the same weight as the person you connected with while you were reading this post. Maintaining affinity is how you build your audience. Think about the way that Facebook works. If a person starts to engage your brand or page less, they start to see your message less and less. It is all programmed in to the Facebook algorithms and ensures that you need to be as strong today as you plan on being for the rest of your existence. Any moment that you let up, you are losing at that is just the plain truth.

In the long run guys, I think it important to apply our work to other things going on in our lives. It allows us to be creative and to explore ideas we may have ignored otherwise. I realize that there is not a whole lot of concrete information here, and that is how I planned it. When it comes to strategy, we need to continue pushing the envelope and start bending the rules otherwise we are on a track to stagnant city, where movies like Superbabies and From Justin to Kelly live.

The Impact Of Iot On Business Operations

The emergence of the Internet of Things (IoT) has given rise to new opportunities for businesses to increase operational efficiency and quality. However, like any new technology, there are also risks associated with implementing IoT into business operations. In this blog post, we’ll explore the impact of IoT on business operations – both positive and negative – along with recommendations on how businesses can successfully adopt IoT into their operations.

Increase in the amount of data available to businesses.

With the modern economy relying increasingly on technology and the internet, businesses are reaping the benefits of having more data at their disposal. As devices become more interconnected, they generate, accumulate, and transmit a greater volume of useful information, which can be mined to provide valuable insights into customer preferences, market trends, and potential new areas for business expansion. Companies are thus able to make decisions backed by facts and figures. This helps organisations gain a competitive edge in their respective markets as well as optimise their operations, streamline processes and enhance efficiency.

IoT has also opened up new avenues for increased automation in many aspects of business operations. Automating mundane processes helps reduce operational costs and increase profit margins. Additionally, automated systems are often more accurate than manual methods, as human errors are eliminated from the equation.

On the flip side, there are some potential risks associated with implementing IoT into business operations. The most significant concern is security. Due to their increased interconnectedness, IoT devices may be vulnerable to cyber-attacks or data breaches if not properly secured. 

Provides data that can be used to improve efficiency and make better decisions.

Businesses can leverage data strategically and use it as a tool to access more meaningful patterns and trends in order to identify opportunities for improvement. Data-driven insights also provide greater insight into consumer behaviours allowing businesses to adjust their strategy accordingly in order to reach their desired outcome or goal. However, companies need to be properly equipped with the right technologies and know-how in order to effectively make the best use of this valuable data.

IoT can help businesses automate tasks and processes.

IoT technology is increasingly popular for businesses that need to automate routine tasks and processes. With the right integration of IoT devices and applications, companies can gain access to real-time analytics that allow them to optimise operations and get a better understanding of customer behaviour. 

Additionally, IoT technology enables automated data collection, eliminating manual interventions that are prone to errors. With automated stimulus response capabilities and diverse applications available, businesses can get greater control over their processes with tighter integration of networked devices. 

Being able to remotely monitor system performance from connected devices also grants improved visibility which further creates opportunities for improved operations. Implementing IoT can revolutionise how businesses operate by helping them streamline their processes for maximum efficiency.

Improved customer service and new opportunities for revenue streams.

By investing in cloud computing technology or leveraging information provided by IoT data, businesses have the potential to increase customer service while also creating additional revenue streams. By deploying cloud services, companies can manage inventory more effectively, monitor customer reviews, and automate communication with customers in order to keep them updated on their services and products. 

In addition, businesses can leverage data on financial trends, various loan options like Speedy Cash, and the latest innovations in their niche to understand customer behaviour more deeply. This can enable them to identify in-demand products and services or develop new products and services that cater specifically to certain segments of their customers to increase their revenue streams.

As such, cloud computing has enabled businesses across many industries to increase efficiency while simultaneously generating new and significant revenue streams.

What is the downside to adopting IoT?

Network intrusions can lead to the theft of confidential data or sabotage critical services. To reduce the risks associated with IoT devices, businesses need to ensure that their systems are properly secured by deploying firewalls and multi-factor authentication controls. Furthermore, regular patching and updates are necessary to protect against new exploits.

The Bottom Line

Why Smartphones Are The Rightful Kings Of Social Media

Part two of a two-part series. For a contrary view, see “Why PCs, not smartphones, are best for social media sharing.”

The PC is a fully customizable content creation tool for making videos, games, and music. It’s an entertainment machine for playing the latest games and movies with peerless fidelity. And as a communication tool, it has served us well for many, many years: You can use it for email, instant messaging, and video conferencing.

But the PC isn’t perfect, and it is certainly not the best tool for social media consumption and distribution. It’s a technological team player that relies on a deep bench of peripherals to deliver optimal performance, and sometimes you just can’t afford to lug around all that extra gear. Life can take you places a PC simply can’t go—places with no room for a decent mouse and keyboard, a gorgeous high-resolution display, or a power cable connected to a convenient power outlet.

Perversely, it’s often when we’re farthest from our PCs—whether exploring a craft beer festival or taking the family to Disneyland—that we most want to document and share our lives with others. Social media networks are the perfect tools for sharing those experiences, and smartphones are the perfect tools for social networking.

Mobile first, let’s not kid ourselves

Facebook and Twitter debuted in the mid-2000s when the Motorola RAZR was cutting-edge tech. The two services’ earliest interfaces evince a time when the lion’s share of social networking happened on our desktops, but ever since the iPhone took the world by storm, social media companies have lavished their attention (and development budgets) on mobile users.

The Path mobile app (right) allows you to share photos, videos, and messages with friends and family. The Path website (left) doesn’t let you do anything except change your account settings and download the mobile app.

Contemporary social networks like Path, Instagram, and Vine are developed for smartphones first and foremost, and their websites almost feel like an afterthought. That may frustrate PC diehards, but you can’t blame the developers: If you’re in charge of building a global social network designed to let users share photos, videos, location data, and short text updates, designing your service to work best on a phone just makes good business sense.

And if you want to use your social networks to their full potential, you need to access them from your phone so you can share your favorite moments as they happen, and get up-to-the-minute information on who’s doing what, where, and why.

Social media is only going to get more mobile. Twitter is pulling the plug on third-party mobile apps in an effort to maximize ad revenue from people checking Twitter on their phones. Facebook, meanwhile, is beefing up its mobile apps and publicly prioritizing mobile users by offering every employee a free intensive training course in Android and iOS development.

And then there’s Google Glass, which is poised to integrate social media into the landscape of daily life. Forget about the hassle of having to sit down and boot up your PC when you want to find out what’s going on. If you want to stay on the cutting edge of social media, you better get used to tapping out your updates on that tiny 4- or 5-inch screen.

The best tool is the one you have on you

Photographers say the best camera for any given situation is the one you have with you, and the same goes for social media access. No mobile device can match the reliability or utility of a well-maintained PC jacked into a rock-solid broadband connection, but you’re going to have a hard time slipping that PC in your back pocket when you’re headed out the door.

So while your phone is almost certainly less stable and powerful than your PC, you can rely on having it with you pretty much all the time. Sure, trying to upload your phone camera images to Twitter or sending a message to a friend through the Facebook app can be maddening when your cellular connection sucks, but it’s still way more convenient than waiting until you get home to boot up your PC and share your experiences.

Relying on your phone for the lion’s share of your social media needs means you never have to worry about schlepping a laptop or a bulky DSLR unless you know you’re going to need the extra firepower. Organizing and sharing your photos will always be easier on a desktop PC—with its big, beautiful screen and powerful file management tools—but the hassle of dealing with a smaller screen, a proprietary digital store filled with single-purpose apps, and a subpar camera is worth tolerating when you’re out and about. Your phone affords you the freedom to reliably tap into your social networks at any time, pretty much anywhere, from a device with unique features—a GPS receiver and a camera—that make it the ideal social media platform.

And if you’re just uploading photos of what you ate for lunch, you should be doing it from your phone, because your PC is powerful enough to be so much more than a social media management system. Social media mavens and marketing gurus use PCs to tap into Facebook, Twitter, Google+, and a half-dozen other social networks via dedicated desktop apps because that’s their job: They need to be able to quickly respond to customers and stay on top of the ever-changing tides of public opinion. It sounds exhausting.

PCs are great, but even the most compact desktop is really hard to stash in your jacket pocket when you’re meeting a friend for dinner.

But if you don’t have to rely on social networks for your livelihood, don’t waste your precious  time on the desktop checking Twitter and sharing videos on Facebook. This is what your phone excels at, especially while you’re stuck in line at the DMV.

The PC will always be a subpar social media device. It also sucks at taking photos and shooting video, but that doesn’t matter because we have specialized tools designed to excel at those tasks. The PC is a jack-of-all-trades and master of none, but that certainly makes it more broadly useful than being a master of one. So use your PC to its fullest potential: Start a business. Create a streaming media server for your family. Play a few games. Check Facebook occasionally, but leave the heavy-duty socializing where it belongs: on your phone.

The Complete Guide To Marketing Real Estate On Social Media

Still, when it comes to marketing real estate on social media, there are certain strategies and tactics that can maximize the reach of your message. This guide will outline the best practices for using social media as a real estate agent, brokerage, or firm.

Bonus: Get a free social media strategy template designed specifically for real estate agents, brokers, and marketers. Use it to easily plan your own strategy, track results, and keep your team in the loop.

Benefits of social media for real estate

Real estate is a highly competitive industry that requires agents to be constantly on their toes. With 90% of agents promoting their real estate listings online, cultivating an online brand that stands out is essential.

Leveraging social media real estate opens up countless opportunities for your brand, including:

Awareness

Want more eyes on your listings? More faces at your open house? Social media for realtors is one of the best ways to turn views into sales. Not only can you unlock access to thousands of new potential clients, but you’ll also remind past clients why they worked with you, and why they should again.

Reach

While an online listing may get a few dozen views, a strategically managed social media account can reach thousands of potential customers. It’s true, vanity metrics can be shallow, but don’t underestimate the power of social media engagement for your real estate brand.

Lead generation Networking

Real estate might feel like a solo game, but networking and community are integral parts of growing your brand. Social media makes it easy to meet and interact with like-minded agents, brokers, and firms. Not to mention, strategic social media collaborations can do wonders for your organic reach–so don’t be afraid to team up with relevant agents online.

Targeting Cost

Organic social media is an incredibly cost-effective way to market your real estate business. Most social media platforms are free to use, and while paid promotion can be beneficial, you don’t have to spend a lot of money to reach your desired clientele.

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Social media strategy tips for real estate agents and firms

Ready to get started? Here are a few tips to help you create an effective social media strategy for your real estate business.

1. Plan ahead

Social media strategies are what set great accounts apart from their competitors. It’s not enough to think up clever posts on the spot–you need a long-term plan for consistently building your following.

You can start building a social media strategy for real estate agents by creating a marketing calendar for yourself and breaking down your posts into batches. Block off time to create content, update your calendar, and review analytics each week. As well, don’t forget to also plan ahead for holidays or special occasions that may be relevant to the real estate industry.

Bonus: Get a free social media strategy template designed specifically for real estate agents, brokers, and marketers. Use it to easily plan your own strategy, track results, and keep your team in the loop.

2. Identify your target audience

Before you start developing a real estate social media strategy, you need to know who your target audience is and what they’re looking for. Are you targeting first-time home buyers in a certain area? Are you a luxury real estate firm looking to reach relevant buyers?

Let your target audience determine your channels and your wider real estate social media strategy. For example, older clientele might be more active on platforms like Facebook, while young influencers and content creators love YouTube, TikTok, and Instagram.

What’s Next – You’re Invited

— Sotheby’s International Realty (@sothebysrealty) April 26, 2023

3. Be your brand

Branding is important in any industry, but especially in real estate, where client-agent relationships are built on trust. But branding isn’t just about your logo, font, or colors. It’s about the overall experience you create for your clients.

Consider how you want to be perceived by prospective and current clients. If you’re a luxury firm, posts about travel, cars, and upscale dinners will be appropriate. If you’re marketing to first-time home buyers, consider sharing personal life milestones like engagements, home purchases, and family events.

Above all else, know your values and exude them online. Your clients will appreciate the authenticity more than you know.

4. Create stunning visuals

The real estate world is all about the wow factor. From beautiful homes to amazing views, it pays to showcase the beauty of your listings in a visually appealing way.

Create stunning visuals for your social media channels, such as videos of property walkthroughs and photos taken from different angles or perspectives. You can also create virtual home tours that give potential buyers a better sense of what each property is like.

Similarly, don’t forget about video-centric platforms like TikTok, Instagram Reels, and YouTube. In the U.S., 62% of users access YouTube daily, and TikTokers use the app for an average of 1.5 hours every single day. Standing out on these channels is a great way for real estate agents to reach more users and build their brands.

Check out these real estate social media post ideas to get your creative juices flowing.

5. Uplift your neighborhoods

Of course, listings are an important part of your social media real estate. But polluting your client’s feeds with constant listings may lead to lost followers and engagement.

Data from the National Association of Realtors found that 46% of buyers want their real estate agents to give them knowledge about their search areas.

Consider mixing up your real estate content with local events, neighborhood hangouts, new restaurant openings, festivals, museums, sporting events, and more. Your audience will appreciate content that has a personal touch and gives them new insights into their city.

By creating engaging content that goes beyond just your listings, you can keep your followers engaged and build relationships with them over time.

6. Be a technology front-runner

Social media for real estate is a fast-moving field. Platforms like TikTok and YouTube have completely changed the game, and new tools are constantly popping up.

Don’t forget, platforms are constantly changing their algorithms and features. Keeping up with these updates can help you uncover new tactics that get your content seen by more people.

7. Prioritize customer service

With Hootsuite Inbox, you can bridge the gap between social media engagement and customer service — and manage all of your social media messages in one place. This includes:

Private messages and DMs

Public messages and posts on your profiles

Mentions

Emoji reactions

… and more.

The all-in-one dashboard makes it easy to

Track the history of any individual’s interactions with your accounts on social media (across your accounts and platforms), giving you and your team the context needed to personalize replies

Add notes to customers’ profiles

Handle messages as a team, with intuitive message queues, task assignments, statuses, and filters (this feature is particularly useful for larger brokerages)

Track response times and CSAT metrics

Free demo

Plus, Inbox comes with handy automations:

Automated message routing

Auto-responses and saved replies

Automatically triggered customer satisfaction surveys

AI-powered chatbot features

Check out our social media customer services tips to inform your strategy.

8. Educate and inspire

For many people, real estate is a black box. It can be intimidating to commit to a mortgage, neighborhood, or home sale if you don’t really understand the process.

Your clients will appreciate the effort, and it will help foster trust as they journey toward their purchase.

One of the biggest benefits of using a social media marketing strategy for real estate is the ability to boost your efforts with paid social media. Not only can strategic investments get your content in front of more people, but you’ll be able to target your best customers directly.

Set targeting parameters by location, age, demographic, and interests to ensure everything you post is seen by the most qualified audience.

Hootsuite Ads lets you manage paid campaigns across networks with ease. Plus, build comprehensive reports that show you what’s working, what’s not, and where you should target next.

10. Build community

While your followers might initially come to your content for real estate information, they stay for the community. Your social media pages can be a place where audiences come to explore new cities, learn about specific real estate markets, or even connect about issues that matter to them.

Consider how your real estate and social media strategies are built to foster long-term connections with your followers. You never know which one of these people will become your best client later on.

11. Stay consistent

Consistency is key on social media, where the competition is fierce, and attention spans are short. Real estate agents that plan ahead, post regularly, and have clear strategies for their content have a better shot at standing out.

Learn how often to post on every major channel in our comprehensive guide. Once you know what kind of posting schedule you want to follow, batch, schedule, and track your posts using Hootsuite.

Real estate social media strategy template

Building a real estate social media strategy from the ground up is never easy, so we created this extensive template to help you get started.

Simply make a copy of this document and tailor it to your needs. Then, you’ll be ready to take the realtor social media world by storm.

Inspiring examples of real estate social media marketing

Still wondering how to market real estate on social media? Here are some of the best real estate agent social media campaigns we’ve seen.

1. Graham Stephan

With over 4.1 million subscribers, real estate YouTuber Graham Stephan is one of the best-known names in real estate social media. But, you’ll be surprised to see much more than simple listings and walkthroughs on his channel.

Graham knows that his viewers are interested in growing their wealth, so he gives tips, tricks, and insights into his own life, and how he became a multi-millionaire at twenty-six. Graham’s content is a good reminder that it’s not only clients that come to your channels. Consider how you might use content to inspire the next generation of realtors. And, grow your personal brand at the same time.

2. Oakwyn Realty

The best brands know that you don’t need to slap your logo on something in order for people to recognize it as yours. Oakwyn Realty, a real estate firm in Vancouver, BC, knows this better than most.

Instead of posting home walkthrough videos, or agent achievements, Oakwyn focuses on promoting its values, inspiring its agents, and cultivating a strong vibe with its social media content.

Take this post, for example, which offers a simple, natural visual, paired with an inspiring quote. Does this have anything to do with real estate? Maybe not. But, it does paint Oakwyn as a brand that cares about its agent’s health and success–and that’s something buyers, sellers, and agents will want to get behind.

Oakwyn is a great example of how focusing on content, rather than sales, can level-up your realtor social media marketing.

3. Engel & Völkers

Buying a home is about more than just a stunning property. Homes mean memories, big life events, security, and more.

When real estate brokerage Engel & Völkers makes property walkthrough videos, they go beyond simply showing off the bedrooms and bathrooms. They show you what your life would look like if you lived here, from weddings, to raising children, and everything in between.

Use your real estate social media content to place your clients in the home, and see how fast those sales come through.

4. West Haven Group

We’ve already talked about the importance of educating real estate clients through social media. One of the best ways to do this is through regular market updates, like this one from West Haven Group.

Market updates help people buying and selling real estate gauge whether now is the time to invest or sit still. They also position your firm as experts in the real estate field.

You never know when a potential client will need a nudge in the right direction, so be sure to share your knowledge and industry insights widely.

5. Miranda Caldwell

Video platforms like TikTok and YouTube Shorts thrive on short, snackable content. So, why not use them to show off the best, most interesting features of your house?

Miranda Caldwell does real estate TikTok right with these short, intriguing videos that keep her viewers watching. Consider how you might leverage unique or different features of your property on social media

Real estate social media FAQs What social media is best for real estate sales?

The best social media channels for real estate agents depend on who your target audience is. According to the National Association of Real Estate Agents the majority of home buyers are older millennials and Gen Xers. These audiences are more likely to use platforms like Facebook, Instagram, Twitter, and LinkedIn.

Source: National Association of Real Estate Agents

How is social media used in real estate? What should a new realtor post on social media?

New realtors should focus on creating content that showcases their expertise in the field, provides helpful tips and insights to potential buyers, and promotes their listings. As well, it’s important to share content from other realtors or industry professionals in order to build relationships within the community.

Get Started

Get new clients and close more deals with Hootsuite, the #1 social media management tool for real estate agents.

How To Run The Easiest Social Media Audit

A social media audit is the best way to review and improve any social marketing strategy. Check in on your efforts with this free template.

Social media marketing is all fun and games until it’s time to measure your results, right? Have no fear: A social media audit is your business BFF.

Don’t let the name scare you — the IRS isn’t about to knock down your door. Regular audits help you understand what’s happening across all your platforms and how each fits into your marketing goals. And if you use a simple template, it’s not a labor-intensive or complicated process.

Keep reading to learn how to conduct an effective social media audit from start to finish. We’ll even walk you through our handy (and free) social media audit template to make it super easy.

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What is a social media audit?

A social media audit is like a report card for your social strategy. It measures how well your social content is performing on different accounts and networks. An audit identifies what you’re good at, what needs improvement, and suggests the next steps to make things better.

After an audit, you’ll have everything you need to optimize your social media marketing strategy.

You’ll know:

Your most effective platforms,

What your audience wants to see on each network,

Who your audience is (demographics and more),

What’s helping grow your audience (and what’s not),

How each platform contributes to your goals,

Which new ideas will help you grow,

And where to focus your attention next

It’s a crucial step if you’re planning on updating your social media strategy for next year:

How to perform a social media audit in 7 steps

If you’re ready to start now, download the free social media audit template above and follow along.

1. Create a list of all your social media accounts

You may think you know all your social accounts off the top of your head, but chances are, you’ve forgotten one or two. So start by listing all your social media profiles, including inactive ones.

Where to find this info:

Search each major social network for your brand and product names. You might uncover a few unexpected results, like old test accounts. Whoops.

Then, make a plan to deal with any troublesome accounts you’ve found. Old test ones your company has created probably won’t be too hard to get rid of, but finding old login info may be a pain.

Find any imposter accounts or others infringing on your copyrighted material? The legal department will likely need to get involved. Still, write down the steps required to tackle each phony account. For some, it could be as simple as contacting the fake account owners or reporting the account to the social network it’s on.

Once you’ve tracked down all relevant accounts, set up a social media monitoring program to watch for any new impostors.

In addition to your current social media presence, think about the accounts you don’t have yet. For example, are there any social platforms you haven’t considered? Should you be there?

Of course, you don’t need to be on every network. But an audit is a good opportunity to add new ideas to your social strategy for the future. At the very least, you should reserve your business username on new platforms, so no one beats you to it.

Where to list this info:

Don’t worry if you don’t have the information for every column in this tab yet — we’ll continue to fill it out as we go through the audit.

2. Check in on your branding

Look through each profile to ensure they fit your current brand style guidelines. Check on your profile and banner images, hashtags, copy and phrases, brand voice, URLs, and more.

Here are the key areas to review for each social account:

Profile/bio text. You have limited space to work with when creating a social media bio, so make the most of it. Are all fields filled in accurately? Does the copy match your tone and voice guidelines?

Username. Try to use the same username across all social channels. Having more than one account per network is okay if they serve different purposes. (For example, our Twitter accounts @Hootsuite and @Hootsuite_Help.)

Links. Does the URL in your profile go to the correct website or landing page?

Pinned posts (if applicable). Evaluate your pinned posts to ensure they’re still appropriate and up-to-date.

Verification. Is your account verified with a blue checkmark badge? If not, should you try? We have guides on how to get verified on Instagram, TikTok, Facebook, and Twitter if you want to pursue this.

Where to find this info:

The best way to make sure that your accounts are on brand is to act like a member of your audience.

Where to list this info:

After this step, you should be able to fill out the handle, bio, hashtags, link in profile, verified, channel owner, and “most recent post” columns. We’ve highlighted them in the image above!

If you’ve found any off-brand content or profiles that need to be updated, make sure to note that in the notes section.

3. Identify your top-performing social media content

It’s time to audit your your social media content. For each social profile, list your top five posts. Then, copy the post links into your social media audit template so you can easily review them later.

Look through your top posts for patterns. Then, ask yourself:

What type of content is getting you the response you want? Photo posts? Videos? Feed, Stories, or Reels?

What has the highest engagement metrics: Candid, behind-the-scenes content or polished and pro posts?

Are people responding in the same ways across all networks? Does specific content perform better on one platform than others?

Do people engage with your posts if you ask a question?

Are your top posts aligned with your current brand voice? (If not, and they’re performing well, maybe it’s time to re-evaluate that voice.)

Use the notes column of your audit document to record your thoughts. We’ll come back to these notes later!

Where to find this info:

You can use the built-in analytics tools for each social network to sort and find your top posts for the key metric you’ve chosen. Not sure how? We have complete guides to using all of them:

Hootsuite Analytics is a great all-in-one tool for reviewing your data at a glance. You can even schedule regular custom reports, sent straight to your email.

Try Hootsuite for free. (You can cancel anytime.)

In Hootsuite Analytics, each report has a flexible, customizable interface. You can drag-and-drop an unlimited number of “tiles,” each of which displays your chosen metric. That way, it’s easy to review your top metrics and adjust your social strategy on the go.

Where to list this info:

4. Evaluate each channel’s performance

Now, it’s time to evaluate how each social channel contributes to your overall marketing goals.

If you haven’t already created a mission statement and a few key goals for each social account, now’s the time.

Several accounts may have similar goals, like driving traffic to your website and increasing conversions. Others may be exclusively for customer service purposes or brand awareness.

For example, our YouTube account is all about product education. Our @Hootsuite_Help Twitter account, though, is only for tech support:

For each channel, list out its goal(s) and track your progress toward them. For measurable goals like traffic or conversions, write down the actual numbers.

How many website visits came from Instagram? How many sales came from Facebook Page visitors? If the goal is customer service, write down your CSAT score and see if it’s improving over time. Be specific.

For goals without quantifiable data, record supporting evidence. If your Facebook account is for brand awareness, has your following grown? Have you increased your organic or paid reach?

We want to get clear on the purpose of each of your social channels and measure their effectiveness.

Where to find this info:

Finding relevant information will depend on the goals you set for each channel.

Tracking customer service or brand awareness goals? Try using social listening tools to gather data from real customers.

Tracking conversions from social media isn’t an exact science, though it’s easier on some channels than others. You’ll need to set up Meta Pixel (formerly Facebook Pixel) to track Facebook conversion data, for example, and many networks have their own tracking codes. Many e-commerce platforms also have built-in social channel tracking.

Going platform by platform can be tedious (so many tabs!), but you can make your life much easier by using a social media management tool like Hootsuite Analytics for this, too.

And you don’t have to take our word for it, either — our own social team uses Hootsuite to conduct their own social media audits.

“I use Hootsuite to run social media audits for our own channels because it’s got all of our analytics and channels in one spot. That makes it super easy to scroll through our various posts and networks, understand what is working or not working, and build my recommendations to make changes for the future.” – Nick Martin, Social Listening & Engagement Team Lead at Hootsuite

Where to list this info:

Your mission statement will tell you each platform’s purpose and determine which KPIs are most important.

Optional:

Go one step further and compare each channel’s performance against your top competitors.

Then, take a closer look at the competition. Have they failed to capitalize on a new feature? Are their accounts growing faster than yours? Those are opportunities and threats to your brand, so make sure you’ve got your eye on them.

Manually collecting this type of data can be overwhelming. The good news is, there are easier ways to do it.

Hootsuite Analytics does Instagram, Facebook, and Twitter competitive analysis for you. You can track up to 20 competitors per network and get a clear view of your strengths and weaknesses — plus actionable insights on the top posts, hashtags, and content formats in your niche.

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Competitive analytics in Hootsuite go as far as telling you the average caption length and number of hashtags used per post.

Hootsuite Analytics also features a handy industry benchmarking tool that helps you compare your performance against averages across your industry.

To get social media industry benchmarks, follow these steps:

Sign in to your Hootsuite dashboard and head to

Analytics.

Pick an industry that best describes your business. 

That’s it! Now you can see how your results compare to average performance stats within your industry. You can set up custom timeframes, switch between networks — Instagram, Facebook, Twitter, LinkedIn, and TikTok — and look up benchmarks for the following metrics:

Profile impressions

Profile reach

Followers

Audience growth rate

Engagement rate

Video plays

Posting frequency

Shares

… and more.

Try for free

You will also find resources to improve your performance right in the summary section:

And, if you need to present your results to your team, boss, or other stakeholders, you can easily download your comparison report as a PDF file. 

If you want to conduct an even more thorough competitive analysis, check out this related blog and free template.

5. Understand your audience on each platform

Now that you know how each account is helping support and grow your brand, it’s time to dig deeper to understand who you’re reaching on each platform.

Audience demographics are a good starting point. For example, Instagram gets a lot of attention for its ecommerce features, but consumers actually spend the most money on TikTok. Likewise, Facebook is the most popular platform for people 35-44, but YouTube is the place to be for the 18-25 group.

While your audience may differ from the norm, we’ve compiled all the top demographic data for each social network to get you started:

Learn the demographics of your unique audience on each platform and use that, along with the types of posts they prefer, to create buyer personas. (Don’t worry; we’ve got a free buyer persona template to make that easy for you.)

Where to find this info:

You can find demographic information within each platform’s native analytics. It’s a lot faster if you use the all-in-one audience reporting in Hootsuite Insights, though.

This enterprise-level tool can give you an instant overview of millions of online conversations in real time.

Hootsuite Insights can tell you a lot about your target audience — and how they feel about you. If you want to learn more about your unique audience, Insights is the only tool you’ll need.

Request a demo of Hootsuite Insights

Where to list this info:

Be sure to include the number of followers you have now and the percentage change over the past year.

Find something interesting in your social listening audit? Be sure to note it here. If positive (or negative) sentiments about your brands have increased, for example, you’ll want to keep an eye on it.

6. Take action: Update your social media marketing strategy

Now that you know where you stand, think about ways to improve your social media metrics. It’s time to revisit the notes you made earlier!

Here are a few questions to ask yourself:

Which platforms are driving the most results?

Are there any new social media platforms you should be using?

Are you neglecting any platforms? Do you even need them, or would it be better to ditch them and focus on your higher-performing ones?

What content types are working best right now? How can you make more of this?

Is your content resonating with your expected audience demographics, or has a new potential persona emerged?

Think about new content and campaign ideas, building off what you learned from your top content in step three. For example, if video is a big hit, write down a specific strategy to work more of it into your marketing. That could be “Post 3 new Instagram Reels per week” or “Repurpose existing long-form video into short, 15-second clips for social media.”

These decisions don’t have to be forever. Successful marketing depends on testing and experimenting to find what works for your audience. Don’t be afraid to take risks. Regular social media audits will let you know if you’re on the right track or need to go in a different direction.

For each new strategy and idea, write it down in your marketing plan. (Don’t have one yet? We gotcha with yet another awesome template: this free social media marketing plan document.) Your marketing strategy is a living document, so keep it current.

Where to find this info:

Your brain! Use all the data you’ve collected so far to generate new ideas. Have your goals for each platform in front of you so that you can connect your updated marketing plan to them. Remember to let others know when you’ve updated the marketing plan, so everyone is on the same page.

Once you’re done with your audit… plan the next one! Stick to a regular schedule. Quarterly works well for most companies, although you may want to check in monthly if you run many campaigns or channels.

Regular audits connect your team’s day-to-day marketing work with your company goals. Over time, you’ll refine your social strategy and learn how to best connect with your audience.

Where to list this info:

Free social media audit template

Bonus: Get the free social media audit template to see what’s working and what’s not. Save time and improve performance.

If you’ve been following along, you know that we’ve created a ready-to-use social media audit template for you. Download it above, or make your own with the following fields:

Account details:

Your username

Link to your profile

About/bio text for the account

Any hashtags that appear in your bio or that you’ll regularly use

URL to use in your bio

Whether your account is verified or not

Internal person or team responsible for managing the account (also known as the “owner”—for example, the social marketing team)

Mission statement for the account (for example: “To promote company culture using employee photos,” or “To provide customer service”)

Details of the current pinned post (if applicable)

Date of the most recent post (to help you identify underused/abandoned accounts)

Performance details:

Total number of posts published

Change in engagement rate vs. your last audit

The top five posts for each platform by engagement rate (or the key metric you’ve chosen)

Audience details:

Demographics and buyer personas

Follower count (and change +/- vs. your last audit)

Goals:

2-3 S.M.A.R.T. goals you want to achieve by your next audit

Whether you met the goals you set for this audit, or changed course (and why)

Now you know everything you need to conduct your own social media audit. Go forth and analyze!

Frequently asked questions about social media audits

What is a social media audit?

A social media audit is a process used to measure the success of your social strategy across accounts and networks. An audit identifies your strengths, weaknesses, and the next steps needed to improve.

Why is a social media audit important?

A social media audit helps you review how your social media efforts track against your business goals.

An audit will show you which content and platforms are performing best, who your audience is and what they care about, and where to focus your efforts next.

How do I start a social media audit?

Start your social media audit by listing all of your accounts, then go through each account to review its performance. For a guided tour of the process, scroll up in this blog.

How long does a social media audit take?

That depends! You can conduct a quick social media audit in as little as 30 minutes, but if you want to do a deep dive into each of your accounts, you might want to set aside a few hours.

What are the steps of a social media audit?

A social media audit is pretty straightforward. Just follow these steps:

List all of your accounts

Check in on your branding

Identify your top-performing content

Evaluate each channel’s performance

Understand your audience on each platform

Take action and set new goals

Save time by managing all your accounts in one place with Hootsuite. Plan content and campaigns, schedule posts, manage conversations, and see all your analytics and ROI data with quick, automated reports. Power up your social marketing today.

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All your social media analytics in one place. Use Hootsuite to see what’s working and where to improve performance.

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