The Wilbert Group Blog

Know Your (Social) Audience

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Social media can be an incredible tool for a company to engage with its audiences and gain recognition. As companies become more social media savvy, there’s a natural desire to have a dominating presence on every social media channel. However, a platform that makes sense for one company might not make sense for another.

For example, many of The Wilbert Group’s clients are in the real estate industry. When we begin a social media program, we work with the client to identify who the audience is and what story the company wants to tell. We then make recommendations around which social media networks make sense for the company, and develop content that appropriately speaks to the audiences using those networks.

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For residential real estate, varying price points mean completely separate audiences. If the homes are targeting millennials, a strong Instagram presence is key. On the luxury side, those buyers may be Baby Boomers, who are more active on Facebook. For commercial real estate, a retail developer potentially has a need for a business-to-consumer strategy while a brokerage firm is likely targeting potential clients. While one client might have a need for a Facebook page, another should be focusing its efforts primarily on LinkedIn.

Social media can be time consuming and costly from an advertising perspective. With an increasing number of social media networks out there, it’s important to identify where your primary audience is spending its time to create a strategy that’s purposeful.