How to measure social media marketing success for property

Having an online presence is incredibly important for any property scheme, regardless of whether it’s residential or commercial.

Using social media is a great way to secure brand awareness and lead generation for your property scheme, but knowing how to measure your social media marketing is vital for success.

In this blog, we’ll be discussing the main ways to check on your social media success, and how to access these measurements.

Following

An easy to way to discover if your online content is being well-received is through your number of followers. If your social following is growing at a consistent rate and your followers are mainly made up of your target audience, then you’re doing well!

To ensure consistent growth and a targeted following, you should do weekly following and unfollowing strategies. Audiense is a really helpful tool that allows you to mass-follow and unfollow accounts, whilst specifically targeting accounts that meet your target audience specifications.

For example, if you’re running a commercial scheme in Manchester and you’re after a business-led following who might be interested in moving into a new office space, connect your Audiense to accounts focused around Pro-Manchester or MIPIM and create copycat audiences for your own development.

Need a hand with this? Get in touch with us at Roland Dransfield!

Engagement

You can have all of the social platforms available to us, but if no one is engaging with your content then you might be wasting your time.

Engagement can come in lots of different forms, from likes and favourites to retweets and shares. The key social accounts (Facebook, Twitter, LinkedIn) all have in-built analytical support, so you can see how often your content is getting engaged with, what posts have been the most popular and how your accounts compare month on month.

Below is the standard layout of a Twitter analytics account – you have options to select the date range, see your top tweets, the amount of impressions and engagements per tweet and check how your promoted posts are doing.

With this level of knowledge, you’ll always be aware of how well your property scheme’s accounts are doing, and where you could improve upon aspects!

Leads

If the main aim for your social strategy is to get tenants and residents for your residential or commercial scheme, then most of your posts should have a strong call to action (CTA) calling people to register/download a form/book a viewing.

Using Google Analytics, you can see how many people have come to your website via both organic social and paid advertising. This will give you a good idea of how successful your paid social is against your organic, indicating whether you should put more money behind it or change your messaging for a more successful uptake.

Fancy some success?

Have you been measuring your social media marketing success? It’s a fool proof way to make sure the time you’re spending on your social media strategies are worthwhile. If you think you might need a helping hand, get in touch with us at Roland Dransfield.

For some extra help, download our brand new eBook about how to market your brand in Manchester.

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