Property marketing – To social media or not to social media? (Knight Frank)

Posted on: July 1, 2014

At the Estates Gazette (EG) inaugural Property Marketing Summit conference on Thursday 26th June 2014 there was a panel session comprising John Williams (Head of PR and Social Media at Knight Frank) and Andrew Williams (Director of FTi Consulting) who tackled the subject of the effective use of social media in property marketing.

Highlights from the presentations:

Knight Frank

FTi

  • “Follow the customer and converse with the readers”
  • There is a digital information gap and a social divide in the City (although some REITs are good there are 48 not using Twitter at all)
  • There are some good examples of “socialising financial results” – British Land demonstrates insight in its use of Twitter, Hammerson in Marseilles was a good campaign http://www.hammerson.com/property/shopping-centres/les-terrasses-du-port-marseille/ and the Land Securities blog is good http://www.landsecurities.com/media/corporate-blog
  • People who follow you on LinkedIn have self-selected themselves and are already engaged
  • Often, it is the “behind the scenes” features and videos that attract most attention and interest

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