Your Social Media Strategy: Thinking Beyond Facebook and Twitter

Social media strategy beyond Facebook

As a multifamily marketer, understanding your current and prospective residents is key to knowing how to reach and engage with them. According to the Pew Research Center, “seven in ten Americans use social media to connect with one another, engage with news content, share information and entertain themselves.”

When most multifamily properties develop social media strategies, the first two platforms that likely come to mind are Facebook and Twitter. While they are certainly two of the more well known and widely used platforms, there are many other platforms that you may want to consider as you build your brand.


The basics: Instagram is a visual platform that can be used to showcase resident engagement and exhibit your community’s personality.

How to best use this platform: To drive engagement, for instance, post pictures of the pool being opened or amenities being used. Invite your residents to participate in contests and submit photos to win prizes. Residents’ pictures shared on Instagram are also viewed by their followers, which expands your reach and generates greater awareness of your property. Additionally, hashtags (#) can be used to increase a photo’s exposure. For example, #twobedroom #Tampa can be added to a photo caption to link it directly to people seeking a unit with two bedrooms in that loca

You can also take advantage of “stories,” which allows you to create a series of photos and videos of your property that can only be viewed by your followers for 24 hours. After that, they disappear, which adds a sense of viewing urgency. It also gives you additional flexibility with what you post.


The basics: Snapchat is a photo and video messaging app. Its key feature is that all messages (including short videos) can be set to disappear after a length of time.

How to best use this platform: Create Snap stories to chronicle renovations, conduct video tours of the property or to promote events. With Snapchat, you can engage your residents and get them excited about your community by posting regularly.


The basics: Tumblr is a microblogging and social network site that allows users to post multimedia and other content to a short-form blog.

How to best use this platform: Your Tumblr can be used to post property photos and resident information such as planned maintenance alerts, or it can be used to answer questions from residents. You have the flexibility to post immediately or schedule your posts for a later time or date, so you can write a series of posts when you have time and maintain a steady flow of posts later.


The basics: YouTube is the most popular video-sharing website worldwide. Videos you upload to YouTube are accessible all the time and don’t disappear like Snapchat or Instagram stories.

How to best use this platform: Optimize property videos with tags, titles, descriptions and keywords to assist in driving traffic to your property website and increasing your search engine rankings. In addition to traditional property tour videos, you can include videos that showcase amenities, promote community engagement, spotlight staff and feature interviews with current residents.

The Takeaway

There are many ways to market your multifamily property using social media—just don’t spread yourself too thin. Invest your time wisely in up to three platforms, learn to master the features of your chosen platforms, then analyze the results. If one platform underperforms versus the others, move to another platform.

No matter what platforms you choose, you can use them to expand your prospect reach, decrease marketing costs, improve your search engine rankings and obtain valuable customer insights. You may even have some fun while you’re at it.

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