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How Public Relations and Social Media Work Together
By Adam Gower Ph.D.
In today’s digital world, it’s safe to say that PR (public relations) and social media go hand-in-hand. People all over the world are turning to social media for business reviews, social proof, or even just to check someone’s credibility.
This means that real estate sponsors, like yourself, seeking to raise capital online, need to be active on the right social media platforms if you want to manage your own reputation effectively. You can also use social media to make sure you are making the right impression on the high net worth audience you want to reach.
PR is all about being able to communicate in a way that builds relationships. If you think about it, public relations is the bridge between what an organization, or brand, communicates, and the public. PR is about both shifting opinions and protecting reputations.
Utilizing social media as a main part of your PR campaign is just smart business. With the right strategy, a social media channel could potentially get your message in front of exactly the right audience , helping you develop relationships with prospects and existing investors, and ensuring you’re always one step ahead of your competition as you solicit for capital.
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Developing the Right Relationships
Relationship management, along with community management, play a significant part of the public relations experience. Public relations focused professionals on social media have the opportunity to interact with influencers, journalists, and many other media outlets with the goal of extending their own company’s influence.
By making the right connections with the right audience on the right social media channels, you can ensure you’re building a solid reputation of authority, credibility, and professionalism.
Strengthen Your Message
Another way you can use social media for PR is by enhancing your company’s message with original, branded content. Sharing various pieces of content on your social media channels (photos, videos, blog posts, etc.) will not only help show prospects what your investment strategy and goals are all about, it also helps develop your brand’s authority.
When it comes to sharing content on social media, the key to success is to make sure every single message aligns with your values, your audience’s expectations, and the objectives of your capital formation campaign.
Social Sharing in Press Releases
One massively effective way to incorporate the world of social media into the world of public relations is by adding social sharing links to all of your online communications. By doing so, you are ensuring that when a follower reads your content online, they can quickly and easily share it with their friends and family and on their own social channels - thus expanding your reach even further.
You can also embed social media links directly into your content to make it even easier to distribute your company’s important information to a much wider audience as quickly as possible.
The Importance of #Hashtags
The “hashtag” – the ‘#’ symbol – has become an almost essential part of a marketing strategy nowadays. It makes connecting to relevant conversations even easier. You can keep track of what is being said about your company, you can monitor conversations, get insights into the perception your audience has of you, and more.
Hashtags can also ensure your content is easier for your audience to find, as all they need to do is search for a single branded hashtag. One way to ensure your hashtag game is strong is by testing different hashtags out on your posts, while still being consistent with your branded hashtags.
Finally, it’s worth noting that one wrong message or unpleasant rumor on social media can potentially be enough to permanently damage your reputation - unless the problem is handled as quickly and efficiently as possible. Being active on social media can allow you to respond quickly to real-time situations (crisis management) and stay on top of the conversations you want to be a part of.
Achieving PR success often involves taking advantage of the real-time nature of social media - allowing you to maintain your positive reputation, while also allowing you to raise capital online like has never before been possible.
Just Getting Started?
If you have only just started in real estate development, have completed no deals, have no email list, but know you want the freedom and wealth being a real estate developer brings, then I suggest your first step is to start evaluating deals so you can recognize a good one when you see it.
Here’s where you should start. You’ll learn everything you need to know – the different types of real estate, different development strategies, how real estate cycles influence the market, and all about due diligence.
If you want to find deals and raise money for them so you can start your real estate development business, then learning how to conduct due diligence so you can pitch your deals better to investors is a great place to start.
Up to $20 Million in Assets
If you’ve already purchased one or more real estate project and are seeing more opportunities than you can finance, then now is the time to start building your investor network so you can finance all your next deals quicker.
You’ve already got some momentum; now start finding and educating prospects about what you’re doing so you can build an email list of people to pitch to when you’re ready to raise money for your next deal.
This is what we build for private clients all the time – it’s called the Investor Acquisition System and you can access the entire program right here so you can find prospects, and convert them into being deep pocketed, repeat investors in your deals.
If you are a seasoned pro with multi-cycle experience, a substantial portfolio, a decent deal pipeline, and find yourself spending too much time raising equity capital because you’re still doing it in-person, then it’s time you put technology to work for you.
The wonderful thing about doing this is that you’re not going to be doing anything different than you’re already doing and, guess what, you’ll never have to sit through investor meetings again.
Sounds crazy I know, but I lay the whole thing out for you in this white board workshop where I personally show you exactly what it takes for you to transform your equity raising into a fully automated, capital raising machine so you can find new investors while increasing commitments from your existing network.