Social Media 101: How CREW Network’s Newest Playbook Can Help Your Chapter

June 9, 2017
Written by: Amanda Marsh, CREW New York

Social media is vastly changing the way CREW Network chapters communicate with the world, helping them promote the value of membership, demonstrate organizational and member credibility, engage potential members and partners, and stay up to date with industry news and influencers.

And these are only a few of the many benefits social media can deliver!

This year, CREW Network released its first-ever Social Media Playbook, a tool to help its 70+ chapters globally start or strengthen their social media strategies. Why is this important? According to Statista, 81% of the U.S. population has a social networking profile in 2017, an increase of 3% year-over-year. And by 2020, the number of worldwide social media users is expected to grow to nearly 3 billion.

Now is the perfect time for CREW Network chapters to board the social media train and reach these users.

Why Focus on Social Media?

What are some of most well-known, successful brands you can think of? Likely, they have a strong social media presence that allows them to promote their brand and connect with customers. Among the benefits of having a social media presence include:

  • Increased brand recognition, making you easier and more accessible to new customers and more familiar and recognizable to existing customers.
  • Improved brand loyalty, as brands who engage on social media enjoy higher devotion from customers.
  • More opportunities to convert, as every post you make is an opportunity for customers to convert to your brand.
  • Higher brand authority, because the more people talk about you, the more authoritative and valuable you will seem to others.
  • Decreased marketing costs, with as little as six hours per week of effort generating increased traffic to your brand.

For CREW Network chapters, this means increased awareness of the power of CREW Network; more opportunities to attract new members, partners, and sponsors; and becoming an even more powerful voice in the commercial real estate industry.


How CREW Network’s Social Media Playbook Can Help Your Chapter

The Social Media Playbook covers all aspects of social media, including who should post, who to follow, what to post, when to post, and how to measure success. The comprehensive guide also examines major social media platforms and their benefits, including Facebook, Instagram, Twitter, and LinkedIn.

“The Social Media Playbook has been helpful as we expand our social media channels and develop a clearer strategy for engaging our members and potential members,” said Shawmut Design and Construction marketing manager Kathryn Kucharski, who is charged with building CREW New York’s social media presence.

Among best practices CREW New York has learned from the Social Media Playbook, she said: Post unique, tailored content to each channel instead of posting similar content to each platform; and as the number of channels increases, scale up the number of committee members who post.

Additionally, the Social Media Playbook also provides a comprehensive guide to blogging. Chapters like CREW Baltimore have found this to be their strongest platform, given the quality of content posted and the ability to further disseminate that content on social media.

Don’t know where to start? The Social Media Playbook covers that too, interviewing members from chapters with strong social media presences on procedures and best practices. Among them:

  • CREW Atlanta (Facebook, Twitter, LinkedIn, Blog) splits social media posting between members, which could change annually or throughout the year, should someone’s workload increase.
  • CREWBaltimore (Facebook, Twitter, LinkedIn, Blog) hires an administrative company to schedule routine posts advertisings its events.
  • CREW-Las Vegas (Twitter, LinkedIn, Instagram) launched a Social Media Committee with one person who oversees members handling the different platforms, allowing more coverage and posting.
  • CREW San Diego (Twitter, LinkedIn, Instagram, Flickr) tries to post to each platform once per day, or at least a minimum of three times per week. When it’s difficult to come up with content, it reposts information and relevant commercial real estate articles.
  • CREW Atlanta, CREWBaltimore, and CREW San Diego use Hootsuite, a social media content management tool, to schedule and organize their posts
  • All four chapters have created unique hashtags based on event types and content posted.

The Social Media Playbook also covers chapters’ most frequently asked questions regarding social media, including how to engage attendees at program events; maintaining a cohesive voice between the different platforms; ways to manage all platforms; how and where to find content to post; how frequently to post; and examples of effective hashtags.

Is your chapter ready to get started? Download the CREW Network Social Media Playbook today or reach out to CREW Network Chief Marketing Officer Laura Lewis for additional questions or assistance.

Amanda Marsh is the founder of Buzzmaestro, which provides business writing, editing, and consulting services to real estate and other industries. Previously, she was a commercial real estate journalist with Bisnow and Commercial Property News. She has been a member of CREW New York since 2015, and serves on her local chapter’s Communications Committee, as well as CREW Network’s Communications and Editorial Committee.