What you can learn from Zoopla about succeeding on social media

A glance at Zoopla’s social media accounts shows that they’re clearly the sort of company that “gets” social media marketing.

Busy, interesting pages with a great combination of promotional material and genuinely interesting content are a great way of keeping people interested.

The company was awarded “Best Brand” in the Sunday Times Tech Track awards yesterday, and its would be fair to assume social media played a big part in that.

Alex Chesterman, the company’s CEO and founder, said earlier this year: “Social media and property marketing go hand in hand – we’re a nation obsessed with property and using social media to extend this conversation makes perfect sense.”

A particular highlight of Zoopla’s activity is “#propertyoftheweek”. This invites the estate agents Zoopla works with to contribute their suggestions for the best property listed that week, sometimes on a particular theme.

The genius thing about this is as well as generating general interest from consumers, it also helps Zoopla maintain a good relationship with the agents which list on its site.

Other elements in its strategy include:

Encouraging dialogue with followers

This increases your visibility, as Facebook and Twitter users see their friends engaging with your page.

For instance, this Facebook post asks whether readers would sooner have a one-bed flat in Chelsea or a 21-best manor in Wales, which were both valued at £650,000.

Sharing relevant and interesting third party articles

Can help generate a general interest in you, without having to splash out on your own content.

Not shying away from being occasionally promotional

Social media should be fun and you don’t want to drown your followers in sales-talk but ultimately to gain a good ROI it’s worth having a decent mix of content and promotions.

Crucially, Zoopla isn’t afraid to let its hair down a bit. If your social media strategy comes across too corporate then you’re missing the point, and missing out on the benefits of social media marketing.

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