For more than 45 years, Taylor Johnson has been providing media relations and public relations services to clients across the real estate industry, adding social media in the early 2000s as a natural extension of our capabilities. Today, nearly a quarter of our clients rely on us to craft on-brand social content through ongoing, programmatic campaigns, and many more turn to TJ for consultation on best practices and copy created by their in-house teams. These clients have seen how the right integration of social media alongside PR can not only enhance earned media results, but also amplify desired messaging around a project, service, event or other corporate initiative.

For example, after a year of us managing its PR, TJ client Baker Barrios Architects was confident in the value we would bring to its social media efforts and engaged us for that service as well. The architecture firm’s goals included increasing engagement and growing its reach, including new followers in the cities where the firm had recently opened practice sites: Chicago and Nashville. By leveraging the networks of both Baker Barrios and the publications in which we secured coverage, and implementing a targeted geographic strategy, TJ’s social media team outperformed industry benchmarks in every desired metric:

• We earned a growth rate of 13% on Instagram and 18% on LinkedIn, more than two to three times the industry organic benchmark of 5%.
• We boosted engagement for Baker Barrios’ Instagram (10%) and LinkedIn (9%), which is roughly double the industry standard of 5%.
• We increased the number of Chicago- and Nashville-based followers the firm had on LinkedIn, which now comprise 12% and 6%, respectively, of their total audience.

To supplement organic social media content, our team also works with clients to develop targeted digital advertising programs and influencer marketing campaigns, all integrating the same brand language developed and used for PR efforts. So, whether target audiences read a news article, see a social media post or view an advertisement online, they will receive a consistent brand message made possible by our integrated approach.