Social Media Expert

with Sarah Hinderman

Q. There are SO many social channels now. How can my company decide which ones to focus on?

For the housing industry and B2C marketing, I highly recommend Facebook and Instagram — two of the most-used platforms for people of all ages. Plus, you can repurpose most content for both platforms.

Q. Do you have any time-saving hacks for busy businesses?

Q. What’s the best way to show off my latest project or event on social?

content calendar. Then, you can book a full but it doesn’t require frequent posting to

Bulk. Create. Content. I can’t stress how important it is for small businesses to set aside dedicated time for brainstorms, blog writing, graphic designing, and planning a content calendar. Then, you can book a full day for filming or photoshoots where you have a clear goal, shot list, and the right people on hand.

LinkedIn is helpful for B2B and recruiting, but it doesn’t require frequent posting to keep your profile relevant.

If you don’t have a dedicated social media employee who knows trends and filming tricks, TikTok generally shouldn’t be as high of a priority.

After you’ve gathered all the content essentials, prewrite and schedule posts in advance using a tool like Sprout Social or Hootsuite. Then, you can feel confident your social game won’t suffer while you focus on other important tasks.

Good news, you can usually squeeze multiple content pieces out of one topic. If you just launched a new appliance, do a photoshoot for an Instagram post, create a Reel of someone using it, write a blog about the top features, and film someone answering the most asked questions customer’s usually have. If you’re wrapping up a remodel project, post some before and after photos, create a graphic of a client testimonial, set up a timelapse video of staging day, and interview a team member about the work that went into this project.

No one format is necessarily the best for everyone – social media is more about your company presence, creativity, and knowledge of your customer’s interests.

Q. What’s the deal with hashtags?

Every platform is different, but understanding how to work with the algorithm and maximize your content’s reach is essential for effective social media strategies. Hashtags help apps like Instagram and LinkedIn recommend your content to interested audiences and pop up for relevant searches.

The more tailored, the better. I recommend one to three generic (but trending!) hashtags like #interiordesign, #hometour, #smallbusiness and two to four hyper-specific hashtags (think: #goldhardware or #velvetcouch) based off unique elements in your photo.

Q. How do I work with local influencers?

You could also search Instagram for a local social media influencer that’s involved in your market. Many of them have set rates they’ll charge for a social post or will promote your business in exchange for free merchandise. Just ask for their media kit or be honest about your budget and goals to see if a partnership will be a good fit.

good fit.

Using specific and relevant hashtags puts your content in front of your target audience, even those who don’t follow you. This can lead to further reach, new followers, and increased engagement.

Using specific and relevant hashtags working on together.

Partnering with influential individuals or companies in your niche is an effective way to get your business noticed and spread brand awareness. As part of the housing industry, you probably partner with builders, suppliers, designers, etc. on a regular basis. So why not connect with them about a partnership? You could trade social media posts, mentioning and tagging each other in the project you’re working on together.

As our digital media and brand content coordinator, Sarah Hinderman manages our consumer and association social media accounts. She executes a variety of media campaigns, including influencer marketing, social media ads, and email communications. With her creative ideas, copywriting skills, and a little Gen-Z flair, Sarah brings content to life to engage digital audiences.

As our digital media and brand content coordinator, Sarah Hinderman manages our consumer and association social media accounts. She executes a variety of media campaigns, including influencer marketing, social media ads, and email communications. With her creative ideas, copywriting skills, and a little Gen-Z flair, Sarah brings content to life to engage digital audiences.