THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Link Logistics’ LinkedIn Real Estate Brand Presence

Finalist in Real Estate

Entered in LinkedIn Presence

Objective

Objective

LinkedIn is the primary social media channel for Link Logistics, the largest operator of industrial real estate located exclusively in the United States. To advance the firm’s business goals, our Communications team strategically leverages LinkedIn to support integrated campaigns; showcase the quality and scale of our real estate portfolio; emphasize our focus on customer experience and customer innovation; distribute executive thought leadership; highlight earned media coverage; spotlight team members; and recognize significant holidays, cultural observances and societal moments. We produce differentiated, branded graphic designs and craft thoughtful captions that resonate with our audience. We view LinkedIn as a platform for our firm to expand its leadership presence and deepen partnerships. In 2023, we exceeded industry benchmarks and grew our channel while engaging our audience with the Link Logistics story.  

Goals 

Ongoing goals for our LinkedIn presence include the following: 

 

Strategy

Strategy

To support our goals, in 2023 our LinkedIn strategy leveraged content as a storytelling vehicle to articulate our values and competitive advantages, provide real estate business updates, spotlight our leaders and employees, and further differentiate our firm from competitors. At the tactical level, our team produced branded posts to draw engagement and gain exposure to new audiences. As we produce content, we must be vigilant and nimble to successfully adapt to ongoing platform changes, consider the implications of external news and events, and incorporate adjustments to our overarching company messaging. We focused on content that underscores Link Logistics’ national real estate portfolio, geographic footprint, use of data and technology, focus on people and culture, and commitment to environmental sustainability, community development and customer experience. As we pursued collaborations with other organizations, we tagged them in our captions to increase our posts’ visibility. Our copywriting employed a professional brand voice while leveraging relevant and wide-reaching hashtags. Our visual assets – spanning videos, animations, quote graphics, articles and carousels – added variety to our feed while maintaining a consistent look.  

 

Execution 

 In 2023, we celebrated the people who make our firm great through a variety of posts, including a #PeoplePowered series recognizing employees from diverse backgrounds across all levels of the firm. We also highlighted executives’ panel appearances and media features on a regular basis.  

To showcase our real estate portfolio, we shared posts recapping quarterly results, spotlighting our flagship developments, and promoting our leaders and properties. We also produced educational content about the integral-but-often-unknown role industrial real estate plays in daily life.  

We released several content series that align with our firm’s values around equity and inclusion. These included series for Black History Month, Women’s History Month, Earth Month, Pride Month, National Hispanic Heritage Month and Military Family Awareness Month.  

We also shared posts to amplify Link Logistics’ sustainability initiatives, such as the release of our 2022 ESG Report and the launch of Energy Solutions, our comprehensive energy and utility management program for customers. In addition, we released several sustainability-related posts in honor of National Clean Energy Action Month.  

To elevate our senior leaders’ profiles, we shared posts linking to their media features, panel participations and podcast appearances. In total, we supported senior leadership by drafting and distributing more than 300 posts and comments that tagged our own profile to elevate our channel and broaden our reach. 

We also promoted our posts to tailored audiences, such as brokers and commercial real estate professionals, to increase the visibility of our content and showcase our industry leadership.  

Using our voice to take an action-backed stance on relevant social issues, we shared statements on behalf of Link Logistics and firm leadership on the events in Israel and Palestine and our nation’s ongoing gun violence crisis. We highlighted our community outreach activities such as our efforts to combat childhood hunger through our partnership with the nonprofit CoreGiving, as well as events hosted by our employee resource groups for women and LGBTQIA+ team members.  

Results

Our results met our objective of positioning Link Logistics and our executives as leading voices in our sector as we exceeded industry benchmarks while leveraging best practices for LinkedIn. Our profile saw a 30% increase in follower count in 2023 for a total exceeding 33,000. Our firm’s CEO grew his LinkedIn profile by more than 1,200 followers. In 2023, our LinkedIn posts earned 81K engagements and more than 4.4 million impressions, with an average engagement rate of 1.8%. More than half of our LinkedIn posts were above the 2% benchmark engagement rate while 73% were above the engagement average for posts specific to real estate.

 

Nearly half of our top-performing posts were about people and culture, demonstrating how our use of human-centered content connected with our audiences. By leveraging paid amplification, we tripled our average reach for strategic and targeted posts. We consider our efforts to expand and deepen our LinkedIn presence to be a success based on our outstanding engagement metrics, reliable adherence to brand standards, continual production of industry thought leadership content and consistency in connecting posts to our key differentiators. These emphases enabled us to substantially grow our own page and those of our executives.

Media

Video for Link Logistics’ LinkedIn Real Estate Brand Presence

Entrant Company / Organization Name

Link Logistics

Links

Entry Credits