Beyond likes: social platforms for social housing

Social network, web site surfing concept vector illustration. Woman siting and using a laptop with flying thumbs up and hearts.

In today’s digital world, social media is a powerful tool for housing providers. But simply having a presence on every social platform isn’t enough. It’s crucial to target the right spaces and tailor your content for maximum impact. A well-defined social media strategy allows you to connect with residents, build trust, showcase your commitment to the community, and ultimately achieve your goals. 

LinkedIn: The Professional Social Platform 

LinkedIn should be your online handshake with the sector where you connect with potential partners, industry experts, and decision-makers. By sharing insightful articles, highlighting staff expertise, and showcasing stories that demonstrate your social impact, you can position yourself as a real leader. One of our team attended a LinkedIn masterclass in February, led by LinkedIn expert Nicole Osbourne, where we were able to get lots of tips on how to best use the platform. 

Towards the end of last year, we reviewed See Media’s LinkedIn account and implemented regular posting of engaging content, experimented with social trends and identified our tone of voice. Our account has since seen increases in page views, followers, engagement rate and impressions. If you’re not already following us on LinkedIn, be sure to do so here: See Media LinkedIn 

X’s Evolution: Shifting Focus 

While X (formerly Twitter) was once a lively, conversational platform for housing providers, its user base has shifted dramatically. Carefully consider if it still aligns with your target audience. If you choose to remain active, prioritise real-time updates for service disruptions or emergencies. Respond promptly to tenant inquiries and share short, impactful news bites about relevant policies or funding changes if you deem it necessary.  

If you choose to not prioritise X as an active channel, don’t delete or deactivate your account – simply post an update saying the channel isn’t being monitored and pin this to your profile. 

Visual Storytelling: TikTok & Instagram 

Platforms like TikTok and Instagram thrive on engaging visuals. Ditch the text-heavy posts and capture attention with bite-sized videos and eye-catching photos that put people first. Showcase property tours, offer quick maintenance tips with short how-to videos, and share community events. We think Wrekin Housing Group do a great job of this! Or you could partner with local influencers who resonate with your audience for wider reach, but ensure you keep your brand authentic. 

When creating social content for our clients, we like to initially undertake audience analysis and determine what they’d enjoy seeing on the platform. Some prompts we use to form our ideas include; what problems does your audience face? What things do they value most and what things do you do that they’d find interesting?   

Building Community on Facebook 

Facebook groups remain a valuable space to foster resident engagement and is a social platform that allows for long-form discussions and information sharing. Use it to distribute important announcements, gather feedback through polls and surveys, and address resident concerns directly. You could encourage resident-led initiatives like gardening clubs, recipe swaps, or online book clubs to build a sense of community and belonging. 


  • Consistency is Key: Regularly post engaging content on your chosen platforms 
  • Respond & Engage: Promptly address comments and build relationships with your audience 
  • Data-Driven Decisions: Track your content’s performance and adapt your strategy based on insights 
  • Embrace New Technologies: Explore emerging platforms to connect with hyper-local communities 

By using the right social platform with the right content, you can effectively connect with your audience, build trust, and show the impact you make to residents.  

If you need help creating a social strategy or identifying the right platforms for your brand, get in touch with us at