Over the past few years multifamily marketing has felt obligated to create a dynamic presence on every social media platform available. Now that our industry is getting the idea that the current set of the coolest, newest social media platforms is never going to be a static group, and that there will always be the new and cool social media platform of the day, the feeling that we are being pressured to utilize and engage on every available platform is not only unreasonable, it’s a strategy that will lead us to ineffective engagement. Instead, this year multifamily marketers will become confident and adept enough at social media integration and be able to pick the specific platforms that make the most sense for our assets. The reality is simple … not all social media sources are perfectly suited to our industry and we can’t possibly keep adding more and more platforms. Hopefully the apartment industry will start seeing greater returns as a result.