Brandywine Realty Trust (NYSE:BDN) is a publicly traded Real Estate Investment Trust with a portfolio of over 40 million square feet of Class-A office space across the United States and with a market capitalization of over $6 billion. With growing usage of social media among tenants, brokers, employees and partners, Brandywine looked to ChatterBlast to develop a robust social intelligence program as well as a long-term social media strategy for the complex organization.
Since 2011, Brandywine has received monthly social intelligence reports that focus on the brand, key executive mentions, geographic markets, industry trends, green/sustainability topics, and competitor/peer activity on social media. This data has been used to support communications initiatives across the organization and provide insights to sales/leasing, development, property management and executive divisions. The report includes over 2,300 brand mentions, 2,800 executive mentions, 26,000 competitor mentions and 40,000 industry data points.
In 2013 the company embarked on creating a comprehensive strategy to support the growing trend within commercial real estate to utilize social media. New projects such as the FMC Tower and Cira Center South shine public light on the organization. Brandywine has long been a leader in community involvement, social responsibility and sustainable practices and can now demonstrate that through social media. The complex third-party broker system and B2B2B2C sales model makes the adoption of social media even more valuable.
ChatterBlast used existing monitoring data, interviews, industry research and creative campaigns to build a custom strategy for the organization. With dedicated internal resources, training and a solid roadmap, Brandywine is positioned to bring its “Best of Class” mission to the social media universe.