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We talk to Lisa Coutts and Evan Marbury, realtors at The CM Group at Compass in Washington, DC, about how to use different social media platforms to accomplish messaging goals and reach distinct audiences. We discuss when it makes sense to segment based on audience or content, and how the different platforms provide unique opportunities to reach specific goals. We also cover how to allocate budget among platforms and how to monitor campaigns.  Links mentioned: Hootsuite Homesnap Pro ads Hipmunk Sneakers Skyscanner Homesnap