A social media post promoting one of Millbrook’s premier industrial properties generated four likes this week, three of them from employees of the Millbrook Development Authority.
Officials called the results encouraging.
“It’s great to see this kind of engagement,” said Executive Director Susan McCall. “Our team really believes in this property, and I think the numbers reflect that.”
The LinkedIn post featured an aerial photograph of the 240-acre Millbrook Commerce Center along with information about interstate access, available utilities, industrial zoning and the site’s proximity to a regional workforce of more than 180,000 people.
Within minutes of being published, the post received likes from McCall, the organization’s business development manager and its marketing coordinator.
A fourth like arrived approximately two hours later from a commercial banker who serves on the organization’s board.
“That was exciting,” McCall said. “It showed us the message was reaching beyond our staff.”
The post was part of Millbrook’s ongoing effort to increase awareness of the property among manufacturers, corporate real estate executives, site selection consultants and companies considering expansion in the Southeast. Analytics showed the post was displayed 418 times.
Staff said they were unable to determine how many of those impressions came from companies currently considering a new facility, although 67 were attributed to people who work in economic development.
“We know these decisions don’t happen overnight,” McCall said. “Someone may have seen it and just not liked it.” The organization’s marketing coordinator agreed, noting that social media users frequently consume content without interacting with it.
“There could easily be a CEO out there who looked at the acreage, saw the utility information, sent it to his real estate team and never clicked Like,” she said. “That’s absolutely possible.”
Officials also pointed out that the industrial site post outperformed a similar post from the previous month, which received two likes.
Both were from staff.
The authority plans to continue promoting Millbrook Commerce Center through social media, including a future post featuring a drone photo taken from approximately 600 feet higher than the previous drone photo.
“We want to keep the content fresh,” McCall said.
Staff are also considering adding the words SITE AVAILABLE directly to the image so users understand why they are looking at 240 acres of mostly undeveloped land.
At press time, the organization had posted a photo congratulating a local coffee shop on its ribbon cutting.
It received 84 likes.
