Many social media campaigns are centered on the belief that content is king. However, what if there is something else more important to a successful online campaign? Evan Kraus, senior vice president of APCO Online, shares significant findings from his company’s study as well as thoughts on the rise of 4G and GPS smartphone technologies. He tells Urban Land magazine why land use professionals should take notice.

Read the related article, “Social Media and Commercial Real Estate: Too Soon to Call?,” for which Mr. Kraus was interviewed.