What is Social Media anyway?
Social media is a means of communication (and even marketing). It provides the opportunity to interact directly with residents and prospective residents. You can create an online presence by participating and engaging residents in conversations they are having about your properties.
Let’s start simple, with the help of Beth Harte:
“Social” – conversation, feedback, comments, buzz, friends/followers, mentions, readers, etc.
“Media” – Facebook, Twitter, Blogs, Flickr, YouTube, Digg, other communities.
“While social media is often described as an extension of marketing, it really has its roots in customer service.” Amber Naslund
What does social media do?
Social media allows people to share things of interest with everyone, increasing the visibility of your business and yourself. It allows properties to be proactive in their marketing and resident retention efforts or reactive when residents are unhappy and sharing their experiences online.
By using social media, you are gaining direct access to user-contributions that generate qualified leads and sales. Positioning your company/property on social media outlets will provide residents and prospects a place they can rely on to have questions answered, receive special promotions, and learn new things about your property.
Is social media right for us?
“Web users are more likely to check your website for information or search the web than they are to take traditional steps like calling you.” Michael Mace, Rubicon Consulting
Think of social media as an extension of your other outreach efforts. Similar to picking up the phone or sending an email, or even an apartment viewing, it is an opportunity for conversation. Employ social media into your everyday efforts to communicate with the people that drive your business: residents.
“Monitoring what is happening online is similar to a call center that listens to the needs and opportunities then routes it appropriately.” David Alston, BlogOrlando
Social media is about context and content, and is not right for every business. However, user comments online are known to drive purchase decisions; 75% of US users take advice from online vs. printed reviews and salespeople (Rubicon Consulting). By interacting with prospective residents on a more regular basis you will keep your community top of mind as they search for their new home.
“Companies need to create lasting, valuable relationships with actual customers by giving them a voice and responding to their desire to engage.” Garrick Schmitt, Razorfish
Social media is for everyone; however how we use it should represent who we are or our company. Please share your thoughts by commenting.
