April 27, 2017
3 Important Elements of Multi-Family Social Media Management
It would be easy to dismiss social media as a place where people waste time sharing silly memes (plus don’t forget the cat videos) and in this dismissal, miss out on the huge business and marketing opportunity at your disposal for your multi-family housing community. Social networking has become such an inherent part of day to day interactions, at least 30% of all time spent online is spent on social media per GlobalWebIndex.
So what are the rules of engagement for the multi-family social media community to make the most of this marketing opportunity and leverage the social arena for better business?
Be Prepared to Use Social Media as a Customer Service Channel
Does it surprise you to hear that 53% of consumers ages 18-34 would prefer to use electronic media (social media, email, web chat or text) instead of the phone for customer support, and 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others? (Source: HeyWire Business) We are living in an immediate gratification world, and our customers expect us to be active on social media to field their leasing questions, late-night lock outs, and any range of general inquiries to frustrations – all through social media posts and messages at all hours of the day and night. Having a response team and plan in place is crucial to ensuring you’re not missing out on the opportunity to serve a resident or respond to a potential new lease.
Engage Your Current and Prospective Residents
It should go without saying, that a key element of multi-family social media is being social in nature. However, many companies and brands spend all their time speaking at their customers as opposed to engaging their customers. We refer to this as the megaphone effect. When you’re simply using your social media platforms as a megaphone of sorts to disseminate information to a large number of people instead of using the platforms as a way to have a two-way connection to your audience, you’re missing the mark. Sharing fun, funny and useful content that’s relevant to your audience is a major key to success in encouraging engagement, which keeps your audience available and open to receive your marketing messaging.
Don’t Be Afraid to Use Social Media as a Sales Tool
Many companies fear coming off as pushy or demanding when asking a user to take an action within their content or when using social media to encourage sales. For example, including a call to action within your multi-family social media marketing like, “Click here to start your leasing application today” truly isn’t frowned upon by the majority within these audience segments. In fact, a third of millennials say social media is one of their preferred channels for communicating with businesses, and many consumers say that social media plays as big a role in purchasing decisions as television. (Ad Age) Furthermore, 50% of consumers say they have made a purchase decision based on a recommendation through a social media network.
These are exciting metrics for multi-family housing owners and managers, but even more exciting is the opportunities still developing in the ever-evolving world of social media. Social media will only continue to become more engrained in our day-to-day functions, and will continue to grow in influence, and thereby in marketing dollars and time spent in this area. At RISE, we seek out daily opportunities to use social media as an extension of our company commitment to love, serve and care for our communities and residents. We do this by educating readers about our fabulous communities, creating a customer service outlet that’s convenient for our audiences, and engaging our residents and local communities through fun, useful and uplifting content. Is your social strategy accomplishing your community’s goals?