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Social Media

- Blog posts tagged in Social Media

Posted by on in Property Management
Hopefully you made it to the Optimization Summits last week, as it got strong reviews across the board!  I was asked by Mark Juleen to join his presentation on "Beyond Facebook" along with Charity Hisle, and we covered Twitter, LinkedIn, micro-blogs, localization apps, and a host of other non-Facebook tools.  So for those who didn't make it to our session or the event overall, here are our slides! Beyond Facebook Part 1 - Optimization Summits Beyond Facebook Part 2 - Optimization Summits ...

Posted by on in Property Management
It's important to maximizing the use of the tools on Facebook. The value is not in the tools, but what is built with them! By adding graphics and clever photoshop in the profile picture you bring unique identity to a facebook fan page. The visual representation of the profile picture  goes with each and every post, comment and is sent out again each time a it is "shared".  While considering options for a profile picture I had a revelation.  What if I made stamps? Each time I "post" ... the stamp could be my postmark!!! Here are a few of the decisions we made:1. We created a white boarder around the artwork so the entire postmark shows with each post. You can as see both in the profile picture and the post below! Facebook crops your profile picture so we used the white boarder to be sure our entire image was exposed.2. Remember, each time your profile picture appears it is accompanied by the entire name of my page.  Therefor you do not need the name of your page in the picture. This allows the use of this space to make a clear simple artistic statement that represents the unique identity of the page. We did repeat our fan page name at the bottom for ID purposes, however, it is there for the when  the new stamp is shared in full size.3. To launch the new postmarks/stamps we created a special postcards for the two fan pages and the results have been fantastic. 4. We...

Posted by on in Property Management
Litmus Test - Ric Campo, CEO of Camden, national REIT based in Houston, BELIEVES in litmus tests. Camden is awaiting waves and raves. Multifamily Executives are asking for it. They're sticking their toes into the water...they just want Reviews and Communication through Social Media done RIGHT. They are seeking new ways to bridge the Consumer & Community Gap. Check out these recent Tweets; A national Apartment Management Company sent out this St. Paddy's Tweet..."My Lucky Day! I just turned my first negative Resident Tweet into a Positive!" And this one during March 19th's weekly Friday afternoon Twitter #AptChat. "Rented on of our apts recently? If so, let other renters know how you like it by rating it at http:..." In an ironic twist and despite the ever-growing frustration with various apartment ratings sites, several Multifamily executives are not only willing to put their properties up for review, but they are actually asking for it. “Regarding apartment reviews, it’s not that somebody has to do it, it’s that somebody has to do it right,” said Mark Juleen, VP of marketing for the JC Hart Company based in Carmel, Indiana. “Ratings and reviews have been out there for a long time in the form of ApartmentRatings.com and now Yelp.com. The problem is, these companies aren’t fostering open communication between the renting community and the apartment community.”  Companies eager to engage in the two-way dialogue taking action today include Camden, Mission Residential, Mills Properties, Gables Residential, Urbane Apartments, and the JC Hart Company.“We believe in...

Posted by on in Property Management
If social media is overwhelming you with the plethora of tools, platforms, fan pages, accounts, usernames etc, then it's imperative to stop for a moment and organize your thoughts and process.  You may be voicing your frustration and throwing up your hands and saying there is nothing but a bunch of noise going on.  Or you may be wondering how in the world you can keep up with the pace that these platforms are growing.  Let's reflect on another platform that morphed and that we quickly evolved the ability to control how we used it.   Jump back a couple of decades in the television world and reflect on what was available.  Mainstream television did not even become available to most people until the 50's.  Those were the days when you only had one or two channels tops and you had to get out of your chair to turn the TV on.  As the decades past, the amount of options and information increased.  Currently you can make a choice on what kind of channel package you wish for yourself.  Some can be as low as 200 and then the options continue to climb.  Within these packages are channels dedicated to certain topics.  We have The Weather Channel, The Food Network, ESPN and many others.  Does this mean that you leave your TV on just one of these channels all day long?  Of course you don't.  What was the premise behind making channels that focused on just one topic?  So that the viewer...

Posted by on in Property Management
This post is also inspired by Jen Piccotti's contribution, “Resident Retention: Dare I Say It - Don't Believe the Hype.” Whether you spend 5 or 30 minutes a day, don't think for one minute that your social media marketing initiatives are free. While there are no out-of-pocket expenses, the opportunity cost of your staff's time is very real—so it pays to carefully measure the true cost of social media. For example, let's assume that you employ a property manager named Sue, whom you pay $50,000 per year. To simplify this example, let's assume the direct payroll cost is about $25 per hour. (And yes, since this isn't taking into consideration any indirect costs like benefits, equipment, or supervisory costs, it is far less than the true cost of Sue's time). If Sue spends 5 minutes a day on social media efforts, it's costing you about $50 per month. That is perhaps enough time to keep up with Twitter and Facebook, but it is certainly not enough time to write blog posts. If Sue is like I am, she is a good salesperson and manager, but wasn't an English major. If she needs to blog on behalf of the property, it will take her a significant amount of time to write it. (This post will take me 45 minutes when all is said and done). Even if you've told her to go find content that can be reposted freely, that will still take 10-15 minutes. If she adds a photo, that will...

Posted by on in Property Management
Mark Juleen posed the question, “Is 30 minutes too much to ask?” when it comes to site people devoting time to social media, in response to Jen Piccotti's post “Resident Retention: Dare I Say It - Don't Believe the Hype.” Whether the answer is 5 minutes or 30 minutes, without a way to monitor whether people are actually putting effort in, you'll have no way to know that social media tasks are being done in a timely, cost effective manner—let alone at all. Even in my own personal experience, social media is one of the first things I let slide on days when proposals, sales presentations, travel, and time sensitive tasks get in the way. I have a lot more flexibility with my day than the average on site person, and since I own my own business, I put in more hours than many. However, there are days when I don't even have enough time to pen a tweet (and believe me, it's not that I'm inefficient or lack commitment). As you roll out social media initiatives, don't forget to put a system in place to measure social media input. If you don't hit your social media efforts goals, these systems will let you know that it wasn't because people simply didn't do the work. Ideally, put technology in place that lets you monitor posts, comments, and mentions for all your sites from one login.  Ellen Thompson is a founder of 4Walls, as well as an investor in Postling.com, which...

Posted by on in Property Management
Between floor mats, sticky gas pedals, and some questionable braking systems, Toyota has not exactly had the best first quarter ever.  Working in an industry where I hear people complain about the online ratings being brutal, I'm sure that those of you who've felt the sting of Apartment Ratings can sympathize, at least on some level.  Cars, apartments, Walmart - Bad PR is always the same. (Except for Walmart... they deserve to wiggle on the hook a bit.)  Turning around a problem is all about how you react to it.  Did Toyota drop the ball on this one?  Okay, yeah they did.  Run away gas pedal = uber scary and media hype-ability.  It WAS bad.But they fessed up.  See, this is the part where you get to start turning the bad stuff around.  Denial is easy, but not productive and not helpful to your reputation.  A real step 1 is ALWAYS the same: Fess Up.  Toyota had to recall over 400,000 Prius Hybrids and the total vehicle recalls tallied around 8.5 million.  Expensive, but to save their brand, it was necessary.  They might have acted a bit slow for the needs of the immediate gratification American society, 55% of whom, according to a recent Gallup poll, aren't happy with the response time.Step 2: Resist the urge to tell people how they're totally blowing this out of proportion.  Look, I ran the numbers here.  We are talking about 19 unarguably tragic deaths in a span of 10 years, counted across 20 MILLION...

Posted by on in Property Management
  Recently I have been seeing a higher than usual number of virus infected machines.  These rogue spyware/malware Trojans that disguise themselves as security messages or attach themselves to downloads seem to be increasing. The worst among these, to me, are the ones that appear to be legitimate antispyware messages.  They announce you are "infected already" and want you to "click to agree" to be scanned immediately or purchase some instant cure.  Some of the most common names of late are Internet Security 2010 or XP Security 2010, or Antivirus Soft.  You may have heard them referred to as scareware or ransomware.Rogue Security Software: (From Wikipedia, the free encyclopedia):  is a form of computer malware that deceives or misleads users into paying for the fake or simulated removal of malware. Rogue security software, in recent years, has become a growing and serious security threat in desktop computing. More..   It got me wondering if we do enough to train and protect our staff against these threats.  As more companies accept social media as a means of networking and marketing, the lines between "work related internet" and "personal surfing" are suddenly gray.  Recently, One of my southern California properties emailed me to see if there was a way to "stop the ads from our antivirus program from popping up" on her computer.  Right away I knew there was a problem since we use an enterprise version of antivirus that doesn't expire.   After almost an entire day on remote support I finally was able...

Posted by on in Property Management
Not too long ago we talked about Twitter etiquette and now we have come to some thoughts on the practice of suggesting to friends to become a fan of a certain page.  Some balance really needs to be applied to how you go about building your fan base.  Lately I have been receiving repetitive requests to fan a page from the same individuals.  There seems to be almost no time span in between these requests.  I choose to ignore pages that I do not feel are something that would interest me and I wake up the next morning and the same request is there again from the same individuals and multifamily companies.  I know I am not the only one this has happened to since I see similar comments on the Facebook news feed regularly.  In my opinion it's just bad business overall.  I personally see nothing wrong with suggesting to your friends when you have opened a new page.  I have done it myself with the four that I operate for The Training Factor.  After that though it is my responsibility to let people know about these channels by other means.  These other methods will help you grow your following in a respectable and organic way.  Here are some bullet points that I have used and would love to see some others posted in the comment section below. 1.        Advertising that I have a Facebook page on our company newsletter. 2.       Creating a Facebook badge for our website and our blog. 3.      ...

Posted by on in Property Management
I know I'm dipping my toes into dangerous waters here, but I think it's time we take a good, hard look at the data surrounding social media and the hype associated with it. I fear I may be taking my life into my hands, but we've got some new data to work with that may start some very valuable conversation - so to me, it's worth the risk!The industry marketplace is filled with seminars, tutorials, podcasts, chat rooms and articles on how to get the most out of your social media marketing strategy. There is no denying that our culture is embracing social media in a variety of aspects of life, however, the data is currently showing it has not gained enough of a foothold in the rental housing market to be an effective leasing or community-building strategy. Based on data from SatisFacts’ 4th Quarter 2009 Annual Resident Satisfaction Surveys, when asked “When you rented at this community, what sources of information did you use to find out about the community?” only 1.24% of residents identified social networking sites, such as Facebook or MySpace…and Twitter was not identified by any respondents.In addition to being promoted as a way to find new prospects, social media/social networking sites are also receiving a lot of attention and focus as a great way to build visibility and community among residents and prospects, the reality is that residents prefer to be contacted by email or cell phone. Respondents to the SatisFacts Annual Resident Satisfaction Survey...