This is a question we think about quite often. While the majority of our clients are still utilizing printed newsletters, we have seen a steady increase in orders for our digital offering. In addition to uploading a file to their website, many properties post them as links on their Facebook pages or Tweet them to their followers.
It seems to me that social media is ideal for connecting with those residents proactive enough to engage with their community in that fashion. But, at the risk of sounding self-serving, I tend to think reliance on social media alone may, in many cases, not be the best strategy.
What about residents who may be too passive to visit your social media pages? You still want them to be aware of what is happening in your community, right? What about the risk management paper trail a hard copy provides? Many clients use their newsletter as a marketing tool, handing them out to each prospect that walks through the door.
Because there is such diversity in the way people relate to media in general, the days of a ‘one size fits all’ resident communications strategy have long since passed. While it’s not easy, ultimately it’s up to the people ‘on the front lines’ to determine the right mix, either by trial and error or by doing an informal survey.
I’m looking forward to reading more posts from those of you ‘in the trenches.’