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Don’t use social media to market apartments, if…

Don’t use social media to market apartments, if…

…you are not ready to be a marketer. You see, the essence of social media is conversation and that conversation is you being a marketer. So in order to use to social media to market you must be willing to be a marketer, you must be willing to engage.

When you use social media to market apartments you take on the responsibility of engaging in feedback - be it good, bad, indifferent or even downright hateful. And, therein lies the fear of many operators. How do we handle the negative and hateful feedback we might get, is the question I hear most often. I say, “engage in a conversation with them.” I might add, “how do you respond when someone meets you face to face to voice their discord about your community? Do you sit silent or do you engage in a conversation?” You have to think of social media as just a mechanism for conversation - nothing more - nothing less. And, about those potential negative comments, they take themselves.

To that point let’s direct our attention to a Washington Post titled; Listening to the Dot-Commenters written by Doug Feaver, former Executive Editor of the Post [thanks for the great post, Doug]. The gist of the article is about the self correcting nature of socially irresponsible commenter’s and more specifically anonymous ones, that is to say people who use feedback platforms as bully pulpits. I think the Post’s philosophy is one that could/should be mirrored in the multifamily space.

I have come to think that online comments are a terrific addition to the conversation and that journalists need to take them seriously. Comments provide a forum for readers to complain about what they see as unfairness or inaccuracy in an article (and too often they have a point), to talk to each other (sometimes in an uncivilized manner) and, yes, to bloviate. - Doug Feaver

I can see merit in Doug’s logic and I think it will - over time - marry well to sites like apartmentratings and yelp, just to name a few. I have to believe that the more accustom apartment seekers become to prospect/resident generated feedback sites, the more they will either avoid, ignore or correct socially irresponsible comments. The down right passionate users will see it as their absolute duty to counter the negative or misguided users. Now, should the down right passionate user be you - please remember to handle yourself professionally. In my mind you represent an industry not just your individual community or property management firm. And, just remember, it’s all marketing.

Have a stellar Easter weekend.

M

 
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Great comments, Mike. I have heard from too many people that they don't like to use or even acknowledge websites like apartmentratings.com due to their fear factor of the hate posts. Battle back! Half of the war is won based on what you do with the feedback. Market and manage it. Great post!

  Tara Smiley
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Thanks, T. I can't tell you how many times I have heard the phrase - "we do fake counter posts to offset the negative." Why in the world would we do that? Why can't we just be ourselves? Why not counter as the property manager? Just be authentic.

Thanks for the kind words - have a great Easter.

  Mike Brewer
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The thing i have always loved about this industry is that requires fearlessness in the face of doubt. We exemplify this everytime we push a close. Not sure why you should live with us? Let me count the ways... We push the envelope for a living. So why do we turn into nancies when someone writes something "mean" online? I think people are afraid of the mass instant access instead of embracing it and using it to their benefit. Where are the stones?;D

  Tara Smiley
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That is classic and so true - we are bold right up to the moments of truth. It seems we need some verse in how to handle crucial conversations.

  Mike Brewer
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I wasn't professionally raised in this field and instead started in the addictions therapist. When I started my training, I asked how I would know if I was a good fit. THe answer I was given was that the property would become my baby. I would have moments of growth and change, pride and swallowing pride, but that above all, I would be the property's biggest fan and champion. THe advice was spot on and to this day is still a large part of how I evaluate managers - you go to bat for your baby. And, if nothing else, you quickly learn to spot the trouble, recognize it for what it is and dismiss it or correct it. Proaction, not reaction is the name of the game - especially with your online product reviews.

  Tara Smiley
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Thanks for the great trades, Mike. Have a good holiday, yourself.

  Tara Smiley
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T,

I think you hit the nail on the head with this comment;

"you go to bat for your baby."

I think the tripping point with social media comes when the corporate hierarchy gets involved. The default position of social media is; right now, it serves a me culture embedded with entitlement and instant gratification. The corporate hierarchy is embedded with protectionism and political correctness. I think both have merit.

I see nothing wrong with a culture that chooses various ways to communicate and I see nothing wrong with wanting answers right now. On the other side I see the sense in couching responses in a manner that is both solution oriented and professional in nature. The opportunity, as I see it, is for professional service firms like property management companies to; 1. Embrace the social media platforms, 2. Train the front line professionals in the art of crucial and moments of truth conversation and additionally, the art of emotional intelligence, 3. Engage in the conversation. All of this must be under the premise that the conversation is our marketing. And, we all need to go to bat for our baby with the best foot forward.

Thank you for the great feedback and have a stellar week.

M

  Mike Brewer
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You know M, in his book Word of Mouth Marketing, Andy Sernowitz lays out the rules for engaging in the conversation and number one is be genuine. EVERYONE who is getting in to facebook or twitter as a marketing medium needs to read that book before they go any further. It's a great handbook for what people are about to explore.

Nice post!

  Heather Blume
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Heather - are you sure you're not getting $ for all the book plugs you throw out?;) I've actually read Sernowitz's thoughts and completely agree with you! If you want to do it right, apply the right MO - it also goes back to the concept that when you are selling your product, you're still selling YOU.

  Tara Smiley
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Tara-
Nope, no $$$ from authors, I'm just a voracious reader You should see my book list on my blog sometime. It's constantly being added to I love reading because I think that it makes me a better writer,and it gives me a lot more interesting things to talk about.

  Heather Blume
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