Using social media to market apartments. The start of a great divide?

I came across this great post; Does Social Media Help or Hurt? » Customers Rock! this morning. In it, Becky Carroll points to another great post over at Marketing Profs Daily Fix: The Customer Chasm. Are you Creating a Social Media Divide? by Jason Baer.

Both are rather short reads and raise a very interesting observation that I think is worthy of discussion in the multifamily space. A number of you have a passion for this subject as you have touched on it via blog posts and tweets so I look forward to your continued thoughts. I think the catalyst for the hotbed of comments came when Jason penned the following;

Are we inadvertently creating a Customer Chasm, where those who are
socially media active are receiving preferential treatment compared to
those who are not? And not just in customer service, but in customer
acquisition too?

There are some compelling thoughts and ideas laced into Jason’s examples and those couched in the comment section below his post, all of which could apply to our space.

Thanks in advance for taking the time and have a compelling week.

7.10.9 Update

Does Social Networking Breed Social Division?