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

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…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

0 Responses

  5. Mike-

    You’re right on point with this post. Prior to our video contest our social media efforts were very tame with little criticism. By conducting our contest we opened ourselves up to more criticism than I honestly ever expected. However, we have participated in the conversation and our contest resulted in a huge number of visitors to our websites. While opening up ourselves to the criticism has been challenging and tiresome at times, the online benefit has been amazing and worth it. We feel it was a huge success.

    Enjoy your day!

    Mark

    Reply

  7. M,

    Thanks for continuing the conversation!

    I really have to applaud your efforts in the way of being a marketer. I recognize that you are participating in the conversation at all hours of the day and night – heck, even when you are on vacation. It takes every bit of ones energy and more to participate any more but at the end of the day it’s that participation that will differentiate you from the crowd. Hats off you to you my friend as you are a true marketer.

    M

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  23. written by Tara Smiley, April 11, 2009
    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!

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    written by Mike Brewer, April 11, 2009
    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.

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    written by Tara Smiley, April 11, 2009
    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?smilies/grin.gif

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    written by Mike Brewer, April 11, 2009
    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.

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    written by Tara Smiley, April 11, 2009
    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.

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