Spring into Social Media
Is it spring yet? According to the vernal equinox, the first day of spring is March 20th, but I would say most of us are still waiting for its arrival. Here’s an interesting fact: Punxsutawney Phil has only been correct 39% of time since 1887 according to the Stormfax Weather almanac. I don’t know about you, but I would not have a job if I were incorrect 61% of the time.
This month, we promised to give you some information about social media and how properties and management companies are using it within our area.
Our Survey of Social Media Usage in the Washington D.C. Area Market
On our monthly March visits, we surveyed over 700 properties in the Washington D.C. metro area. We asked questions about Facebook, Twitter, Pinterest and other social media channels that properties may be using.
Here are some of our findings:
Just over 31% of onsite personnel reported their property has a Facebook page.
Of the people who knew they had a Facebook page, only 47% knew who updated the information.
Only a few properties, reported having a Twitter or Pinterest account.
Most reported the corporate office handled all of their social media.
Digging a Bit Deeper
While doing my own research, I did find several management companies utilizing Pinterest and Facebook on behalf of their companies. Some of the Pinterest pages were established under the management company with boards devoted to their properties. I thought this was a good strategy, as it supports the management company branding.
The Facebook pages for properties seem to be the most popular of all of the social media channels available. Some properties are using feeds to populate information on their pages, while others are customizing their posts to area events and property happenings. Most of the pages I reviewed were posting on average twice a week. I did not find as many photos on these pages, other than model and amenity shots, as I thought I would.
The Benefits of Social Media Within the Apartment Industry
I was left with a few thoughts after completing my research:
What if any benefit are the properties and management companies getting from social media?
Is the time spent creating content or posts giving you the return you hoped for?
Have you asked your residents what they would like to see from you through social media channels?
Can you share with me what you would like me (Apartment Showcase) to provide to you through social media channels?
If you are doing something that has been highly successful and engaging, I would love to hear your success stories in the comments below!