What’s New in Social: Reactions, Messages and Videos

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It’s crucial for property management professionals to find innovative ways to connect with prospects and generate business, and social media is a powerful tool to help. For this reason, Property Management Insider has created a weekly series to keep readers up-to-date on the latest trends and updates in social media to support apartment marketing efforts.

Here’s what’s new in social:

Facebook Introduces Reactions

Back in September, we wrote about Facebook testing a dislike button, which would allow users to respond with a “thumbs down” to a post. The overall goal here was for users to have the ability to express a wider range of emotion, and the channel met the challenge by launching a reactions feature this week.  Six different reactions, including “like”, “love”, “haha”, “wow’, “sad” and “angry” are now available—and for businesses, this presents both opportunities for engagement and potential PR risks. Make sure you monitor your posts carefully to judge the overall sentiment of your audience, and if angry or sad reactions pop up, this could signify a potential problem. What’s your reaction to this update from Facebook?

Facebook Launches Canvas Ads

If you’re looking for a way to wow prospects, Facebook’s new Canvas ads are a great way to start. These eye-catching, full-screen advertisements allow users to view the content without leaving their news feed. Marketers can also include animation, product catalogs, videos and more to create a truly immersive experience. Facebook started testing Canvas last year, and the results were promising—results showed that 53% of people who open the ad watch at least half of it, and the average view time is 31 seconds. Use Canvas to stand out from your competition and provide engaging content for your audience.

Twitter Launches Video Capability for Direct Messages

There’s no doubt that video usage is continuing to grow across social networks, and Twitter has taken note. The company is rolling out an update that allows users to capture and share videos through direct messages. You can record videos directly through the app using the camera button or import existing videos—including those great clips of your property—to share with prospects and residents.

TwitterTwitter Improves Customer Service Tools

The fast-paced, conversational nature of Twitter provides huge opportunities for businesses. It also creates a need for careful, consistent monitoring of customer service issues. With this in mind, Twitter recently released new tools that allow businesses to more easily communicate with customers. They can also display a call-to-action button on their tweets, and users can respond with personal information in a private space. What are your thoughts on this change from Twitter?


Taking advantage of social media helps property management professionals reach more prospects and improve their multifamily businesses. How are you integrating the latest social trends into your apartment marketing efforts? Stay tuned for more updates on What’s New in Social!

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Leah is a Marketing Media Specialist at RealPage Inc., a leading provider of property management software solutions for the multifamily, commercial, single-family and vacation rental housing industries. Her background includes social media, digital marketing and international marketing. Prior to joining RealPage, she managed social media strategy for a start up in the Dallas-Fort Worth area and for the Texas A&M Center for International Business Studies. Leah is a graduate of Texas A&M University with a Bachelor’s degree in Marketing.

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