Best Practices for Twitter: What Apartments Need to Know
While social networks like Facebook are predominantly B2C (business to consumer), Twitter presents a unique opportunity for B2B (business to business) engagement. With Twitter, your property’s interactions can be directed toward a broader community, including residents, local businesses, other properties, corporate management offices, the multifamily industry, etc.
Twitter (The Basics)
Twitter is a social media platform that allows users to share messages limited to 140 characters. Users range from individuals to major corporations, and they have the option to follow or subscribe to each other’s updates. Hashtags (indicated by #) allow users to carry on conversations with larger groups, and Twitter’s retweet feature enables messages to quickly bridge networks of people.
Twitter lends well to news-like updates, group or event chats using a specific hashtag, quick conversations, and following viral messages. Here are a few guidelines for apartment marketers to leverage the platform:
Uses For Twitter
- Important updates: Twitter is an excellent tool for sharing community updates, whether that’s upcoming resident events, inclement weather, or reminders to pay rent or about daylight saving time. Quick thoughts and well wishes (e.g., Happy Holidays!) are also conducive to the platform.
- Community engagement: Begin following and interacting with local businesses. Your multifamily property is part of a larger community, so it’s important to connect and network with local businesses in your neighborhood. Also, help support local events by spreading the word with residents, and share business specials when they’re relevant to your residents or your community. You’d be surprise how much support you’ll receive in return, both online and off.
- Environmental scanning: Twitter is a wonderful tool for monitoring the conversation surrounding your property, your city, and your industry. What are people saying about your property? Banter with the good, and address the bad. It’s important to always respond—unless you’re being spammed by internet trolls (those you can ignore, hide, report or delete). Is someone searching for apartments in Uptown Dallas? Perhaps you could be the one to reach out and answer any questions they have about the neighborhood. A simple keyword or hashtag search for your area allows will help bring these conversations to the forefront for you to monitor for relevance.
- Cross-platform promotion: Twitter is a great way to spread the word about things you’re doing on other platforms. If your property keeps a blog, or if you’re holding a contest on Facebook or Instagram, Twitter is a great platform for spreading awareness by sharing links or sending out reminders.
- Displaying your brand personality: When interacting on Twitter, it’s important to make your audience feel like they’re corresponding with a person, not a business. Be friendly, personable, and neighborly. Remember that social media is a cocktail party, so take the time to get to know the other people at the party. The customer-centric approach pays off in the form of relationships, which is the foundation for referrals, retention, and leasing.
Don’t forget that social media activity improves your SEO (search engine optimization)—that is, the likelihood that your property will appear near the top of search engine rankings. Twitter is simply another tool in your digital marketing toolbox, and it’s one that has the power to foster relationships and positive word-of-mouth.