Habitat - July/August 2017 - 15

for Multifamily



Best Practices for Twitter:
What Apartments Need to Know
W hile 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 towards a broader
community: residents, local businesses,
other properties, corporate management
offices, the multifamily industry, etc.
Twitter is a social media platform that
allows users to share messages limited to
140 characters. Yes, you read that right,
characters. Not words. The user base on
Twitter is a wider 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. One of Twitter's benefits is that it is far easier to see and share
messages from users that you don't necessarily follow. The downside is that the
posts don't last as long. While Facebook
messages endure, tweets do not, and
the average lifespan of a tweet is about
18 minutes. For this reason, Twitter is
a quicker-paced platform, where events
are covered in real time and witty retorts
occur in the now.

Twitter lends well to news-like
updates, quick conversations and
viral messages, and several multifamily properties have found their
way onto Twitter. Below, we have a
few guidelines for finding success on
the platform:
* Important updates: Residents should
be a key audience on Twitter, as it is
an excellent tool for sharing information updates, whether that's upcoming
resident events, inclement weather,
or reminders about daylight savings
time. Quick thoughts and well wishes
(e.g., Happy holidays! Safe travels everyone) are also conducive to
the platform.
* Community engagement: Your property isn't the only building in your
neck of the woods, so don't act like it.
Instead, become a part of the community by following and interacting with
other local businesses. Support local
events by spreading the word, 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: An advantage twitter has over its other social
media counterparts? The ability to
monitor 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. 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 search allows you
to keep an eye on conversations that
might be relevant to you.
* 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 sharing links or sending
out reminders.
* Displaying your personality: When
interacting on Twitter, people should
feel like they're corresponding with a
person, not a business. Be friendly, be
personable, be neighborly. Remember
that social media is a cocktail party, so
take the time to get to know the other
people at the party.
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.

Shanker Chalekode, Chief Marketing Officer for Criterion.B, an agency focused on branding and inbound marketing for the
commercial real estate industry.
J U LY/AU G U S T 2 017



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Table of Contents for the Digital Edition of Habitat - July/August 2017

Chair’s Message
Legal Corner
Social Media Marketing in Multifamily
Curb Appeal
Government Affairs
Up Close
AAA Education
Foundation Update
Volunteer’s Corner
AAA Gold Patron Member Profile: Renter’s Reference Services
AAA Gold Patron Member Profile: BELFOR
New Members
Advertisers’ Index
Habitat - July/August 2017 - intro
Habitat - July/August 2017 - cover1
Habitat - July/August 2017 - cover2
Habitat - July/August 2017 - 3
Habitat - July/August 2017 - 4
Habitat - July/August 2017 - 5
Habitat - July/August 2017 - 6
Habitat - July/August 2017 - 7
Habitat - July/August 2017 - 8
Habitat - July/August 2017 - Chair’s Message
Habitat - July/August 2017 - 10
Habitat - July/August 2017 - Legal Corner
Habitat - July/August 2017 - 12
Habitat - July/August 2017 - 13
Habitat - July/August 2017 - Social Media Marketing in Multifamily
Habitat - July/August 2017 - 15
Habitat - July/August 2017 - 16
Habitat - July/August 2017 - 17
Habitat - July/August 2017 - 18
Habitat - July/August 2017 - Curb Appeal
Habitat - July/August 2017 - Government Affairs
Habitat - July/August 2017 - 21
Habitat - July/August 2017 - 22
Habitat - July/August 2017 - Up Close
Habitat - July/August 2017 - AAA Education
Habitat - July/August 2017 - Foundation Update
Habitat - July/August 2017 - Volunteer’s Corner
Habitat - July/August 2017 - 27
Habitat - July/August 2017 - 28
Habitat - July/August 2017 - 29
Habitat - July/August 2017 - AAA Gold Patron Member Profile: Renter’s Reference Services
Habitat - July/August 2017 - AAA Gold Patron Member Profile: BELFOR
Habitat - July/August 2017 - New Members
Habitat - July/August 2017 - 33
Habitat - July/August 2017 - Advertisers’ Index
Habitat - July/August 2017 - cover3
Habitat - July/August 2017 - cover4