Not getting enough likes on your resident's community facebook page these days? There's a reason for that, says Jennifer Staciokas, vice president of marketing for Dallas-based Lincoln Properties. Speaking along with Sara Graham, director of marketing for the Woburn, Mass.-based Dolben Company, at last week's Apartment Internet Marketing conference in Phoenix, Staciokas shared what has worked and what hasn't when maintaining a successful social media campaign for residents at Lincoln Properties. She also shared what she thinks the future holds for the merging of the technology, multifamily, and social media worlds.
As early adopters of social media marketing campaigns, Staciokas says Lincoln Properties has tried a multitude of options over the past four years. Currently, they maintain a blog, a facebook page, pinterest boards, and foursquare and twitter account for the majority of their properties.
So what's working? Staciokas says postings about events like their food truck Tuesdays at certain properties on all mediums is extremely popular and draws a lot of attention. She also recommends setting up pinterest boards, especially targeting female residents. “There are currently 10.4 million users on pinterest and growing, and 84 percent are women,” she notes.
But not all targeted social media campaigns were so successful. “All social media is not created equal,” Staciokas says. Lincoln Properties hasn't had as much traction with Google +, for example. “There's potential because it's a Google Product, so you don't want to discredit it, but we need to monitor it carefully.”
As far as future social media campaigns, Lincoln Properties is looking toward targeted geographic mobile campaigns and plans to use passive, location-based marketing. Staciokas also says activated discounts for residents are really starting to take off, as well as brand-building publications online.
Although it's too early to tell if any of these will really take off, the strategy for maintaining a strong social media presence for residents will remain the same, Graham says. “Social media is not where you are selling yourself, unless you're in lease up, it's alienating to residents.” She recommends sticking to strictly property-centric posts that residents might find interesting. “Give them something to talk about,” she says.