Making a mistake on social media won’t necessarily have immediate, devastating results (though some certainly can). In most cases, your customers will probably just shake their heads and quietly separate themselves from your property management company. As a result, you could lose out on future business. Knowing what some of these dangerous errors are ahead of time can help you avoid making them for your own firm. That said here are 4 common social media missteps to steer clear of.
Not Having a Plan
You’ve probably worked very hard developing a detailed sales and marketing plan for your business, along with specific goals and objectives. How does social media fit into that plan? Far too often, businesses approach SMM as a separate entity, failing to incorporate it into their overall strategy and sometimes failing to have any sort of plan in place at all.
The overarching goal of social media for business is to get as many quality leads as possible. If you’re getting likes, comments and shares but not driving traffic to your property management website, you’re missing the mark. Take some time to develop an action plan and use analytics to measure and modify along the way.
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Reposting the Same Content
When the social media craze first took flight, it was perfectly acceptable – even recommended – that businesses post the same content multiple times a day. The theory was that this would ensure maximum exposure, and that worked when the feeds were designed to be chronological.
Now, exposure is based on engagement, so the more you post, the more diluted your engagement will become. You’ll also likely turn your audience off by sharing the same thing over and over. Instead, focus on posting highly relevant, quality content and making a point to interact with your fans and followers.
Related Post: 6 Tips for Better Social Media Engagement
Not Participating in Real-Time Marketing
The nature of social media has created and fostered a world where consumers want information instantly. People use social platforms to stay up-to-date with what’s happening in the world around them. This has resulted in a new opportunity for businesses to be able to leverage current trends to create a buzz about their brands.
You can and should be taking advantage of this type of real-time marketing for your property management organization. To do so effectively, stay attuned to what’s happening in your industry and identify angles through which you can link these trends to your brand. Remember to focus on what’s most relevant to your audience.
Too Much Talk, Not Enough Listening
Social media is not about promoting your property management brand and barking at your audience. It’s about developing and nurturing human connections with your customers and prospects. In order to accomplish this, it’s critical that you take an interactive approach. There should always be more listening than talking from your direction.
To really master the art of social media and create an engaging connection with your audience, encourage two-way communication. Ask questions, post thought-provoking discussions, request feedback – anything that will start a conversation. And, above all else, listen to what your audience has to say. This will ultimately help you become a better company with which to work.
It’s important to remember that social media is something fluid and ever-changing. For that reason, many businesses will inadvertently make mistakes. If you’re guilty of one or more of the above errors, don’t sweat it. It’s never too late to turn things around. All it takes is a positive attitude and an investment of time to develop a better, more effective strategy that will help your property management company continue to grow and succeed.
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