In a time when online interaction is at its highest and most influential, being prepared to engage positively with your audience is paramount. On your multifamily social channels, interactions can happen in your comment section, direct messages (DMs), Instagram Stories and more. Each interaction provides an excellent opportunity to form a connection. Cultivating a strong online community in our industry is driven by quality above quantity.
Engaging with your community is important, but what are the keys to unlocking the full potential of your social touch points? To capitalize on your audience engagement and promote a strong, trustworthy brand image, use these helpful tips when approaching all types of interactions on your social channels.
THE FOUR KEYS TO COMMUNITY INTERACTION
1. Find your voice
An authentic voice is one of the most important components of any brand. Your voice tells an audience who you are and what sets your community apart. For example, is your community eccentric and fun or upscale and sophisticated? Answering these questions can help you establish a strong and consistent voice that can then guide interactions with your online audience to help build familiarity and trust.
2. Know your audience
Understanding your audience is essential when deciding how to approach interactions. If a commenter is a prospective resident, your interaction can inform them about your community and encourage further interest to take a tour or sign a lease. If you have a current resident who is frequently active in the comment section, you can solidify that connection by engaging with a more familiar tone in your responses.
3. Stay tuned in
Monitoring your social channels is critical in fostering an inclusive, engaging and positive online environment. The ability to quickly identify and address any negative comments and interact with positive ones helps form a healthier community, online and onsite. It’s important to note that negative comments can still provide an opportunity for a positive interaction and shouldn’t always be hidden or deleted if there’s room for resolution. Hateful and harsh comments, however, should always be flagged and deleted. By staying tuned it, you can also build stronger community connections and positive reputation by reposting Stories and promptly responding to questions in your DMs.
4. Respond accordingly
Forming the appropriate response can be accomplished by combining all of the above keys: monitoring the comment section for a comment that warrants a response, knowing your voice, and understanding the audience member you’re responding to. Once you assess all of this information, you can respond with confidence. Positive and informative responses can go a long way in strengthening the relationship between your brand, your community and your residents. So be sure to respond early and often!
We hope these keys to cultivating an online community prove helpful to you and your team. If you want to learn more about the ways our tailored services can help support your social strategy, contact us today.
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