Page 88 - planet_rent

5.6 Operational social media strategy
The operational social media strategy should take a threefold approach:
1 Negative issues:
 Set up alert notifications,
 Take the conversation off line as soon as possible, (request personal details be emailed), deal with it
off-line, take resolution back on line,
 Use Service Level Agreements openly to manage expectations,
 Make resolution specific, use dates & audit trail to demonstrate action.

The driver: is the on-site House & Events Manager whose performance related pay should be tied to
issues escalated so that he/she drives team performance. The structure should also credit issues
resolved brilliantly, as a negative opportunity handled well is a great relationship builder A budget for
social media training is a must and on achieving scale this is best centralised.

2 Positive feedback:
 Celebrate event winners,
 Share good staff comments, show price in your people,
 Push positive repairs ratings social,
 Push compliments social,
 Encourage quotes and stories,
 Video capture viewings excitement.

The driver: is to tie staff pay to ratings: repairs ratings, facilities use ratings, move-in/introduction to
your home ratings.

3 Buzz and brand building to create the cult of Build to Rent:
 Sign up all prospective tenants as GUEST users of Busy Living during the viewing,
 Capture tenant preferences on e-check-in –for event marketing,
 Create buzz about events (photos, invites, exclusives, taster sessions, vouchers….),
 Weekly prize draw for a complimentary ________ session,
 Build the image of the perfect tenant & share this in a fun (see housekeeping section of Busy Living),
 Engage residents in feedback surveys, share good results to command the space your brand deserves
in residents minds,
 Run social events.
 Engage the community in judging events, being question master etc…,

The driver: is the House &Events Manager who needs also to engage site staff in the social world and
has all the tools of the PUSH marketing area in Busy Living at their disposal.

Some negative social media is inevitable. Therefore, in part, the amount of social noise pushed out is
also important. The general thinking is about 5-10 posts a day multi-channel. The social media
strategy needs to encompass social listening, post notification, keywords and focus on taking sensitive
issues off line to be resolved privately, then taking the conversation back on line to get agreement that
resolution has been achieved.

85