Social Media. It’s engagement. It’s brand awareness. It’s public relations. It’s listening. It’s loyalty-building. It’s responding. It’s customer service. It’s not always easy. It’s not about a campaign. It’s about a conversation. …& it’s NOT always about revenue.
Improve Branding Increase Traffic & Boost SEO Discover the Influencers Build Loyal Advocates Encourage Referrals Manage your Online Reputation Provide Customer Service & Gain Feedback Create Buzz Benefits of Social Media
Recommendations Build Trust Nearly one-fourth of U.S. adults say they have posted comments or reviews online about the products or services they buy.1 91% say consumer reviews are the #1 aid to buying decisions2 87% trust a friend’s recommendation over critic's review3 Online social network users were 3X more likely to trust their peer’s opinionsover advertising when making purchase decisions 4 By 2020, 84% of marketers agree that building customer trust will become marketing’s primary objective5 Source: 1 Pew Research Center, 2 JC Williams Group, 3 Marketing Sherpa, 4 Jupiter Research, 5 1 to 1 Media
The legal stuff: Social media marketing is advertising, so the rules and laws related to advertising apply… Use the logo!
Human Models Human models should portray persons in an equal social setting and indicate to the general public that the housing is open to all without regard to race, color, religion, sex, disability, familial status, or national origin… Your community’s residents may be diverse but make sure your advertising is as well.
Model/Photo Releases You can use good Model Release language on a page that contains multiple signature lines. So at the pool party, title your Model Release page with, for example, “Hawaiian Pool Party – July 13, 2011,” have your good language, and ask residents to sign. (This also applies to employees)
Playing by the Rules- Contests, Sweepstakes & Lotteries
Contests and sweepstakes are legal but a lottery is not legal (only States have the power to run a lottery). Let’s look at the differences between a contest, a sweepstakes and a lottery. There are 3 elements to consider: chance…consideration…prize
Consideration + Prize = Contest You have to do something to win a prize, such as take the best photo/video or come up with the best slogan or best design; this is the “consideration” that is required of you. In theory, though, there is no “chance” since the “best” entry will win (in other words, it is not random).
Chance + Prize = Sweepstakes You don’t have to really do anything - give consideration - to win, but winning is based on chance, i.e. a random drawing. We have to be careful not to require that people visit your community or perform in some other way in order to qualify for the drawing, because then…
you have all 3 elements and this is BAD! Because now there is a LOTTERY and this is illegal! Chance (random drawing) + consideration (you are requiring of me) + prize IS A LOTTERY
Rules of Engagement Best Practices Be educated on what you are talking about. Always be transparent. Be human. Update frequently. Add value. Keep it timely. Re-Postable Content. Listen to your consumers. Respond. Learn from past mistakes. Be courteous and professional.