Housing associations have more diverse audiences than many other sectors, and increasingly represent social housing requirements as well as new build developments, making the job of social media manager to represent that work even harder!
But with each of these challenges, housing associations are innovating to overcome them. In today’s blog we wanted to shine a light on some of the great examples of social media management from housing providers. Lots of ideas and tips for those in the sector who are planning social media campaigns and delivering social media content, but also other sectors as many of these learnings are transferable! 🏘️
1. Building communities and digital inclusion
One of the key marks of success for any social media account, but particularly housing associations is building a community.
As I’m sure many marketing and communications professionals have found, your online communities can help you in many ways, whether that’s aiding others with queries or helping to defend your decisions. An active and engaged community on social media is very valuable!
In the case of housing, online communities can really help to drive better community engagement between neighbours in real life, translating that online relationship into offline connections. The example from Wakefield District Housing raising awareness of grants for community projects really demonstrates that link. 🔗
Digital inclusion is also a key factor for housing organisations working to build the skills and confidence of their tenants on social. Again, WDH are leading the way with their digital angels programme, promoting this work on Facebook to set the stage.
With so many audiences to attract on social media, housing associations need creative ways to draw fresh attention. This is certainly true for recruitment where simply posting job opportunities has become the norm.
We all know that there are many other factors that come into play when thinking about a change in career. Social media campaigns that provide a wider range of careers information are likely to drive more applications. 🙌
We love this campaign from The Hyde Group featuring lots of their lovely colleagues discussing why they chose to work in housing. These posts give great personality to the brand!
3. Leading from the top
When it comes to building a ‘digital first’ organisation and encouraging your colleagues to get involved in the delivery of social media for your organisation, support from senior management is crucial!
Often social media projects can only reach their full potential when the initiative is being driven from above and filtered down as is natural with many processes in larger organisations. Therefore, we must start at the top – the CEO. 🔝
We wanted to highlight Nick Atkin, CEO of Halton Housing Group, who has a fantastic online presence and is active in joining conversations, even running his own Facebook chat #AskNick!
This emphasis on social media has definitely had an impact on Nick’s colleagues as we can see they are keen to share their great experiences working at Halton Housing Group.
4. Social selling
As mentioned earlier, housing associations are increasingly expanding their new build development work and with that their social media strategy must evolve.
Instead of just focusing on brand awareness and engagement, housing associations like Aster Group have developed dedicated channels to appeal to new buyers. 🏠
There’s no doubt that social selling is an art and one that the team at Aster Sales team have a great handle on. Building lots of excitement for home ownership with frequent updates on their latest contract completions and available properties.
This fun and friendly approach helps show off the Aster Sales team’s knowledge and approachability.
5. Social customer service
Finally, social media is rapidly becoming the channel of choice for consumers of all ages and backgrounds to raise their concerns and ask questions. This is particularly true for housing associations where tenants can quickly and easily let their landlords know if there is an issue with their property to get the right help.
Although this can be a difficult transition for some organisations in getting customer contact centres on board to help manage inbound content, once embedded customer satisfaction is often higher.
The example opposite from Orbit Group shows just how quickly queries can be resolved via social. This great customer care is then clear to see for current and future customers who may be considering a property with the organisation.
Those are our 5 stand out examples for 2018 but we know this is only the tip of the iceberg – Tweet us and let us know how your organisation is innovating on social media @CrowdControlHQ
To learn more about the use of social media in the Housing Association sector, check out this webinar: