Interested in learning how to attract and retain residents through social media? Social Media Expert, Charity Zierten shares insider tips on to use local social techniques to strengthen your brand message, building relationships and encourage loyalty with prospects and residents. She believes that in order to be more effective, it’s all about managing customer relationships and interaction at a local level.

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Local Social Media­
Is Your Competitive
Advantage: Part One
Before the era of mass media, community-based outlets were the primary
sources of word-of-mouth messaging. That trend is returning now, as
marketers must reach an ever-narrowing audience segment online. Managing
customer relationships and interaction is more effective at the local level.
Hyper-local search and integrated websites incorporating social media have
made it easier for small businesses with limited budgets to target these
narrowing segments. The use of local stories, local media, and local language
adds credibility to local business messaging and emphasizes relevancy for
properties.
What Is Local Social?
2
Amplify Reach At The Local Level To Attract And Retain Residents 3
Local listings and business directories best practices:
Optimize individual social networking profiles.
4
4
Facebook 5
A “Mobile-First” Strategy
5
Custom URL
6
Foursquare 6
Twitter 7
Google (Google+ Local and Google+)
8
Instagram
9
Pinterest 10
Blogs 11
Ratings & Reviews
12
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What Is Local Social?
Residents live, work and shop in their local
communities. Community relationships are
local by design. Demonstrate an expertise in
the immediate local area and target content
directly to that audience—10, 15, or 20 miles
from the property location.
Local search on mobile phones
continues to grow with nearly
86 million accessing local
business information on their
mobile phone.
PC’s and laptops are primarily used in the
beginning stages of a local business search.
In comparison, mobile phones and tablets are more likely to be used in the
middle or at the end of the process. Successful local business searches
conducted via mobile phones are more likely to
end with a property visit than PC, laptop or tablet
15-50% of the people
searches. Local searchers who used a mobile
visiting a website will do
phone or tablet were more likely to make a
so from a mobile device.
purchase as a result of their search.
A sizable shift to mobile is occurring. Facebook
and Google Maps are dominating the local
mobile search market. Mobile searchers make purchasing decisions; where
to eat, where to shop… even where to live! 61 percent of online searchers
believe local results are more relevant and 58 percent find them more
trustworthy than paid results. Social, Local and Mobile are all connected!
This marketing trifecta is often referred to as SoLoMo.
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Amplify Reach At The Local Level To
Attract And Retain Residents.
Optimize local presences to drive more traffic to websites and other online
communities!
Before optimizing specific local social
networking presences, create and
implement a Uniform NAP policy for all
accounts. Be certain that the property
name, address and phone is correct
and consistent on primary local business
directories.
Of the mobile phone searchers
who say they use applications
to search for local businesses,
35% use Google Maps.
Why directories? They provide information about local businesses to
mapping and social media services like Facebook, Foursquare, Twitter,
Google+ Places, and even Siri.
Updating these directories and local listings will provide a real
competitive advantage for improving the visibility and reach of
local properties.
• Localeze
• Acxiom
• SuperPage
• YellowPages
• Insider Pages
• Google+ Places
• Yahoo! Local
• Bing Places
• Yelp
• GetListed
• Wikipedia
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Local listings and business directories best practices:
›› Keep all of the data on the local-level! Do not use tracking phone numbers
or toll-free numbers. A local area code is a must-have.
›› Use keywords in the description fields
›› Choose appropriate categories
›› Unless otherwise noted, always include the http:// prefix for websites to
activate live linking
Optimize individual social networking
profiles.
If the number one rule is to maintain a Uniform NAP, the second rule is
certainly to fill-in all of the blanks! Develop a list of local keywords and
phrases to incorporate within profile descriptions and content. Each
social network is unique. The following sections discuss optimizing specific
social networking accounts.
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Optimize Facebook
Use the property name that residents most frequently identify with and
avoid abbreviations when possible. If the property name is already used,
incorporate the location of the property within the name to differentiate and
make searching easier. Does the property use multiple and/or various names?
Is Apartments truncated to Apts? These are the
types of inconsistencies that make local search
92% of those who
more complicated for prospects.
searched for local business
information on social
networking sites used
Facebook.
Include as many details as possible about
the property, including the About, Mission, and
Company Description sections. Within the About
section, incorporate a sentence with a couple
of keywords and phrases, the local phone
number, address, and website link. In the Company Description, be sure to
differentiate the property from the competition. For example, everyone has
a “sparkling pool,” so think out of the box for descriptions.
Adopt A “Mobile-First” Strategy For The Property
Facebook Page.
Optimizing Facebook pages for mobile includes:
›› Checking the Facebook page from mobile
devices to view what the public sees
›› Displaying the best content with a pinned
78% of U.S. Facebook users
login via mobile.
post! The mobile Facebook application does
not show the full property timeline.
›› Adding interesting and colorful images to content and ads
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For best results on desktops and laptops, highlight the most popular
Facebook updates on the property Facebook page. Utilize Facebook Insights
to determine which content that is most popular and engaging. Then select the
post and highlight it on the page.
Does The Property Have A Custom URL Yet?
These four steps will change the username and the property Facebook Page URL.
1. Log into the Facebook account and press the cog icon on the top-right
2. Select Account Settings and click Edit in the Username row
3. Enter the property name beside Username
4. Press Save Changes
To allow residents to communicate privately, enable the Message Page
feature. This could prevent unwanted negative public posts by unhappy
residents or prospects.
Optimize Foursquare
Establish a Foursquare profile and then create (or claim an existing) Foursquare
location. Uniform NAP, profile and location photos, and descriptions are
essential.
Create Foursquare locations for your gym, pool,
laundry room, etc. using window clings and signs.
Consider a Foursquare Mayor parking spot or
Check-in only parking!
Recommendations and
check-ins from friends appear
on mobile newsfeeds.
The next step is to connect the new Foursquare
profile to the property Twitter account, in order to cross-promote content
created between the two accounts. Leave tips at local community businesses
with the new profile and share the tips on Twitter. Consider creating a unique
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hashtag for all of the local check-ins and
tips, to make searching on Twitter easier for
residents and prospects. Great hashtags
are short but fun! Last, but not least, ask
residents and prospects for Foursquare
feedback.
58% of searchers that use Social
Networking Sites describe
themselves as more likely to use
a local business if a connection
recommends it.
Optimize Twitter
Even if the property already has a Twitter profile, it can be optimized and
updated.
Research and connect with local Twitter users on WeFollow.com, a Twitter
directory. Google search can also provide a list of local Twitter profiles when
site:twitter.com + “city name” is typed in the Google search bar. Join the
conversation slowly, not by advertising or selling vacant homes. Discuss and
share information about the community and local events.
Twitter recently rolled out a new option within settings that allows users to
receive direct messages from anyone who follows them, even if they don’t yet
follow back. This is useful for properties utilizing Twitter as a customer service
tool; enable this option.
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Optimize Google (Google+ Local and Google+)
Many properties have a Google Local page and aren’t aware of it. Claim any
and all of the pages associated with the property, then request duplicate
listings be removed. After incorporating Uniform NAP within the property Local
and Google+ pages, share real photos of your community! Photos regularly
appear within Google search results. Resident and prospect +1’s combined
with quality photos are playing an increasing role within search discovery and
click-through.
We’ve learned about competitive advantages for Google, but here are a few
negative ranking factors to keep in mind:
›› Wrong location within maps or
incorrect placement on the map marker
›› Keyword stuffing – use moderation
›› Mismatched NAP
›› Using call tracking numbers
›› Incorrect business category
›› Negative sentiment in page place
Of 500 million people who have
registered Google+ accounts,
235 million actively use their
accounts each month.
reviews
›› Multiple places pages:
• Same name or for the same business
• Same phone number for the same business
• Different languages for the same business
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Optimize Instagram
Instagram is a geo-location aware visual social network, primarily
accessed via mobile devices. Connect the Instagram account to Twitter, then
share photos and local content using the same hashtag as used on Twitter
and Foursquare.
Opportunities for reach and marketing with Instagram are endless! Here are a
few ideas to boost engagement:
›› Post 15-second tours of your property
›› Share resident testimonials
›› Incorporate neighborhood business outreach
›› 30 Days / 30 Photos: walk, run, or ride around the local community
surrounding the community focusing on parks, historic buildings, local
business marketing partners, popular venues, restaurants, etc. Take
30 photos! Share one photo a day on Instagram using the hashtag and
distribute through other social networking channels to build a local brand.
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Pinterest
To optimize the Pinterest account or
board for local reach:
›› Share community photos, videos
and floor plans! Then edit to link to
them back to the property website.
Sharing is most efficient when the
website has an integrated social
component.
Pinterest drives more traffic
(3.68%) to publishers than Twitter,
LinkedIn, Reddit and Google+
combined, second only to
Facebook (10%) for traffic.
›› Use the hashtag created for local
content on other social networks
›› Incorporate other hashtags within the native Pinterest culture
›› Utilize keywords and phrases about the local community within the photo
description
›› After posting photos and floor plans, edit the photo and provide a link to
the website of the business or place within the photo
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Blogs
Savvy properties are utilizing an integrated strategy for their web presences.
They are incorporating property management software for accepting rent and
maintenance requests online, and even streamlining the sharing of updates on
the community blog, seamless integration is critical.
We’re not going to dive too far into the blogging pool but there are a few ways
to get back to local with content:
›› Incorporate the social sharing options that are available on your website
and blog
›› Utilize keywords and phrases within the names of photos before
uploading to the blog and add an appropriate photo alt name and
description
›› Don’t forget the importance of anchor text
›› Create titles using keywords and phrases
›› Write and share local content! How-To’s and Lists dominate search
• 5 Fun Facts About “your city name”
• 7 Things To Do in “your city name”
• 10 Best Places to find deals in “your city name”
• “Best of ________” contest participation
›› Embed Facebook posts to share positive updates made on the
property Facebook page, rather than using screenshots.
›› Consider embedding posts from other local news resources on the
blog. Remember that readers can click-through on the embedded post to
see the original update on Facebook.
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Optimize Ratings & Reviews
Individuals searching for local
businesses through social means
are active content creators, with
45% submitting reviews online.
General sentiment, diversity and quantity of
reviews on search sites like Google Places or
Bing Local will improve visibility within those
search results. This is demonstrated within
browsers and mobile map applications.
Third-party traditional review sites, like Apartment Ratings, also improve
rankings. However, for an immediate competitive advantage request that
mobile users review your property on Google while visiting.
Google has recently announced that shared endorsement ads will be available
for advertisers. When a review is posted or a +1 is made from an account that
has not disabled the advertising feature, an advertiser can use the review or
+1 to run an ad. The ads actually include the name and face of the endorser,
which is an advantage for businesses seeking an increase in local reach.
Request Google reviews for properties
with fewer than ten reviews. When making
Did you know?
the request for reviews, use terminology
The use of local terms within a
that includes your local area. For instance,
review actually adds credibility
“We’re so glad you enjoyed the tour! We’re
to the review.
really trying to spread the word about our
property. If you would like to leave us a
two to three sentence review from your Google map app and tell everyone we
have the best homes in Houston, we’d really appreciate it!”
Once the property has more Google reviews than the local competition (or
ten), modify future requests to alternate between third-party review sites, Bing
Local and Google Maps. Remember not to offer an incentive in exchange for a
positive review.
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Download “Local Social Media Is Your Competitive
Advantage: Part 2” to learn:
›› How to use local social techniques to strengthen your brand message,
build relationships and encourage loyalty with prospects and residents.
›› Finding and creating content to target and engage your local audience.
SOURCES:
··Shareaholic
··comScore
··Digital Trends
··Neustar Localeze
··Moz
··Google
··Search Engine Journal
ABOUT THE AUTHOR
Social media consultant Charity Zierten from Socially Engaged Marketing®, is regarded as a leading
industry expert on utilizing social media strategies for the multifamily housing industry. Charity shares
unique and innovative perspectives on the use of various social networking channels to reach residents
and prospects during national and regional apartment industry events.
Find Charity online at SociallyEngagedMarketing.com.
ABOUT APPFOLIO
AppFolio provides complete web-based property management software designed for the modern
property manager.
Learn more about AppFolio at www.AppFolio.com.
CHECK OUT THESE OTHER GREAT RESOURCES
››Managing Your Online Reputation
››Recap Of Local Social Media Is Your Competitive Advantage
››Local Social Media Is Your Competetive Advantage: Part Two
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