Company Public Facebook Page
Please view the video on the left to see examples of the revised post stream.
Music on the video by Dick Dale, King of the Surf Guitar
The Challenge
This property management company started a Facebook page but had very little content other than reminders for residents. Their page then became a target for disgruntled residents and former residents. Dubbed “The Page of Hate” by one manager, there was little to offer visitors to the page other than the opportunity to vent publicly.
Negative comments on the page were demoralizing for the company’s employees, likely to scare of potential residents, and only servd to reaffirmed negative opinions of the company.
The Solution
We increased the average number of posts per week to five and diversified the content. I partnered with others in the community to cross promote events and special promotions. We increased the percentage of posts with eye-catching photographs and graphics. I wrote posts to promote our community improvement projects and resident events. Power outages, water line breaks, and other emergencies were posted quickly. By actively monitoring the page I was able to respond to questions and post updates on emergency within a few minutes.
After determining which types of posts received the most views and shares, I shared posts from other sources that would most interest the target audience.
Following these changes page likes increased but, more importantly, the overall tone for the site improved leading to a more positive image for the company. The company also received compliments on the timing and usefulness of the information on the site.