Last week, Facebook celebrated its 10th birthday. The social media giant has certainly come a long way in the last decade. When Facebook first launched in 2004, it was an exclusive network for college kids who attended select universities. Now it seems like just about everyone is on Facebook – from your favorite brands to your favorite aunt. In fact, Facebook now boasts 1.23 billion monthly active users throughout the world. And according to the Pew Research Center, 71% of online adults use Facebook, which is more than any other social network.  

It’s hard to imagine what life was like before the social media giant was “born.” So in honor of Facebook’s 10th birthday, here are ten tips for using Facebook as part of your community’s social media strategy.

1. Set Goals
Determine what your goals are for your Facebook page. Maybe it’s to build stronger relationships with your residents or to build your brand. Whatever it is, write it down and develop your content with those goals in mind.

2. Be Consistent
If you don’t regularly post content on your Facebook page, your audience will quickly lose interest. Commit to posting regularly, such as two days per week. If you prefer to prepare your posts for the week all in one sitting, remember that Facebook allows you to schedule posts up to six months in advance. Just click on the clock icon that appears when you’re typing your update.

3. Update Your information
Have a new phone number or email address? Be sure to update the “About” section of your page to make sure it reflects the most accurate, up-to-date information.

4. Don’t Make It All About You
People don’t want to feel like you’re constantly trying to sell them something. Mix in plenty of valuable, neutral content that will help you establish trust with your audience. For example, if you manage an apartment community in Boston, consider posting a link to an article about the restaurants in your area that serve the best clam chowder.

5. Mix Things Up
Try different types of content to see what resonates with your audience. Experiment with images, infographics, video, questions, polls – the possibilities are endless! You might be surprised what works.

6. Use Link-Shares
In a recent blog post, Facebook suggested business share links on their pages via "link-shares." A link-share generates a preview of the linked webpage on your Facebook page. Since link-shares are more visually appealing than text links, your audience may be more likely to interact with them.  

7. Spread the Word
Encourage current and prospective residents to “like” your Facebook page. Include a link to the page on your website and your email signature. Add the Facebook icon to your existing marketing materials. After tours, remind prospective renters to visit your Facebook page to learn more about what life is like in your community.

8. Be Responsive
Social media should be a two way conversation, so be sure to check your page regularly to see how people are interacting with you. If you receive questions from residents or perspective renters, make sure to answer them in a timely manner.

9. Run a Contest
If you’re looking for ways to increase engagement on your Facebook page, consider holding a contest. It doesn't have to be complicated or expensive. In fact, it can be as simple as posing a question to your audience and choosing two or three responses at random to win a gift card to a local store or restaurant. 

10. Measure Your Progress
Measure your progress against your goals regularly. The types of metrics you’ll want to measure depend on the goals you have for your page. If your goal is increased brand awareness, for example, you may want to measure how many people are sharing your content on their own Facebook pages.

What are some of your tips for using Facebook to promote your property? Please share in the comments below!