Social media can be a great way to connect with current and prospective renters. But if you’re just starting out, the idea of building and executing a social media strategy for your community can seem like a daunting task. Fear not! Getting started on social media doesn’t have to be overwhelming. Read on for a few tips to help you get started.

Start Small
There are so many different social media channels – from Facebook and Twitter to Instagram and Pinterest – and that’s just to name a few! Don’t feel as though you need to be on every social media channel – especially when you’re just starting out. Instead, choose one or two channels and focus your efforts on those. After all, it’s better to be really great on one or two channels than to be mediocre on several.

Identify Your Goals
Think about what you want to achieve by having a social media presence. Maybe you want to build brand recognition or increase resident engagement. Write these goals down, as they will drive your content, which leads me to the next point…

Build a Content Plan
Create a calendar of content to post on your social media channels. Develop content that will help you achieve your goals, but don’t make it all about you – people don’t want to feel like you’re always trying to sell them something. Instead, provide your audience with content that is relevant and useful. Try the 4-1-1 rule:

4: Share 4 pieces of new and relevant content from sources like blogs, websites, Pinterest…the possibilities are endless.
1: Re-share 1 piece of content from your network. For example, if you’re on Twitter, retweet a post from a person or company that you follow. If you’re on Facebook, share a post from someone else.
1: Share 1 promotional piece of content that’s about you, such as a photo of your new swimming pool with a call to  action to set up a tour.

Get Inspired
Research what other companies are doing on social media to get ideas for your own channels. And don’t limit your research to the multifamily industry. Inspiration can come from anywhere. What are your favorite brands doing on social media?

Manage Your Time
Social media doesn’t have to take up all of your time. Explore free or low-cost tools like HootSuite, TweetDeck orSprout Social to streamline processes and save you time. Functionality depends on the specific platform, but most tools allow you to set up notifications when someone interacts with your content, skim activity, schedule updates and more. 

Get Fans and Followers
Promote the fact that you are on social media in order to get more fans and followers. Add social media icons to your website, email signatures, brochures, business cards and other branded materials. And when current and prospective residents are visiting the leasing office, remind them to check out your social media channels.

Veteran social media users -- what tips do you have for a property manager just getting started with social media?