Recap: Reputation Management

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Recap: Reputation Management

First came language, then communication. Not long after, telegraphs, telephones, radios and TV (among others) took off. But just when it seemed like the information evolution peaked, social media came on to the scene. Since then, reputation management best practices have also evolved for every industry, including property management. But first things first:

What's reputation management?

Reputation management is the practice of attempting to shape public perception of a person or organization by influencing online information about that entity.¹

Why’s it important?

Because your property value depends on it. As a resident and board member, it’s up to you to put your community’s best foot forward. As a resident, you’d like to be guided to the best solution timely and directly, right? As a board member, the consequences of even one negative review or comment could damage your association’s online reputation.

When it comes to building and maintaining your social media reputation, here's what you should know:

Your social media business page is the official brand of your community that lets residents get connected and stay informed. However, keep in mind:

Avoid implied favoritism. Don't "friend" residents but, as a page, feel free to frequently join in on resident conversations.

Err on the side of caution. Know when to take public discussions offline. You can do this by sending a private message, making a phone call, sending an email, mailing a letter, or visiting residents in-person.

You're a lifestyle ambassador. As the spirited sidekick of your association, keep a glowing perspective of what the homeowner experience is like.

It takes a village. Appoint a fellow board or committee member to monitor your business page and promptly respond to comments.

Confidentiality is key. Keep your association’s legal information away from all social media.

Social Scraps

These reputation management tidbits can help your social presence thrive!

Statuses using emojis have a 33% higher overall engagement rate.
46% of social media users will unfollow a brand if they post too many ads.
86% of users will hesitate to engage with a business that has negative reviews.²

Use a monthly social media calendar or meet with your social committee/lifestyle manager to build a community strategy.

Free tools like Canva allow admins to create social media images using customized fonts and graphics to match your community’s brand.

1. Rouse, Margaret. “Reputation Management.” TechTarget, 2016, whatis.techtarget.com/definition/reputation-management.

2. Shrestha, Khusbu. “50 Important Stats You Need to Know About Online Reviews.” Vendasta, 2019, www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews.