It’s no secret that social media is one of the main forms of connection in today’s world. More and more HOAs are using social media as a means of communication between homeowners and the board. Yes, it’s fast, convenient, and simple, but social media can also pose serious risks for associations when not used properly.
Follow these guidelines to build a social media strategy that will make a positive and impactful difference in your community now and in the future.
Outline and Assign
The more thought-out and defined your social media policy is, the more effective it will be. As you outline your policy and its objectives, be sure to include audience, types of information you plan to share, and the expected moderations/standards. Once the outline is complete, the next step would be to establish who will manage the association’s social media accounts. This could be an individual board member or a committee of two or more people. Whoever you choose, make sure they have the time and expertise to monitor and manage social media successfully.
With so many social media platforms available, it’s important to note that some work better for certain businesses than others. When choosing which platform to use (Facebook, Instagram, Nextdoor etc.), consider your goals and your main demographic, then select one or two—avoid spreading yourself too thin across too many platforms. Audience engagement will make or break your social media success. Make whatever effort is needed to connect with your audience, including sharing community photos and news, and petitioning for feedback on what resonates with your residents.
Follow Up and Plan Ahead
Once you’ve established a following, it’s a good idea to use audience engagement statistics—usually made available by the social media platform itself—to identify what type of content is resonating with homeowners and what you can afford to cut back on. Based on this feedback, plan ahead so you’ll always have fresh, pertinent content ready to publish on a regular and consistent basis.
Keep it Confidential & Legal
Because sharing information on social media is so effortless, it’s easy to either overshare or post something that shouldn’t necessarily be made public. Remember, if you wouldn’t share it in a newsletter or community meeting, it probably doesn’t belong on social media. It’s a good rule of thumb to think twice before sharing any content, and consider things like copyright, homeowner privacy, and plagiarism before hitting that post button.
Though seemingly easy, there is more to effectively using social media in your HOA than a simple touch of the screen. When used correctly and wisely, social media can be an invaluable tool in distributing information, building a stronger sense of community, and improving the relationship between your board and those you serve.
If you’re interested to learn more Best Practices in using Social Media in your HOA, check out JellyBird HOA Blog for weekly updates.