Early in February, Facebook released numerous changes to how Facebook pages now operate. The moment I reviewed these changes one of my first thoughts were towards the increased opportunities for building partnership marketing opportunities. The ability to post as your Facebook page as opposed to your personal profile will have a significant impact on your brand awareness and will have an impact on your apartment community.
Up until this point when you wanted to comment on a page that you “liked” it came from your personal profile. Now you can easily switch between your personal profile and your business page. It took me a little bit to figure out what needed to be done to accomplish this. Just as on your personal profile you have the opportunity to “like” various pages, with your business page you will need to “like” pages that you partner with in order to see them in your status feed and make any comments you wish. Think of the impact now this will have. Picture this scenario. Kim Cory from University Village partners with Formaggio’s Pizza. Kim now has the opportunity to post and update as University Village. Now all the people who are fans of Formaggio’s Pizza will see University Village commenting as opposed to Kim Cory. How do you think this will impact University Village’s brand awareness? There would obviously be a significant difference. Take a look at this screen capture. The bottom image is an option that has been available from the get go. Tagging a fan page in an update was and still is a way to create brand awareness. The top image is part of what is new and available. You can now post on the wall of Facebook page as your page and you can comment in like manner.
Here is where I am going to through a process into the pot. What kind of time are you willing to spend to help create that brand awareness in your community? How often should you be posting and what should you be saying? What kind of impact could you expect from a solid comprehensive approach to partnership marketing using Facebook? Its real simple folks. People who are fans of University Village see them interacting with Formaggio’s and that brings business to them. People who love Formaggio’s but are not residents of University Village see the two brands interacting on Formaggio’s page and that brings potential new residents to UV.
Statistics continue to mount regarding the amount of dollars shifting towards inbound marketing as opposed to outbound as a result of their cost effectiveness and much higher overall conversion. So the question is what will we be doing to leverage this for our communities? How quickly are you willing to make adjustments in your strategy and partnership marketing program to avail yourself of these tools? Please share any thoughts or expressions in the comment section below.
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Written by Jonathan Saar