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    How FMs Can Use Twitter to Reach Building Occupants

    Kaitlan Whitteberry

    According to Twitter there are "about a billion" registered users, a billion!  It's impossible to ignore the fact that your building's users are probably on Twitter. We know adding another item to your everyday list could seem daunting, but social media can actually be used to make your job easier. It's the perfect way to reach a large portion of your audience at one time.

    Read the first entry of our four part blog series that will cover social media for FMs each week in January. Today's topic: Twitter. 

    A quick recap on Twitter:

    Users post messages of 140 characters or less (including spaces) and subscribe to follow other users' updates. Users also use lexicons due to the space limitations Twitter sets. @ is used to send a tweet directly to a specific user and # is used to tag a keyword or topic for that tweet which makes searching a topic or user easier. (See Example Below)

    Twitter messages rely heavily on embedded links to direct traffic to outside websites, which is the perfect opportunity to increase traffic to your company's page. (See Example Below)

     

    FMs can use Twitter to hit on five key items, below explains each tool with an example. 

    1). Update     2). Communicate     3). Inform     4). Acknowledge     5). Answer 

    Update

    The users in your building want to know what's going on in the area surrounding them. Keep them up-to-date with periodic photos of the status of a construction project or renovation. You can also inform occupants of road closures this way. By providing information, users should begin to expect regular updates from you, which should cut back on the number of inquires your FM department receives. See an example of how Carolina Courts training facility is sharing updates with their followers here

    Communicate

    One of Twitter's greatest features is proving users the ability to communicate information quickly to a large audience. In addition to website updates, let your community know of any changes to the normal building schedule ahead of time to prevent confusion and damage-control later on. To keep everyone on the same page the Office sent out this tweet before the holiday. 

    Inform 

    Your building's website should be your most visited area for information on your community, but not everyone has the time to explore every link and page available. Direct them to exactly where you want them to go with a tweet. You can also do this to lure prospective students or tenants to your space, giving them an opportunity to view your building without having to physically visit is easier for everyone.  Rady School is reaching out to prospective students by showing them around their campus, virtually. 

    Acknowledge

    Being on Twitter doesn't have to always be strictly about business! Have a little fun with your followers and let them know events that are coming up, contests, awards that have been given, this is the perfect chance to showcase your building's company culture. See how Milli Care celebrates their loyal workers with a fun post and picture. 

    Answer 

    There are many examples of people tweeting questions and comments to companies, which is a great way to answer items many people may have. Just be sure to do it in a timely manner! IFMA is a great example, they responded to a comment within a day, and had it fixed for the user the following. See the conversation here

    Twitter's influence grows each day. Here are a few facts to show just how powerful Twitter is.

    • 70% of small businesses have a Twitter account
    • 200 million people are active on the site monthly 
    • 25% of users check tweets several times per day
    • 88% of company twitter accounts post company news/updates 

    So get going!  Your potential followers can't wait to hear from you.

     

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    Kaitlan Whitteberry

    ABOUT THE AUTHOR

    Kaitlan Whitteberry

    Kaitlan Whitteberry is a Magna Cum Laude graduate from the University of Missouri's journalism program, and currently focuses on iOFFICE press releases, software updates and related news.

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