Housing corporations in the Netherlands are social organizations at the heart of society. A well-considered and consistent use of social media reduces the traditional gap between the corporation and its residents. What are typical points of attention for these companies, when it comes to the use of social media?
It's all about the residents
From their strong social involvement, corporations are very keen to please the tenants of their homes. In my role as strategic advisor, I have helped a number of housing corporations develop and connect the channels relevant to them. In this diptych, I share my experiences.
Points of attention for housing corporations
In this first part you will read why developing a vision is so important, which objectives corporations formulate and how a corporation can prepare a correct social media deployment. In the second part I will highlight a number of typical points of attention for housing corporations, when it comes to setting up the best-known channels. In addition, I will pay attention to linking the website and to the still widely used 'old' channels.
Specific wishes and needs
As can also be read on the website of the trade association Aedes, it is more than ever a challenge for corporations to effectively respond to the specific wishes and needs of residents. We almost always see this reflected in the mission, vision and promises.
Unknown
In practice, corporations often – unintentionally – do not fully live up to these texts. The reason for this is that they do not know enough about what is for sale on the online communication market. For example, if residents are connected in a relevant online street, neighbourhood or district group, on a channel that the corporation in question does not know exists, then they are already missing a potentially important possibility for connection. In that case, it is painful to have to conclude that due to a lack of knowledge, the customer service gene, which is so deeply embedded in the DNA of housing corporations, is not fully used.
Great opportunities
The current developments in the field of online communication offer great opportunities. Against the background of the rapidly changing relationships – in which the 'consumer' increasingly demands control and corporations that sail the ' control corporation' course – it is important to look carefully at which (new) communication possibilities are of added value. Recognizing the power of social media is step one, knowledge to apply social media in the right way is the second.
“Help, we're on Yammer!”
Incidentally, the misfortune can also strike internally due to a lack of 'online channel knowledge'. For example, a sudden Yammer invasion at a housing corporation in Gelderland was once a reason for me to provide a series of Yammer workshops. Within two weeks, some 70% of the employees there were enthusiastic Yammer users, with the management and communications department looking on in horror that this had just happened out of the blue. Yammer indeed.
Take stock of the possibilities
In order to be well prepared to start working with social channels, it is advisable for your organization to be well informed about the (technical) possibilities. Which channels are there and which are (what was that mission statement again) relevant to your organization? Then assess which – also offline – communication channels are used and for what purpose. Then compare the result with the arsenal of available new communication possibilities. Do not hesitate to formulate new, additional goals if the situation requires it.
Social media goals for housing associations
The main goal in setting up a planned social media deployment is usually closely related to the desire to improve the relationship with residents. With the help of social channels, an additional platform is created where customers feel heard and are seen as equal conversation partners. Because social media is also suitable for looking up residents online, this often means a powerful boost for the existing marketing communication.
Common social media goals for housing associations include:
Creating a group of online followers for PR, Marketing and/or Employer of choice position, 'competition', following knowledge sources, etc.
'Closer to residents' by realizing online conversations, via our own channels but certainly by connecting to existing social media (district/neighborhood) platforms.
Support for projects in the form of marketing and information provision.
Monitoring. Mapping online conversations in which the name of the organization is mentioned, following the market, chain partners.
Social media should support online customer environments such as a fault or complaint desk. This is usually also in line with the changing – more advisory – role that corporations have towards residents.
Want to be better informed about what is going on among residents, what do they say online about the organization?
Improved accessibility, especially for residents who are on social media.
Create/promote connections between chain partners.
Space-s, a nice example of how you can converse.
“By using social media, we can really converse with our customers about their azerbaijan mobile phone number list housing needs. A good example is Space-S .” – Geertje Pruijsers, Communications Manager Woonbedrijf Eindhoven
We(b)care, in the interest of the residents
Monitoring is the targeted following of the conversation about your corporation on the social channels, the so-called mentions. Webcare goes a step further. Then you actively respond to mentions and questions. Of course, you can encourage people on existing communication channels, such as the website, to pass on reports and questions via social media.
Three pillars
Consider carefully what is needed to achieve the formulated goals. Is it necessary for an organization to develop channels itself, or is it sufficient to set up webcare? A number of success factors can be formulated for setting up webcare. Successful webcare for housing corporations is based on three pillars:
1. Communication with residents
Looking at the frequently formulated objectives at housing corporations, webcare generally requires that every employee who uses social media takes into account the following points of attention: