#13- The Power in Facebook Groups with Leah Orsbon
Ever wonder the impact that Facebook groups can have on individuals and their careers, as well as for apartment communities?
It’s no secret that social media holds a tremendous amount of power (both good and bad), but what sometimes seems like a more complicated secret is how you can harness the power of social media to work for you.
I’m talking to my friend Leah Orsbon who just happens to be a pro when it comes to Facebook groups. She’s been referred to as the ‘cruise director’ for the Apartment Management & Maintenance Support Group - after you listen to her talk, you’ll understand why.
She’s giving us all the little secrets on all things FB Groups.
Here’s what you’ll walk away understanding:
How you can build a tremendous professional network without ever leaving your office
How to establish yourself as a trusted source and expert in your industry
Ways to uncover career opportunities through Facebook groups
How to get new business without selling
The dos and don’ts of Facebook Groups (you might be surprised how many are guilty of the “don’ts”)
When it comes to ‘marketing you’, Facebook groups are the place you want to be to improve yourself, your skillS, and your knowledge.
The beauty of social media, specifically Facebook, is that if you’re interested in it, there’s most likely a group for it. Want some keto recipes? There’s a group for that. Want tips on how to be a dog mom? There’s a group for that. Looking for some craft inspiration? There’s a group for that. You get the picture.
Find a group that is focused on something that you are interested in and want to learn more about and jump in! The beauty of Facebook groups is that you can converse with like-minded individuals who have the same or similar goals. By joining a group, you’re able to surround yourself with compatible and supportive people who are willing to help you reach your goals. You gain knowledge, camaraderie, mentorships, and so much more value when you join and engage in a Facebook group.
As with anything, Facebook groups have best practices that you’ll want to follow to get the most out of your time spent there, and some big no-no’s when it comes to interacting on Facebook groups.
The biggest and maybe most obvious no-no when interacting in a Facebook group is to not be a negative nancy. Don’t complain or bad mouth your employers, employees, coworkers, or your residents. Obviously, common courtesy and manners will tell you not to act that way, but that doesn’t mean you can’t vent.
In fact, Leah talks about how venting is a part of a great Facebook group. After all, the Facebook group is there for your support.
So what happens when you have negativity and inappropriate posts in your Facebook groups?
Leah talks about how she and her other Facebook group administrators deal with those comments or posts that aren’t all sunshine and rainbows. If you’re in the multifamily industry, then you know it’s a small world, and everyone is connected somehow.
As a rule of thumb: if you wouldn’t want to see it in print and you wouldn’t want it said about you - then you probably shouldn’t say it. In other words, my mama was right… if you don’t have anything nice to say, don’t say anything at all!
Leah also gives insight into how you can leverage opportunities inside of the Facebook group to grow your career. Whether that career is in the multifamily industry or real estate, the tips remain true.
Leah’s big advice for this is to bring value to the group and position yourself as an expert on whatever subject matter it is that you have a vast knowledge about. Own your expertise so that you can position yourself as the go-to person on the subject, which starts to build up your credibility the more you interact and demonstrate your knowledge.
If using a Facebook group as a platform to advance your career, to look for talent to add to your team, or to just create community… you need to be willing to invest the time. Show up consistently in the comments and posts so that you are top-of-mind when people have questions the topic you’re an expert on.
Running a Facebook group, especially as an admin on the group, is really best viewed as a part-time job. That may sound extreme, but as Leah breaks down…it requires a lot, but can also give a lot if done correctly. If you aren’t ready for that level of commitment, just start by engaging in a group.
So what about if you’re ‘marketing home’? you have a Facebook group that you’re just starting and need some help boosting engagement? How can you increase engagement organically?
Leah gives her best tip on how to increase that engagement, whether you have 80 members or 80,000 members on your Facebook group. The basic principle is the same: find an advocate that can be your cheerleader.
Find someone who is willing to comment first, willing to like a post first, and willing to be the first to engage. Making your Facebook group members comfortable enough to interact is key and an advocate can do that for you.
Understanding what content your members want to see is essential in boosting engagement. Do they like behind the scenes stuff? Answers to hard questions from within the industry? Tips and tricks to specific problems they’re facing? Find what it is your audience responds to and then run with it.
What if you are a property manager and you are thinking about starting a Facebook group for your community? How do you know when it’s a good idea?
First of all, Leah gives a great analogy about Facebook pages versus Facebook groups: Pages are more of a black-tie gathering, whereas a Group is more of a blue-collar casual atmosphere.
Leah has found that residents are more willing to chat when it’s a group rather than a page because it feels more conversational and relaxed.
Also, if residents are already creating pages for your community, using your logo and name, then there is already a need for you to create a group. Trust us - you’d rather create it and be in control rather than your residents creating it where you have zero control.
Get ahead of the curve and create a Facebook group that you and your management are comfortable with and feel confident that it will positively impact your community and your residents.
Leah gives so many other great nuggets that you can take away and implement immediately in your social media marketing strategy for your apartment community.
If you want practical advice from an industry professional that is experienced in social media management, this episode is one that you need to tune into.
Connect with Leah: @LeasingLeah or join her in the Apartment Management & Maintenance Support Group.
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