I am asked this question quite frequently. Be it a Vice President of Operations, a Regional Property Manager or a Leasing Agent, everyone wants to know how much time they should spend on this form of media. The fact is, there is no correct answer to this, but the answer I most frequently give is to spend as much time as you feel you can. If it’s an hour a week or an hour each day, you can learn a lot by just getting out there and doing it. Set your own pace and schedule. The bottom line is spend enough time on each of these to ensure that the end product is very high quality. If you can only do one of these things that’s ok. It’s probably one more than the majority of your peers or competitors.
Personally, I just haven’t had the time to blog lately. The good news is, I don’t have to blog. I choose to blog and it really only impacts me if I don’t. My inconsistency may be a turn off and lose readers, but again, it only impacts me. An apartment community with a blog or a management company with a blog can’t be inconsistent or they will lose readers and more importantly they may lose the ranking they have built on the search engines if it goes too long without an update. Communities and companies need to post regularly. Once a week would probably be a good rate. More can be better, but too much could result in a diminishing return.
I also haven’t had time to be on Twitter much lately either. Again, for me personally, that’s ok, but for an apartment community or a management company who has committed to this, there must be some consistency or you may face some negative consequences. To me, Twitter is a daily responsibility, much like Craigslist, because of the format. What you post on Twitter gets pushed down to the bottom of the page and eventually off the page rather quickly. Therefore, to stay relevant you need to post frequently. It’s no coincidence that the people with a high number of Tweets have a high number of followers.
Lastly but not leastly, Facebook could take up more time than Twitter, simply because it is a little more interactive than Twitter and does not limit you to 140 characters. It could also take less if it’s not your preferred format or does not get you the results that blogging or Twitter do. I think initially, the amount of time spent on Facebook will be greater, especially if you are taking the time to load photos and find your current residents and get them to be your “friend”. Then you can simply maintain it and respond to emails and postings which you will be reminded to do via email updates.