Week 6: Alternative Assignment

This week I am completing the alternative assignment since I am working with an already existing Facebook Business page. While I did not create the Wasatch Property Management Facebook page, which I will be using for most of our examples, I have created other business account pages. Wasatch is the corporate office however, our company owns 65 other properties and I have practiced by creating Facebook business pages for our properties. When I took over the social media department our corporate Facebook page had 2 separate accounts. 1 for marketing and 1 for HR purposes. As soon as I took control I knew that it would be a good idea to merge the two accounts in order to decrease confusion. After merging the accounts we started with about 800 “likes”. We are currently pushing 1,000 with 996 likes. We are currently posting about 4-5 times a month but we do not have a large amount of activity on this page.

Competing Facebook Accounts:

Alliance Property Management
This account has 105 likes and 99 people following it. I does not look like they are using it effectively since they are only posting 2-3 times a month with mostly advertising content. Their cover photo is set up with a clear call to action. It has a row of houses and a phone number listed. However, the cover photo itself looks a bit dull and could be done better. I think they could be more effective if they posted more often and maybe shared their page in more places. They could even link other social media through Facebook.

Irvine Company Apartments
This account has 16,174 likes and 14,452 followers. While one could argue that their amount of followers makes their page effective, it does not necessarily mean they are successful. Their posts average about 2-10 likes per page which means not even 1% of their followers are engaging in their posts. When looking at the cover photo on the desktop version it appears that nothing is set up. However, when looking at the mobile app version, the cover photo is an elaborately created video. I think that one way they could be better is if they had more real content, rather than ONLY branded content, which is still good to have in limited quantities. It would be great to have content that people can relate to.

Lincoln Property Management
This account has 7,983 likes and 7,786 followers. This account does look successful because they are engaging their followers and their branded content continues to pull people in and gather attention. They have significantly more likes than Irvine company did with half the likes. This page has a visually appealing cover photo that hits home on their message. Their page also shows that they are very responsive to their messages, which is something many users look for. I think the way that they are functioning is great and there are very little improvements that can be made.

Conclusion:
Looking at these sites has shown me the importance of fast response times to those who are inquiring. Also, it has shown me that we should be posting more often and more engaging content rather than many of the posts we have been creating. This is one goal I hope to improve in the next few months.

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