Community in 120 Characters Caitlin Traub


Would you be surprised to hear that roughly 68% of Americans are Facebook users? Or that a Pew Research Center survey in 2018 found that not only are two-thirds of adults using the site, but of those almost 75% are daily users? From Facebook to Instagram, Snapchat to LinkedIn, the average American uses at least three of the eight most popular social media sites1


. Many communities


are using these sites to create just that; a “community” to share information, helpful tips, vendor recommendations, and more. Chances are, an association you manage or serve as a board member has a Facebook page, perhaps even a Twitter account, YouTube channel, or website. With no signs of social media use slowing down and the growing list of sites that cater to communities like Nextdoor gaining popularity, is this the way homeowners now prefer to communicate?


As we become an increasingly connected society, the answer seems to be a resounding yes. After all, a Trulia survey conducted in 2013 found that only 53% of owners know their neighbor’s name2


about local issues in their communities3


but 22% of all adults are signed up for online alerts and sites . With less people opting


out of meeting on the sidewalk to talk about things and opting into receiving the information via their inbox, both management companies and boards are seeking out faster and more efficient ways to communicate with their homeowners. Driven by both the need for engagement and the fast-paced turnaround of today’s information, technology integration has become an increasingly important part of an association’s communication strategy.


Facebook pages, Twitter accounts, email newsletters, and even text messaging are becoming the preferred way for boards to quickly notify their community of important meeting notices and agendas, social events, and emergency information. Even more importantly, associations are often finding that these methods are not only the most effective at reaching the largest number of their homeowners but also the most cost conscious as well.


If gone are the days of “snail mail” newsletters and door knocking, how do association managers and boards ensure that these newly created communities maintain what they were made for, a way to build community in today’s fast paced world?


Here are a few ways to keep your community online and benefitting from today’s social media use:


• Create an Online Communication Policy. Establish a code of conduct that clearly defines what is acceptable to post, who has the ability to post, and who will be monitoring it. Whether it be information on social events and meeting information, friendly reminders that it’s that time of the year again to start mowing, or emergency information like school closures; your community created these methods to quickly disseminate information, not to foster an environment for heated debates and complaints about other residents. Have your association’s legal counsel review the policy both after its been created and then annually to ensure it is keeping pace with the ever-evolving world of social media.


• Control your audience. While sites like NextDoor verify addresses of their users and sort them into neighborhood groups accordingly, others like Facebook are open to everyone. Ensure that you’re only talking to your residents by establishing a closed group, or private Twitter account and creating an approval process that verifies that they are members of your community.


22 Community Associations Journal | September 2018


• Share your best 120 characters. With the increase in technology, audiences have come to expect vital information in short, concise snippets. Remember this when creating content so that your homeowners are getting the information they need without the deluge of other things to distract them.


• But don’t forget the legalities. Online posts and sites are still required to abide by laws regarding things like defamation, privacy rights, and harassment. Unlike the paper of the past, once you hit send, online content is forever so carefully review what you’re sharing with your community and stay within your Online Communication Policy.


1 Social Media Use In 2018. Pew Research Center. 2018 2 Willett, Megan. Only Half of Americans Know Their Neighbors’ Name. Business Insider. Oct. 24, 2013. 3 Smith, Aaron. Neighbors Online. Pew Research Center. June 9, 2010.


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