Making Social Media Work for Multifamily via Multifamily Executive Magazine

The resident at the St. George Manor apartment community in the Pacific Beach area of San Diego wasn’t happy. With her water suddenly cut off, she took to Facebook to vent. “She posted on our Facebook page, saying, ‘What’s going on? I’ve got no ­water!’?” says Melissa Deen, marketing director for San Diego–based Sunrise Management, which runs 9,000 units across Southern California and Arizona, including those at St. George.

Within minutes, the community’s manager posted a response to this effect: “We were just told by the water company that there’s been a temporary shutoff and that service should be restored within a few hours.”

Sunrise’s experience is a textbook example of how to do social media right. The original message could have elicited a defensive response from a community manager. Instead, with training and practice, Sunrise was able to reply with just the right response.

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