Communication for Housing Associations

Embracing social media and digital communication. 

With 96% of adults who are online using some form of social media, it remains uncertain why more housing associations do not take advantage of this communication platform to reach their tenants. Out of those adults using social media, a third are aged between 35 and 55, which fits the UK housing associations’ tenant average.

Communication is, of course, vital for any business and this is no different in the social housing sector. Most associations are extremely talented in their various forms of tenant communication. But, what Blumilk finds particularly baffling is why more associations do not make greater use of more cost-effective digital communication options. With only 20% of housing association tenants communicating with their association on a regular basis, is digital and social communication the answer to increasing that figure?

A key concern for housing associations is whether their customers would respond to social communication. A recent survey by G15, G15 represents 15 of London’s largest housing associations, revealed that despite 49% of housing association properties not having internet access, 80% of tenants said they can access the internet at least once a day. This being said some tenants will continue to expect and want more traditional methods such as telephone, letter, and face-to-face meetings.

Keeping those traditional tenants in mind there is still money to be saved and more effective communication methods to adapt in addition to older techniques.  

Digital Communication for Housing Associations

‘Some housing associations are unsure when it comes to social media. The idea that one wrong tweet could ruin their long-standing reputation outweighs the rational to save money and improve direct communication.’ 

Some social housing businesses such as the Bromford Group and The Halton Housing Trust have embraced social media. They are great examples of how to set the right tone for tenants and create the right level of content.

Before diving into social media Blumilk advice is straightforward. Consider if this is the best way to engage with tenants? What steps can be taken to ensure tenants want and need this level of communication? And finally and most importantly, is there the capacity and resource to maintain the chosen social media platform?

References: www.northernlightspr.com and www.rosemcgrory.co.uk