It has been reported that a lack of digital skills among housing staff is preventing wider engagement with residents.
Recent research delving into the social and digital activity of 275 housing associations which represent 2.6 million home in the UK have studied their levels of digital and social innovation.
Over the last few years there has been a large push toward digital and online engagement; however findings have revealed that housing organisations are lagging behind in both commercial and charitable organisations in how they communicate online. This means that the voice of the resident is missing on social media.
Average figures show that housing organisations have only 0.5% of the social and digital engagement rates of not for profits on Facebook and 3.4% of their followers on Twitter, reports the Guardian.
Due to this lack of online presence residents are not engaging with their housing provider. Out of the top 100 housing organisations, only 75 have resident comments enabled on Facebook. The average number of Likes for these top 100 organisations is just 583, however Facebook is now viewed as the main way for housing associations to communicate with residents via an online medium and many organisations have invested heavily in this area.
Online communities of residents are an alternative form of community building which could be more integrated with the correct account management, service delivery and customer relationship management, however only 10% of housing associations do this.
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