Eric Brown: Landlord Adds Social Media to His Toolbox

Forty-nine-year-old Eric Brown is no expert in social media. In fact, he doesn't believe such a thing exists. For Brown, social media is a question of trying new forms of communication, from blogs to Facebook and Twitter, and seeing what works and what bombs. What he has learned, among many lessons, is that reaching out to the unhappiest customers can sometimes not only make them happy, but even turn them into evangelists for Urbane Apartments, his 500 units scattered through Royal Oak, Mich. "When I explain these things to corporate people, they look at me like I have a horn coming out of my head," he says.

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