What Senior Living Leaders Need to Know About Social Media

When you need to do research on a product, service, or organization, I’ll bet you do what millions of other Americans do. You Google it from your desktop, tablet, or mobile device.​

That’s what I did when helping my mom search for an assisted living community for my grandpa. I’m not familiar with AL communities in southeastern Michigan, so I Googled “Assisted living communities near Shelby Township” and began digging around on websites, scrolling through Facebook pages, and reading reviews. From our online research we had formed opinions about communities long before we picked up the phone to inquire and schedule a tour.

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Your online presence matters.

Social media, Facebook in particular, is an opportunity to connect with the people who matter:  adult children, caregivers and older adults.  In the U.S.:

• 65% of 50-64 year-olds are on Facebook
• 41% of 65-plus year-olds are on Facebook

While Facebook posts won’t secure a move-in, consider this: 78% of consumer say their purchases were directly influenced by social media posts. A community’s online presence, and the connections created and nurtured through posts and engagement, are valuable touchpoints in the sales process.

People do not buy goods and services.
They buy relations, stories and magic.
-Seth Godin

Take away your community’s culture, personality and residents, and what do you have? A building that offers the same senior housing and services (with some bricks and mortar differentiation) as every other senior living community out there. What makes your community different are the people who live and work there, the culture they create, and the quality of care and customized lifestyle opportunities provided.

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Facebook Bolsters Marketing and Builds Relationships

Through frequent and consistent postings using photos and video, marketers can:

• Connect with family members so they can see their loved ones happy, active and having fun. 
  
• Showcase your community’s popular T’ai Chi class, mentoring programs with the local university and the regular excursions to the city where residents attend the ballet or baseball game.
• Introduce your caring and passionate team members who make your community special.
• Brag about their 5-star chef’s delicious and dining
• Be a true partner and expert by providing information and tools on how to navigate retirement, select a community, talk to a parent about making a move, manage veterans benefits or eat for better brain health.
• Generate leads and increase website traffic and event attendance
• Pique interest about new construction, expansions, move-in specials, or events.

These are just a few reasons why Facebook is a critical component of your marketing strategy. If you’re interested in learning more or need help developing and implementing a sound social media strategy for your community, give us a call at (561) 251-3151.