A significant misconception among many people in the senior living industry still exists. It’s believed that social media isn’t for this “type” of business and think it’s too modern to have much benefit for their business. This belief could not be farther from the truth. In general, 92 percent of marketers believe social media marketing is invaluable to their business. However, this is not the case, social media isn’t a fad and has proven measurable business outcomes. It’s no longer a question of if you should use social media.
But 10 percent of senior living communities still aren’t using social media. And in many ways, this is understandable because social media can be intimidating. The algorithms and best practices seem to change daily. But as a senior living community, you can’t afford to ignore the many advantages that social media has to offer.
Let’s look at the three most significant benefits of social media for senior living communities:
Social media builds an online community
Social media is a great way to engage with family members of your current residents. Your residents have children, and other loved ones want to see what they are up to every day.
You can engage with your online community by sharing photos and videos of special events. You can wish your residents happy birthday and highlight new or “Staff and Resident of the Month.”
By engaging with your online community and showing them all you have going on, it will be easier for prospects to imagine what it would be like to live in and be a part of your fun and interactive community.
Social media builds your credibility
Social media allows you to build your credibility online. Two of the best ways to do this is by using Facebook and LinkedIn.
LinkedIn is often overlooked in social media marketing. Most people assume LinkedIn is only for professional networking. But this could not be further from the truth.
LinkedIn is an excellent resource because it builds your credibility. It lets other LinkedIn users see when they have a connection to one of your employees. And it helps you expand your professional network with other leaders in your industry.
One of the most significant advantages of Facebook is that people can leave you online reviews. Most people will skip over a business with zero reviews. The majority of consumers look at online reviews and find them helpful. They like to see what other people have liked or disliked about your business.
Of course, there is an unavoidable downside to reviews. Not everyone will be fair when leaving you a review. But even a negative review offers an opportunity to take the high road. You can respond in a way that highlights the resolution to the situation.
Social media brings in new leads
More and more Baby Boomers and older adults are using social media. 90 percent of Americans over the age of 65 with an income over $75,000 a year use the internet.
Seniors use the internet to shop online, connect with family members, and keep up with the news. And when they are ready to look for a senior living community they will most likely look online first. That means if you aren’t on social media you are at a considerable disadvantage.
Creating a Facebook page alone isn’t enough — you have to be active. You can offer invitations to subscribe to your weekly newsletter or sign up for a free tour. You can share information about your community and any specials you have going on. You can also highlight any new features you are adding to your building, programs, or services.
Social media provides an opportunity to highlight your expertise and build brand awareness. It lets you create a community with your residents, their family members, staff, and prospects. And it can help your credibility in the senior living industry and bring in new leads.
There are many ways you can build a following online and bring in new leads for your senior living community. Contact me to learn more about ways you can become more visible online.