Social media is something most senior living marketers are familiar with, but many wonder if it’s really worth it for their communities.
The answer is yes. Many industry professionals neglect social media, but that’s a huge mistake. Despite not growing up around technology, seniors are adapting to it quickly, and their adult children make up one of the most connected generations to date. Social media can be a great way to stay connected with other industry professionals, establish your organization’s reputation, and reach potential residents and families.
Facebook for senior living communities
Facebook is a great platform for targeting adult children of seniors, who happen to be the social network’s second fastest-growing segment. The 55+ age group saw an increase in usage of 58.9% last year. Many of these adult children of seniors are responsible for helping their parents choose a senior living community, and Facebook can help you reach your audience where they are.
Facebook as a whole serves over 149 million users, 70% of whom log on daily. This may seem overwhelming if you’re looking to target a certain demographic, but thanks to Facebook’s targeted ads, the process is easier than you think. When you set up an ad campaign, Facebook gives you the option of boosting the ad to be shown on the timelines of members who belong to certain age groups, live in specific locations, and so on. This means you can target ads directly for your audience. Learn more about Facebook ads here.
Fan pages have also proven successful for senior living communities, as they offer a quick and open means of communication between residents (current or future) and the community. Pages also allow users to leave reviews, which help build your community’s reputation. Of course, Facebook pages are also good for posting updates and providing valuable resources for your audience.
While Facebook can be an effective tool for your community, it takes consistency and dedication to maximize the platform’s potential. You might want to consider scheduling updates to post at certain times, allotting hours in the day to respond to Facebook inquiries, and even adding a designated social media manager to your team.
Twitter for senior living professionals
Just as Facebook is excellent for reaching residents and their families, Twitter is a great networking tool for senior living professionals.
Although the 65+ population accounts for only about 5% of Twitter users, most senior living communities and industry professionals use Twitter accounts regularly. Here you can connect with other professionals, share content resources, and establish yourself as a thought leader, which will ultimate help you build your brand’s reputation.
The long and short of it is: If you aren’t on social media yet, it’s time to get out there!
For more info about using social media in senior living, check out these four resources:
- Social Media and Senior Living Marketing: Putting Faces with Names (ALFA)
- Is There a Role for Social Media in Your Senior Living Marketing? I Think So! (Senior Living SMART)
- How Senior Living is Finding Success in Social Media Marketing (Senior Housing News)
- Social Media Success for Senior Living (Seniors In Touch)