If you are adding social media to your senior living marketing strategy, then congratulations! You are helping your communities stand out in beneficial ways online to family members, seniors, referral partners, employees, and more.
Having social media in your marketing toolbox helps you reach a vast audience of family members and seniors, and it does not cost you a dime. It’s a simple truth that social media is here to stay. In fact, the Pew Research Center states that adults 65 and older have taken to social media a lot more in the last decade, with the number of users in this age group growing fourfold.
Still, getting started with an effective social media plan feels overwhelming. That’s why marketing and PR agency, Craft & Communicate (C&C), can step in to be your social media guide.
Let’s review the benefits of a team such as C&C overseeing your social media account and the platforms you should sign up for.
Benefits of C&C Managing Your Senior Living Social Media Accounts
Consistent Schedule of Content
In addition to your Activities Directors posting the fun photos of what residents are up to, C&C can provide a consistent schedule alongside the images of effective content such as:
- Educational blogs
- Important community announcements or updates
- Posting news pick-ups
Adding to the Toolbox
Adding social media to your marketing toolbox will help you reach your goals and audience more effectively. You can use the same, or slightly modified, content from your internal newsletters, e-blasts, print materials, and more to post on social media. C&C can manage your content strategy and advise communities on what to write and when to post it.
For example, if you are promoting an event to friends and family via e-blast, you could also turn the content of the email into a Facebook event.
Reputation Management
Maintaining your reputation online by monitoring comments, knowing when to post (or when not to post), and reading reviews is a task C&C can tackle. You may not always have the time to review your social media accounts for questionable comments or reviews. Having a full-time agency to back you up and keep you updated 24/7 is crucial to implementing an effective social media strategy.
Now that the benefits of a senior living marketing agency for your social media strategy have been laid out, let’s go over the platforms you can pursue for your communities.
What Is the Best Social Media Platform for Seniors?
Choosing the right social media apps for senior living communities depends on who you’re trying to reach. Seniors and their family members have different preferences when it comes to social networks, so understanding your target audience is key.
Below, we break down the best platforms for engaging with residents, potential residents, and their loved ones.
Facebook: The Best for Seniors and Families
Facebook remains the best social media platform for seniors because it is the most widely used among older adults. It’s a great space for sharing social media posts highlighting daily life in your community, including social media storytelling through resident spotlights, event recaps, and testimonials.
It also helps with organic visibility, allowing your posts to be seen by more people over time.
For family members, Facebook provides a way to stay connected and engaged with their loved one’s experience in a long-term care setting. Features like event pages and private groups help build relationships and keep families informed.
Promoting your community’s blog posts, products, or services on Facebook is another way to increase your website’s organic traffic.
LinkedIn: Professional Networking and Brand Trust
LinkedIn is essential for promoting your community’s achievements, hiring efforts, and company culture. A strong social media presence here builds trust with professionals, potential employees, and referral partners. It’s also an effective way to position your community as a leader in senior care.
Instagram: Visual Storytelling for All Ages
Instagram is a fantastic tool for social media storytelling through high-quality photos and short videos. It’s beneficial for reaching family members who may be researching senior living options.
With cross-posting capabilities through Facebook, Instagram can be an easy addition to your social media apps strategy.
YouTube: Video Content That Seniors Prefer
As the most-used video platform for older adults, YouTube is perfect for sharing long-form content like virtual tours, resident testimonials, and educational resources. Video content ranks high in organic visibility, making it an essential part of any marketing strategy.
X (Formerly Twitter): Quick Updates and Engagement
X, formerly known as Twitter, can be helpful for posting real-time updates and engaging with industry professionals. While it is not the primary social network for seniors, it can help communities connect with referral partners, share industry insights, and increase brand awareness.
Bluesky is a similar platform quickly rising in popularity and can add to your digital marketing strategy.
Threads: A New Space for Community Engagement
Threads is a newer Meta platform that functions similarly to X but focuses more on fostering social media storytelling through longer-form conversations. While Threads’ demographics skew younger, family members and industry professionals may use it to discuss senior living topics. Communities looking to expand their social media presence should keep an eye on how this platform evolves.
TikTok: Fun, Lighthearted Content for a Younger Audience
TikTok is not a primary social media platform for seniors, but it is an effective way to reach family members and potential employees. Lighthearted videos showcasing resident activities, employee highlights, or intergenerational interactions can enhance your social media apps strategy. A viral TikTok can lead to a lot of interest in your community.
Each platform plays a unique role in marketing for senior living communities. By selecting the right ones for your target audience, you can create a well-rounded social media presence that connects with seniors, their families, and the larger community.
Senior Living Social Media Tips
A strong social media presence starts with a well-planned content strategy. Knowing what to post and when can improve organic visibility, boost engagement, and even enhance your results in Google searches.
Here are a few tips to help your senior living community succeed online.
Use Keyword Research for Social Media Posts
Incorporate commonly searched terms, such as “senior living communities near me,” into your captions and post descriptions. This increases the chances of your content appearing in Google searches and reaching the right audience.
Engage with Your Audience
Responding to comments and messages in the correct tone builds relationships and builds trust with seniors and their family members. This interaction also signals to platforms that your page is active, increasing your visibility.
Create Shareable Content
Eye-catching images, resident stories, and educational videos can encourage shareability and attract more views.
Consider Paid Advertising
Paid promotions on Facebook and Instagram can help expand your reach and target specific audiences looking for senior care options.
Navigating social media effectively requires time and expertise. That’s where C&C comes in. Our team can develop an adaptable strategy that strengthens your social media apps presence, increases engagement, and leads to more inquiries about your community.
Exciting! How Do I Get Started?
Let Craft & Communicate take the social media reins for you. Our team has navigated the ebb and flow of social media for senior living operators for years. We can create a plan together that fits your goals.
