The more our world spins around, the more our digital world is a part of our daily lives. New apps and platforms are constantly popping up, and it may be challenging to keep up with the new trends — or know when to disregard them altogether. Social media has become a large part of how people stay connected and stay updated on noteworthy news. As much as it is a prevalent part of our society, there are still questions about whether senior living communities should have social media platforms and if so, which ones.
The quick answer is yes. Social media is a part of our lives — even for older adults. According to Pew Research Center, 45% of adults 65 and older are using social media platforms. That is a large number of people who are keeping up to date on family, friends and even their favorite brands. Social media is taking over people’s time, so it might be beneficial to share a snapshot of your community in the meantime.
Why is social media relevant to senior living?
Social media is an excellent way to get your community out there and involved. By posting residents, staff, and community outings and events, you’re able to tell a story about who your community is. Regularly posting to social media platforms gives you a chance to not only build an audience but also have a relationship with that audience.
Senior living communities can use social media as a way to optimize posts and bios with links from the website. Not only does this make it convenient for prospects to quickly find information on the community, but it will also improve your ranking in search results.
what social media platforms should you be on and do they support the community?
As more social media platforms roll around year after year, it is impractical to be on every single one. As you start, we recommend that you only run with a few channels as you gain traction on a select few. However, if you think you may take interest in a platform in the future, it is wise to take ownership of your desired username so it doesn’t become unavailable.
Facebook is largely one of the most desired platforms due to its all-encompassing tools and connection with loved ones. The platform is a great place to give a glimpse into the community’s lifestyle through highlights, photos and videos. With one-third of Facebook users being 45 and older, we typically see high engagement from staff members and residents on community pages (Barnhart, 2022).
Since followers have to “like” your page, they will likely be interested in what’s being shared and will engage. Not only is Facebook a great platform to post pictures of the community and what residents are up to, but posts can also provide links that will drive traffic to the website — which can ultimately lead to conversions.
Even though Instagram is known to be popular among the younger crowds, it is still a great place to share community content. Being a visual-based platform, there are opportunities to reach users of any age. Nearly 30% of people between the ages of 50-64 have an active Instagram account (Dean, 2022).
However, at the moment Instagram doesn’t allow click-through links on its posts. You will need to think of this platform as a place to share the good moments in the community, rather than attract potential leads to the website. In that case, there is still potential for your senior living community to be on Instagram.
A senior living community can benefit from using LinkedIn for a variety of reasons. Seniors are unlikely to use this social media platform — but their adult children sure do. Giving insights via LinkedIn will attract visibility and allow the community to be a thought leader in the senior living industry.
This platform is a great way to help showcase your talented team members through spotlights and events. Employee satisfaction is the backbone of a great community — meaning happier residents. Instead of promoting seniors and housing options, use LinkedIn as an avenue to share company updates, staff recognitions and open positions.
YouTube
As you think about different social media platforms, YouTube may not have been the first to come to mind. With video content taking over the digital realm, YouTube is a great resource to tell the wise tale of your unique community.
If your retirement community has activities and events for independent living residents, this is a good opportunity to promote video content of all the fun times. Posting videos to YouTube brings chances to tell residents stories and why they choose your community.
There is a great opportunity to share YouTube videos on other social media channels as well as the website. A tech-savvy on-site staff member or a videographer is the best resource to capture the community and its residents. Don’t hesitate to start filming!
what services does angell marketing offer for senior living communities?
As a full-service senior living marketing agency, we are dedicated to helping you with all of your social media needs. We offer assistance with organic and paid social media to older adult communities. Our digital team creates content based on your community messaging and needs. We currently schedule content through Facebook, Instagram and LinkedIn for our clients.
Interested in our variety of digital services? Angell Marketing is here to help you! Connect with us by giving us a call at 602.997.2460 or emailing info@angellmarketing.com. We look forward to hearing from you!