Social media marketing can play a critical role in publicizing your senior living community. The largest growing demographic of social media users on platforms like Facebook, Twitter and Instagram is 65+. The Pew Research Center reported a growth of 150% among this demographic group between 2009 and 2011, and this number has undoubtedly increased in the six years since. What does this mean for your community? Your social media profiles need to be front and center for both prospective residents and their families.
Why are older adults using social media?
This is an important question to answer before diving into social media marketing. The primary reason older adults are joining social media outlets is to keep in contact with friends and family members. Social media has the ability to bridge the gap between friends and family who live all over the country, a gap left previously unfilled. Further, older adults are using social media to educate themselves. Facebook allows users to like, share, and get easy access to information particularly relevant to them; ranging from current world events to local news articles, and relevant senior living community resources.
How are older adults using social media?
Your prospective residents don’t use social media like your 20-year-old niece. No selfies, no posts about the awesome bagel sandwich that they had for breakfast. Older adults use social media platforms to learn, grow, and connect with like-minded individuals. They use social media to research and read. This is what you should capitalize on. Give them blogs to read, people to connect with, and information to help them thrive as they age.
What platforms are older adults using?
Primarily Facebook. Facebook is an obvious leader in the social media world, and older adults are taking note. The vast amount of unique users is a huge pull, as well as an easy-to-use interface. Facebook advertising and frequent posting on your community’s page are great ways to capitalize on the sizable amount of older adults using the site. And don’t you just love seeing your grandma all over your Facebook page? It’s a win-win!
My potential residents are on social media, but what does that mean for my community?
It means that social media is a great way to nurture potential residents and families down the sales funnel. Engage with them on social media. Try to find Facebook groups, Google + circles, and LinkedIn groups created for an older demographic and participate in the conversations taking place. What are they talking about? What are they interested in? Use this information in your social media advertising.
Teach your current residents how to use social media. Offer classes, get volunteers from a local college or high school, or offer seminars on social media. When current residents are educated on how to use various social platforms, they are more likely to refer your community to potential residents via social media. Plus, they’ll be happy to “like” pictures of the birth of their newest grandson, despite not being there in person.
The amount of older adults using social media is growing, and will continue to do so. Make sure your senior living community is visible on all social media platforms. Give your potential residents information, not just on your community, but also on information they might find relevant or interesting. Additionally, there are many different ways in which you can advertise on social media; each senior living community will need to implement different tactics based on its individual marketing needs and goals.
The takeaway? Use social media to your advantage. Focus on it. Use it as a marketing tool. Engage with it each day.
Want to boost your social media presence? Call Bloom today at 303.862.6530 or schedule a free discovery session!
