Very few organizations have a dedicated Social Media marketing position. Often times, the tasks of social media marketing are delegated to a marketing intern or administrative staff.
Navigating social media platforms, strategies, content and engagement need to be done correctly and on an ongoing basis. The learning curve for using each of the platforms effectively is time consuming and just when you think you have it mastered, they change the way their platforms function.
Social Media is about building relationships and trust over a period of time so when individuals are looking for senior care services, your organization will be top of mind or mentioned as a recommended resource from trusted individuals.
Social Media is more than getting to the family decision makers. It should be extended to community outreach as well. The art of social media prospecting should include connecting with influencers, referral connections, media, partners, etc. Individuals connected to those organizations could be potential prospects for the senior care organization.
Creating compelling content keeps your audience engaged and interested. Social Media marketing strategy includes creating a balanced approach to content: a little about you, a little about your industry and a little entertainment. This approach keeps the audience happy and engaged and, as a result, the social networks will serve your content up to a larger share of your audience.
Posting content on social media about activities, events, classes and highlighting special employees and/or community members draws in others who feel included and engaged.
Using social media advertising can help you reach a larger audience. For a relatively small spend, you can increase your followers, promote your events, drive traffic to your website, boost your content to reach more people.
Engage with the audience is critical. Respond to followers conversations; both the good ones and the bad ones. Answer questions and provide information.
This is a sampling of what social media management entails. Again, Who Will Do It?