In case you missed it, the cover story in the March 2010 issue of Provider Magazine is all about how retirement communities, nursing facilities, assisted living residences and CCRCs are beginning to discover the operational and marketing benefits of social media – something I’ve been writing about for almost two years. I’ve embedded the entire article below for your viewing pleasure, but here are some of the highlights:
Ignore Social Media at Your Own Peril
- The internet is playing an increasingly important role in the lives of baby boomers caring for sick or elderly loved ones. Social media and social networks are changing the way people learn and make decisions.
- Your brand is no longer what you say it is, it’s what others say it is. Social media helps companies learn about their stakeholders and their priorities – how they make decisions and what they value.
- Your competition is already in the game. An increasing number of senior living communities are using Facebook and other social tools to keep residents and families connected and to enhance corporate communications.
- Despite the above fact, there is still a misconception among many senior living executives and long-term care providers that social media tools would not be used by residents, family members, or prospects.
- Baby boomers who are seeking care for a loved one value word-of-mouth recommendation, expert opinions, and trusted brands – all of which can be enhanced using social tools.
How To Start
- First off, don’t let fear stop you. Social media is a process, not an event. It’s always better to be part of the conversation. It does not replace traditional relationship-building, marketing, PR, or communications – it augments and enhances them.
- Start with a clear strategy. Answer the questions: who are you trying to reach, what are your goals, how are you going achieve them, who is going to do the work, what kinds of policies do you need in place, and how are you going to measure success.
- Consider your audience: residents, staff, family members, referral sources, business partners, prospects, potential donors, potential employees, the media, legislators, and other possible stakeholders.
- Consider hiring a pro. You have a brand and a reputation to protect. Delegating social media to an intern, in experienced staff member, or volunteer could be a costly mistake.
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For more on how your company can benefit from social media and online community, contact us. You can also join our free Online Marketing Community for marketing professionals and executives in senior living, homecare, LTC, and hospice. Just click the image blow:
