New Study Shows Elder Care Marketers Benefit from Social Media [SLIDESHARE]

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Elder Care Marketing Industry Report

Ryan Malone of Elder Care Marketer recently published results of a study in a white paper called the Elder Care Marketing Industry Report. The study surveyed 160 elder care marketers to glean insights into their marketing habits, what tools they use, and what impact social media has on their business. I've embedded the entire report below. It's definitely worth checking out. Nice job Ryan! You can find Ryan on Twitter , LinkedIn ,Facebook or YouTube. 

Here are the social media highlights from the Report:

• Small companies (1-50 employees) are twice as likely than big companies (50-500+ employees) to use social media in their marketing
• Overall, LinkedIn and Facebook are the most popular for marketing purposes
• Marketers spend an average of 6.6 hours per week on social media and would like to learn most about Twitter and blogs
• Interest is high in learning more about social media tools, which reflects the overall recognition of social media as a marketing vehicle
• Small businesses used a much broader base of social media tools than large businesses for marketing purposes
• Both B2B and B2C businesses benefited most from social media through increased mailing lists, traffic and subscribers, generating leads and creating partnerships.
• B2C reported a high increase in search rankings and B2B
  businesses reported a higher benefit for identifying new products more often

Senior Living and Social Media: Time to Take the Plunge?

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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.
  

Provider Magazine March 2010

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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:

Social Media for Hospice Organizations [SlideShare]

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I found this good, albeit long, presentation by Laura Deaton over at Full Glass Consulting and wanted to share (great job Laura). Interestingly, hospice organizations are adopting social media faster than many other industry segments. I personally think social media tools are fantastic for hospice because of their potential to build community and foster support. Here are some other reasons why hospice organizations should consider using social tools and new media applications. Take a look at Laura's SlideShare and let us know what you think. 

Social Media, Risk, And Policies: Free White Paper By Social Fish

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My good friends at Social Fish, Maddie Grant and Lindy Dreyer, recently published a fantastic white paper titled "Social Media, Risk, and Policies for Associations" - along with Croydon Consulting. While the publication is directed at associations and non-profits, there are many parallels in the senior living, retirement community, and long-term care worlds. If you've been trying to put together a social media policy for your company, this is a go-to document that will be a big help.

Many of the biggest concerns for companies in the senior living and long-term care space about adopting social media are related to privacy, HIPAA, and risk management issues. While the definitive guide book for social media policy in our industry has yet to be written, this white paper provides us with a good place to start, and will surely be used as a reference when it is written.