Posted by Brian Geyser on Fri, Apr 23, 2010 @ 12:56 PM
Senior living communities are dynamic, social places. Every senior living community offers a unique blend of people, environment, activity, culture, and energy. Whether you're an active adult retirement community, an assisted living residence, a CCRC, or a skilled nursing facility, new media tools (like Facebook, Twitter, and blogs) and community platforms (like Groupsite.com and Ning) can help you put your physical community's style and personality on display to the world.
But, they can also help you do a whole lot more. Here are just some of the many things these Web 2.0 technologies can help your organization do:
Set yourself apart from the competition. Most senior living companies are not yet using social media, but the ones who are will have a leg up as social media goes mainstream.
Expand your online reach and drive traffic to your website. Google now uses a social media index in its search algorithm. A senior living company with little or no social media presence is increasingly irrelevant to Goolge.
Engage prospects, nurture leads, and drive sales. Social media tools allow you to have a 2-way conversation with the people you are trying to attract - seniors and their adult children.
Publish company news as it happens and create buzz for community news, activities and events. Now anyone in your organization can post information to your website in real-time, keeping content relevant, fresh, and sharable.
Post information about jobs and recruit top talent. Job seekers are increasingly using social media as a way to find jobs and connect with companies in the senior living and long-term care industries.
Gain new business insights and stay on top of best practices. Everyday, senior living professionals from around the country share their thoughts and experiences via Twitter, Facebook, and other online communities.
Build better relationships. Build your professional network, develop relationships with potential partners, connect with new referral sources, and enhance existing relationships.
Provide a platform for word-of-mouth. Allow your best residents/families to share their love for you with the world. Give them a place to post information, perspectives, stories, and tips.
Provide support. Help residents and family members get the answers and support they need in a faster, more efficient way.
Share best practices. Share knowledge and insights across your organization in real time and keep that knowledge stored forever in a searchable database. Provide a place to capture and exchange knowledge and information - positioning your company as an experienced expert and trusted resource.
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Posted by Brian Geyser on Fri, Apr 23, 2010 @ 12:25 PM
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_________________________________________________________________________
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:
Posted by Brian Geyser on Wed, Apr 21, 2010 @ 09:23 AM
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.
Posted by Brian Geyser on Wed, Apr 21, 2010 @ 08:56 AM
When people begin the process of finding and researching senior living, eldercare, homecare or long-term care options, chances are, at some point they turn to Google. Google has a great free tool for businesses called Google Places
that allows local companies to take command of their listings on Google search results, keep track of traffic stats, customize their listing on Google Maps and more. If you're not already using it, I suggest you give give it a try. Here's a short video explaining the service: