I agree that the Social Media needs to be a key priority for Senior Living Executives as they look to position and brand their companies and generate leads and referrals. Increasingly, we are being told by prospects that they are checking us out on the Internet before they make a decision about calling us or stopping in for information. Fewer and fewer people are reading newspapers, and newspaper advertising and direct mail is becoming less and less cost effective. 
 
 
 
 
 
 
 
The Social Media provides us with a wonderful way to communicate our stories about how we are making a difference each and every day. We should be posting copy, video and pictures on our websites, Facebook, Twitter and You Tube and inviting residents, families of residents and referral sources to share with others. Imagine a family member of one of your residents who is asked by a potential prospect about your comment. Rather the simply being able to describe in words how we are Touching the Lives of older adults and their families, the family member can suggest going to the Internet to see pictures, watch videos and read stories that provide specific examples. 
 
 
 
 
 
 
 
We cannot control negative comments posted on the Internet just as we cannot control a negative Letter to the Editor or a disgruntled individual from sounding off about what they think about our communities. We can and should not allow inappropriate comments, blatant promotional copy and spam to be posted on our websites, but we should not limit the comments that are posted only to those that are positive. Trust and credibility are so important.