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Social Media in Assisted Living
Using Facebook & LinkedIn to Promote your Center
Traditional vs Digital MarketingTraditional marketing includes any form of marketing that doesn’t take place online.
• Direct Mail – custom offers sent via ordinary mail
• Print – newspapers, magazines, etc.
• Broadcast – television and radio
• Billboards
Digital marketing is marketing that takes place online.
• Social media – Facebook, Twitter, LinkedIn, Instagram, etc.
• Search engine optimization
• Pay-per-click campaigns
• Content marketing – blogging, etc.
• Email marketing
Who Uses Social Media?
• Connect with each other• Access news content• Share information• Entertain themselves
7 out of 10 people
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Social Media Trends
Creating a Facebook Business Page
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• Choose a photo that looks good on desktop AND mobile
• Cover photo: 851 pixels x 315 pixels
• Smartphone: 640 pixels x 360 pixels
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• Gain followers and engagement by creating a blend of content including:
• Promotional Posts
• Non-Promotional Posts
• Engaging Posts
• Events
• Recommendation: Create a variety of posts. No one wants to read a commercial every time they visit your page!
Promotional Posts
Share information about your services
Celebrate facility accomplishments
Invite visitors to schedule a tour
Information on new features or services
Promote activities and events
Employment opportunities
Non-Promotional Posts
Recognize staff
Recognize volunteers
Activities
Resident Recipes
Articles of interest
Quotes and memes
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Engagement Posts
• Theme Month
• Recipes
• Staff Accolades
Encourage interaction
Events
Build Your Audience
• Invite people to like your page
• Post consistently
• Run targeted Facebook ads
• Use the promotion tools within Facebook
• Follow other pages and engage with them to increase your visibility
• Quality is better than quantity!
• Recommendation: When a user comments on a post, invite them to like your page
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Build Your Audience
Increase Followers
Promote Your Page
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Promoting a Facebook Post
• Click the Boost Post button
• Choose your audience
• Choose your budget and duration
• Boost posts and events
Example
Example
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Reviews
• Include a link in your email signature
• Ask in an email (e.g. Like Us? Tell us why)
• Post signage in your building encouraging guests to post a review
• Respond to all reviews! (positive and negative)
• Use the promotion tools within Facebook
Video Facts• Viewers retain 95% of a message when they watch it in a
video compared to 10% when reading it in text.
• Internet video traffic made up 69% of all global consumer Internet traffic in 2017.
• By 2019, internet video traffic will account for 80% of all consumer Internet traffic.
• The average user spends 88% more time on a website with video.
*Source: Wordstream.com
Facebook Business Manager
• Access pages and ad accounts without being friends with your coworkers on Facebook.
• Securely share and control access to your page
• No more shared logins and changing passwords
• Easily add and remove employees and agencies to your account
• Grant different permission levels based on business objectives
• Manage multiple Pages and ad accounts from one Business Manager.
• Keep all accounts in one place
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Facebook• Best Practices:
• Personable posts
• Use photos and videos
• Respond promptly
• Encourage interaction
• Customize links
• Consistency
LinkedIn Company Page
• You must have a personal LinkedIn page to create a company page
• Complete all sections of your personal and company page
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LinkedIn Company Page
LinkedIn Company Page
LinkedIn Company Page
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Best Practices:
• Write a complete profile
• Use images
• Post consistently
• Link to great content
• Write compelling intros
• Create or join groups
Content is King!• Original content is best but
reposting content is better than nothing!
• When reposting, write an intro
• Be sure to post it on YOUR website and then to your social media channels -that will drive traffic to your site
• Create a content calendar!
Social Media Editorial CalendarAlzheimer’s and Dementia – September 2018
Post Date
Topic Intro URL
1/1 Dementia 101
Is it simple forgetfulness or something more complicated? This is a questions many older adults and their caregivers ask. Beyond forgetfulness lies dementia and memory disorders. Learn more about what dementia is, causes and symptoms from Teepa Snow, one of the nation's leading dementia educators.
http://teepasnow.com/resources/teepa-tips-videos/dementia-101/
1/2
Newly Diagnosed with Alzheimer's disease? Questions to Ask the Doctor
When a loved one is diagnosed with Alzheimer's or dementia, it's natural to feel anxious and uncertain about what the future holds. Talking with your loved one's doctor about treatment options is the best way to address anxiety and develop a solid treatment plan. The Alzheimer's Association has developed a comprehensive list of questions to ask to help you and your loved one better understand available treatment options and the associated risks and benefits. Click here to see the list
http://www.alz.org/alzheimers_disease_20637.asp
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Sourcing Content
• Digital sources are easier to repost
• Industry websites and publications
• Social media (e.g. Pinterest, LinkedIn, etc.)
• Create your own ☺
Mobile vs Desktop
• 87% of the US population uses the internet*
• The number of mobile users surpassed desktop users back in 2014
• Optimize your website for viewing on tablets and mobile phones
*Source: Stonetemple.com
Social Media Dos and Don’ts
Do
• Create an editorial calendar
• Post consistently
• Engage with users
• Track analytics (likes, comments, shares)
Don’t
• Be too sales oriented
• Don’t spread yourself too thin
• Don’t ignore or delete customer concerns
• Be too formal
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Thank You!
Deborah O. Taylor
Director of Marketing
The Ganzhorn Suites
(614) 505-7352
www.Ganzhorn.com
