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What is Social Media?
Social Media Impact
• Facebook has more than 550 million users; 200 million log on at least once every day (source: Facebook)
• More that 1.5 million local businesses have active pages; 20-million people become “fans” every day
• Twitter has 89 million monthly visitors to the site
• 50 million “tweets” are sent every day
• LinkedIn has over 60 million users; executives from all Fortune 500 companies are LinkedIn members (source: LinkedIn)
Are Seniors Using Social Media?
One in four users age 65+ now use social media: 26%
(Source: Pew Internet Research)
Are Seniors Using Social Media?
One in four users age 65+ now use social media: 26%
Usage among those 50-64 year olds: 47%
(Source: Pew Internet Research)
Pew Internet Survey
Social Media Point of View
• First: Don’t abandon what works now
• Enhance online marketing
• Extension of your brand
• Leverage existing knowledge
• Generate conversation
• Build credibility
• Provide insight
• Utilize as additional public relations tool
Examples of Seniors and Senior Living Communities Using Social Media
Blogs
Twitter updatesposted on homepage of web site
Recruiting via Twitter
ExecJobsATL: Hiring a Executive Director (Administrator) at Sunrise Senior Living (Atlanta, GA) http://bit.ly/cf38Kj #jobs #shjobs discoverchefs: Chef Jobs - Food Service Director - Atria Senior Living Group - Kimberton, PA http://goo.gl/fb/GNEyR about 6 hours ago from Google HRJobsDEN: Hiring a Sales Training Specialist at Emeritus Senior Living (Denver, CO) http://bit.ly/cNmGWJ #jobs #shjobs about 7 hours ago from twitterfeed tmj_mia_cler: Brookdale Senior Living Inc. (BSL): Receptionist (Miami, FL) http://bit.ly/aTjLxK #Jobs #TweetMyJOBS 2 days ago from API
“I can’t wait to send my parents there!”
“I can’t wait to send my parents there!”
We look forward to welcoming your parents
Patty! See you soon.
Is Social Media Working for Senior Living?
Cedar CommunityWest Bend, Wisconsin
1st Quarter of 201031% of Web visits directly from Facebook
Average time on site: 6 ½ minutes
Social Media as a Public Relations Tool
• Builds Credibility
• Establishes community/organization as a resource
• Builds relationships with media (recent polls show 79% of reporters/editors use social media as part of research)
• Added awareness about community/organization
Social Media and Crisis Communications
Top Techniques to be Successful
• Keep content fresh and timely
• Content should be transparent; no “marketing speak”
• Share thoughts, ideas
• Encourage conversation, be flexible
• Tell stories; use pictures and video
So how do you get started?
Top Line Approach
• Develop an effective social media policy
• Seek to integrate social media with current marketing plans/help in “spreading the word”
• Determine what social media tools can/should be used
• Develop content guideline (editorial calendar)
• Determine who is best to handle updates
• Incorporate in crisis management plans
• Consider Search Engine Optimization
• Social media monitoring
QUESTIONS?
Randy EiltsDirector of Public [email protected]
http://twitter.com/glynnDevins
http://www.facebook.com/glynndevins
