So, here’s what happens.

Someone from the corporate office calls to say your community’s Facebook page hasn’t been updated in weeks, and they want to know why, since you’re under occupancy and you’ve had four move-outs this month. “Don’t you know Facebook is a FREE marketing tool,” they say.

Here’s what happens next.

You huddle with your team and give them the talk. Maybe it’s encouraging. Maybe it’s not. But the point is this – start posting, and start posting now. In a panic, your staff, probably your community relations or life enrichment director, pull together a few pictures from last month’s events; you may even pitch in and take some new photos of residents playing afternoon bingo. You slap some pictures up on your community’s Facebook page, maybe do a quick check of your timeline, and voilà, your page has been updated and everybody can relax.

Not really, though.

Because a picture is worth a thousand words. And maybe your timeline leaves prospects speechless.

The folks at the corporate office are right. Every senior living community, no matter the level of care, needs to take full advantage of Facebook. Remember, it’s a free marketing tool.  Sharing photos, community events and updates should be included as part of a larger marketing plan . Still Facebook is undervalued in many senior living communities, even thought it’s the fastest growing platform for older adults. So why aren’t communities using it to its fullest potential? One reason is because teams haven’t been taught how to use Facebook to supports sales and marketing efforts. What many communities end up with is a timeline full of unflattering photos with little engagement, and the worse part – your page could be pushing away prospects.

If your community is serious about leveraging the power of social media, you need a plan.

A content calendar helps social media managers stay organized, so your community can highlight upcoming events, humble-brag about team members and awards, and showcase happy residents. Essentially, your Facebook page should highlight the culture of your community. Keep in mind, residents’ family members aren’t the only eyes on your page. Oftentimes, prospects hop directly from your website to your social media pages, sometimes bypassing your website altogether, so they can get a true sense of what living at your community is really like. What do they see when they arrive? Are your residents happy? Is yours the vibrant, active, resort-style community your website describes, or does your timeline paint a very different portrait?

Is your page engaging?

Take a look at your timeline, talk to your team, give them support, and build a social media strategy you can be proud of.  With a little time and consistent effort, you’ll see your online audience grow to include loyal brand ambassadors.

Need help strategizing? Looking to train your teams on social media best practices? Learn how Maximum Communications can help your senior living community build a winning social media content calendar.

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