Social Media Strategies for Assisted Living and Senior Care Facilities

Discover everything you need to know about social media for assisted living and senior care facilities in this mini-guide. It covers the advantages of social media marketing and guides how to get started with social media platforms.

The U.S. population is rapidly aging, with projections showing that by 2050, 22% of people will be 65 or older. Assisted living and senior living facilities continue to play a crucial role for older adults looking for a comfortable, supportive, and community-oriented lifestyle.

Maintaining an active social media presence is a powerful way for your facility to engage with potential residents and their families while highlighting all the qualities that make your community an excellent place to live.

Advantages of Social Media for Assisted Living and Senior Care Facilities

A social media presence adds credibility to your facility, offering potential residents and their families an inside look at your operations, values, and the kind of environment they can expect. Unlike other digital marketing methods, social media enables two-way communication, allowing you to engage in real-time conversations. You can answer questions, promote events and special offers, and interact directly with your audience.

Setting up a social media account is free, making it an excellent marketing tool for facilities with limited advertising budgets. For those with more flexibility in their budget, each platform also provides paid advertising options to help generate additional leads.

The biggest advantage of paid social media ads is the ability to target highly specific audiences, no matter how niche, ensuring that your budget is spent effectively by reaching those most likely to benefit from your facility.

For instance, an assisted living facility with a dementia-care unit could run paid ads targeting caregivers within a certain radius, while a senior living community for active adults could direct ads to individuals aged 65 and older who are interested in staying active and engaging in outdoor fitness.

Select a Platform that Aligns with Your Target Demographic and Marketing Objectives.

Each social media platform offers distinct features that resonate with different demographics, and various types of content—such as videos or written posts—perform better on certain sites than others.

While some facilities have seen success with YouTube and Instagram ads, Facebook is generally the best platform for targeting older adults and their families with your social media marketing efforts.

Here are some age-related statistics about Facebook users:

  • 77% of adults in the U.S. between 30 and 49 years old use Facebook.
  • 73% of adults ages 50 to 64 use Facebook.
  • Half of all U.S. adults age 65 and older use Facebook.

Facebook is also a great starting point if you’re new to creating original content and interacting with an online audience as a brand. The platform supports various types of media, including videos, photos, posts, comment sections, event pages, and direct messaging, making it ideal for building engagement.

5 Ways to Leverage Social Media for Assisted Living and Senior Care Facilities

How you utilize Facebook will depend on your specific marketing objectives. For instance, many facilities use it as a key tool for driving traffic to their website by sharing valuable content such as blog posts or infographics. Others focus on using social media for customer service, generating leads, or enhancing their brand presence.

Here are five effective ways to leverage social media for assisted living and senior care facilities:

1. Showcase Daily Life for Residents

Share videos, photos, livestreams, and text updates to give your audience an inside look at the daily activities and experiences of your residents. Highlight what makes your facility unique by showcasing events like recreational activities, group outings, and accommodations. This not only provides prospective residents a glimpse of life at your facility, but it also allows families of current residents to stay connected and see what their loved ones are enjoying.

You can also demonstrate your commitment to caring for residents as individuals by featuring a “Resident of the Week” or celebrating birthdays and anniversaries throughout the month. This personal touch shows the warmth and attention each resident receives.

2. Promote Upcoming Events

Create dedicated event pages to promote your upcoming parties, fundraisers, open houses, facility tours, or community outreach events. Use these pages to build excitement, provide answers to any event-related questions, encourage sign-ups, facilitate connections with vendors, and share thank you messages with attendees once the event concludes.

3. Develop and Strengthen your Brand

Creating a brand using colors, values, content, and the unique selling points of your community is the most effective way to make your assisted living facility stand out and leave a lasting impression, helping you easily differentiate yourself from the competition.

Leverage your social media accounts to strengthen key aspects of your brand by:

  • Maintaining consistent color schemes, fonts, and logos where relevant.
  • Posting employee appreciation content to boost retention and attract ideal candidates.
  • Responding to comments and messages using a tone and language that aligns with your brand’s voice.
  • Sharing content that reflects your brand’s core values, such as sustainability initiatives or community engagement.

4. Engage with Potential Residents and Their Families

Almost 70% of people turn to social media for customer service, and more than half of consumers prefer contacting businesses through social media rather than making a phone call.

Your social media profile provides an easy way for current and potential residents, as well as their families, to reach out directly at their convenience, whether they need answers to questions or reassurance about any concerns.

The more active and engaged you are with your audience on social media, the more confident prospective residents will feel about your responsiveness. Building strong relationships with your followers fosters loyalty and increases the likelihood that they’ll recommend your facility to others.

5. Gather and Showcase Reviews

Positive testimonials and reviews from satisfied residents and their families play a vital role in attracting new residents and establishing trust with future families. Studies show that 80% of consumers trust reviews as much as personal recommendations, and almost 90% read up to 10 reviews. before making a purchasing decision.

Social media platforms provide users with a space to publicly share their experiences. You can also use these platforms to encourage more reviews by having residents and their families tag your facility in photos or videos they post online. Additionally, share testimonials from your website or other social profiles with your audience to further build trust and engagement.

The Significance of Having a Social Media Policy When Promoting a Senior Living Community or Assisted Living Facility

Given that your facility handles sensitive medical information, it’s crucial to be aware of various privacy regulations before sharing any social media content involving current residents.

Make sure that every resident featured by name or in photos or videos has signed a current written consent that clearly outlines the specific type of media being shared.

To safeguard your facility’s social media accounts, consider limiting access to one or two designated social media managers and establishing a visible social media policy for both employees and visitors to adhere to.

Allow Stratedia to Assist your Facility in Building a Strong Social Media Presence

If your facility is prepared to benefit from an engaging social media presence, check out the various SEO plans offered by Stratedia that include social media management.
We provide tailored strategies and competitive analyses to give your facility the competitive advantage it needs to attract potential residents through social media.


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