The Risks and Realities of In-House Social Media for Senior Living Communities
In 2024, social media is a sophisticated and powerful tool for connecting with potential residents and their families, but too many senior living companies are leaving it in the hands of on-site staff. In a lot of cases, internal management is actually deterring sales. Here’s why senior living executives and decision-makers might want to reconsider having their staff run their social media pages.
The First Red Flag: Brand Image and Quality Control
Typos, stock images, bad filters and more…
A high-quality and consistent social media presence is essential for building and maintaining trust with your audience. Without dedicated oversight of lasting online content attached to your company’s logo, inconsistent posting, low-quality content, and unprofessional responses can harm your community’s image and undermine the crucial trust you’ve built with current and potential residents and families.
“Dignity is our Priority.”
Respecting the privacy and dignity of residents is paramount, and many senior living companies publicly claim it’s important to them. Their social media pages tell a different story— many employees are given social media as an added task, and simply upload photos without a second glance, due to time constraints. Photos of residents sleeping, chewing with their mouths open, or in unclean states are posted far too often, undermining that proudly displayed claim of dignity. Content should be curated carefully to avoid breaches of privacy and ensure respectful representation of your community members. Mishandling photos can lead to serious violations that damage your community’s reputation.
Adult children and other key decision makers look at community social media pages to see current snapshots of daily life. They’re looking at everything from resident expressions to items in the background.
Occupancy Rises with Skill, Knowledge, and Time
The Expertise Gap
While your staff excels in providing excellent care and support, they may not possess the specialized skills required for effective social media management. This lack of expertise can lead to missed opportunities and potential pitfalls. A deep understanding of social media dynamics and the senior living journey is needed to ensure that your social media presence is both professional and empathetic.
Mitigating Risks and Reputation
In 2024, an online presence is necessary for the majority of businesses, but the digital landscape comes with risks, from negative reviews to privacy concerns and potential legal issues. Proper risk management on social media requires specialized knowledge in public relations and legal compliance. Managing your online reputation involves more than just responding to comments; it deserves a strategic approach to both positive and negative feedback in order to build trust with your audience.
Continued Involvement
While the idea of managing social media in-house may seem appealing, the complexities and challenges involved suggest that outsourcing is a more effective solution. However, this doesn't mean your community should be completely hands-off; the right partnership can work with your teams to ensure that each community’s voice shines through on pages, while leveraging expertise to manage the complexities of social media. This collaborative approach allows your team to focus on delivering exceptional care, while a professional social media partner uses their skills to enhance engagement, manage risks, and ultimately drive sales by effectively reaching the right audience.
