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Council for Health and Human Service Ministries 2011

Council for Health and Human Service Ministries 2011






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  • Silverado Senior Living--34 locations across California, Texas, Utah, and Arizona.
  • Very savy job seekers—Tweet My Job--- $19.99 for 30 daysTweetMyJob.com
  • Information attributed to Tracey MacGregor, Director of Marketing and Communications

Council for Health and Human Service Ministries 2011 Council for Health and Human Service Ministries 2011 Presentation Transcript

  • 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
  • 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 updates
    posted on home
    page of
    web site
  • Recruiting via Twitter
    ExecJobsATL: Hiring a Executive Director (Administrator) at Sunrise SeniorLiving (Atlanta, GA) http://bit.ly/cf38Kj#jobs#shjobs
    discoverchefs: Chef Jobs - Food Service Director - Atria SeniorLiving Group - Kimberton, PA http://goo.gl/fb/GNEyRabout 6 hours ago from Google
    HRJobsDEN: Hiring a Sales Training Specialist at Emeritus SeniorLiving (Denver, CO) http://bit.ly/cNmGWJ#jobs#shjobsabout 7 hours ago from twitterfeed
    tmj_mia_cler: Brookdale SeniorLiving Inc. (BSL): Receptionist (Miami, FL) http://bit.ly/aTjLxK#Jobs#TweetMyJOBS2 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 Community
    West Bend, Wisconsin
    1st Quarter of 2010
    31% 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
    Randy Eilts
    Director of Public Relations