Council for Health and Human Service Ministries 2011
What is Social Media?
Social Media Impact•Facebook has more than 550 million users; 200 million log on at least onceevery day (source: Facebook)•More that 1.5 million local businesses have active pages; 20-million peoplebecome “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 companiesare 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)
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 Seniorsand Senior LivingCommunitiesUsing Social Media
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!”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 aresource•Builds relationships with media (recent polls show 79% of reporters/editors use socialmedia as part of research)•Added awareness aboutcommunity/organization
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
Top Line Approach•Develop an effective social media policy•Seek to integrate social media with current marketingplans/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 RelationsGlynnDevinsreilts@glynndevins.com913-491-0600http://twitter.com/glynnDevinshttp://www.facebook.com/glynndevins