Social Media: Benefits and Challenges for the Aged Care Industry

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Social media is a great tool for the aged care industry. It's primary benefits include resident outreach, brand awareness and patient advocacy. It also presents challenges which must be managed. This presentation addresses the benefits and challenges to implementing social media in the aged care industry.

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Social Media: Benefits and Challenges for the Aged Care Industry

  1. 1. Social Media Benefits and Challenges in the Aged Care Industry
  2. 2. Introduction Also called: Social Marketing Social Networking Web 2.0
  3. 3. Social Media Landscape 2013
  4. 4. Facebook– 13,000,000 YouTube – 11,500,000 Blogs – 10,000,000+ LinkedIn – 3,000,000 Twitter - 2,167,849 Instagram- 1,469,000 Flickr– 850,000 Pinterest– 550,000 Google+ - 100,000 Facebook – 13,000,000 YouTube – 11,500,000 Blogs – 10,000,000+ LinkedIn – 3,000,000 Twitter - 2,167,849 Instagram - 1,469,000 Flickr – 850,000 Pinterest – 550,000 Google+ - 100,000 Social Media in Australia July 2013
  5. 5. Beneficial Uses 1. Resident Recreation and Outreach 2. Brand Awareness and Marketing 3. Industry Advocacy
  6. 6. Usage by Age
  7. 7. •Removes isolation •Increases social opportunities •Improves mental health: An American study of 7,000 retired Americans (55+): “spending time online reduces depression by 20 percent in senior citizens •Enhances brain function: UCLA study discovered “surfing the web for only a week stimulated areas of the brain that control decision-making and complex reasoning in middle- aged and older adults with little internet experience.” Residents
  8. 8. Elderly and Social Media Social Media “Golden Oldies” Ivy Bean Phyllis Greene 99 year old in Melbourne What They’re Doing Twitter: 62,575 followers, listed 1,428 times Facebook: 57,577 followers 91-year-old bedridden blogger – wedeb90 Uses Skype to keep in touch with relatives in France
  9. 9. • You become a publisher •You control the message •Ability to tell your story •Build brand awareness Braemar
  10. 10. Advocacy #agedcare Glenn-Ray-Vaughan Study Tour
  11. 11. Warning! You are representingBraemar. At all times you must maintain a professional tone and attitude.
  12. 12. Reminder It’s “social” meaning your activities have to be centred on building relationships
  13. 13. Challenges ACCC considers claims made on social media by you or your fans/followers subject to scrutiny. Consumer Protection Laws
  14. 14. Essential You must have a corporate social media policy.
  15. 15. Monitor • Google alerts • Mention • Automation tools
  16. 16. You’ll meet trolls
  17. 17. Challenges Managing and Monitoring
  18. 18. Challenges Consumers “don’t want a “relationship” with you. Just help them make good choices.”
  19. 19. Challenges “Without content, conversation is mere networking. Without conversation, content is dead.” Tipping Point Labs
  20. 20. Find the Sweet Spot
  21. 21. Challenges Beware of “Vanity” Metrics
  22. 22. Challenges Tipping Point Labs
  23. 23. Final thought Tipping Point Labs

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