Social Media for Assisted Living: Best Friend or Worst Enemy?
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Social Media for Assisted Living: Best Friend or Worst Enemy?

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Social media can be a powerful tool for assisted living facilities to market and promote their services, especially since these organizations rely heavily on referrals for new business. ...

Social media can be a powerful tool for assisted living facilities to market and promote their services, especially since these organizations rely heavily on referrals for new business.

This presentation offers up some tips for how assisted living organizations can use social media to engage with their residents, families and even prospects.

This also covers some of the pitfalls and downsides to social media, how to handle it when it happens and how to prevent it in the future.

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  • That all sounds pretty good, right?
  • Choosing an assisted living facility for you or a loved one is a very personal decision. Social media can help make your facility more personable by showcasing the people behind the business.
  • Social media is a great way to give a behind the scenes look at what it’s like to live at your facility and what makes it great.
  • In today’s world, so many people take to social media to offer praise and criticism. If you’re brand isn’t there paying attention to the conversation, you’re missing out on opportunities to thank people for compliments and respond to concerns.
  • Responding and interacting with residents and family members can go a long way toward building loyalty. Social media is just another way to offer excellent customer service by answering questions, solving problems and offering help when they need it. By doing these things, they’ll stick with you and be more likely to refer you to others.
  • Businesses that know how to listen can position themselves to find opportunities on the social web. Setting up Google Alerts and social media searches can help you pay attention to the needs of your audience and even offer up your solution right when people are looking for it.
  • Social media also opens the door for conversations with prospects. Having a conversation on Facebook or Twitter may be far less intimidating than picking up the phone to call your facility. Make it easy for people to talk to you where they are already spending time online.
  • Listening to the needs of your customers and prospects helps you get valuable insight into how you can better serve them. Social media offers the perfect forum to ask questions about your current offerings and solicit feedback on ideas for new products or services.
  • Whether it be journalists, bloggers or experts within your niche, social media offers unprecedented access and insight into key influencers. And oftentimes, you’ll find these folks are far more accessible through social media than any other channel.
  • That all sounds pretty good, right?
  • This is a great way to stay on top of what’s being said about your brand, your industry and your community. This also helps you find opportunities to jump in and educate people when the time is right.
  • That all sounds pretty good, right?
  • That all sounds pretty good, right?
  • That all sounds pretty good, right?
  • In other words, the same standards of conduct that apply to overall employee behavior should hold true on social media as well.
  • Building an effective social media policy should be a group effort. Bring together your human resources, IT, marketing and legal team members to build a policy that is comprehensive and looks at all of the aspects and issues associated with social media involvement.
  • Make sure your policy calls attention to the appropriate laws and guidelines for your industry. For instance, make sure that your policy follows HIPAA laws and other privacy rules.Make sure your policy includes relevant rules for all employees.
  • Don’t leave employees guessing about what they can talk about online when it comes to your company. What can they share? What’s off limits? Provide clear guidelines about what employees can talk about and what violates confidentiality, HIPPA or other company regulations.
  • Employees shouldn’t share information online on behalf of the company. That should be left to a designated staff member or team.
  • Once you have developed your policy, don’t just give it to employees and expect them to read it. Conduct a training session to go over the various aspects of the policy. Also, it would help to train employees how to use social media the right way. Employees can be a powerful and useful force to spread the word about your company, so equip them to do that in a smart, ethical way.

Social Media for Assisted Living: Best Friend or Worst Enemy? Social Media for Assisted Living: Best Friend or Worst Enemy? Presentation Transcript

  • Social Media for Assisted Living: Best Friend or Worst Enemy? Laura Click Blue Kite Marketing @lauraclick
  • Let’s talk about social media @lauraclick
  • But, why should you care?
  • 53% of adults 65 & older use internet or email
  • Yes, social media can help your assisted living facility. Here’s how.
  • Give your company a face.Image credit
  • Give an inside look at your facility.
  • Manage your reputation.
  • Build relationships withresidents & family.
  • Find business opportunities.
  • Engage with prospects.
  • Test ideas & get feedback. Image credit
  • Connect with influencers.
  • Communicate during a crisis. Image credit: Kelsey Wynns
  • Let’s talk about some practical ideas you can start using today.
  • Host a Twitter chat
  • Encourage testimonials & reviews
  • Showcase photos & videos of residents
  • Monitor conversations & answer questions
  • Write a blog to educate prospects
  • BUT… it’s not all unicorns & rainbows
  • Social media has a dark side.
  • Common Social Media Pitfalls & Concerns
  • Negative Reviews• Be responsive• Listen to concerns• Don’t delete bad reviews or comments• Use it as a opportunity to educate• Make things right @lauraclick
  • Blunders & Missteps• Be responsive• Fess up• Have a crisis plan in place• Set a policy• Train employees @lauraclick
  • Lack of Strategy• Determine goals up front• What does success look like?• Get everyone on board across the company• Tie metrics to goals @lauraclick
  • Lack of Time & Resources• Pick one network to start• Find the right resources• Make it a team effort• Get the right training & tools @lauraclick
  • How do you avoid social media missteps? Develop a policy.
  • Keep it consistent with your overall employee policy.
  • Bring together the right team members.• Human Resources• IT• Marketing• Legal• Customer service• Executive leadership
  • Include industry guidelines and laws.
  • Determine what’s fair game to share.
  • Designate who shareson behalf of the company.
  • Train employees.
  • So, how do you be successful? Here are some best practices
  • How to Use Social Media the Right Way• Educate people.• Develop relationships.• Be helpful.• Don’t be overly promotional.• Share your content.• Share other people’s content.• Follow the Golden Rule.• Have fun! @lauraclick
  • You can do it!
  • Any questions?
  • Laura Click Founder & CEO - Blue Kite Marketing www.flybluekite.comConnect with me!Email: laura@flybluekite.comTwitter: http://twitter.com/lauraclickFacebook: http://facebook.com/flybluekiteLinkedIn: http://linkedin.com/in/lauraclick @lauraclick