This document discusses why adult day programs should invest in social media. It notes that social media is now how consumers interact with organizations and share feedback. It recommends using social media for reputation management by allowing quick responses to complaints. Specific platforms like Facebook, Twitter, and YouTube are highlighted with statistics on their user bases. The document advocates developing social media strategies with goals and measurements to identify the value of outcomes. It provides examples of how organizations can use social media for branding, interactions, and philanthropy through pages like Facebook Causes.

1. Social Media and Adult Day Programs

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Why invest in Social Media?
1. Because social media is happening whether your
organization is participating or not.
1. Interactions with consumers are no longer
confined to mail, e-mail, in=person meeting, or
the telephone.
2. Happy and unhappy consumers can let the world
know how they feel instantaneously.
2. Reputation Management-Ability to respond quickly.
3. Brand Influence-Not just a webpage or print media
world.

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Why invest in Social Media?
• What is Social Media?
▪ Web based platforms that transmit content at a
peer-to-peer level (e.g., e-mail, blogs, video,
streaming content)
▪ Allows different level of interactions (direct
comments, creating content, “stalking” or
“lurking”
▪ Communication occurs in real time

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Why invest in Social Media?
▪ Facebook started in 2004, and
as of 2011 has 800 million
active users.
▪ Twitter started in 2006 and is
a microblogging service that
allows 140 characters or less
with 200 million users
▪ Youtube is a video sharing
website started in 2005 where
users can upload and share
videos, view videos,
comment, with more than 2
billion videos a day

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Why invest in Social Media?
• Social media participation can serve many outcomes
for a business. The key with measuring Social Media
ROI is to identify specific goals, build a strategy and
execute either a full program or a pilot with the
ability to measure outcomes.
• Those outcomes have value and the
goals/measurement piece is the first step.
• Identify a strategy, create a calendar, and design
content and set goals.

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Why invest in Social Media?
Ability to respond quickly to complaints: This complaint has
gone unanswered for nearly two years.
“I think I can feel death creeping up on me as I write
this...” It's SOOOOOO gross. Like something in a
horror movie. I'm about to walk out to my car to get my
own blankets because this bed is so gross I don't even
want to imagine how many people are brought here to be
murdered. DO NOT STAY HERE. My wife and I are
gonna go get tested for HIV because of this bed.
also the WiFi blows.
• Trip Advisor Budget Saga Motel

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Why invest in Social Media?
• Reputation Management
▪ Influence
▪ Interact
• Duluth Pack
▪ Invest Time
• Interactions are no longer
private whether positive
or negative.

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Why invest in Social Media?
• Brand Influence
▪ Companies realize people want personal attention.
▪ Interact with you in a personal way you are more
likely to return and develop loyalty.
▪ Honda
• Interactions are 75% of the goal and “marketing” is
25% as people do not wanted to be inundated with
advertisement

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Why invest in Social Media?
• Web based searching is often first place someone
looks for what they need. How often do we hear,
“Just google it.”
• Search results direct traffic to your website and
increasingly facebook is the first place people begin
searching.
• Increase awareness in your community
• Increase philanthropy-Facebook Causes

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Sample Pages for Adult Day Programs

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Sample Pages for Adult Day Programs

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Philanthropy: Facebook Causes

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Philanthropy: Facebook Causes

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Philanthropy: Facebook Causes
• http://www.causes.com/caus
es/new
• Complete the registration
details
• Link your bank accounts
• Have a strategy to direct
traffic to your causes page
▪ Tabsite from your
regular facebook page
▪ Advertisement on your
website with a link

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Facebook’s Five Guiding Principles
Build a strategy that is social by design
• Social should be baked into everything you do, not added at the end of a campaign or done on the side
• Facebook should be integrated with your broader marketing efforts and part of how you reach your
business objectives
Create an authentic brand voice
• People on Facebook are clear and open about who they are - be the same by providing straightforward
information about your business
• Facebook is an ideal place to bring your brand personality to life through an authentic and consistent voice
• People spend time on Facebook communicating and sharing with others, so always engage in two-way
conversations
• Think about the aspects of your brand that are inherently social and create content that people will be
excited to pass along
Make it interactive
• Just like in the real world, building relationships with people on Facebook takes time and requires a long-
term investment
• Keep content fresh and easy to consume, use ads to stay in touch, and reward people for their loyalty
through Deals and promotions
Nurture your relationships
• Facebook allows you to get feedback from people in real time, giving you the ability to iterate on the fly
• Use reporting tools to learn about your fans and the content and Keep learning

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Free Social Media Tools
• Social Listening Tools
▪ Socialmention-real time search and analysis
▪ Twitter-ability to search by location
▪ Google Alerts-inbox alerts by frequency. Easy to
use format
• Blogs
▪ http://www.convinceandconvert.com/
▪ http://socialmediatoday.com/

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Social Media Best Practices
• Create a monthly calendar to determine what you will post
▪ Embed Links in e-mail, and advertise on letterhead,
business cards, print ads
• Create a Social media Committee and meet regularly
• Join a local social media network
• Know your audience
• Attend Training on Social media
• Consider Facebook Advertisements
▪ Local, Targeted, and are pay by click (cheap)

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Contact Information
• If you want this PowerPoint sent to you to access the
hyperlinks, let me know
• Jarod.champeaux@bhshealth.org
• 218-733-2254

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