What is the goal of a good social media campaign for a nursing home or senior care facility? Which platforms should we be on? How do we measure success? What type of budget (time/money) must we allocate for this? In this episode with Wendy Margolin, founder of Sparkr Marketing, we the answers to these questions and more. You'll want to listen to the very end :)
So let's say it as it is.
Social media marketing is not magic.
You don't just press a few buttons, get some engagement and your business soars through the roof.
It's not that simple.
A good content strategy does give you a fantastic way to provide value and engage with your target audience. It will encourage them to take the next step you'd like them to take.
This can mean applying for a job, coming for a tour, writing a nice review, or whatever you're focusing on at the time.
Know The Turf
Facebook is great to potential residents, their adult children/decision-makers and even some of your staff in more rural areas. But Facebook is pay to play and without boosting (paying) your content you will likely see little traction.
Facebook is great for posting jobs - especially for nurses and CNAs. Generally, they're on Facebook and will notice those posts.
Facebook is for residents and their adult decisions maker children. Staff of rural communities will be there as well.
Instagram is great for displaying company culture.
Some facilities have 0ne employee who takes over the account for the day to give a glimpse into what it's like to be a part of the team to attract new staff to the team.
Twitter? Not really.
Maybe for the CEO or for a large brand to influence government policy and regulations. But for hiring purposes as well as census building it probably won't do too much.
Final Words
Don't focus on the shiny things. Stay focused on what's working and double down on it.
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