Senior Care Marketing Executives Can Find Social Success Through a Simple Four Step E.D.I.T. “The Social Network”, a movie based on the life of Facebook founder Mark Zuckerburg, opens in theaters October 1. The movie discusses Zuckerburg’s rise from an anonymous freshman at Harvard to the CEO of one of the most powerful Internet corporations in America.
But senior care marketing executives don’t have to read that script to have success in social media. A simple self-check should help determine whether those businesses have the right social media marketing plan, or whether they need to make changes to their branding plan. This “E.D.I.T.” involves measuring four simple parts: engagement, diversification, innovation, and transparency.
Any senior business, from home care marketing to assisted living marketing companies, can create a Facebook page. But the pages that create the most clicks and help build the most online conversions do more than just post a few updates and photos. The best branding of Facebook pages include calls to action, at least 2-3 posts a week, and the use of multimedia content in their posts.
Social media users don’t just click, they create conversation. Digital PR means letting fans know you appreciate their responses and inviting more with open-ended posts. If your business is in the elder care field, ask fans to mention some of their own tips and stories to personalize your page. Frequent updates help keep fans coming back to your page (pages without posts can easily be forgotten), and posting multimedia gives fans content that they can share with others, and create more fans in the process.
Facebook is the most popular social network, but niche networks can also be useful. Many companies have had success syndicating their content through Twitter while engaging key influencers, and other senior care marketers should strongly consider creating YouTube channels and mobile phone applications.
Location-based social media or geolocation technology, such as Foursquare and Facebook Places, have also become trends to watch. If you aren’t at least aware of those options, you are behind in the social media sphere, and your lead generation will suffer.
The trickiest part of social media for senior businesses may be innovation. How can one senior business create better Digital PR than others? The most obvious way is through a creative Facebook landing page. Visitors to your page can be sent to a unique landing page that can include news of a new product, deals for consumers, or a general introduction that is more inviting than simply relying on the static wall. Many unique landing pages also invite viewers to “Like” the page, increasing the Fan base.
Already have a landing page? There are other, upcoming ways to innovate on social media platforms. Start learning about Facebook Questions – a crowdsourcing platform similar to Yahoo! Answers – and the new Twitter multimedia platform that could create several new ways to build your brand.
For many senior businesses, this can be the most challenging of all. What happens when your Facebook page (or other social site) gets feedback from customers that you don’t want? Previously, many companies might delete such negative commentary, but in the new social marketplace that tactic will make things worse.
The best way to handle any negative comment is to comment quickly and proactively. Many businesses have launched Twitter accounts specifically for client complaints, but any polite response on any social platform is better than no response. That builds credibility among social media users, and makes them more likely to return.