Ah, social media. The digital town square where everyone from Gen Alpha to the Greatest Generation gathers to share, connect, and occasionally argue about whether pineapple belongs on pizza (I personally enjoy it, but there’s a whole system – you can’t put it in the oven with the cheese or it curd- you know what? Never mind).

For senior living communities, social media isn’t just a checkbox to show that your business is well….in business; it’s a vital tool for engagement, reputation management, and even attracting new residents. But with so many platforms out there, it’s easy to feel overwhelmed. Fear not! We’re here to break down the major players and help you choose the right ones for your community.

Facebook: The OG

• Pros:
  • Massive reach: With nearly 3 billion monthly active users, Facebook is where most of your audience already hangs out.
  • Versatile: Share photos, videos, updates, events, and even live stream activities.
  • 62% of people on facebook are 35+. That’s your future residents, and guardians of those residents all in one data pool.
• Cons:
  • Algorithm changes: Organic reach can be challenging; consider paid advertising for wider visibility.
  • Privacy concerns: Be mindful of what information you share and who has access.
• Best for: Communities looking for a broad reach and a platform that supports various content formats.

Instagram: Where the Cool Kids Hang

• Pros:
  • Visual appeal: Instagram is all about stunning photos and videos, perfect for showcasing your community’s beauty and vibrant lifestyle.
  • Stories: Share behind-the-scenes glimpses and daily moments to create a sense of intimacy.
  • Reels: Jump on the short-form video trend to capture attention and showcase personality.
• Cons:
  • Less text-heavy: Not ideal for lengthy updates or detailed information.
  • Younger demographic: While Instagram’s user base is expanding, it still skews younger than Facebook, with over 50% being in their mid 30’s and younger.
• Best for: Communities with a strong visual brand and a desire to showcase their vibrant atmosphere.

LinkedIn: The Professional Network

• Pros:
  • Credibility: LinkedIn is ideal for establishing your community as a thought leader in the senior living industry.
  • Networking: Connect with other professionals, share industry insights, and attract potential employees.
• Cons:
  • Less personal: Not the best platform for casual engagement with residents and families.
  • Limited reach: Organic reach on LinkedIn can be low compared to other platforms.
• Best for: Building industry connections, showcasing expertise, and attracting top talent to your team.

Twitter: The Microblogging Marvel (Or X, whatever you want to call it).

• Pros:
  • Real-time updates: Share quick news, event announcements, and snippets of life at your community.
  • Engagement: Twitter encourages conversation and interaction with followers.
• Cons:
  • Character limit: Tweets are limited to 280 characters, making it challenging to share detailed information.
  • Fast-paced: The Twitter feed moves quickly; your content can easily get lost in the noise.
• Best for: Communities that want to stay on top of trends, share quick updates, and engage in real-time conversations, or who just have Senior Guardians that hover.

TikTok: The New Kid on the Block

• Pros:
  • Explosive growth: TikTok has exploded in popularity, especially among younger generations.
  • Viral potential: Creative and engaging content can quickly go viral on TikTok, reaching a massive audience.
• Cons:
  • Steep learning curve: Creating engaging TikTok content requires a certain level of tech-savviness.
  • Time commitment: Producing high-quality TikTok videos takes time and effort.
• Best for: Communities willing to invest in learning the platform and creating fun, engaging content that appeals to a younger audience.

Choosing the Right Platforms

There’s no one-size-fits-all answer to which platforms are best for senior living communities. Consider your goals, target audience, and resources before diving in. Here are some questions to ask:

• Who are you trying to reach? (Residents, families, potential residents, industry professionals?)
• What kind of content do you want to share? (Photos, videos, updates, educational content?)
• How much time and resources can you dedicate to social media?

Once you’ve answered these questions, you can start to narrow down your options and create a social media strategy that works for your community.

Tips for Success

• Be consistent: Post regularly to keep your audience engaged.
• Be authentic: Let your community’s personality shine through in your content.
• Be responsive: Respond to comments and messages promptly to build relationships.
• Track your results: Use analytics to measure your progress and adjust your strategy as needed.

The majority of companies only need to post 3 times a week to stay on top of the algorithm as long as they have an excellent SEO strategy. We recommend at least 1 video a week, with the other two posts being something that really strikes a chord with your audience. Think about it this way, we dumped commercials the day we decided we liked streaming services over cable, so your posts should be something worth sharing that uplifts your community, and in turn, makes others want to become part of that community too.

For scheduling and planning your posts, you could always use the classic Hootsuite, but if you want to be more budget conscious, Planoly works pretty good too. Or, get old school and create an excel spreadsheet if you want to login and post 3 times a week.

If all of this seems like a lot to take in, maybe it’s time to invest into a social media manager. At MyCorwin, we can create top quality content, manage your social media calendar and schedule, as well as video edit to get your community back on track! 

And remember: Even if your residents aren’t on TikTok, their grandkids probably are. 😉