Social Media Best Practices

Are you promoting your organization on social media? For many, using Facebook and Instagram to build the workforce pipeline is a new concept. 

The good news is that social media is all about telling your story – and from big to small, aging services providers have so many fun stories to share!

Need some ideas?

  1. Share a case study from a new or successful program.
  2. Share the data you are tracking - Have you reduced falls? Reduced hospital readmission rates? Reduced antibiotic or psychotropic medication use?
  3. Ask a staff member to write an article or blog in their area of expertise.
  4. With permission, share a resident’s life story.
  5. With permission, share a staff member’s life story.
  6. Invite a reporter to a fun or important event on campus.
  7. Invite a legislator to a fun or important event on campus.
  8. Post a video of a resident or staff party.
  9. Post a video that features a resident or staff members’ special talent.
  10. Visit with Jodi Boyne, Vice President of Public Relations at LeadingAge Minnesota, for more ideas!

Best Practices to Keep in Mind

The 2019 Ultimate Guide to Facebook Engagement suggests best practices to keep in mind as you promote your organization on Facebook:

  • The most engaging type of post is VIDEO, outperforming photos by 73% in terms of engagement. Mari Smith, Facebook Marketing Expert, suggests that posts should consist of:
    • 70% video
    • 20% images
    • 10% link posts
  • Video posts should either be 3-5 minutes in length, or a short 15-second snippet
  • Written Facebook posts should be no longer than 50 characters
  • Your goal should be to “edutain,” meaning you educate your audience in an entertaining way.

According to Senior Living Executive, consider these additional ways to improve your Facebook presence:

  • Be there. If you aren’t posting, people won’t see your page. When a person is looking for a product or service, they often first turn to their phone or computer, so it is a good idea to be present on those devices through social media.
  • Elevate your presence. Create content, add photos and connect Facebook to your organization’s website.
  • Keep the content coming. Post regularly and update photos. Consider posting about news and events and share articles. Use the analytics tools to gauge the most popular content and expand upon that content.
  • Engage. Comment on posts, like posts, and display empathy in your responses.
  • Consider paid ads. Explore Facebook advertising tools - you may find them to be quite affordable, targeted and easy to use.

What about Instagram, Blogs, YouTube, Vimeo, and LinkedIn?

Check out Social Media Best Practices from Tufts University to ensure your social media practices are suited to engage people online on ALL platforms