1. What is true in social media today won’t be true tomorrow. This means that even if your social media campaign is working right now it will not continue to work in the same way. Even worse, it is possible that what works today could kill you tomorrow.
1. What is true in social media today won’t be true tomorrow.
This means that even if your social media campaign is working right now it will not continue to work in the same way. Even worse, it is possible that what works today could kill you tomorrow.
This means you need to keep constant watch on what is working and not working both in the Senior Housing Industry and in other industries. The best example of this is the sameness of senior housing communities websites and Facebook pages.
2. Some Random Social Media Advice from Fast Company:
Become a resource. – Don’t try to be clever, be clever. – Always be honest and trustworthy, in everything you say and do. – Entertain me. Tweets are short; so is life. – Thou shalt not retweet everything you read. – If all you do is respond to complaints, that’s all people will send you. – It’s a conversation not a commercial. – Don’t follow just to get followed. It’s slutty. – Follow people who have something worth saying…then follow the people they follow. – Not everything will work, and that’s fine. – My Rule No. 1: Be wary of social media rules. – Update your page, or delete it. – Consistency is critical. Don’t expect results if you’re not regularly putting forth an effort.
3. Learn What Works by Trying and Then Trying Again . . . with a Twist
The thing that makes social media appealing is that it can be a game changer for those willing to engage. Believe it or not, the right social media campaign can make all the difference between 80% occupancy and 95% occupancy. The thing that makes social media terrifying is that often times you will try something and it won’t work or even worse it will occasionally have negative consequences. This means you have to try things, then be honest in evaluating how well it worked. If it was positive, figure out how to do it again only better. If it doesn’t work try something else. Keep experimenting, keep reinventing.
4. It’s More Than Just The Numbers
Paying attention to things like the number of friends you have on Facebook, followers on Twitter, hits on your website is important, but not the real goal. The endgame is getting a prospect to come visit your community so that you can create personal engagement.
5. Everyone Says They Don’t Want to be Marketed . . . What they Mean is That They Don’t Want to be Talked Down To.
The practical implication of this is that when you tell your story to prospects, you need to be asking them this question: “What do you think?” The killer concept is that people want to be . . . need to be, a part of the process, they do not want to just be told what to do, they want to be a part of the solution. Once again it is about creating personal engagement.
6. Don’t Steal
You need to provide more value that you take. An example: There is a senior housing consultant who posted on Twitter and LinkedIn a series of blog articles where the tease was valuable content. I bit and followed the link. I was disgusted to discover that I was being lured to a page that was pure advertising. That person stole my time, promising something that was not delivered. If you offer real value people will want to know more . . . want to get to know you better. They will come back for more.
7. Less is More
I was chatting with someone who blogs (outside the senior housing industry) and we were talking about how to get more readers. He confessed that his readership was just a handful of people each month. He wanted to know how I had grown the Senior Housing Forum traffic. I asked how long his blog posts were and he told me 5,000 words. Argh . . . no wonder. If you have a lot to say and it is good, offer a little at a time. Do a multi-part series. People do are not going to spend a long time on any page. Think short, sentences and short paragraphs.
8. It Takes Time
It takes time to create an individual piece of content and it takes time to build a following by consistently creating useful content. Using contests, games or gimmicks to increase traffic may have it’s place, but that traffic can disappear as fast as it appears.
9. Complexity Sucks
About as complex content should ever get is a multipart series on a subject and only if there is too much material to digest in a single setting. Don’t offer up a tease then “force” the reader to go through a bunch of hoops to get to the meat. Most the time they will just say “forget it” and never see your message, no matter how good it is. Even worse they will remember you and your community only in negative light. Want to dig deeper Check out the Fast Company Series The Rules of Social Media Steve Moran
10. Moderate your Facebook reputation and how your profile is used by others.
http://www.ageinplacetech.com/blog/law-unintended-facebook-consequences
From LinkedIn Groups
Group: Senior Housing Forum (www.seniorhousingforum.net)
Discussion: Nine rules that will revolutionize your use of social media
This is very well done and so relevant. Social media rules, strategy and tactics are changing faster than anyone can keep up with. This being said, my biggest take-away from this article is Rule #3, which reinforces the need to keep trying and reinventing. The process….and the results….are evolutionary.
Posted by Rebecca Lipscomb
From LinkedIn Groups
Group: LeadingAge
Discussion: Nine rules that will revolutionize your use of social media
Steve,
Great article, good content and the rules make a lot of sense.
Thanks
Posted by Victoria Leonard
From LinkedIn Groups
Group: Senior Living & Care Professionals
Discussion: Nine rules that will revolutionize your use of social media
This is a really good article. I agree completely with your points about remaining current. Social media is so important to reaching a wide audience, and our methods for reaching our audience is changing. Thanks you for providing the article!
Mike
Posted by Mike Shaw
From LinkedIn Groups
Group: Senior Living & Care Professionals
Discussion: Nine rules that will revolutionize your use of social media
Thank you for such an informative article. I agree with your theories 100 per cent.
Posted by Barbara Hobbs
From LinkedIn Groups
Group: Boomers: Aging Beats The Alternative
Discussion: Nine rules that will revolutionize your use of social media
Hi Steve,
These are good tips. Social media is ever evolving. It requires time and endless experimentation. Too many people don’t add value, but misuse to for endless self promotion.
Posted by Lorie Eber
From LinkedIn Groups
Group: Senior Care Services Companies
Discussion: Nine rules that will revolutionize your use of social media
@Steve — this is great information….thanks so much for sharing!
Posted by Diane Castro
From LinkedIn Groups
Group: Senior Living, the way it ought to be…, Consulting and more
Discussion: Why We Are Doomed to Mediocrity in Caring for Seniors!
I have advocated to the state of SC HHS leadership for years that there is a better way, that it is proactive, and it is done at homes through myriad coordination. This is not new in Europe and other countries. Israel’s Supportive Communities is a prime example. We do it it daily for folks with money and are trying to convince we can offer better care and reduced costs for the state in the low income situations. Somebody in the state has to say yes. No is a safe answer as far as protecting ones’s job, but disastrous for the future. I would love to meet and talk. My life, since the 70’s has been how to do good for those who are forgotten. I wrote the first HUD grant for Orangeburg, SC. Providing safe housing and care for low income is my Passion. is why we started a PACE program when state doubted we could make it work. PACE is working and needs to be expanded in SC.
Posted by James McGee
From LinkedIn Groups
Group: Boomers: Aging Beats The Alternative
Discussion: Nine rules that will revolutionize your use of social media
Nice list, Steve! I like your emphasis on simple and sincere.
If I were to add a #10, I’d suggest marketers pay more attention to photos. In the social media programs our agency manages for clients, we find that photos are the most shared form of FB and G+ content. And blog posts with photos have higher views than those without.
And of course as we age our brains shift from words to imagery so … Authentic photography can really make your social marketing much more effective.
Posted by Erin Read Ruddick
I am going to be marketing for a brand new retirement community. We intend to market to the younger, more active senior. Your Nine Rules is fantastic and will be put into practice. Thank you. This blog is full of ideas.
From LinkedIn Groups
Group: Boomers: Aging Beats The Alternative
Discussion: Nine rules that will revolutionize your use of social media
Social media is just like anything else in business. You have to keep changing or you’ll be run out of business by your competitors. Constant bobbing and weaving is the nature of running a business.
Posted by Lorie Eber
Hi Anita
Thank you for joining the conversation.
Steve Moran
Frm LinkedIn Groups
Group: ALFA – Assisted Living Federation of America
Discussion: Nine rules that will revolutionize your use of social media
Steve, That was very interesting. Thanks! I’m new to the “game” and will use the information!
Posted by Yvonne Parkel & Robert “Bob” Clark
From LinkedIn Groups
Group: ALFA – Assisted Living Federation of America
Discussion: Nine rules that will revolutionize your use of social media
Steve-Already using the “rules”! Had a Board meeting last night and made great strides with respect to the use of social media. Thank you very much…having read the nine rules made the difference. My “head” was in a better place!
Posted by Yvonne Parkel & Robert “Bob” Clark
From LinkedIn Groups
Group: ALFA – Assisted Living Federation of America
Discussion: Nine rules that will revolutionize your use of social media
Steve, based on our social media experience at BMA, your comment about “Learn What Works by Trying and Then Trying Again – with a Twist” is so correct. A quick question in light of your comment about the sameness of senior housing websites – any that are different that would be worth checking out?
Posted by Rick Banas
From LinkedIn Groups
Group: Caring for Arizona Seniors
Discussion: Solving the Uncompensated Care Problem
If only they would look at an MDS! You’re right, it would give the correct picture of the resident. But most of them want something quick and easy. I know several who only look at if and how far the patient can ambulate. I had one tell me the other day “Occupational Therapy is not skilled”. As an OT practitioner, that didn’t sit well with me! It’s very difficult to get them to consider a holistic picture of the resident.
Posted by Louise Johnson, MBA, LNHA
This is really good advice. I work closely to my marketing team and they are always saying how important social media and how they are always up on the times and the most important parts of social media. I am glad they are doing things the right way.
Steve @ Senior Living Consultants