2. What is Social Media?

3. Social Media Impact
•Facebook has more than 550 million users; 200 million log on at least once
every day (source: Facebook)
•More that 1.5 million local businesses have active pages; 20-million people
become “fans” every day
•Twitter has 89 million monthly visitors to the site
•50 million “tweets” are sent every day
•LinkedIn has over 60 million users; executives from all Fortune 500 companies
are LinkedIn members (source: LinkedIn)

4. Are Seniors Using Social Media?
One in four users age 65+
now use social media: 26%
(Source: Pew Internet Research)

5. Are Seniors Using Social Media?
One in four users age 65+
now use social media: 26%
Usage among those 50-64
year olds: 47%
(Source: Pew Internet Research)

6. Pew Internet
Survey

7. Social Media Point of View
•First: Don’t abandon what works now
•Enhance online marketing
•Extension of your brand
•Leverage existing knowledge
•Generate conversation
•Build credibility
•Provide insight
•Utilize as additional public relations
tool

8. Examples of Seniors
and Senior Living
Communities
Using Social Media

9. Blogs

15. Twitter
updates
posted
on home
page of
web site

16. Recruiting via Twitter
ExecJobsATL: Hiring a Executive Director (Administrator) at Sunrise
Senior Living (Atlanta, GA) http://bit.ly/cf38Kj #jobs #shjobs
discoverchefs: Chef Jobs - Food Service Director - Atria Senior Living
Group - Kimberton, PA http://goo.gl/fb/GNEyR about 6 hours ago from
Google
HRJobsDEN: Hiring a Sales Training Specialist at Emeritus Senior
Living (Denver, CO) http://bit.ly/cNmGWJ #jobs #shjobs about 7 hours
ago from twitterfeed
tmj_mia_cler: Brookdale Senior Living Inc. (BSL): Receptionist (Miami,
FL) http://bit.ly/aTjLxK #Jobs #TweetMyJOBS 2 days ago from API

18. “I can’t wait to send my
parents there!”

19. “I can’t wait to send my
parents there!”
We look forward
to welcoming
your parents
Patty! See you
soon.

28. Is Social Media Working for Senior Living?
Cedar Community
West Bend, Wisconsin
1st Quarter of 2010
31% of Web visits directly from
Facebook
Average time on site: 6 ½ minutes

29. Social Media as a Public Relations Tool
•Builds Credibility
•Establishes community/organization as a
resource
•Builds relationships with media
(recent polls show 79% of reporters/editors use social
media as part of research)
•Added awareness about
community/organization

30. Social Media and Crisis Communications

34. Top Techniques to be Successful
•Keep content fresh and timely
•Content should be transparent; no
“marketing speak”
•Share thoughts, ideas
•Encourage conversation, be flexible
•Tell stories; use pictures and video

35. So how do you get started?

36. Top Line Approach
•Develop an effective social media policy
•Seek to integrate social media with current marketing
plans/help in “spreading the word”
•Determine what social media tools can/should be used
•Develop content guideline (editorial calendar)
•Determine who is best to handle updates
•Incorporate in crisis management plans
•Consider Search Engine Optimization
•Social media monitoring

37. QUESTIONS?
Randy Eilts
Director of Public Relations
GlynnDevins
reilts@glynndevins.com
913-491-0600
http://twitter.com/glynnDevins
http://www.facebook.com/glynndevins