social media best practices for senior living

How’s your social media coming? It’s not uncommon in the senior living industry to not have a social media strategy, though it is inexcusable. More than ever social media has become a necessary platform on which you need to market yourself on. While it would be easy to just create a bunch of profiles and post your marketing materials on, that’s not recommended. Social media requires a different type of selling, it’s mostly about being present and engaging… not sharing your services. 

So where do you start? Let’s take a look at social media platforms, discuss goals and what content works well for those in the senior living industry. 



Facebook is pretty laid back, and is appealing to most generations. It is made up of a mix of self-generated content, images and sharing of outside media. If you are looking to reach potential residents or even adult children, this would be your most direct opportunity out of all of the social media channels. Be sure to keep your messages light and non-sales related, it’s more about presenting yourself as a well-rounded company. Facebook is mostly about sharing information that your residents and families would find interesting and helpful, not giving them a sales pitch.


While you aren’t likely to reach potential residents on LinkedIn, it’s a great way to connect with employees, find new ones or explore partnership opportunities. Look to be an “industry expert” and share educational pieces of information with your followers. If you want to see what other people are doing in the senior living industry look for groups to join or connect with other professionals. We all appreciate being recognized for our hard work, so consider doing periodic posts praising your employees. Making posts like that will position you as a great company to work for and attract desirable employees should you have a position that you need to fill.


When you think senior living, Instagram may be a stretch. However, if you have the bandwidth to take on another social media without stretching yourself too thin, Instagram is a good choice. With Instagram, postings are required to have a photo or video. Look for inspiration in daily activities, special events and resident highlights. Everyone loves human interest stories, so engaging photos with a backstory will perform the best. Make sure your profile is public, and decide on 2-4 hashtags to include in each post. One’s like #seniorliving or location based ones will expand your reach to people who might be unfamiliar with your brand. Unfortunately, it’s primarily younger generations using this social media channel, so your investment in these users may be a long term one.


If your social media team is spread thin, consider not creating a Twitter profile. While Twitter boasts a large user base, it is extremely time consuming. A post every day or two, won’t make a dent in the Twitterverse. Success on this channel is based on holding conversations with other users. The average lifespan of a tweet in a followers feed can be as little as a couple seconds, making it difficult to make effective without someone managing it constantly.

 Considering expanding your company’s presence into social media can be intimidating and difficult to manage. The best advice you can consider is to not over extend yourself and make all of your hard work be not effective. Consider planning content a month in advice and taking advantage of scheduling. That way, posts made here and there are just bonus going towards your presence!


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