Using Social Media to Build Community Engagement and Increase Occupancy

Social media has become a valuable tool for assisted living communities to connect with families, build trust and increase visibility. By actively engaging on platforms like Facebook, Instagram and LinkedIn, your community can showcase its unique offerings, foster a sense of belonging and attract new residents. Whether it’s sharing resident activities, posting testimonials or connecting with local families, social media allows you to authentically communicate your values and commitment to quality care.

In this blog, we’ll explore strategies for using social media to engage families, enhance your online reputation and ultimately increase occupancy in your assisted living community.

1. Choose the Right Social Media Platforms

Not all social media platforms are created equal. For assisted living communities, focusing on the platforms where families are most likely to engage, such as Facebook, Instagram and LinkedIn, is key to building a relevant and engaged audience.

Here’s a breakdown of how each platform can support your goals:

Facebook: This platform is ideal for sharing photos, updates and resident stories. Families often use Facebook to stay connected and engage with content related to senior living.
Instagram: This platform is great for sharing visually engaging content. Use Instagram to showcase your community’s environment, amenities and activities through images and videos.
LinkedIn: This platform is useful for connecting with professionals in the senior care industry, building partnerships and enhancing credibility with a professional audience.

Bonus Tip:

Explore local community groups on Facebook to reach family members who might be considering assisted living options for their loved ones.

2. Showcase Resident Life and Activities

Families want to know their loved ones will feel happy and engaged in your community. By posting about resident activities, events and daily life, you can offer an authentic view of what makes your community unique and vibrant.

Here’s what to include in resident life posts:

Highlight Fun Activities: Share photos or videos from events, games and social gatherings that give families a sense of the community’s energy and spirit.
Feature Seasonal and Holiday Celebrations: Showcase festive decorations, special holiday meals and themed activities to create a sense of warmth and belonging.
Post Resident Stories: Share short stories or quotes from residents (with permission) that highlight their positive experiences and relationships within the community.

Bonus Tip:

Use hashtags like #SeniorLiving, #AssistedLiving, or location-specific tags to increase the reach of your posts and attract more families in your area.

3. Share Testimonials and Success Stories

Testimonials and success stories are powerful forms of social proof. They help families see the positive impact your community has had on residents and their families, building credibility and trust. Sharing these stories on social media makes it easy for others to understand the care and compassion your community provides.

Here’s how to incorporate testimonials effectively:

Post Video Testimonials from Families: Videos are highly engaging and provide a personal touch. Short clips of families sharing their experiences can be impactful.
Share Quotes with Images: Pair resident or family member quotes with photos that capture the essence of your community to make testimonials more visually appealing.
Highlight Specific Services: If a testimonial mentions a particular service, such as memory care or personalized dining options, include that in the post to attract families looking for those features.

Bonus Tip:

Create a dedicated highlight section or album on Facebook and Instagram to keep testimonials easy to access for potential clients visiting your profile.

4. Engage with Followers by Responding to Comments and Messages

Social media is an interactive platform, and engaging with your followers is essential for building relationships. Responding to comments, answering questions and acknowledging messages promptly shows your community is active, approachable and responsive.

Here’s how to engage effectively:

Respond to Questions Quickly: Families often reach out with questions about services, costs or events. Responding promptly makes a positive impression and increases the likelihood they’ll reach out further.
Like and Reply to Positive Comments: Acknowledge compliments or positive feedback from followers. Simple gestures like thanking them for their support can strengthen relationships.
Handle Negative Feedback with Care: Address any concerns respectfully and professionally. Show your community is committed to resolving issues and providing quality care.

Bonus Tip:

Use social media insights to track engagement metrics, such as response rate and time, to ensure you’re consistently engaging with followers.

5. Use Targeted Facebook Ads to Reach Local Families

Facebook Ads allow you to target specific demographics, such as location, age, interests and family relationships, making it a valuable tool for reaching families interested in senior living options. Ads can help increase brand awareness, drive traffic to your website and encourage inquiries or tour bookings.

Here’s how to use Facebook Ads effectively:

Create Ads with a Clear Call to Action (CTA): Encourage viewers to “Schedule a Tour” or “Request More Information” to drive conversions.
Use Targeted Audiences: Narrow down your audience to families within your geographic area or those who show interest in senior care topics.
Feature Testimonials or Resident Stories: Ads that highlight positive experiences can help families feel confident about reaching out for more information.

Bonus Tip:

Use Facebook’s Lookalike Audience feature to reach users similar to those who have engaged with your page or visited your website, broadening your reach with high-relevance users.

6. Host Virtual Tours and Live Q&A Sessions

Virtual tours and live Q&A sessions offer families an interactive way to experience your community and get answers to their questions in real-time. These events can foster a personal connection and provide valuable information that encourages families to book in-person tours or consultations.

Here’s how to host engaging virtual events:

Schedule Virtual Tours with Resident Hosts: Ask a resident or staff member to guide the virtual tour and share their experiences, which adds authenticity.
Promote Events in Advance: Announce your virtual tours or Q&A sessions a week in advance and remind followers closer to the date to maximize attendance.
Engage Viewers with Interactive Features: Use poll questions or live comments to encourage participation and answer viewers’ questions in real-time.

Bonus Tip:

Save recorded sessions and share them as videos on your page, so families can view the tours even if they missed the live event.

7. Post Informative Content that Adds Value

Sharing valuable content positions your community as a knowledgeable resource and helps families feel more informed and confident in their decision-making. Informative posts not only engage current followers but also attract new ones seeking guidance on senior care.

Here’s what to include in informative posts:

Share Tips for Families Considering Assisted Living: Create posts about topics like “What to Ask on an Assisted Living Tour” or “How to Choose the Right Senior Care Community.”
Provide Health and Wellness Tips for Seniors: Posts covering topics like nutrition, exercise or cognitive health show your community values residents’ overall well-being.
Discuss Services and Amenities: Highlight specific services, like memory care or social activities, so families understand what sets your community apart.

Bonus Tip:

Create content that can be saved or bookmarked, such as infographics or checklists, which can be easily referenced by families during their research.

8. Build Local Connections by Tagging Nearby Businesses

Building partnerships with local businesses and organizations can strengthen your community’s reputation and increase exposure to families in the area. By tagging businesses in posts or collaborating on local events, you expand your reach and foster relationships within the community.

Here’s how to engage with local connections:

Tag Local Healthcare Providers or Businesses: If you have partnerships with local doctors, senior wellness centers or social clubs, tag them in relevant posts to reach their followers.
Collaborate on Local Events: Host joint events with nearby businesses or participate in community events, sharing updates and photos on social media.
Share Local News and Updates: Show your community spirit by posting about local events or sharing good news happening in your area.

Bonus Tip:

Use location-based hashtags in addition to tagging businesses to attract followers searching for information about the local area.

Conclusion: Increase Engagement and Occupancy with a Strong Social Media Presence

Social media provides a powerful platform for assisted living communities to build engagement, foster trust and connect with families. By sharing resident stories, showcasing amenities, hosting virtual events and connecting with the local community, your social media presence can encourage inquiries and support occupancy growth. Start implementing these strategies to create a vibrant and welcoming online presence that reflects the warmth and quality of your community.