We have been hard at work helping our senior living and home care clients shore up their content strategies for 2015. It is sooo much fun and one of our favorite times of year!
Lately we’ve noticed more and more questions about Facebook content. It really is the best social channel for engaging families and telling the story of each community. While SCS concentrates most of our social activity on Twitter because it is a better format for B2B, our clients are finding Facebook is their best avenue for social engagement. The demographics tell the story of why and what kind of content senior care providers need to share on Facebook to connect and engage with caregivers.
Changing Demographic of Facebook
Younger people are opting out of Facebook in favor of SnapChat and Instagram. At the same time, older users are growing quickly. The fastest growing demographic on Facebook is adults over the age of 55. Last year, Facebook saw 12.4 million new people in this age group join. That represents an 80.4% growth rate!
Equally important for senior care providers is the gender of the majority of Facebook users. Digital Flash NY research shows that women account for the majority of users on the big three social media networks. Women make up 64% of Facebook users and 82% of Pinterest users. They also lead on Twitter but by a narrower margin.
So Facebook users are primarily women with the fastest growing segment being over the age of 55. Hmmm…. sound like anyone we know? Yep. Family caregivers!
Three Buckets of Content
When your team is busy developing a strategy for what type of content to create each month or quarter for Facebook, we believe it helps to think of it in terms of three buckets. We subscribe to the philosophy of providing content to:
- Educate
- Entertain
- Call to Action
More and more of that content should include native links and visuals.
So use your Facebook page to educate people on our industry and showcase the life that happens in the communities while remembering to provide them with a call to action…
If you need help with any of that, shoot us a note! We’d love the opportunity to learn more about what you do and how content can help!