Social Media: Benefits and Challenges for the Aged Care Industry

Social Media

Benefits and Challenges in the Aged Care Industry

Introduction

Also called:

Social Marketing

Social Networking

Web 2.0

Social Media Landscape 2013

Facebook – 13,000,000 YouTube – 11,500,000Blogs – 10,000,000+LinkedIn – 3,000,000 Twitter - 2,167,849 Instagram - 1,469,000 Flickr – 850,000 Pinterest – 550,000 Google+ - 100,000

Facebook – 13,000,000 YouTube – 11,500,000Blogs – 10,000,000+LinkedIn – 3,000,000 Twitter - 2,167,849 Instagram - 1,469,000 Flickr – 850,000 Pinterest – 550,000 Google+ - 100,000

Social Media in Australia July 2013

Beneficial Uses

1. Resident Recreation and Outreach

2. Brand Awareness and Marketing

3. Industry Advocacy

Usage by Age

•Removes isolation

•Increases social opportunities

•Improves mental health: An American study of 7,000 retired Americans (55+): “spending time online reduces depression by 20 percent in senior citizens

•Enhances brain function: UCLA study discovered “surfing the web for only a week stimulated areas of the brain that control decision-making and complex reasoning in middle-aged and older adults with little internet experience.”

Residents

Elderly and Social Media

Social Media “Golden Oldies”Ivy Bean

Phyllis Greene

99 year old in Melbourne

What They’re DoingTwitter: 62,575 followers,

listed 1,428 timesFacebook: 57,577 followers

91-year-old bedridden blogger – wedeb90

Uses Skype to keep in touch with relatives in France

• You become a publisher

•You control the message

•Ability to tell your story

•Build brand awareness

Braemar

Advocacy #agedcare

Glenn-Ray-Vaughan Study Tour

Warning!

You are representing Braemar. At all times you

must maintain a professional tone and

attitude.

Reminder

It’s “social” meaning your activities have to be centred on building

relationships

Challenges

ACCC considers claims made on social media by you or your

fans/followers subject to scrutiny.

Consumer Protection Laws

Essential

You must have a corporate

social media policy.

Monitor

• Google alerts • Mention• Automation tools

You’ll meet trolls

Challenges

Managing and Monitoring

Challenges

Consumers “don’t want a “relationship” with you.

Just help them make good choices.”

Challenges

“Without content, conversation is mere

networking. Without conversation,

content is dead.”

Tipping Point Labs

Find the Sweet Spot

Challenges

Beware of “Vanity” Metrics

Challenges

Tipping Point Labs

Final thought

Tipping Point Labs