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
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
