Social Media For Senior Living Communities: Speak to Prospective Residents

In today’s digital world, your senior living community’s social media presence isn’t just a communication tool, it’s a powerful window into daily life. While your current audience likely includes residents, their families, and team members, the goal of your social media strategy should be to speak to a broader group: prospective residents.

When used thoughtfully, social media can be your most effective tool for painting an aspirational, engaging picture of community life – one that builds trust, answers questions, and inspires a future resident to imagine themselves calling your community home. 

Our first tip? Speak to future residents, not just your current audience. If you want to reach your target audience, you have to tailor your content to them. Even though your followers today are largely people who already know and love your community, every post should be crafted with a prospective resident in mind. 

What do they want to see? What questions do they have about senior living? What might make them stop scrolling and click to learn more?

Content should position your community as a resource, not just a recap. Avoid the trap of sharing endless photos of seated residents listening to a lecture. While these programs are valuable, they don't showcase your lifestyle. Instead, focus on content that reflects energy, vitality, and connection.

It can be difficult to target posts to your prospective audience when their interests may be different from your current audience. Start by trying to find some overlap between what your current and target audiences want to see and tend to engage with. 

Share posts that reflect the amazing life prospective residents could have if they made the move to your community by posting pictures and videos of your current residents on outings, at events, or doing fun activities. Grow your prospective audience while keeping your current residents engaged. 

Once you’ve gained some prospective residents as followers, start to put yourself in their shoes and think about what would make them stop and think about moving in. If they can see themselves in the content you share and begin to picture a life in your community, you’ve reached your goal. 

Stay tuned for more social media tips that could help your senior living community!