Let's cut through all of the noise about social media and identify some simple truths about what the new media paradigm means for companies that serve mature consumers, and in particular for senior living communities.
1. The shaping of your brand is no longer in your control. Your community will be talked about in the social media arena whether you engage in the conversation or not. You can choose whether to be afraid or opportunistic.
2. Mature market media trends show high consumption across digital as well as all media types and rapidly growing engagement in social media.
3. Think about media as a spider web, not a straight line – the new focus is on media integration and cross-marketing. The neat little media silos we were used to are gone. It's no longer about choosing one or several media strategies and evaluating which one provides the best cost per lead and cost per sale. It's now about creating a web of interconnected messages.
4. Content-driven strategy is key. Digital media is about content and community. By offering content that your target wants you can build loyalty and increase your social media community.
5. Relationship-driven strategy capitalizes on social media's appeal. Especially in today's economy, consumers take time to develop trust with brands before making buying decisions. The "courting time" between consumer and brand is lengthened and now more important than ever. This is especially true for large and important lifestyle buying decisions – such as moving to a retirement community. Social media is an effective means to building trust and developing a long-term relationship with a prospective buyer.
If you'd like to download Social Media Strategies For The Mature Market – An SB&A/BAR White Paper ($19.95), scan here: |
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