Social media is a powerful tool that can help your senior living community generate quality leads and future employees, and it should be part of your business development strategy moving forward.
One way for social media to support your long-term care marketing strategy is to incorporate brand ambassadors to further your social reach. Ambassadors speak highly of your brand, services and events on their own social media channels. They can provide quick shout-outs to your senior living community, highlight upcoming events and recommend your brand to their social media followers.
Here are three key elements to start building your own brand ambassador network to generate quality leads.
Who ‘Likes’ you?
On your social media channels, you may notice certain individuals who are consistently ‘liking’ or sharing your posts. This is one easy way to identify who is naturally falling into a brand ambassador role for your community.
Check out your @mentions, post likes and comments to see who is already promoting your brand. You can also see who is using any of your company or industry-related #hashtags. If there is a particular resident who you routinely recognize on your social media channels, chances are that person would be a good brand ambassador.
Maybe you’ve noticed that people who ‘like’ you on social media and share your content are mostly employees of your community. Some of your employees should be brand ambassadors based on their professionalism and connections.
Criteria for Brand Ambassadors
- Current Social Media Following – Are their followers your target audience? If not, they are not a good brand ambassador for your community. Also look at the size of their social media following, how their audience engages with their posts and if they naturally use a tone that you think fits your brand.
- Dedicated Resident or Referral Source – Can they speak specifically to your community’s differentiators? Make sure an ambassador you select knows all the ins and outs. This makes their promotional efforts more authentic, especially when they’re referencing actual events and amenities at the community.
- Networking Opportunities – Make sure your brand ambassadors have networking opportunities on social media. Chat with your brand ambassadors about what social media networking groups they participate in and how your brand or service could be shared among those groups.
Guidelines to Move Forward
- Clearly identify how often you would like your brand ambassadors to promote your brand. Maybe set a standard of two posts a month.
- Give back to your brand ambassadors! Offer free coffee at the community café for a month, free registration for a special event or lunch discounts to thank them for promoting your brand on their personal social media channels.
- Create a ‘thank you’ post from the community’s social media account to publicly recognize them. This is an easy way to boost brand loyalty for your community and the individuals promoting it.