ALFA recently featured G5's Senior Living client The Arbor Company in an online article on the increase of social media use among Seniors. An excerpt of the interview with Vice President of Sales and Marketing Deb Osterhaudt follows, and highlights G5's efforts in assisting The Arbor Company with soliciting reviews from residents and their family members (in addition to helping The Arbor Company create and deliver exceptional digital experiences across the customer lifecycle):
At The Arbor Company, Vice President of Sales and Marketing Deb Osterhaudt says her staff “handles everything” in terms of communications, including social media.
“Because we’re smaller, we don’t have designated folks on staff for public relations or to oversee only social media,” she explained, adding that even smaller companies can see “social media is huge and getting even bigger.”
Arbor, which includes 25 senior communities, manages its social media efforts at the community level through experienced senior sales counselors who “have a really good feel for social media,” according to Osterhaudt.
Osterhaudt and a peer review communities’ Facebook pages from a corporate perspective. Between headquarters and the sales counselors, there is an update a minimum of once a week in all communities.
“People who run our communities, they know our market, and we need to consider the different interests of an assisted living, memory care or independent Living community,” she says. “With authorship comes ownership.”
The company’s 2014 initiatives include an increased presence in social media. “We recognized that a few communities did fantastic jobs on creating and updating their Facebook pages” but needed more interactivity. “We’ve started a real concerted effort on a ‘like’ campaign and asking for feedback,” she said.
G5 manages Arbor’s SEO (search engine optimization) and website. Arbor is in the process of asking some residents and families to post Google reviews, which help a firm rank higher in a Google search if it has three or more stars, said Osterhaudt.
Arbor has sent prospective posters a quick tutorial on how to post a Google review as encouragement. “There’s nothing worse than going to a community page and looking at reviews that are two years old,” Osterhaudt says.
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