Healthcare Social master class
The Academy Master class

One facility, one voice.

Most senior care accounts go quiet for months at a time. Families want to see life in the building, every week. This class shows you how to give it to them.

6 lessons· Workbook PDF· 9 min read
No payment up front. Reply within 24 hours.
About this class

Senior living social media usually fails in one of two ways. An account sits empty for months, then posts a single heavy update, or it never gets started because no one owns it. Meanwhile the families researching your community check Instagram and Facebook before they ever call, and a neglected account quietly tells them the place is asleep.

The fix starts with structure. Give every facility its own account. One corporate page can't represent sixteen different buildings, and families want to follow the specific community their parent lives in, with the staff they met on the tour. Then give each account a simple system so it never runs dry: four content pillars, three posts a week, planned on a monthly calendar with one owner per location.

This class covers that system end to end. It walks through what to post and what to skip, how to handle photo consent the right way, how to respond to negative reviews in a voice that wins the next family reading them, and how to turn a single event into a week of content. The same playbook works for multifamily communities, hospitality groups, and any multi-site corporate brand.

What you walk away with
A live account for every facility, in one voice
A month of posts planned before the month starts
A review-response system that protects you
Free lesson · 01 of 6

One account per facility

A single corporate page can't show life inside sixteen different buildings. Give each facility its own Instagram and Facebook, with the same visual look and a local voice. Families want to follow the place their mother actually lives, with the staff they actually met.

Name the accounts one way across the portfolio: brand name plus location, the same order every time. Same logo as the profile photo, a real photo of that building as the cover, and a bio that says who you serve, where you are, and how to book a tour, with the phone number in plain text.

Start with Facebook and Instagram and run them well before touching anything else. The adult daughters deciding on care are 45 to 65 and they live on Facebook; Instagram catches the wider family. A third platform added before the first two are steady just triples the silence.

The corporate page still has a job: portfolio news, hiring, press, and resharing the best building posts. Local pages carry the daily life.

Give each building one named content owner: the person with the phone, usually the activities or life enrichment director. One owner, one backup, posting rights in writing.

Do this week
  • Audit every existing page and profile for your buildings, including ones staff created years ago.
  • Standardize names, bios, profile photos, and covers across all of them this week.
  • Move every page into company-owned business manager access with two admins.
  • Name the content owner and backup for each building, in writing.
The rest of the class Locked
  1. Content pillars that don't run dry
  2. Show life, get consent
  3. Answer every review
  4. Post on a calendar, not a whim
  5. Turn one event into a week of posts
Monthly Calendar + Review-Response Scripts37-point interactive workbook + print-ready PDF, included with full access
Inside the workbook

Monthly Calendar + Review-Response Scripts: accounts and access

The first section of the 37-point checklist, free. Members get every section interactive on the page, plus fill-in fields, word-for-word templates, and the PDF.

  • One Facebook page and one Instagram account per building.
  • Naming standard applied: brand name plus location, same order everywhere.
  • Logo as profile photo, real building photo as cover.
  • Bio carries who you serve, the address, the phone, and a tour link.
  • All pages owned in company business manager, two admins minimum.
  • Credentials stored in the central vault.
  • Content owner and backup named per building, in writing.
Also in this workbook
  • Pillars and cadence · 5 points
  • Consent before posting · 6 points
  • Reviews and comments · 7 points
  • The monthly calendar · 6 points
  • Event weeks · 6 points
  • 3 word-for-word templates
Questions people ask

Healthcare Social, answered.

How do you run social media for a senior living facility?

Give each facility its own Instagram and Facebook with the same look and a local voice. Rotate four content pillars, post on a calendar, and reply to every review within a day.

Should each facility have its own social media account?

Yes. A single corporate page can't show life inside many different buildings. Families want to follow the place their parent actually lives.

What should senior living facilities post on social media?

Rotate resident moments, staff spotlights, events, and a useful tip for families. Those four pillars keep an account alive for years.

How do you handle photo consent in senior care social media?

Get written photo consent before posting any resident, every time, and keep records. It protects the resident and the facility, and it's non-negotiable.

How often should a senior living facility post on social media?

Three posts a week, planned on a monthly calendar, beats a burst of ten followed by a month of silence.

How do you respond to negative reviews in senior living?

Reply within a day, in a calm and human voice, and take specifics to a phone call. A kind response wins the next family reading it.

How do you create a content calendar for healthcare social media?

Map the month against your four pillars, schedule posts in advance, and assign one owner per facility. Capture content at events so one afternoon supplies a week.

What kind of senior living content actually gets engagement?

Life in the building. Birthday parties, music afternoons, a chef plating lunch, a hundredth birthday. People follow joy, told honestly with consent.

How do you keep brand consistency across many facility accounts?

Set one visual standard and voice, then let each location add local flavor. A shared template keeps sixteen accounts looking like one brand.

Does healthcare social media actually drive move-ins?

It rarely closes a move-in alone, but it builds the trust and visibility that tours and referrals depend on.

Does this social media approach work for other industries?

Yes. Account-per-location, content pillars, and fast review responses work the same for multifamily, hospitality, and multi-site corporate brands.

How do you grow a senior living facility's Instagram?

Post consistently against your four pillars, use local tags, tag staff and partners, and reply to every comment and review.

What should you not post on senior living social media?

Skip anything that reads as sad or clinical, anything without photo consent, and anything generic enough to belong to any facility.

How do you measure social media success for senior living?

Look past follower count to profile visits, website clicks, message inquiries, and review volume and rating. Those connect social to tours.

Can one person manage social media for multiple facilities?

Yes, with a system. A shared calendar, templates, and a simple approval flow let one coordinator run several accounts while each keeps a local voice.

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