Most businesses agree that word of mouth marketing is most effective at recruiting new and loyal clients, but many retirement communities and senior care organizations do not realize that social media is the new word of mouth. When a brand focuses on acquiring and engaging fans on Facebook, it can benefit from a significant secondary effect – exposure among friends of fans that often surpasses reach among fans.
Facebook and comScore released a study, “The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing,” examining the nature of the reach and frequency of branded content on Facebook. Rather than quantify the “value of a fan,” in order to determine the value of social marketing efforts, the study looks at three other methods: increasing the depth of engagement and loyalty among fans, generating incremental purchase behavior, and leveraging the ability to influence friends of fans.
Worth a read for all retirement home and retirement community marketers.