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We are often asked about social media and if senior living communities should be part of it. The answer? Why not! First and foremost, social media should not replace the tried-and-true tactics of marketing that have always worked when it comes to generating leads. Social media is just another means to enhance what is already being done and to build relationships.

Check out Providence Life Services. The suburban Chicago organization is embracing social media through the use of Facebook, Twitter and a blog. The organization’s director of communications, Melanie Jongsma, tells me initially it was a bit of a cultural shift for Providence Life Services to dip its toe into the social media waters, but now that it has, they are going full steam ahead.

Jongsma spends about one or two hours a day keeping the content up-to-date by posting a couple of Tweets, an entry on Facebook and then posting something on their blog. She will often post a video on the blog from an event at one of their communities. She uses a simple Flip video camera. And the quality? Jongsman says the videos have a “charm” of a home movie, and while edited in some manner, are still very authentic. I agree.

The plan for Providence Life Services is to roll out a Facebook page for each of its 11 communities. Questions you may ask of Jongsma, so I did:

Did you do training with staff? “Yes, to give them an overview of how social media works.”

Did you develop a social media policy? “Yes, but it’s not so much a bunch of rules as it is a reminder about how they are representatives of our company, even in the world of social media.”

Are you seeing results? “It’s important to realize it will take time. We’re not seeing movement from prospects, but are getting some comments from their grown children. Social media is the way things are going.”

Providence Life Services isn’t the only organization out there using social media, but they serve as a great example of how it can be done. Maybe it’s time to dip your toe in the water…