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HHHC SMExciting news for Twitter and Google! Both platforms announced on February 4th that they are working together so that tweets will be seen in Google search results as soon as they’re posted. What does this change mean for your search and social tactics? We’ve broken down the partnership and how it may affect your brand and organization online, both positively and negatively:

sl-handsWelcome back to the second post in a blog series exploring the senior living industry and three key target audiences: adult children, residents, and grandkids. By examining these audiences we’ll highlight how to reach them and why sales and marketing efforts should be geared to them. In our first installment we focused on the adult children of potential residents. Today, we turn to those residents directly. Although many assume that the adult children often make all the decisions, seniors are increasingly active in the search for senior living options. In fact, a recent Care.com survey found that seniors are overwhelmingly involved in search and decision making process for their living arrangement. Seniors had a say in the choice for a care provider roughly 70% of the time, according to the survey. Put bluntly, you need to appeal to the kids, but you can’t forget the parents. If mom and dad aren’t happy with the community, it’s unlikely they’ll end up there.

SL1We’ve heard the demographic numbers before and the clever slogans that foreshadow the impending “age wave,” “graying of America,” and “silver tsunami.” The plethora of conversation about seniors in America may seem like a lot to some, but the facts are tough to ignore. The U.S. Census Bureau predicts that by 2060, the population age 65 and older is expected to more than double to 92 million people. These trends in aging and longer life expectancy are fueling a massive expansion of the senior living sector. Whether independent living, assisted living, memory care, or nursing homes, there is a great deal of potential to reach this rapidly growing market.

In this newest blog series, we’ll take a look at the senior living industry and three key target audiences: adult children, residents, and grandkids. By exploring these audiences we’ll highlight how to reach them and why sales and marketing efforts should be geared to them. We begin with the adult children. They’re often perceived as making the decisions in terms of senior living choices and there is some truth to that perception. How you reach adult children has evolved in recent years, especially as the manner in which we communicate changed. Increasingly, they search online for senior living communities, which means that a community’s digital presence matters, including websites, search engine optimization, and social media. Online reviews are becoming more important as well. A 2014 report from Caring.com found that feedback from customers was ranked as the best information about senior living communities. Thus, having a robust online review presence will be critical as potential customers look to previous reviews as a guide (this is especially true for adult children who use the internet and social media frequently as they are comfortable relying on reviews from third party sites).