Springpoint Senior Living, a senior living operator based in New Jersey, recognized the need to establish a personal connection with the 4,000 residents living in their communities. In response to this, they implemented a social media ambassador program in 2021 to help share the stories and experiences of their residents and staff. Julia Zauner, the Vice President of Marketing and Communications at Springpoint, highlighted that the community teams had wonderful stories to tell but were not equipped to share them effectively.
The social media ambassador program at Springpoint involves employees who have daily interactions with residents, such as those working in resident services, dining, and wellness. These employees are selected by community executive directors to incorporate social media posting into their daily responsibilities. Each of Springpoint’s life plan communities, assisted living communities, and Springpoint Choice continuing care at home programs have one to three social media ambassadors. This initiative also extends to the company’s affordable senior housing sites.
To ensure the success of the program, Springpoint provides tools and support to the ambassadors, including clear social media policies, regular team calls to discuss best practices, and the use of Reputation.com to review and approve posts before they are published. By utilizing Facebook as the primary platform to engage directly with older adults and their families, Springpoint has created a vibrant online community through the efforts of their ambassadors.
In addition to sharing positive stories, the social media ambassadors at Springpoint also play a crucial role in encouraging online reviews from families and residents. They are tasked with sharing Springpoint’s online review template and soliciting feedback from satisfied individuals. The marketing team supports this process by creating presentations and flyers that facilitate the review collection process. Negative reviews are also addressed promptly to resolve any issues and maintain a positive online reputation.
The impact of the ambassador program on Springpoint’s online reputation has been significant. Since its implementation in 2021, the company has seen a substantial increase in its overall online reputation score, number of reviews, and overall rating. This has not only enhanced their online presence but has also positively influenced their search engine optimization rankings. By actively engaging with online reviews and feedback, Springpoint has improved its visibility and credibility among potential residents and their families.
In conclusion, the social media ambassador program at Springpoint Senior Living has proven to be a valuable tool in building community, sharing authentic stories, and enhancing the organization’s online reputation. Through the dedication and efforts of their ambassadors, Springpoint has successfully connected with residents, increased engagement on social media platforms, and improved their search engine optimization, ultimately benefiting both the company and those seeking information about senior living options.