Social media is crucial to navigating the bad press surrounding Aged Care.

2018 has been a hard year for Australia’s Aged Care providers. Not only has the sector been affected by stringent reforms, but the ABC’s Four Corners report on malpractice in the industry has led to an explosion of further investigation, a Royal Commission and plenty of uncomplimentary news hype. While it’s important to draw attention to any misconduct, many of Australia’s most caring providers and staff have bared the brunt of this public outrage – even those who have dedicated their lives to improving the care and quality of life for elderly people. If these events have left you wondering how to communicate the value of your services, you are not alone. Here’s some advice to help you through these complicated times:

Keep residents’ loved ones in the loop.

You should be using social media to update the community about important issues, for example, flu outbreaks, updates about calendar events and other general day to day information. This is essential, because it will position you as an open and transparent organisation. However, you should also be using social media to demonstrate the quality of care and quality of life that your organisation provides. Regularly posting pictures, happy stories and imagery from day-to-day will go very far, helping to instil greater peace of mind and confidence in your staff and your wider operations. This will ease peoples’ tensions and concerns, while positioning you as the provider of choice for present and future residents.

Respond to criticism quickly, and openly.

Aged Care providers are experiencing more and more criticism over their social media channels, but the overwhelming majority don’t know how to deal with it. Some sweep the criticism under the rug, only to receive even more criticism in response. Some will try to fight back, responding in a hostile manner, only to start a confrontation that just amplifies the problem. While it can be tempting to ignore or resist criticism, the truth is that this approach only makes things worse. The best tactic is to respond immediately on the channel you received the bad comment, and to try sort the issue out as quickly as possible. It’s also very important to say sorry if it’s your fault, to show that you’re looking at the issue from their point of view and to demonstrate that you’re taking their complaint seriously, at all times – no matter how unreasonable you believe they are being. The notion that the customer is always right is likely to ring even truer than ever in 2019, with social media users predicted to hold even more power. Never underestimate the power of an individual.

Be consistent and follow through.

In 2019, providers who talk the talk will have to walk to walk too. This means having an ongoing communications plan in place, so your community can see that you’re committed to keeping them informed. Remember, Aged Care brands that are consistent and have a well-established social media presence tend to have stronger and more engaged communities – and as you know, community is the heart of success in the Aged Care industry. However, it’s not only about consistency of communication, but also consistency of identity. Social media offers a platform to voice positive messages about your brand, but you have to follow through with all the promises you make. False promises can destroy brand reputation, leading to more criticism online – so always ensure you’re being genuine.

The Fish Tank Creative team are Aged Care specialists. By implementing the right communication strategy to engage your audiences, we'll position you as the provider of choice, increase your reputation, market attractiveness and spark more interest in your brand. Why wait? Contact Merryn today for a confidential discussion about your objectives and how we can help you.