Tips for Training a New Social Media Marketer


This week we trained a social media intern.

If you recently hired a social media intern, or you are the intern, this could be just the article for you!


Intro-Quick tid bits

  • Make sure and set measurable goals at the beginning of every week for yourself this will help organize your thoughts and ongoing progress. Keep personal accounts logged into another browser to cut down confusion of accidental personal posting.
  • Do you know your brand? Be familiar with your brand-phrases, responses, and content that represent your brand values. Research is your friend!
  • Align your content posting strategy with your business goals.  EXAMPLE: creating content around community hot topics, or showcasing members of the community. Promoting personal gets strong engagement. You will be able to quickly tell if something is engaging or not by return of response.
  • Aim to get your audience/community members involved on social platforms and what you are doing. Help make them feel a part of the vision! Know the appropriate responses when interacting with the community.


Social Media– Determine your social platform focus and what will be most beneficial for your niche/industry/business. We are using Facebook, Twitter, Google Plus, Instagram, and LinkedIn as examples –  the niche is upscale senior living homes and lifestyle. 



  • Facebook- Average 1-2 daily posts either around 7am or midmorning, and one additional post in the afternoon around 2pm-3pm
  • Post fun stuff the residents are going to do, show pictures of what the residents or employees have done/are doing and repost interesting articles regarding topics that seniors would enjoy such as retirement, inspirational, travel, health and wellness for seniors etc.
  • Examples: Take pictures of some of the resident activities, a plate of food or searching for an image online to share. And yes, check to see if you need photo releases.
  • Post any upcoming events and engage with possible future residents and their families. As long as you have a resident’s consent you can get as personal and creative as you would like.
  • Get names of residents’ loved ones and connect with them on Facebook and Twitter etc. Try to engage with them personally as well. Be authentic and things will grow organically. Doing fan of the week in your community is a way to showcase a community and a person as well as get families involved. You could also find some that would be interested in writing and you could do a featured blogger (resident of the week)
  • Facebook has an on-page review system to showcase honest reviews from your employees, residents, and of their families. Real testimonials are key.



  • Twitter- Average of 2 tweets a day throughout the week. Remember retweets by strong influencers are key. Retweets as stated above in example: The Alzheimer’s Association retweeting tweets. Reaching out to people for reshaping/ thanking them for sharing. It’s a good idea to create a list of strong influencers for retweets as well as for possible back linking and internal linking.
  1. (@CareDotCom)
  2. Caregivers (@Caregivers)
  3. Next Avenue (@NextAvenue)
  • On Twitter (Instagram, Google Plus) – join conversation with hashtags. If your tweets are not getting a response, it could be that your alone on an island! By adding a hashtag to your tweets, it connects you to a global conversation! Contribute your opinions and advice about retirement options and aging well using hashtags, things that make your community stand out from the rest.  Here are a few:
  1. #Retirement
  2. #SeniorCare
  3. #Boomers
  4. #SeniorLiving
  5. #AgeInPlace
  • Research and find bloggers every week that are reputable resources for collaboration. Make sure their focus relates to your niche/brand.
  • Research and find websites/sites on senior living, senior lifestyle and retirement, travel, health that are reputable to be mentioned in or to have a link placed.
  • Driving traffic to your site from specific videos are a strong social media tool. (Interview residents) Use the space in the description to link to similar content of yours, whether other videos, blog posts, or social media links. Your video could showcase an amenity, this is could be an opportunity to link to another video featuring a real resident accessing that amenity, or perhaps a short blog post you already wrote stating which amenities are most popular.
  • Create real life brand heroes (briefly mentioned above) Sharing photos of your current staff interacting with residents and include a short summary such as the employee’s name, background, education, why they decided to pursue this field and what they love about working with you, is an easy way to introduce prospects to your team and it creates a culture that recognizes accomplishments in each other which raises the bar.


Google Plus- Google can be 2 to 3 times a week.  Stream line it with your other social media platforms.

  • You can create circles based on friends, customers, business partners, affiliates or influencers you follow. This will help you segment your updates to a particular audience.
  • Make your Google+ community unique providing real value by organizing hangouts on air exclusively for your community members. If you’re a blogger, or have a blogger create a collection of your blog posts and give subscribers another way to get updates from your blog.
  • Sometimes it can be easy to be self-serving in this business, but try and intentionally keep away from this habit. Provide content shared from a multitude of sources on a topic that your users/viewers are passionate about. So consider promoting a lot of third-party content in your collection. Hangouts are a great way to create and promote events, such as product launches, Q&A sessions, webinars or conversations on a certain topic that your audience is interested in.
  • You can also use them for videoconferencing to connect to people across the world. Use keywords to name photos that are likely to show up in google search.



  • Keep in mind that creative images captivate an audience like no other. You don’t have to post on Instagram every day. Instagram is a bit more relaxed.
  • Make sure to link to your website, connect your account to Facebook and let your followers know they can follow you there. Tell a story with the images. Have a healthy balance of fun images and business pictures.
  • Yes, you can use popular hashtags here as well! Engage by following others and liking their photo. Cross-post selected images to your Facebook page with a hashtag that aligns with your campaign or image to help people who don’t know you’re on Instagram to find you there.
  • Videos draw a lot of attention. Do short 15 second videos of company important moments and share them with followers. Embed Instagram Video in Your Blog or Website.
  • It’s good practice to follow other brands on Instagram. Statigram is a great tool for finding brands and hashtags that relate to your brand. Simply enter the brand name or hashtag into the search box and click Search.
  • Because everybody loves a contest! Use Instagram to start and enter photo contests. You use hashtags to do this and post on Facebook. Use Facebook status updates to gather a fan base so that they enter the contest.



  • Post something several times a week. Whether your company writes weekly blogs or wants to share an interesting article they found.  Utilize publishing platform and promote content express brand voice and image and show world you are a great company to work with.
  • Be proactive in joining groups on this platform and creating them. Sign up, be liberal with advice shared and your comments, it’s a good way to make good connections. Creating groups that coincide with the services you provide allows for a community to be built around freedom of thought and  not promotion
  • Key words are well, key. Remember to optimize, optimize. Do industry similar searches and you will see results pop up in the top. Use key words.
  • Since LinkedIn is geared towards business’s highlight your employees and your work culture. Potential employees want to know what it’s like to work for your company and customers really care about work culture and promoting companies that align with their values.
  • Creating groups that coincide with the services you provide allows for a community to be built around freedom of thought and not promotion.


The world of social media can be as complex or as simple as one would like. It really depends on strategy and comes down to needs.  We look at this as a good checklist to help make the bigger picture come together in the online world of building relationships to you and your brand!


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