In the first quarter of 2020, Vitality Living’s Facebook presence had a total of 11,000 impressions.
As Covid-19 gripped the United States, however, the Brentwood, Tennessee-based provider began to use the social media platform more aggressively. Senior leadership and executive directors provided daily live updates of its pandemic response across its 16 communities in Alabama, Florida, Tennessee and Texas.
As the weeks progressed, Vitality interspersed its daily updates with other initiatives as a way to mitigate Covid-19 fatigue. Executive directors would host tours of their communities on Facebook live broadcasts. Vitality conducted a six-week “Talent Tuesday” competition featuring residents, team members and other members of its staff. And Vitality founder and CEO Chris Guay hosted frequent fireside chats where few questions were out of bounds.
Engagement exploded. Vitality’s Facebook platform logged over 1.1 million impressions in the second quarter of 2020, and is on pace to match or exceed that in Q3, Chief Sales Officer Julie Podewitz told Senior Housing News.
That is 100 times the Q1 impressions.
“It really taught us, this is how people are engaging,” she said.
Before Covid-19, providers commonly treated their digital presences and social media channels almost as afterthoughts. Over the past six months, however, these platforms have become essential to operations. Much like demand for telehealth services has exploded during the Covid-19 outbreak and could have long-lasting effects on how clinical services are delivered in senior living, the pandemic may have finally ushered in the digital age