With 3.068 billion monthly active users on Facebook, 69% of Americans aged 50 to 64 and 58% of Americans aged 65 and above are among the largest demographics of users on the platform. For an industry looking to reach the aging population, Facebook serves as a space rich in potential leads. However, to start reaching and converting new residents, communities need to know how to leverage Facebook to their advantage. To simplify the process, we’ve listed out a few steps you can take to start reaching your next residents.

Understanding Facebook Insights

What is Facebook Insights?

Facebook Insights is a built-in analytics tool that provides detailed data about your Facebook Page’s performance. It helps you monitor key metrics such as audience engagement, reach, and demographics, enabling you to fine-tune your senior living marketing strategies. There are two primary tools:

Facebook Page Insights: Focuses on organic content performance.

Ads Manager Insights: Provides data for paid advertising campaigns.

Why Should Communities Use It?

Understanding your audience and how they interact with your content is essential to creating effective campaigns. Facebook Insights offers valuable information to help you:

1. Identify what content resonates with your audience.
2. Optimize your ad spend for better ROI.
3. Track progress toward your marketing goals.

Learn more about why communities need marketing plans.

Setting Clear Goals

Before diving into metrics, it’s crucial to define your marketing objectives. Clear goals provide direction and help you focus on the most relevant data. Examples of common goals include:

• Increasing Brand Awareness: Focus on metrics like reach and impressions.
• Boosting Engagement: Track likes, comments, shares, and clicks.
• Driving Conversions: Monitor click-through rates (CTR) and website traffic.

By aligning your goals with specific metrics, you can better measure your success and make strategic adjustments.

Key Metrics to Track

Post Reach

Understand how many people are seeing your posts. This metric helps you gauge the visibility of your content.

Engagement

Measure likes, comments, shares, and other interactions to identify how well your content connects with your audience.

Page Likes and Follows

Monitor audience growth and retention over time. A steady increase in followers often indicates that your content and strategy resonate with your audience.

Demographics and Location Data

Gain insights into the age, gender, location, and language of your audience. This information is crucial for tailoring content to your target audience.

Video Views and Retention

Analyze how many people are watching your videos and for how long. High retention rates suggest engaging content.

Referral Traffic

Track how much traffic your Facebook Page drives to your website. This metric is essential for measuring conversions and lead generation.

See our senior living marketing strategies in action

Analyzing Data

Facebook Insights provides a wealth of information about your audience. Use this data to:

• Tailor Content: Customize posts based on audience demographics, such as age, interests, and location.
• Optimize Posting Times: Analyze when your audience is most active to schedule posts for maximum visibility.
• Compare Organic vs. Paid Reach: Understand how your budget influences audience reach and engagement.

Identifying Top-Performing Posts

Review your most successful posts to determine what works. Look at:

• Engagement rates.
• Post format (images, videos, links, etc.).
• Timing and frequency.

Using Insights to Replicate Success

Analyze your top-performing content and apply the same principles to future posts. For example:

• If videos perform better than static images, incorporate more video content.
• If posts with a conversational tone drive higher engagement, adjust your tone accordingly.

Practical Tips for Maximizing Insights

• Schedule Regular Reviews: Analyze your performance weekly or monthly to track trends.
• Export Reports: Use exportable data to create detailed performance reports.
• Integrate with Third-Party Tools: Combine Facebook Insights with tools like Google Analytics for a more comprehensive view.

Data in Action

With all of these insights, Facebook can become a great space for fostering connection and community. By combining data from Facebook Insights with authentic content, senior living communities can engage both residents and their families effectively, as well as reach potential residents. Here are a few ways to begin maximizing your insights through content:

1. Post Real-Life Moments

• Share candid photos and videos of residents participating in activities, events, or simply enjoying their day.
  
  
• Highlight celebrations, such as birthdays, anniversaries, or community milestones, to create shareable and heartwarming content.
  
  
• Tag family members (with permission) to increase visibility and engagement.
  
  

2. Leverage Audience Demographics

• Use Facebook Insights to identify your followers’ demographics, including age and location.
  
  
• Tailor posts that resonate with both adult children (e.g., updates on community quality, safety, and amenities) and residents (e.g., activity schedules, social event recaps).
  
  

3. Encourage Multigenerational Interaction

• Share posts that spark conversations between residents and their loved ones. Invite comments from family members and other forms of engagement.
  
  
• Use polls, questions, or throwback posts to encourage reminiscing and interactions across generations.
  
  

4. Showcase Resident-Centered Culture

• Regularly post updates that reflect your community’s personality, values, and activities.
  
  
• Create a recurring series, such as "Resident Spotlights" or "Activity Recaps," that families look forward to.
  
  
• Post thank-you messages or shoutouts to residents, staff, and families to foster a sense of belonging.
  
  

5. Schedule Posts Based on Audience Activity

• Use data from Facebook Insights to determine when your audience is most active online.
  
  
• Schedule posts during those peak hours to maximize reach and engagement.

Facebook Insights is an invaluable tool for any senior living community looking to optimize their campaigns and achieve better results. By understanding your audience, tracking key metrics, and refining your strategy, you can transform data into actionable insights that drive success. Start leveraging Facebook Insights today to take your senior living marketing to the next level and stay ahead in the competitive digital landscape. If you’re still unsure, schedule a free evaluation today to learn more about how Solinity Marketing can help bridge the gap between you and your marketing goals.