Driving awareness and consideration for care services using social media: Birchwood Care

This proved the most powerful channel was Birchwood Care’s Facebook page, and so this is where we focused our efforts. We also identified and established competitors as ongoing comparisons.

• First we established tone of voice, updated some of the page’s assets to be on brand and creating a thorough content plan.
• Process was key – especially working around a busy care home and care services team. We set up regular catch ups with key contacts within both Birchwood House and Birchwood Care Services and used information provided by them to inform our social media content and get photos and videos – a minimum of two each week.
• We made the decision to post at least 3-4 times per week. We knew consistency was key when it came to building an engaged audience.
• We came up with a list of awareness days and celebration dates that were relevant to Birchwood and made some suggestions regarding ways Birchwood and its clients and residents could celebrate and enjoy the occasions and share this via social media.
• We ensured the Birchwood Facebook page reflected the warm and lively atmosphere and tone of the staff and ensured internal celebrations were being reflected online.
• We boosted engagement with prize giveaways and paid advertising – particularly carousel ads – focusing on current offers running at Birchwood.
• We kept ourselves on track with a monthly review and test and learn strategy implemented.