How to Use Facebook to Connect with Your Community

A few months back, we shared a step-by-step guide for setting up a Facebook page for your senior center. While the process can be a bit tedious, the benefits you’ll reap make the effort worth the frustration. If you missed the article, you can read it here.

Once you have your page established, the next step is to explore all the ways you can use it to highlight and promote your center. It’s a great platform for posting photos, sharing updates and information, and advertising upcoming events.

A good way to begin might be to review your activities calendar and the photos your team has recently taken and determine which ones might be good for Facebook. Don’t forget to include not only planned events but also photos and posts on the informal socializing that happens every day. If you offer special services, such as a meal program or transportation, those are great to highlight, too.

Listing Events on Facebook?

The Events section on your senior center’s Facebook page allows you to set up events in three different categories:

• Public events
• Private events
• Group events

You can do everything from uploading photos for the event to accepting payment (if your senior center qualifies). Learn more about Facebook’s paid online events program here. You can also use the “Share” and then “Invite friends” feature on your newly created event to ask people to attend.

Connecting with Seniors on Facebook

A myth that seniors aren’t tech savvy might leave you wondering if it’s worth your time to include Facebook in your marketing efforts. The reality is that older adults have been the fastest growing demographic on Facebook for years now. While younger adults still make up the primary audience, many have moved on to and are more faithful to newer social media platforms. For seniors, Facebook is their preferred social media channel.

What the older adults who support your senior center might need, however, is a little encouragement to follow and engage with the senior center on Facebook, and to understand the importance of sharing your posts with their friends. A few ways you can help educate them might include:

• Encourage follows: Ask for a show of hands over lunch or at the start of a program at the center to find out who is on Facebook. Let them know about your new page and ask them to follow you.
• Ask for shares: Also ask center visitors for their help in spreading the word about your Facebook page. You’ll want to specifically ask them to share, like, and comment on your posts. That’s because older adults tend to visit and read Facebook posts without engaging.
• Work around Facebook filters: Facebook says they want to encourage natural interactions and engagements. That’s why they created algorithms that often filter out posts that use the words “share,” “like,” and “comment.” So, you’ll want to limit the number of times you use those phrases. Instead, use graphics that contain these words to help prompt action.
• Capture attention: A few more tips for ensuring your posts do well are to ask questions and post photos and links. Doing so will help your posts look and feel more appealing.
• Give offline reminders: You can reinforce your social media marketing efforts by providing seniors who visit with offline prompts, too. Place a reminder in your newsletter and encourage them to RSVP to events on Facebook. Make postcards or magnets with your Facebook username on it to hand out.

Finally, if you have a team member or volunteer who is willing and able to teach, offer classes to walk people through setting up a Facebook account if they don’t have one yet.

Happy posting!



Updated on 03-21-2024