SocialMediaGuidelines12pgUPDATED

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Social media can be a fun and rewarding part of your job at
Bonaventure Senior Living. We hope this handbook has given
you some inspiration that will help further your knowledge and

quality on social media.

Don’t forget to tell all your friends and family
to “Like” us on Facebook!

Home Office: Senior Living
3425 Boone Rd. SE,
Salem, OR 97317 Social Media
Facebook.com/livebonaventure Guidelines

Welcome Glossary
Bonaventure Senior Living welcomes you to the exciting world of social media.
Although, we’re sure you already use social media networks, like Facebook, in your Hashtag – A hashtag is a sort of virtual filing system. It uses the
personal time. Now you’ll get to post content directly to Facebook that showcases pound sign (#) to file a post along with other posts. (Example: We enjoy
all the fun and excitement that occurs at your community. the beach! #beach.) Now if someone clicks that hashtag they’ll be able to
1.94 billion people actively use Facebook, with 66% of that number visiting the see other posts that use the same hashtag.
social network every day. As far as seniors go, 62% of all seniors aged 65 or older
use Facebook. With numbers like that, it’s important to post quality content Like – A like is a type of interaction on either a page or a post. It’s a
about your community on a regular basis. Your residents, their family and friends, way for a user to show approval of a post. Businesses strive for more
and prospective residents like seeing how much fun the community is. In this likes on their page and posts.
handbook you’ll find a set of guidelines and tips to make sure you are posting the
best possible content that truly showcases your community. Notification – This is a type of update that Facebook gives you when
Have fun and get posting! someone has interacted in any way, be it a like, comment, etc.

Table of Contents Reaction – A reaction is a type of interaction on a post. It’s similar to
a like, in fact, one of the interactions is a like. The others include love,
Overview of Guidelines……………………………………………………...1 laugh, wow, sad, and angry. When a certain reaction is chosen, a
corresponding emoji is made visible.
Getting Started………………………………………………………………..2
Share – A share is a type of post interaction that allows a user to take
Tell A Story……………………………………………………………………..3 an existing post and show it on their own page to their set of friends.
Businesses love it when people share their content.
A Picture is Worth……………….……………………………………………4
Tag – Tagging someone is a way of letting a person, place, or business
Utilizing Video…………………………………………………………………5
know that you’re posting about them. It also allows other viewers of
Post Examples.…………………………………………………………………6
the posts to be able to click the tag and go directly to another business,
Photo Examples……………………………………………………………….7

Glossary……………………………………………………………………8 & 9

Contact Us…………………………………………………………………….10

person, or place’s page. 9.

Glossary Overview of Guidelines

Admin – This is the person or persons that control everything on a It’s our goal that our social media, most notably
page. They have access to every bit of information and ability, Facebook, be a tool for prospective residents to
including adding editors to the page. get a glimpse at what life is like at one of our
communities. It’s also used as a way for family
App – This is generally a sort of program on a device, like a phone or and friends of residents to be updated in a timely
tablet computer, that allows access to a certain service, like Facebook, manner on things going on in the communities.
instead of visiting the actual website.
Make sure that you’re posting relevant, quality
Comment – This is a type of post interaction where a user responds content on a regular basis. You want to tell a
using words, photos, etc. to a post. story using a combination of words, photos,
and/or videos.
Content – A word used to describe the actual information of a post.
It’s the words you use to tell a story to the viewer. Remember, the purpose of posting content is to
showcase your community and what it has to
Editor – This is a person that has the ability to add posts, comment, offer. Let your content reflect that.
and interact with others via the business page.
Take the extra time to write out a good
Emoji – These are types of small graphics that are used to add visual explanation of what you’re trying to
emphasis to a post. communicate in your post. Choose the best
photo(s) or video(s) you have. Always use
Engagement – This is a popular social media metric that is used to appropriate Bonaventure approved hashtags (see
describe the amount of interaction (likes, shares, comments, etc.) that below).
a piece of content receives.
Bonaventure Approved Hashtags 1.
Event – An event is a type of Facebook post that allows people that
see everything about that event. It allows has a sort of RSVP button Hashtags are a sort of social media filing system. It is denoted by the pound symbol (#). When a
system that allows for measurable tracking. person clicks on a hashtag it takes them to all the posts that anyone has ever included that
particular hashtag. It allows new people to see similar content with a simple click. Adding
8. hashtags to your posts are very important and, even more so, using Bonaventure approved
hashtags will ensure proper content ‘filing’.

#retirementperfected – All posts should contain this hashtag.
#livingperfected – To be included when showcasing activities, outings, events, etc.
#lifestylesperfected & #seniorlifestylesperfected – To be included when showcasing
exciting and unique activities and outings.
#diningperfected – To be included when showcasing food/beverages posts.
#fitnessperfected – To be included when showcasing fitness posts.

Getting Started Photo Examples

So, you’re ready to dive into the world of social media for Bonaventure Senior Living? Ideal Photos Not Ideal Photos
Getting started is easy. If you’re not already established as an editor of your
community’s page, then speak with your Executive Director, who will then connect This is an ideal photo. It tells a story, features This is not an ideal photo. It does not tell a story of
with an administrator for the Facebook page. They will add you as an editor. Editors smiling residents, and shows engagement in what transpired, leaving the viewer of this photo
are allowed to send and respond to private messages and publish content. They’re also activities. While the quality is not the best, it is a confused. It also does not feature resident’s faces,
allowed to respond to and ‘Like’ comments. There are more things editors can do, like good enough photo to be able to allow for the slight but instead shows the backs of their heads. As far as
delete comments, view insights, and create ads, but you’ll need administrator approval fuzziness of the image. Notice how the residents fill quality goes it has a lot of lens flare from the lights
before doing any of these things. the image up, meaning that it’s not taken for too far in the room. For best quality, avoid these types of
away? This is essential to a good photo. You can see photos. Get in close to the action and make sure
What’s Needed? the smiling faces of residents, what they’ve done you’re taking the best quality photos possible.
(painted) and it shows that the turnout for this
1. Technology - Device that can capture quality photos and video, like a activity was quite high.
camera or cell phone
This is also not an ideal photo. While the quality is
2. Access - A way to access Facebook, like a cell phone (app) or computer
(website) actually quite nice, it doesn’t tell a story. If anything, in

3. Creativity – Coming up with creative, fun posts will ensure more fact, it tells a negative story. There are no residents
people engage
present in the photo. The post noted that they were
4. Promptness – It’s essential that content is posted regularly and timely
setting up for a performer. It would’ve been best to just
2.
This photo is ideal because it tells a story: the Easter not post this photo and wait until you can take pictures
bunny visited. It’s clear, well-lit, and features a
smiling resident. Also notice how the subjects in the of residents enjoying the performer. Photos like this
photo are close up and you can see minor details that
can help tell the story, like the items in the Easter tell a story of lack of engagement in our communities
bunny’s basket. They fill the frame of the photo,
which should always be a goal with photos of and that is not only not true, it paints a bad image of
residents.
our communities to our resident’s families, friends, and

prospective residents. Always include residents in your

photos. 7.

Post Examples Tell a Story
Not Ideal Posts
Ideal Posts The people that are seeing your posts want something that is easy to visibly digest.
What this means is that they want your post to give them all the information in a fun
This is an ideal Facebook post. Notice that it tells the This is not an ideal post. The description of the post way. Tell the story of what took place, or what’s going to take place, by using words.
reader what’s going to happen, including a date and doesn’t describe what took place, using incorrect Make sure to include any pertinent dates and times, names, places, and any other
time. It also ‘tags’ the place where residents are going hashtags, and a secondary hashtag was added to the information that should be included.
and uses appropriate hashtags. The photo is clear, end of the word. While from the photo you can tell
well-lit, and tells a story. More on photos on the next that residents are exercising, the description should If your residents visited a restaurant, make sure to ‘tag’ that restaurant. A ‘tag’ is when
page. While this post is an example of an ideal post, support the story the photo tells. The photo is also you specifically call out a person or place so that they know you’ve posted something
it is certainly not the only type of post you can do. not of very good quality. More on that on the next about them. This allows them to interact with your post if they desire.
page.
On page 6 you’ll find a couple examples of good quality posts and also some examples
This is also an ideal Facebook post. Notice that it tells the This is another example of a post that is not ideal. of posts that are not ideal. Making sure that you format your Facebook posts to a
reader what has happened? It also ‘tags’ the place where It too is not descriptive enough to support the similar quality and standard is important for your residents, their family and friends,
residents have gone and uses appropriate hashtags. The photo content of the photos. There are no Bonaventure and prospective residents. Remember, be professional, be concise, and tell a story.
is clear, well-lit, and features smiling residents and their approved hashtags, and use of emoji’s can seem Check spelling, punctuation, and grammar before posting!
family enjoying their strawberry shortcake. unprofessional. The photo does not tell enough of a
story either, residents aren’t facing the camera, the What to write?
6. center of the photo is a walker, and the other photo
is just a picture of bottles of alcohol. Keep in mind Say for example your community had a
that when information is not given to the viewer, car show and you took the photo to the
they tend to fill in their own blanks. What does this left. You notice the photo is of good
post say about your residents? quality so you want to use it on
Facebook. What do you write to help tell
a story?

EXAMPLE:

Our wonderful resident, James (tag
James if possible), stands in front of a
classic car that happened to match his
shirt. James enjoyed all the beautiful
cars that were on display at [community
name] on [date]. Residents already can’t
wait until next year’s car show.
#retirementperfected #livingperfected

3.

A Picture is Worth… Utilizing Video

You’ve probably heard the old saying, “A picture is worth a thousand words”. This Video can be some of the most engaging content on social media. People love videos.
could not be any truer than with social media, especially Facebook. User engagement But, this uptick in engagement only continues if videos are utilized sparingly. Over-
on Facebook increases by 34% when a photo is included. That number rises even saturating your page with lots of videos won’t increase engagement, and in fact, will
higher when the photo is of good quality and can tell a story. On page seven you’ll find probably decrease it. Also, if your videos are of poor quality, no one is going to want to
a couple examples of ideal photos and not ideal photos. watch them. Making sure that you post videos regularly, but not too often, and also
post good quality videos that have meaning can be quite valuable for those that
Tips for Good Photos engage on your community’s page.

1. Use a quality camera – Nowadays, newer cell phone cameras are just as good, Tips for Good Videos
if not better, than an actual camera. Using a good camera is essential to taking a
good photo. 1. Use a Quality Camera – Similar to taking photos, using a good camera is
paramount for taking good videos.
2. Focus – Photos should be in focus, and the actual focal point of your photo
should be exceptionally clear. Delete blurry photos. 2. Tripod – While actually using a tripod may not always be feasible, trying to keep
the camera still, or rather not shaky, can make a huge difference in the quality of
3. Lighting – Making sure that you have a good amount of lighting is essential to your videos.
a good photo. Not too dark, not too bright, but just right!
3. Get in the Action – If you’re filming, for example, two residents dancing, get
4. Subject – Ask yourself this, “What am I taking a photo of?” If you were to see close to them. Make the subject of your video take up as much of the screen as
that photo out of context would it make sense to you? If it does, then your possible. Far away shots of action make it difficult to understand what’s going
photo tells a story. Good job! on.

5. Residents – As cool as it is to showcase a picture of a resident’s birthday cake, 4. Sound – If you’re filming something where sound is essential, make sure you’re
no one wants to see it. What they want to see is the resident blowing out the not too close to the source of the sound, like a speaker. Microphones can
candles of the cake. People that ‘Like’ your community’s Facebook page want to become overloaded and when that happens the sound will distort. Finding a
see the residents. They want to see how much fun your community is. good spot that’s close to the action but far enough away from the source of loud
sound is what you should aim for.
6. When Posting – Only post the best you have. Don’t make photos into collages,
weird shapes, or add funny things on the photos, like words or ‘stickers’. Make 5. When Posting – Posting a video to Facebook is a little different than a photo.
sure you also check your Facebook settings and select the option to ‘upload HD’ You’ll have the option to title your video, add a description, and choose an image
photos. It makes a huge difference in the quality of photos. still that people will see before they press play. Making sure to fill all these
options out thoroughly, including hashtags and ‘tags’ will make your video
“What I like about photographs is that they posting perfect!
capture a moment that’s gone forever,
Lights, Camera, Action!
impossible to reproduce,” – Karl Lagerfeld
5.
4.