You may be thinking “Oh, c’mon…posting content on Facebook isn’t so complicated that I can’t do it myself, or have my receptionist do it for us.” If you are thinking this way, consider these questions:
You feel pretty good because you have created a Facebook page for your funeral home. Since 78% of consumers say social media impacts their purchasing decisions, it is very wise to have an active presence on Facebook. Now…what to post and when should you post it?
In the end, ‘chilling’ on a mausoleum tower at the Gate of Heaven Cemetery cost Jeffrey Pirog a cool $4,000. Capping a 12-month standoff with the Roman Catholic Diocese of Springfield, Pirog agreed Tuesday to pay $4,000 to cover damages from his late night tower-scaling misadventure last May.
If you are like most people, you probably have the misconception that your Facebook fans (anyone who has “liked” your business Facebook page) see everything you post on your page. This simply is not true. In fact, according to Ogilvy, organic reach (the number of people who see a non-boosted post) on Facebook is between 2% and 6%, depending on the number of fans the page has. Why is this?
Our charismatic and beautiful son and brother died Sunday morning from a drug overdose. Clay was the youngest of four children, raised in a loving home in Apex with two brothers and one sister. Outwardly Clay looked like he had it all: Intelligence, confidence, athletic ability, height, beautiful blue eyes, broad smile, fantastic wit, and the ability to engage and forge a relationship with anyone. Inwardly Clay was sensitive and had struggles that he hid well from his close and clannish family.
We heard it again yesterday. A funeral home owner told us she isn’t too concerned about her home’s inactive Facebook page because it’s mostly young people who use Facebook anyway. Why interact with and market to a demographic who is not interested in her services?
On the contrary, here are the facts concerning the use of Facebook and other social media outlets according to the most recent Pew Research Center Social Media Update: Almost 2/3 of online adults ages 50 years or older have Facebook accounts. More than half of adults 65 years and older now use Facebook.
You may be asking yourself, what is Facebook Reach? Let us answer that for you: Reach: The number of unique people who saw any content about that post. This will include both fans and non-fans. On average, only 1-6% of your total Facebook audience is actually seeing the content that you are posting.
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When I ask funeral directors whether they are able to maintain the page and engage with customers, the replies are far less positive. Lack of time, not knowing what to post, or even how to post, are usually named as the biggest inhibitors to keeping their pages current. Even so, everyone agrees that it is critical in today’s online economy to maintain an active presence on Facebook.
How can your funeral business benefit from having an active presence on Facebook? Here are some ways to consider:
“Ryan and his team at DISRUPT Media have made a huge difference in all aspects of our social media presence,” commented Rob Loose, President of Loose Funeral Homes and Crematory. “DISRUPT Media keeps up on all the nuances of each of the social media platforms so as to insure that our messages are seen and acted upon.”
You, as a leader in your organization, determine your ethics. You portray your deeply held beliefs as you do business every day. If your ethics are based on the “true north” principles of integrity, humility, and honesty, you will serve your customers well because you are remaining true to your principles. Your brand is formed in your customers’ heads, and they will publicize it for you.