People grieve in different ways and on different timelines. Some may want to talk about their feelings right away or grieve alongside family and friends. Others may want to express their feelings in a journal or with a Facebook post of their favorite memory of a loved one.
For a profession in which the personal touch can mean everything to a family in their time of need, funeral homes would also offer online support. A strong and inspirational social media presence strengthens the connections funeral homes have with families they serve and their community.
Spicer-Mullikin Funeral Home and Crematory's social media journey started in 2011 with Facebook and a few hundred followers. Today, we have a Facebook community of almost 10,000 people and are proud to be one of the most followed funeral homes in the nation. Being able to support so many people on their grief journey, whether they lost a loved one recently or years ago, is very humbling. We now also employ Twitter, Pinterest, LinkedIn and Instagram.
Whether you’re just starting your social media strategy or are looking to revise or boost what you have, here are a few strategies that helped Spicer-Mullikin launch and maintain its robust social media platforms.
FACEBOOK
Create posts that are helpful, peaceful or moving/emotional Simple messages with beautiful photos are best and will keep your followers coming back to your page and liking more of your posts.
Use family and friends to help grow your community Ask them to Like your page and share your posts.
Post at least three times a week.
TWITTER
Create themes such as services, grief support, staff inspirational quotes, trends in the industry Having a theme strategy will help solidify your brand.
Choose easy-to-read hashtags and keep the number of tags to a minimum Use hashtags such as #griefsupport #familiesmatter #celebratelife.
Add images A great picture is always worth a thousand words, or in this case, can enhance the
280-word limit.
LINKEDIN
Establish a great first impression Your profile, summary and photo should be of excellent quality.
Build professional contacts LinkedIn is the best platform to engage your colleagues, so post relevant (not personal) information and news about your profession.
Receive and give endorsements and recommendations Toot your own horn, but be sure to give others recognition for their good work as well.
PINTEREST
Timeless Pinterest content isn’t chronological like other social networks. Share timeless photos and tips that will be relevant for years to come.
Places and Things This is the only account in which people posts aren’t the focus. Think photos, quotes, comfort food, funeral attire… Pinterest is akin to a mood board.
Quotes for the Ages Share your favorite quotes on a branded image, encouraging others to share and promote your brand.
INSTAGRAM
Attention Grabbing The more engaging, the better chance you’ll have at gaining a loyal following.
Short You only have 60 seconds (at most) to make your point, and that’s the beauty of Instagram. After all, everyone’s time is precious.
Mobile friendly Make sure your content looks good on any smartphone device (test it!) because that’s where most people will be checking their Instagram account.
While social media plays a role in how we can support families or attract new business, it should never replace the personal service for which our profession is known. Families always come first.