Best Social Media for Care Managers


Nearly half our 90 clients nationwide are care managers. They are small businesses and must daily make choices about how to spend limited marketing time and dollars. In that light, I get asked a lot about social media!

Not all social media is alike

Facebook, LinkedIn, Twitter, YouTube, Instagram, Pinterest, Snapchat…Each has its own style and audience. For instance, teens seem to be specially drawn to Snapchat because content has a 24-hour shelf life and then—POOF!—it’s gone. No more embarrassing photos living in perpetuity on the Internet like a tattoo on your reputation. Go party, have fun, no regrets in the morning, next week, next year, next decade.

Know your audience

When considering which platform(s) to use, therefore, you need to look at who you are trying to reach and then look at which media they prefer. (For general demographics on each of these social networking tools, check out our blogpost: Best social media platform for elder care.) Teens are not your audience. Don’t look twice at Snapchat except for your own wild personal postings. 😉

Most of your decision-makers are middle-aged. They are the adult daughters and sons. Your referrers will run the gamut age-wise, but as professionals themselves, most will be at least 30, if not forty or older.

Social Media Demographics

Data gal that I am, I always start first with statistics if they are available. These data are from Pew Internet and American Life Project:

Middle-aged individuals: 50-64

  • Facebook: 64% of Internet Users (avg across all ages: 72%)
  • LinkedIn: 26% (avg: 25%)
  • Pinterest: 24% (avg: 31%)
  • Twitter: 13% (avg: 23%)
  • Instagram: 11% (avg: 28%)

Putting Facebook in context

While Facebook clearly has that larger slice of the pie, and it may be a platform you feel comfortable with, it’s a personal life medium: connect with friends from your past, check and see what your kids are up to, post an enjoyable bon mot or humorous story. It’s easy and fun. But it’s not a high credibility activity. People do not go there to research serious services. They might ask a friend on Facebook for a recommendation, as either a public or, more likely, private exchange. But it’s not a mass media platform for business. And if you are not paying to boost the posts on your business page, the likelihood is that they are not being seen much, even by those who “LIKE” you.

LinkedIn WINS for care management!

In my analysis, hands down, LinkedIn is the best social media for care managers. Here’s why:

  • It is a business platform. Credibility is the foundation of the medium. Your profile is an online resume. People who swim in the LinkedIn universe will check you out there to get a sense of your expertise. One of many reasons you want a robust LinkedIn profile
  • The largest age bracket is 35-54 year olds. A great sweet spot for your referrers. And right in there for the adult daughter and son decision-makers (average age 50 according to AARP and the National Alliance for Caregiving).
  • Attorneys are all over LinkedIn. Not all referrers are alike. Check out our blogpost: Referral Marketing for Home Care and Care Management. Attorneys are your best shot! Although Marketing Mojo says the legal profession makes up 8% of all LinkedIn participants (not a small number), looking at it from the other side, an analysis of the ABA 2014 Technology report reveals that 93 – 99% of attorneys have a LinkedIn profile. That’s your best referral base!
  • It’s easier to amass LinkedIn Connections than it is to get email addresses for an e-newsletter. I have long been a proponent of email as it is a “mature” communications medium. According to Pew Internet and American Life studies, over 90% of people who are on the Internet use email. Plus, all you need is for an email to land in an inbox and your referrers and family caregiver subscribers are reminded of your brand once a month. That said, only 10% of people open emails, generally. The open rate for our family caregiver newsletter is 20% or higher because people know it’s educational information they are receiving. Still, it’s pulling teeth these days to get people to give you their email address. They are just inundated with email and don’t want to sign up for more. Getting a Connection on LinkedIn, however, is easy. You represent a potential referral source for the person you are inviting to connect. Or at the least, accepting your invitation is a way to get them to the golden 500+ Connections if they are focusing on a volume-based presence.

If you would like to learn more about how we can help you leverage LinkedIn effectively for marketing care management, contact me at, or visit our website at