No one really likes discussing death and the topics that surround it – so why would they want to even consider it on social media?
That begs the question: how should a Funeral Home use social media, if at all?
Well this depends on a variety of factors – who your market is, what will be successful on social media and on what social media channel you operate in.
Many funeral homes are already exploiting channels such as Facebook to share obituaries and funeral dates. This is of course a useful feature, which should be utilised with social media, but it should not be your only type of content. People will only check your content and follow/like your page if you post content which is interesting and different from your competitors.
Think about where your funeral home is situated
Are you operating in a small town where everybody knows everybody? Then your messages should be more personable and meaningful than a simple announcement. Whether it be a remembrance post (after 1 year) or a death of a previous local, thinking of social media as more than a simple noticeboard is the easiest way to get in the right frame of mind.
Larger funeral homes (which often deal with people they’ve never met before) may find it appropriate to share famous deaths from around the world and share alternative ways to celebrate a life. This will act as a break from the otherwise seemingly continual stream of obituaries.
What sorts of things work on social media
What works on social media? It’s not like you can post pictures of dead people…
Social media can offer potential customers an opportunity to “view” your facilities. Taking photos of all available areas can show off your home and help guide people to your home. The funeral industry is relatively insensitive to price. This means that once they physically view your premises, they usually commit to doing the funeral service there. Therefore, you all that is needed is to get people to visit your home and if seeing photos of it online helps, then it is definitely worth doing.
Social media can help give ideas for other potential customers. Taking photos of other services and posting other ideas of how to celebrate a loved one’s life is another way of adding varying content to your page.
Which channel are you on?
The Social Media channel you use will determine whether what you post will be successful or not. Twitter encourages short text messages with a link whereas Facebook thrives on videos & photos. Pinterest focuses purely on photos, a useful tool if you want to share photos of your home/grounds or beautiful services (which can be shared with attendees).
Ensuring you use the appropriate content for each channel will prevent your social media efforts being frowned upon.