When you’ve been in the game for a while, word of mouth can feel like an unbeatable strategy. It’s personal, it’s organic, and best of all—it works. But in today’s hyper-connected world, relying only on word of mouth can be a bit like still using a flip phone when everyone else is on smartphones. Sure, it works, but are you leaving a whole lot of potential behind?
TL;DR:
If your Parkinson’s or dementia organization thrives on word of mouth, social media can still be a game-changer. It doesn’t replace personal referrals but amplifies them, helping you reach more people, build trust, and expand your community. Plus, it’s a great tool to share resources, foster connections, and raise awareness. And if you're unsure where to start, we offer free and sliding scale services to help you get going.
So, what’s the point of adding social media to your strategy if you’re already seeing success through referrals? Let’s break it down in a way that doesn’t feel like you’re stepping into a corporate boardroom or need a PhD in social media jargon.
Why You Need Social Media (Even When Word of Mouth is Rocking)
Imagine you’re running an organization that helps people with dementia or Parkinson’s. You’ve been doing amazing work, your clients love you, and they’re spreading the word. But here’s the thing: social media isn’t here to replace word of mouth. It’s here to amplify it.
When someone hears about your organization and goes to Google (because let’s be real, that’s everyone’s next step), what do they find? A brochure-style website from 2008 and nothing on social media? Or are they greeted by an active, engaged community that backs up what their friend or doctor just told them about you?
Step 1: Social Proof Is Real Proof
People trust what their peers say, but they also want to see that the organization they’re looking at is credible. If you don’t show up on social media, it’s like not showing up to a party where everyone else is mingling. Social proof, through comments, likes, shares, and even your posts, shows that your organization is not just real—it’s thriving.
Real-life Example: Let’s say you run a Parkinson’s support group. A caregiver hears about you and searches online. They find your active Facebook page, see glowing reviews from other caregivers, and watch a short video of one of your classes. Boom—instant trust. That’s what social proof can do.
Step 2: Word of Mouth Meets the Modern Age
Think of social media as word of mouth on steroids. One person sharing their experience with your organization can be seen by hundreds of their friends and family—much faster than traditional word of mouth.
You know how your clients rave about you to their inner circle? Well, social media lets them rave about you to everyone they know. With just a click, they can share their positive experience, and now you’ve reached an audience you didn’t even know existed.
Pro Tip: Ask satisfied clients or their caregivers to leave reviews or share their stories on social media. These testimonials can travel far and wide, landing you new clients or even donors who want to support your mission.
Curious about how social media can help your community? We offer free consultations and sliding scale services. Talk to us.
Step 3: Expand Your Reach Beyond Your Backyard
Supporting older adults with dementia or Parkinson’s is vital work, but it often means your organization’s reach is local. Social media is the key to expanding your reach without the need for a massive marketing budget.
With platforms like Facebook or Instagram, you can connect with potential clients, caregivers, and partners outside of your immediate community. Have a great program or workshop coming up? Post about it and see who shows up—people may travel for the resources and support you offer, or they might tune in online if you're offering virtual options.
Pros of Expanding with Social Media:
More Clients: Distant caregivers or family members often search for resources online. Social media can help them find you.
Community Building: Whether local or virtual, people feel more connected to an organization that they can follow, interact with, and keep updated with.
Opportunities for Funding: Social media can expose your organization to grant-giving foundations or donors who are searching for worthy causes to support.
Step 4: Keep the Conversation Going
One of the coolest things about social media? It’s not a one-and-done scenario. You can keep the conversation going with your community—whether that’s clients, caregivers, or partners.
Are you offering a new dementia care workshop or hosting a community event for Parkinson’s awareness? Use social media to remind your audience. Email marketing might not always hit (let’s face it, we all have inbox fatigue), but a quick scroll through Facebook or Instagram can bring your organization’s updates front and center.
Pro Tip: Don’t just post and ghost. Encourage dialogue. Ask questions, get feedback, and be part of the conversation. Your clients and caregivers want to feel like they’re a part of something, not just passive recipients of information.
Step 5: Education and Awareness are Free Marketing
This is where social media shines for organizations like yours. You’re in the business of helping people—so let social media help you do that on a larger scale. Share educational content, tips for caregivers, or resources for families dealing with dementia or Parkinson’s.
Not only does this position your organization as a go-to resource, but it also helps build trust with potential clients or partners who see your commitment to the cause.
Pro Tip: Create content around common questions or challenges caregivers face. For example, “How to Communicate with a Loved One with Dementia” or “5 Exercises for People with Parkinson’s to Improve Balance.” These posts can help potential clients see the value in what you offer, even before they step through your doors.
Step 6: The Power of Community
If there’s one thing social media excels at, it’s building communities. And that’s exactly what you’re doing in your organization every day. Why not extend that sense of belonging and support to the online world?
People dealing with dementia or Parkinson’s can feel isolated—both the individuals and their caregivers. Social media gives them a place to connect with others going through the same challenges. It allows them to share tips, provide emotional support, and, most importantly, remind each other that they’re not alone.
Pro Tip: Start a private Facebook group for caregivers where they can ask questions, vent, and share experiences. It’s free, it builds community, and it makes your organization the central hub for caregiver support.
But, Does This Mean You Should Be On Every Platform?
No. Here’s the secret to doing social media right: Pick one or two platforms and rock them. You don’t need to be everywhere; you just need to be where your audience is.
For most organizations like yours, Facebook is likely the go-to. It’s where older adults, caregivers, and family members hang out. Instagram might also work if you’re doing visual storytelling (hello, event photos, and exercise class videos).
LinkedIn? Eh, unless you’re networking with other professionals in your field, you can skip it. Twitter? Unless you want to dive into real-time discussions, probably not necessary.
The Wrap-Up: Social Media Is the New Word of Mouth (But Better)
If you’ve been doing great on word of mouth alone, congratulations—that’s an awesome foundation. But don’t let that success fool you into thinking social media isn’t for you. It’s not about replacing what works; it’s about taking what already works and scaling it to reach more people.
Social media helps build trust, expand your reach, keep the conversation going, and establish your organization as a leader in the dementia or Parkinson’s community. And the best part? You don’t have to be a marketing guru or spend hours a day doing it. A few well-placed, thoughtful posts can go a long way.
So, give it a shot. You might be surprised just how much social media can amplify the great word of mouth you’ve already built.
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