Leicestershire based Adept Care Homes has topped a social media survey of small care home groups.

The report by specialist by specialist adult social care PR consultancy, Townsend Communications, revealed Adept Care Homes had 9,109 followers spread across Facebook, Twitter, LinkedIn, and Instagram for care groups and homes combined.

Adept’s social media following was almost three times that of their next closest care group, Forest Care (3,484) and five times the combined follower count of third ranked Peverel Court Care (1,656). 

The top 10 listing was based on the Top 20 Small Care Home Groups 2022 compiled by carehome.co.uk

Due to their disproportionate social media following relative to the other groups, due to their larger organisational size and diversified health and care services, Cygnet Health Care and veterans’ provider, Royal Star & Garter, were analysed separately in the report. Together, the two groups and their homes accounted for more than two-thirds (67%) of the overall total follower count (87,125).

Facebook accounted for by far the largest proportion of followers (81% – 23,157) among the 18 care groups and their homes. LinkedIn and Instagram account for 8% and 7%, respectively, while Twitter was fourth with 4%. None of the groups or their homes have any followers on TikTok. 

Compared to its peers, Adept Care Homes has a notable LinkedIn following, which it uses to showcase group and staff achievements as well as for recruitment. Despite its large following, the authors note that the group posts relatively infrequently with only around two to three posts a month. 

Despite ranking third, Peverel Court Care boasts the largest Twitter following (494). Similar to Adept’s use of LinkedIn, Peverel uses Twitter to promote job recruitment initiatives, home activities and group achievements. 

Doveleigh Care has the largest collective following among the groups on Instagram. The group and its associated homes use the platform almost exclusively to celebrate activities and events taking place within its homes.

Individual care homes

Adept Care Group’s Kiwi House Care Home topped the individual care home ranking with 1,570 followers across its Facebook, Instagram and Twitter accounts. Facebook followers accounted for 1,492 of these.

Roughly every one to two days the home will post photos and updates of their residents taking part in a wide range of engaging and stimulating activities. 

In contrast, the homes with the fewest Facebook followers (Rowan Lodge, Merryfield House Nursing Home and Hill Brow Residential Care Home) had all been inactive on their accounts for over a year.

Individual care groups

Lastly, the report ranked each care group by their own social media following, excluding those of their individual homes. 

Forest Care group topped the leaderboard with 3,332 followers across its Facebook, Instagram and LinkedIn accounts. Its Facebook account alone boasted 2,800 followers. The group’s sizable Facebook following is due to the home’s investment in Facebook advertising as well as the frequency of its posts. 

The group posts on average four or five times a day with updates regarding events and activities that have been hosted across its homes. These are typically ‘day-in-the-life’ style posts, for example, a resident doing a crossword, as well as personal stories about its staff.

Report author and managing director of specialist adult social care PR consultancy, Townsend Communications, William Walter, said: “This study marks the first in a series of reports we are undertaking into the social media landscape within the adult social care industry.

“The report doesn’t just offer insight into what to do, but why to do it. We look in detail at the main social media platforms used in the sector as well as their user growth rates and user demographics. It means you can make sure you have a digital marketing plan in place that will accommodate changing trends in social media.

“This report is vital reading for anyone thinking of formulating or reformulating their social media strategy for their care home or care group. Our analysis offers insight into the most effective platform to use depending on your objectives be it recruitment, staff retention, or occupancy. 

“It also offers insight in terms of industry best practice for how to structure your social media posts, the frequency that you should post or tweet. It also discusses the pros and cons of group led social media accounts versus individual home accounts and how best to strike the right balance.

“We’d encourage anyone to get in touch if they’d like to discuss the findings in more detail. We’d also be happy to offer a complementary virtual or in-person teach-in to discuss how care groups can optimise their social media outreach.”

A spokesperson for Adept Care Homes told Caring Times the recognition highlighted the significant role that social media plays in the care home industry and showcased its commitment to leveraging digital platforms to engage, inform, and connect with its community.

The spokesperson added: “Social media has become an integral part of our communication strategy, enabling us to connect with our residents, their families, the wider community and industry professionals in an interactive and meaningful way. It has proven to be an essential tool for sharing stories, fostering engagement, and celebrating the vibrant community within our care homes. The power of social media lies in its ability to break down barriers and facilitate open communication. By actively engaging on social media platforms, we can amplify our message of compassionate care, share meaningful stories, and provide valuable resources to support families and individuals in making informed decisions about their loved ones’ care.”