From Content to Conversations: Building Trust Through Social Media Engagement (with Brooke Sellas)

The Move In Senior Living Marketing Season 2 • Episode 11 • Trust Is The Currency Series #4 of 6 Social media is no longer just a place to post updates. It has become one of the most important trust-building channels in senior living. In this episode of The Move-In Senior Living Marketing Podcast, social media expert Brooke Sellas joins Larry Williams to explore how families are using social media to evaluate brands, responsiveness, culture, and credibility long before they ever reach out. This conversation challenges the traditional “post and move on” mindset and reframes social media as a customer experience channel built around conversation, trust, and engagement. What you’ll learn in this episode: • Why meaningful engagement matters more than content volume • How social media influences trust and decision-making • Why responsiveness is now a competitive advantage • How AI is changing customer expectations • Why social media is becoming part of customer experience • How to handle negative comments and difficult conversations • Why customer feedback on social is a gift, not a threat The takeaway is simple. Families are not just watching what you post. They are watching how you respond. Chapters: 00:00 Why social media behavior is changing 01:47 Social media as a trust channel 06:22 Why meaningful engagement matters 10:54 How families evaluate brands online 13:48 Post less and engage more 17:44 Handling difficult conversations on social 22:53 Why feedback is a gift 27:32 Why customers do not think in channels 30:19 Measuring ROI beyond content metrics 35:05 Final mindset shift for marketers 👉 Subscribe for more senior living marketing insights 👉 Share this episode with your sales and marketing teams 👉 Watch clips for quick takeaways you can apply immediately More episodes & info: https://podcast.unlockhealthnow.com/t... Looking for senior living marketing help? https://go.unlockhealthnow.com/senior...