Frazer Blog

How to include social media in an aftercare program

by | Oct 21, 2016 | Funeral Home Marketing, Funeral Profession

A man outside with a tablet

Aftercare is a natural extension of the funeral process, and an effective aftercare program is a win-win for both funeral homes and families.

For the families you serve, it helps them heal during one of the most difficult times of their life. For your funeral home, it’s a way to keep in touch with families and show them that your funeral home’s care extends far beyond just the funeral.

Many funeral homes already offer aftercare. Aftercare can come in many different forms, whether it’s providing families with access to grief counselors, hosting community workshops, or even just following up with a card from the funeral home.

But a social media aftercare program can be just as powerful — especially when used as a part of your whole aftercare strategy. It’s low-cost, yet has a tremendous amount of value for the families you serve.

Social Media and Your Families

First off, we must get rid of the notion that social media doesn’t have a place in the funeral home. It does. Social media gives you the opportunity to connect with families and expand your business within the community.

Only 13% of the population doesn’t use the internet. On Facebook alone, there are 1.4 billion active monthly users. Like it or not, social media is a ubiquitous part of life.

You might be thinking, “most of the seniors I serve have no interest in social media.” Even if that were true (it’s not), their kids — the ones who are often making the arrangements — do. And that means you can use social media to reach them as part of your aftercare.

Why Social Media and Aftercare?

As a funeral director, you know that grief doesn’t go away after the funeral. In some cases, it can take years.

On top of that, families are more spread out than ever before. If the family doesn’t live in the same town anymore, it makes traditional aftercare efforts a little harder.

That’s where social media can step in. It allows you to connect with families anywhere, anytime.

How to Incorporate Aftercare into Social Media

  • Share relevant information. Simply sharing resources on your funeral home’s Facebook is a great start, but you have be careful. Research and our understanding of grief have come a long way and you want to be sure you share only modern resources from qualified sources. Avoid anything that seems outdated or tries to lump grief into categories or specific stages because grief is a different journey for every individual.
  • Give your own insight. You also can use your social media aftercare as an opportunity to share your own insights on grief. Funeral directors have unique experiences and deal with death constantly. Your stories and knowledge matter, and they can be helpful to families. Share them on social media.
  • Follow up on important dates and holidays. It’s around these times that grief tends to surge — even years after a loss. While sending a card is a great gesture, it can take a few days or the family might have changed addresses. Through Facebook, your funeral home can always send a private message to family members on these important dates.
  • Invite them to activities year-round. Social media also is a great way to stay connected with your families in the real world. If you’re planning a holiday event, grief workshop, or just hosting a friendly community dinner, social media can help. For a how-to guide on event planning with Facebook, click here.


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