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“Swat.io gives us a complete overview of everything that’s happening on social media.”

Christina Ebner works as an expert in digital communication at Kuratorium Wiener Pensionisten-Wohnhäuser. She explains how her team keeps on top of their social media management and how collaboration between social media managers has improved.
Kuratorium Wiener Pensionistenhäuser

About Kuratorium Wiener Pensionisten-Wohnhäuser

Kuratorium Wiener Pensionisten-Wohnhäuser (KWP) is Austria’s largest provider of accommodation for seniors, running 30 properties in Vienna with around 9,000 residential and care places and 150 clubs for seniors. Its residential homes offer supported living, assisted living and in-patient nursing care for residents. Alongside these homes, it operates 150 clubs for seniors across the entirety of Vienna, where participants can enjoy a modern program of leisure activities. This encompasses everything from Nordic walking and yoga to card games and coffee mornings, right through to organized excursions.

Information, Image Development and Employer Branding

Facebook is the most important social media platform for Kuratorium Wiener Pensionisten-Häuser. All told, they run 35 Facebook channels, including one for each property. Their social media strategy also encompasses LinkedIn, YouTube and Xing. The company’s social media marketing pursues a wide range of goals, ranging from informing relatives to employer branding and image development for future residents, right through to networking with the local community. The clubs for seniors sometimes speak to participants directly on social media, too. 

Topics of central importance to the social media strategy are set out during annual communications planning. Lots of people are involved in social media management, and as a result, it is important that KWP – with its residential homes and clubs for seniors – can keep an overview.

Kuratorium Wiener Pensionistenhäuser

35 channels

managed in Swat.io


fans and followers across all channels


posts published every month

Solid Structures for a Successful Strategy

The residential homes and clubs for seniors across the city of Vienna need good structures so they can keep on top of all their channels. The homes’ Facebook pages are looked after by employees in each residence, while the HR department is responsible for LinkedIn. KWP’s social media management team is made up of three people, who coordinate and monitor all the content published.

Editorial plans are created as part of the digital marketing jour fixe, with the social media team needing an overview of what’s happening on every channel so they can plan appropriately. Part of the strategy involves sharing content from the homes’ pages on the overarching Facebook page for Kuratorium Wiener Pensionisten-Wohnhäuser. As a result, the team set out to find a social media tool that would give them a good overview and make reposting easier. Kuratorium Wiener Pensionisten-Wohnhäuser found just what they were looking for in Swat.io.

Kuratorium Wiener Pensionistenhäuser

Centralized Coordination in a Single Tool

Swat.io gives the social media team a shared calendar showing which posts from the homes’ pages were published on Facebook directly. Then, suitable content is shared on the page for Kuratorium Wiener Pensionisten-Wohnhäuser in just a few clicks. The employer branding team collaborates with the HR department to develop topics, such as the Day of Nursing. Swat.io’s integrated approval processes assist with this: the content is approved in just a few steps, and internal notes can be left in the activity log.

Kuratorium was also able to simplify its community management thanks to Swat.io. As they had such a large number of channels, it was hard to keep track of them all without a tool. During the COVID-19 lockdowns, in particular, they dealt with a large number of inquiries. Prior to this, the social media team needed to log into each channel individually, but communication can now be handled centrally. If there are tricky user comments to deal with, the team can assign them to specific members so they can come up with the ideal response.

What Kuratorium Wiener Pensionisten-Wohnhäuser Has Left Behind, Thanks to Swat.io

Content planning in Excel
Inadequate overview of all their channels
Logging in to multiple platforms

Why the Team at Kuratorium Wiener Pensionisten-Wohnhäuser Chose Swat.io


What impact has Swat.io had since you started using it?

“We’ve been planning all our content well in advance since we started to use Swat.io. That’s made everything so easy! We can set reminders, and there’s basically no longer a need for vacation handovers or cover for content planning. Things were so much more complex when we were posting to Facebook directly. Back then, we needed to sort out these kind of things in an Excel list.”

What made you choose Swat.io?

“Swat.io is simply fantastic value for money. Plus, it was the only solution with a calendar showing content that wasn’t published with the tool. That was one of the key points in our use case. The user interface won us over and another benefit was that it was the only Austrian solution in the mix.”

Who would you recommend Swat.io to?

“Anyone who does social media management for more than two channels, even if there’s more than one person responsible for this. If you’re responsible for an area on your own, you can cope without a tool – but I’d recommend Swat.io as soon as you reach a certain size.”

Features Used

  • Content calendar for a flawless overview of all the content
  • Duplicate posts for simple reposting
  • Approval processes for seamless coordination within the team
  • Activity log for transparent documentation of all steps
  • Central ticket inbox for a clear response to inquiries
  • Login to all social media accounts via one platform
  • Assignment of tickets and posts so work can be easily divided up