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

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.

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.

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.