Social media adoption framework for aged care service providers in Australia

The aged care sector has been a late adopter of social media platforms for communicating, collaborating, marketing and creating brand awareness. There is little research that examines the adoption of social media by aged care service providers for these purposes. This paper reviews the status of social media adoption in the Australian aged care industry, to understand in what ways social media can serve older people's needs, and to develop recommendations for aged-care service providers to adopt social media applications to empower older people. Through a review of the literature and interviews with Australian experts, this paper suggests aged care providers use a three-phase framework when adopting social media in the aged care sector. The first phase is to adopt a popular public social media platform such as Facebook followed by Instagram and Twitter. The second phase supports interaction by encouraging posts and feedback by locally hosted member forums. The third phase is the adoption of specialised social applications for closed groups and specific functions. The paper concludes with a discussion on the implications of the framework and proposes directions for future research.