The Meaningful Funeral - Issue 10 | Spring 2019 by Frazer Consultants

F R A Z E R S O C I A L M E D I A PA C K A G E S

Take your funeral home’s social media to the next level. We’re excited to now offer social media packages! With this new service, we’ll post on your funeral home’s behalf. C O N TA C T U S T O L E A R N M O R E !

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ISSUE 10

Table of Contents

Create a Community with Your Social Media Presence It takes more than just creating a social media page for your funeral home — social media should be social!

Four Social Media Mistakes and How to Avoid Them Make sure that your funeral home avoids these four social media mistakes.

Content Ideas and Resources for Your Funeral Home’s Social Media Pages These content ideas can help your funeral home engage with your families on social media.

Take Your Funeral Home’s Social Media to the Next Level With our new social media packages, managing your funeral home’s social media pages will be much easier.

F E AT U R E A R T I C L E

An Introduction to Social Media for Funeral Homes Getting familiar with the main social media platforms is the first step toward your funeral home connecting with your community.

Ways to Include Social Media in an Aftercare Program Incorporating social media into your aftercare program opens the door for new ways to engage with your client families.

How Your Funeral Home Can Make the Most of Instagram Instagram can help your funeral home build trusting relationships with your client families.

Personalize Your Funeral Home’s Facebook Page

Your funeral home’s Facebook Page is a chance to show your community who you are.

F E AT U R E A R T I C L E

Facebook: A How-To Guide for Funeral Directors Since Facebook is popular among Baby Boomers, it’s time your funeral home learns the basics of this social media platform.

Employee Features Meet two members of our Frazer family — Sam and Michael — and see what they have to say about the importance of social media for your funeral home.

Grow Your Funeral Home’s Facebook Audience If you want to reach more families, having a Facebook Page for your funeral home is an easy way to do it.

Why Families Should Avoid the Facebook Crowdfunding Feature Third-party sites make it easy for people to take advantage of good intentions, especially in a time of intense grief.

How YouTube Can Benefit Your Funeral Home and Client Families Having a YouTube account for your funeral home allows you to visually capture what your funeral home is all about.

Protect Your Funeral Home’s Social Media Accounts from Hackers Your funeral home should follow these best practices to protect your accounts from potential cyberattacks.

Letter from the Editor Dear readers, Welcome to The Meaningful Funeral magazine, an exclusive publication by Frazer Consultants. Our goal with this magazine is to be a resource for your funeral home and to help you learn new skills, keep up with funeral trends, and serve your current client families in more meaningful ways. This issue is all about social media and how your funeral home can make the most of it. Inside you’ll learn about the basics of using social media, as well as how to take advantage of some specific social media features. Not only is it important for your funeral home to have a presence on social media, you also should share engaging content with your community. Social media is about being social, and it’s the perfect opportunity to start building trusting relationships with your community members. We hope this issue helps your funeral home boost your social media presence and content. Want to read The Meaningful Funeral on the go? Every issue is available for free on our website, all you have to do is visit frazerconsultants.com/meaningful and click “Resources” at the top of the page. I hope you enjoy reading this issue of The Meaningful Funeral, and I look forward to hearing your feedback. If you have any suggestions for future magazine content, we would love to hear them — just email us at marketing@frazerconsultants.com. And if you really love our content, visit frazerconsultants.com/meaningful and sign up for our newsletter to have fresh content and funeral news delivered to your inbox every week!

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G I V E AWAY A L E R T !

Send us a picture with The Meaningful Funeral to win! Send us a photo with this issue of The Meaningful Funeral and you could be entered to win one of our new social media packages! Entering the contest is as easy as 1, 2, 3! 1. Take a picture with this magazine — don’t be afraid to get creative! 2. Email the picture to marketing@frazerconsultants.com or add it to your Facebook or Instagram and tag us so we’ll see it! 3. Vote for your favorite picture when we add the finalists to Facebook on April 22nd!

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Create a Community with Your Social Media Presence Just creating a Facebook Page and calling it a day won’t cut it — social media is about being social. But maintaining a healthy online presence doesn’t have to be a lot of work either. Here are some reasons why you should grow your social media presence and tips to help you do so. R E A C H Y O U R U N I Q U E FA M I L I E S

In the past, your funeral home was likely to reach families through traditional ways. Advertising through the church bulletin or community newspaper might still reach some families, but it won’t reach them all. Church participation is decreasing. A Hartford Institute of Religion Research study found that while 40% of Americans say they attend church weekly, only about 20% actually do so. As for newspapers, readership is falling too. Social media is a free way to bridge that gap and connect with families who otherwise might not attend church or subscribe to the local paper. VIRTUAL TOUR

360-degree virtual tour. Through a survey, Google found that a virtual tour can double the interest a person will have in your business, as compared to simply having a basic business listing online. The survey also found that 67% of people want a virtual tour, and Google is the leading search engine when it comes to local business searches. L E A D T H E C O N V E R S AT I O N

When it comes to funerals, there are a lot of misconceptions. Simply talking about death can be difficult and sometimes downright scary for families. Social media can be a great forum to reach out to families who might have questions, such as the benefits of preplanning and why they should have a funeral.

There are a number of reasons you want to put your funeral home on display. Families might be sick or homebound, living out of state, or possibly intimidated. Take a video or put up pictures to display the ins-and-outs of your funeral home. Families that can visualize your funeral home will be more open to trusting you in the future.

Social media allows you to interact with your families in real time, but don’t wait around for them to ask — start the conversation yourself. For example, try hosting a monthly Q&A session with your community. Set aside a time, invite your area families to participate, and answer their questions via Facebook or Twitter.

Google offers businesses a simple way to display the inside of their building through their Street View technology. It gives a complete

S P O N S O R , H O S T, O R AT T E N D E V E N T S

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One thing that’s made social media so pervasive is that it connects us to the real world. And as a

funeral home, it’s important to take advantage of that aspect to build upon your old traditions. Maybe your funeral home has always thrown an annual community potluck dinner or hosted a Memorial Day remembrance service. Now social media can help you reach more members of the community when planning events, as well as make event planning simpler. You can use social media features, such as Facebook Events, to easily organize the event and bring everyone together. When the event is over, you also can share pictures and stories, and encourage your families to do the same. S H A R E YO U R S TO R Y

Your funeral home has a story to tell. Each member of your staff is unique, and their stories should be shared with your families. Use social media to post links to your funeral home biography or “About Us” section. Share updates on new staff milestones, such as birthdays and anniversaries. Make your funeral home personable.

Mourning a loved one’s death is a deeply personal experience. Families will be more comfortable working with funeral homes they feel they can emotionally connect with. D E L E G AT E

Not everyone has a natural knack for social media. Recognizing that it might not be for you personally doesn’t mean your funeral home can’t enjoy the benefits. Don’t be afraid to give the task to someone else on the team. Look for outside sources too, such as interns from the community college or a local marketing agency. You also can check out our new social media packages. Our package options range from free DIY social media posts to more in-depth social media account management.  T O R E A D M O R E , V I S I T:

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Four Social Media Mistakes and How to Avoid Them Social media provides a great opportunity for your funeral home to engage with your current and potential families. It can help you gain new client families and build your relationship with old ones.

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A study conducted by Penn State University found that Baby Boomers are the fastest growing demographic on social media platforms. According to the marketing agency Castleford, researchers have found that “older people were turning to Facebook in increasing numbers as they look to reconnect with old friends and maintain existing relationships.” And while being active on social media is a great way to engage and meet new client families, it’s also good for your funeral home’s website. Actively sharing and posting interesting content on Facebook helps drive traffic to your website and boosts your SEO rankings.

Here are three quick tips for managing your profile and cover photos: 1. Keep it simple. Don’t try to say too much with your photo or express too many ideas. A nice picture of your funeral home, your logo, or even a branded message all work well. 2. Focus on quality. You’ll also want a clean and crisp image, not something blurry or cut off. Make sure to have your photos follow Facebook’s photo dimensions for both cover and profile photos.

However, social media for a small business — especially one in the funeral profession — can be tricky to manage. There is an unspoken etiquette and certain rules that, when followed, will help you avoid any potential social media mistakes, such as these below.

3. Include a call to action. When in doubt, a simple photo that draws attention to something always works best, and this includes things like “Like Us!” or “Visit our website!” You also can use your cover photo to draw attention to new services or features that you’ve recently implemented at your funeral home, such as crowdfunding.

M I S TA K E # 1 : R E M A I N I N G A M Y S T E R Y

M I S TA K E # 2 : N O T B E I N G S O C I A L

People like to visit a business’ Facebook Page for the same reason they visit your website. They want to learn more about you. The less information they find, the less likely they will stick around and follow your funeral home on social media.

The main reason a family follows a funeral home is because of the content the funeral home shares. This includes things like helpful advice on grieving, updates on staff or community news, and educational articles about different types of funeral services.

This makes it important to include all the specifics — your business info, your hours, location, a link back to your website, and any other contact info. Don’t forget to include a nice profile and cover photo that sum up your funeral home’s brand nicely because those photos will be the first thing someone sees when visiting your profile.

If you aren’t already updating your funeral home’s social media accounts regularly — or you’re only posting obituaries — families won’t follow your social media accounts. You want to engage your families, excite them, share meaningful stories with them, and follow up with them when they comment on your posts or message you.

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M I S TA K E # 3 : N O T M O D E R AT I N G

Another common social media mistake among small business owners on social media is that they don’t moderate their account. Not regularly checking the account can leave your Facebook Page vulnerable to spam, vulgarity, or other negative comments and messages. Not only does this look unprofessional, but it can easily lose you followers and anger families. For Facebook, you can easily set it up to have email notifications sent for each comment — making moderating your Facebook account an instant and easy process. M I S TA K E # 4 : U S I N G A F U N E R A L H O M E PA G E A S A P E R S O N A L PA G E

This is a big one. A Facebook Page is strictly about representing your business. You want to make sure you and your staff represent your funeral home in an open and inviting way. Avoid anything that is controversial and have your staff keep their personal opinions on their own private Facebook accounts. You don’t want to risk losing followers and putting off potential families. Outbound Engine, a digital marketing agency, sums this tip up nicely, stating “You are absolutely entitled [to] discuss your views in a social context, but posting them to your Business Page can

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alienate potential clients who are looking for your professional expertise. Your words could be misinterpreted by individuals who haven’t even worked with you yet.” M O R E FA C E B O O K T I P S

Make sure when you post an article or other content, include a link back to your funeral home’s website. This ensures traffic goes to your site, boosts your SEO, and improves your overall visibility with families in the community. Switch up your content! To keep families and followers interested, you’ll want to inject some variety into your social sharing calendar. Switch between blog articles, videos, inspirational messages, engaging stories, photos, polls, and educational content. Family testimonials also make great content. If you recently got a kind message, comment, or a review, share it with the rest of your followers! Just ask for permission first. Want some help coming up with social media posts? Our new social media package options range from free DIY social media posts to our team posting on your behalf.  T O R E A D M O R E , V I S I T:

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Content Ideas and Resources for Your Funeral Home’s Social Media Pages You don’t need us to tell you how important it is for your funeral home to be active on social media. From community engagement opportunities to marketing your funeral home, social media can’t be ignored. Even though you realize the importance, we understand it’s overwhelming to know where to start and what to post. That’s why we’ve come up with some content ideas to help your funeral home start engaging with your families on social media, as well as some helpful resources. S H A R E YO U R O B I T UA R I E S

The easiest way to post frequently on your funeral home’s social media pages is to share your obituaries. Families can engage with this content and share it with their followers. But you can’t just stop there; social media engagement requires more than just sharing obituaries. You need to share content that educates and intrigues your families. Read on to find out more social media content ideas.

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P RO M OT E YO U R U P C O M I N G E V E N T S

Is your funeral home hosting any seminars? Or how about a holiday remembrance program? By promoting these events on social media, not only does it give you more engaging content to share, but your event also gains more exposure. In just a few quick steps, you can create and promote a Facebook Event for your upcoming event. W R I T E A B O U T T H O U G H T- P R O V O K I N G T O P I C S

Write social media posts about topics that your target families are interested in. This could be holiday grief, memorialization ideas, preplanning tips, and other educational and interesting topics. Plus, you can use a social media automation platform to schedule your social media posts ahead of time.

Want some ready-made content? We’re excited to offer our new social media packages. Our package options range from basic DIY social media posts to more in-depth social media account management. With this new resource, your funeral home’s staff can stress less about your social media pages, and our staff will help you craft a social media content strategy. P O S T YO U R F U N E R A L H O M E ’ S B LO G S

Does your funeral home have a blog? Make sure that you share your blog posts to your social media pages. Just include the link and a short description in your social media automation platform, and you’re good to go. S H A R E B LO G S A N D A RT I C L E S F RO M F U N E R A L PROFESSIONALS

Another social media content idea is to share articles from funeral professionals. Just make sure that you credit the original source. For example, our For Families blog category is filled with blog posts about a variety of topics like grief, memorialization, funeral planning, death-related myths, and many other topics. These blog posts are perfect for your funeral home to share with your current and potential client families on your social media pages.  T O R E A D M O R E , V I S I T:

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An Introduction to Social Media for Funeral Homes Social media has changed how we interact with each other personally and professionally. It’s everywhere. It’s hard to go a day without hearing about it. So, what is it exactly, and what does it have to do with your funeral home? Social media is a result of the basic human need to build relationships. As technology advances, so do our ways of talking to each other and building those relationships. It can be overwhelming thinking about the different kinds of social networks and the different purposes they serve. So, whether you are new altogether or fairly familiar, we wanted to help guide you through the basics and teach you ways that your funeral home can utilize social media.

Social media has permeated into a vast number of American lives. With that being the case, what does it mean for you? Let’s look at the benefits of engaging with families on social media platforms. BENEFITS OF SOCIAL MEDIA

THE DEMOGRAPHICS OF SOCIAL MEDIA

Social media is unique because it allows for a conversation. Traditional media allowed a one-to-many connection, but social media allows you to have a many-to-many connection. This means you can increase engagement, connections, and conversation.

According to the Pew Research Center, in 2005 there were only 5% of American adults using social media. In 2016, that percentage rose to 69%. As people age, they are less likely to use it, however, it does still have a far reach with older populations. In fact, the Pew Research Center says 64% of people between the ages 50 and 64 use it!

Another benefit of social media is how quickly and easily information can be shared. If you share something, the post can be seen by your entire network of friends and family. Even if only a few people in your network share it, it still expands who can see what you post. You can reach families and friends who have left town or even entirely new groups of people.

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With social media, you can even position your funeral home as a leading voice in your community. This can be done by the following: sharing stories of your funeral home’s history and community involvement, sharing relevant links, talking about ways to deal with grief and loss, and showcasing the services you offer. Social media also puts your funeral home in a better position to provide top-notch service. Engagement is one of the key aspects of excellent customer service. Today, many people turn to a business’ social media for customer service. What customers want is their time valued, and social media allows for that with instant communication with your families. Overall, the three main benefits of social media are that it helps you reach more families, establish trusting, lasting relationships, and provide families with relevant information. P O T E N T I A L D R AW B A C K

Nothing is without its downsides, right? If you want to maintain an active social media presence, it’s going take some time out of your day-to-day. Funeral directors are busy, and their week is unpredictable. From assisting families to filing paperwork, many don’t think they have time to post something on their social network. Set aside 10 to 15 minutes a day to manage comments, share a quick post, and engage with families. Also, to save time, social media management programs like Hootsuite, Later, or Buffer can help you stay ahead of posting.

There also is integrated software that allows you to automatically post obituaries to your Facebook Page. AN OVERVIEW OF MA JOR SOCIAL MEDIA SITES

Facebook Since its start in 2004, Facebook has grown to more than 1.4 billion daily active users. Facebook is great for creating discussion, engagement, and community involvement. That’s why it’s important for funeral directors to understand this social media site. Funeral directors should take advantage of the Facebook Events feature. It’s a simple way to invite your Facebook community to an event. You can send invites to anyone following your page, promote it on your timeline, send directions, and so on. It would be a great way to host a celebration, holiday memorial, or even a seminar about the services your offer. Facebook also is great for sharing photos. Maybe you had a successful event turnout and want to share photos. Or, you want to give families an idea of what your funeral home looks like or give families an idea of the products you offer and encourage them to visit your website. You also can share obituaries on your funeral home’s Facebook Page. Obituaries posted on your Facebook could drive audiences to visit your funeral home. It also allows your Facebook followers to share them among their friends, expanding the reach of the obituary.

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Twitter Twitter came after Facebook, launching in 2006. It’s considered a microblogging platform because messages are limited to 280 characters. Twitter allows users to follow each other, as well as share updates called Tweets. Twitter allows its users to follow prominent community leaders, instantly interact with families, and learn more about your audience. Twitter and Facebook work great together. You can use Twitter to quickly share content that appears on your Facebook wall, so you increase the chance of families seeing your content. Instagram Instagram launched in 2010. It’s a social media platform driven by sharing photos and videos.

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According to Smart Insights, Instagram has more than 800 million active monthly users, which is double the amount it was two years ago. You can use Instagram to showcase your floral arrangements and memorial gifts, inspire your followers with grief quotes and poems, share photos of your staff, show photos or videos from your funeral home’s events, and give followers an inside look at your funeral home. LinkedIn This social networking site is different from the three above because LinkedIn is focused on building professional relationships rather than personal ones. Its main features are blogging, industry and career networking, as well as job searching. 

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Take Your Funeral Home’s Social Media to the Next Level You already know how important it is for your funeral home to be active on social media. However, we know that as funeral directors, you’re busy people. As much as you’d like to, it’s difficult to find the time to brainstorm and craft engaging social media posts. That’s why we have been working hard on something here at Frazer that we’re excited to now offer: social media packages! With these packages, managing your funeral home’s social media pages will be much easier. We have a variety of package options, with some being more hands-off and others going more in-depth.

PA C K A G E 2

For this package, we post on your Facebook Page twice a week on your behalf. We have a bank of successful posts that we will use to reach more people in your community. We also do Facebook advertising management with a recommended monthly Facebook advertising budget of $100 ad spend minimum, not included in package price.

FREE SOCIAL MEDIA KIT

Every month, your funeral home can use the social media posts included in this free kit. It includes four Facebook posts and four Instagram posts. O N E -T I M E S E T U P PA C K A G E

This package is perfect for getting started on social media. With a one-time fee, we will set up your Facebook account so that it’s optimized for your firm. This includes creating and formatting your profile picture and cover photo, writing a compelling About section, setting up your services and reviews tabs, creating calls to action, and helping you set up a message response manager to automatically respond to messages to your page if you can’t get to them right away.

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PA C K A G E 3

This is the most extensive package option. Every week, we post three to five times on your Facebook account on your behalf. The posts are completely customized and unique to your firm, including links to your funeral home’s website, your logo, and custom imagery. We do Facebook and Instagram advertising management with a recommended monthly Facebook advertising budget of $300 ad spend minimum, not included in package price. Additionally, we send a quarterly results report, including growth stats.  T O R E A D M O R E , V I S I T:

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Interested in learning more about our social media packages?

Contact an account representative at 888-346-8770!

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Ways to Include Social Media in an Aftercare Program An effective aftercare program is a win-win for both funeral homes and families. For families, it helps them heal during one of the most difficult times of their life. For your funeral home, it shows 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 some 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. S O C I A L M E D I A A N D Y O U R FA M I L I E S

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, per Pew Research Center. On just Facebook alone, there are 1.4 billion active daily users, per Statista. Like it or not, social media is a ubiquitous part of life.

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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 more difficult. That’s where social media can step in. It allows you to connect with families anywhere and at any time. H O W T O I N C O R P O R AT E A F T E R C A R E I N T O SOCIAL MEDIA

Simply sharing resources on your funeral home’s Facebook is a great start, but you have to 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.

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.

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.

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. 

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

T O R E A D M O R E , V I S I T:

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How Your Funeral Home Can Make the Most of Instagram Instagram is a free social media platform for sharing photos and videos. It helps your funeral home build trusting relationships with your client families and community and show that you’re down to earth. Let’s walk through the basics of using Instagram.

B A S I C S O F U S I N G I N S TA G R A M

With Instagram, you’re able to post photos, videos, and stories. Stories are photos or short video clips that are viewable for 24 hours after posting them. You’re also able to post multiple photos in one post, add filters to photos, and include captions and hashtags with your posts. Note, you need to upload photos or videos from an Apple iOS, Android, or Windows mobile device. You’re allowed to view your Instagram account on a computer, but you can’t post any updates from it. This makes it a handy mobile app for sharing updates during your funeral home’s events or programs. By creating an Instagram business profile, your funeral home has access to additional features such as Insights. It lets you see your impressions (number of viewers), reach (unique viewers), and engagement (interaction with your content). This tells you who’s viewing your posts and how they’re engaging with them, such as likes, comments, or other engagement.

You need to connect to your Facebook account in order to create a business profile and use Insights. Then, it’s easy for you to share content between the platforms and use the same advertising strategy for promoting posts and creating ads. Business profiles also give you a contact button and get directions, call, and email features for your contact information. Also, write a brief one- to two-sentence description of your funeral home and include your funeral home’s website link. Your funeral home’s logo makes a great profile photo, and your profile name should be your funeral home’s name and your username something similar. W H O TO F O L LO W

Other Instagram users can follow your funeral home’s page and you can follow other accounts, as well. Some useful accounts to follow are funeral professionals, community businesses, local hospice centers, local animal shelters,

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client families, grief quote accounts, and other thought leaders. However, you don’t have to follow everyone who follows your funeral home’s page. This would only clutter your Instagram feed (where posts appear) with unnecessary content. W H AT C O N T E N T T O P O S T

When it comes to posts, a few suggestions of photos and videos to share are funeral flower arrangements, memorial gifts and keepsakes, photo display ideas for personalized funerals, your funeral home’s updated lobby, employee features, and videos from community events. For stories, some ideas of content to share are short videos or photos from your funeral home’s community events, educational seminars, grief programs, holiday remembrance programs, luncheons, and other occasions. There’s also the live video feature where you can livestream an event or educational seminar so that those who can’t attend can still be a part of it.

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Depending on the topic of your post, some hashtag examples are #SympathyFlowers, #FuneralHome, #FuneralDirector, #Grief, and #GriefQuotes. While capitalization doesn’t matter with hashtags, you can capitalize the first letter of each word to make them easier to read. Just be sure not to use punctuation or spaces between each word. Keep in mind that hashtags are for users to find photos or videos about topics they’re interested in, so be sure to only use hashtags that are relevant to your post. If you want some help with your social media content, our new social media packages are here to help. Depending on which package option you choose, our team can help your staff craft engaging posts and share them on your funeral home’s behalf.  T O R E A D M O R E , V I S I T:

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Facebook: A How-To Guide for Funeral Directors Facebook usage is popular in today’s world, and it’s only going to keep growing. But Facebook isn’t just for personal use, it’s an excellent tool for businesses to engage with their community. For funeral directors, Facebook allows you to stay in touch with the families you serve by posting helpful content or following up see how they’re doing after the funeral. There are plenty of other features and tools that help you use this social media platform to your advantage too. Let’s look at the basics of navigating Facebook for those who aren’t as techsavvy, and then we’ll dive into how Facebook can help your funeral home better serve your families. T H E B A S I C S O F U S I N G FA C E B O O K

Friend Requests On your personal page, you can send friend requests to family and friends by searching their name and clicking “add friend.” Other ways you can find people you know are by uploading your contacts from your email or phone or using the People You May Know feature that shows you suggestions. If someone sends you a friend request, you can accept or delete it. If you accept a friend request, you can later decide to unfriend or block the person if necessary. You also can edit your privacy settings to limit who can send you a friend request.

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Facebook Pages Pages are for brands, businesses, organizations, and public figures. You’ll want to make a page for your funeral home rather than a personal profile because pages have more capabilities for businesses. Personal Profile Your personal profile is where you share what makes you who you are. You can share photos, personal information such as your hometown or current city, and your hobbies and interests. Your posts appear on the timeline located on your profile page. Your friends can tag you in posts that will appear there as well depending on your privacy settings. Your homepage has your News Feed containing posts from your friends, yourself, and pages you follow. You can filter your News Feed settings to see popular posts or certain people’s posts before others. Status To post a status, you can click the “What’s on your mind” text box on either your News Feed or timeline. The same goes for your business page. You can add a photo, video, location, tag, or other features to your post. You can add how

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you’re feeling or what activity you’re doing to your post. Once you’re done, click “post” and it will appear on your timeline and News Feed. Your friends can react or comment on your posts. By reacting to a post, you can either choose “like,” “love,” “haha,” “wow,” “sad,” or “angry” to describe how the post makes you feel. You also can click “comment” to type a comment about a post and “reply” to reply to a comment. Privacy Settings Depending on your privacy settings, you can set who’s allowed to view your posts. Your posts can be set as public, friends only, friends of friends, or you can customize it so only certain people can view them. You can have these privacy settings apply to all of your posts, or you can individually edit privacy settings. Overall, make sure to think before you post so you don’t accidentally offend anyone. This is especially true for your funeral home’s Facebook Page, since funeral homes serve a variety of people. It may be a good idea to check out other funeral homes’ Facebook Pages to get an idea of what others are doing and determine how your funeral home can stand out, especially when it comes to your competitors.

FA C E B O O K PA G E F O R Y O U R B U S I N E S S

Create a Facebook Page and set it as a business rather than using your personal Facebook profile. You can share, react, and comment on posts using your personal page, but everything should be originally posted and organized on the funeral home page. Both personal pages and business pages are free to create. To create a Facebook Page for your funeral home, type in facebook.com/pages/create. Then select “Local Business or Place,” fill out your funeral home’s name, location, and phone number, and click “Get Started.” Setting Up Your Page Your page name can be the name of your funeral home. Facebook doesn’t allow a page name to include abusive words, incorrect capitalization, symbols, slogans, “Facebook” or anything like

it, or misleading words. The page name also can’t just be a generic word or location. Your username will appear below your page name, in search results, and your URL. Your username also can be the name of your funeral home. You can edit your page name at any time by going to “About,” clicking “Page Info,” editing the name and requesting the change. No one can have the same username, so your new one must be available. For example, “Frazer Consultants” is the name of our Facebook Page and “@FrazerConsultants” is our username. When you create your page, you become the page’s admin. The page admin has control of publishing content and how the page looks. The admin can assign other people the Facebook Page roles of editor, moderator, advertiser, and analyst. Everyone needs to have their own personal Facebook account.

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WA N T T O R E A D M O R E ?

To customize your Facebook Page, you can add profile and cover photo pictures. Your profile picture could be your funeral home’s logo. Your cover photo could be a picture of your funeral home, a staff photo, your slogan, other text that describes your funeral home and its services, or anything else that’s appropriate. You can add basic information about your funeral home in the “About” section, such as a brief description of your funeral home, your funeral home’s location, hours of business, contact information, your funeral home website link, and other useful information. O T H E R FA C E B O O K F E AT U R E S

Facebook Events Facebook Events are great for planning your funeral home’s volunteer events, aftercare programs, and other events and programs your funeral home offers. It allows you to share important information and inform your community of your funeral home’s events and what date and time they’re happening. Facebook Live The Facebook Live feature lets you broadcast live videos to your Facebook feed. This could be useful for having a live online version of one of your funeral home’s educational seminars or events for those who couldn’t make it there in person. When going live on Facebook, you should let people know well beforehand and write a description of what it will be featuring. Facebook Mobile Just like how you can manage your Frazerpowered website on the go, the Facebook app allows you to manage your Facebook Page from your mobile device wherever you are. There also is the Facebook Messenger app for managing any direct messages families or potential client families have sent you. 

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Download the rest of our free guide about how your funeral home can take advantage of Facebook’s features.

frazerconsultants.com/ tmf-facebook

T R I B U T E LOA N S

Offer the flexibility your families need with Tribute Loans. With financing, families can afford to give their loved ones the send-off they deserve. Offering financing directly on your website means one more service you offer families, and it also means your funeral home gets paid up front. C A L L T O R E Q U E S T A F R E E D E M O N S T R AT I O N O F T R I B U T E L O A N S T O D AY !

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Personalize Your Funeral Home’s Facebook Page Your funeral home’s Facebook Page is a chance to show your community who you are. You can start building trusting relationships with potential client families before they even visit your funeral home. These are a few simple ways you can personalize your Facebook Page.

OUR STORY

Our Story is for sharing your funeral home’s story and what makes you unique. It’s on the right edge of your page below your cover photo and on the right side of the About section. Your story doesn’t have to be very long; just a couple paragraphs. You also can create a title for your story section. For an example, check out Frazer Consultants’ story for some ideas and to learn more about us. Your funeral home’s history is a great topic for this section. Is your funeral home a familyowned business that has been in the family

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for generations? Or are you new to town and starting to plant your roots? Let your community get to know you and your brand. Your funeral home’s brand isn’t just your name or logo. It’s how you want families to remember their experience with your funeral home. You also can highlight your top products and services, but make sure it doesn’t sound too sales-y. It’s also a good space to modestly mention any honors or awards your funeral home has earned over the years. Additionally, you can upload a photo, such as one of your funeral home’s staff. The preferred

FA C E B O O K P H O T O S I Z E S

“Our Story” photo: 1200 × 445 pixels Profile picture: 170 x 170 pixels Cover photo: 820 x 312 pixels

photo dimensions are 1200x445 pixels. You can use simple photo editors like Pixlr or even Microsoft Paint to crop photos to the correct size, as long as they are large enough to begin with. Stretching small photos to fit this space will result in photos that look odd. ABOUT SECTION

As mentioned above, the about section is for explaining the general information about your funeral home. This way, families who find you via Facebook know how to get in touch with your funeral home. This includes your funeral home’s contact information, location, a short description of your brand and services, and any other valuable information families should know about your funeral home.

funeral home. The recommended dimensions are 170×170 pixels. Your profile picture appears circular in posts and ads rather than square, so keep that in mind when choosing a photo. For your cover photo, this can be a picture of your funeral home, your staff, or another interesting image that reflects your brand. The recommended dimensions are 820×312 pixels, and they must be at least 400×150 pixels. CALL TO ACTION BUTTON

You can add a call to action button at the top of your Facebook Page. This is the action you want Facebook users to complete when they visit your page. For example, your button can say “Learn More” and link to your funeral home’s website. 

FA C E B O O K PA G E P H O T O S

You need a profile picture and cover photo on your Facebook Page. It helps verify that you’re a real business and helps families paint a picture of your funeral home in their mind.

T O R E A D M O R E , V I S I T:

frazerconsultants.com/meaningful

For your Facebook Page’s profile picture, your funeral home’s logo is the most fitting choice. If not, choose something else that relates to your

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Getting to Know Frazer Consultants Meet two members of our Frazer Family — Sam and Michael — and see what they have to say about the importance of social media for your funeral home.

NAME

Sam YEARS

One ROLE

Social Media Specialist

where your potential clients are — and that’s social media! If your funeral home is already on social media, it’s important for you to maintain an active and engaging presence, so you can beat those pesky algorithms that prioritize content posted by family and friends. To me, being active means posting at least once a week and responding to messages and comments within 24 hours.

W H AT I D O AT F R A Z E R

W H AT W E O F F E R

I’m the Social Media and Video Specialist at Frazer. You may have seen me in videos, on our Instagram Stories, or IGTV, because one of the things I love most about my job is coming up with creative ways to connect with you! Between social media posts, Instagram Q&As, and newsletter videos, I’m always trying to find new and exciting ways to reach funeral directors and share some of my social media expertise. In addition to running Frazer’s social media accounts, I also create our social media kits because it’s important to me that your funeral home can connect with your community and build relationships with families before and after they need your services.

As much as I want your funeral home to have an active social media presence, I know it isn’t easy. Planning out posts and setting aside time to respond to messages and comments can take up time you simply don’t have. That’s why we started putting together our social media kits — to make sure your funeral home has preplanned posts that you can easily share with your community. They’re one of my favorite things to work on because I know they’re saving you time and helping you engage on social media!

I M P O R TA N C E O F S O C I A L M E D I A

I don’t want to sound like a broken record, but it’s 2019, so if your funeral home isn’t on social media yet, you’re missing out! 79% of internet users in America are on Facebook and about one-third are on Instagram. Of everyone on Instagram, 80% follow at least one business account, and brands receive 10 times higher engagement rates on Instagram than Facebook. So it’s important for your funeral home to be

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W H AT ’ S N E X T ?

I love our social media kits, but I know that for a long time you’ve wanted something more — for us to post to social media for you. Because as great as ready-to-post content is, having someone else post your content is even better! So, I’m thrilled that we’re now offering you those services with our social media packages! My goal is and always has been to help your funeral home reach your community, and our social media packages are making that even easier. I’m excited to offer these packages, and I will continue to work on finding even more ways to save your funeral home time. 

NAME

Michael YEARS

Two ROLE

Website Solutions Manager

W H AT I D O AT F R A Z E R

I am a Website Solutions Manager here at Frazer Consultants. It’s my job to educate you on the best practices that will allow you to provide an exceptional digital experience for your customers. Recently, we introduced our new social media packages. My role is to answer any questions you may have about any of the social media packages and to get you started on the process of using our services. We want the onboarding process to go as smoothly as possible, which is why funeral homes shouldn’t hesitate to reach out to us. W H Y YO U R F U N E R A L H O M E N E E D S SOCIAL MEDIA

It’s likely that you have a Facebook Page for your funeral home, but are you utilizing it to the best of your ability? That’s where we come in! Our new social media packages are designed to increase engagement, build

a stronger web presence, and increase the number of leads coming through your website. Social media reigns supreme when it comes to engaging with your customer base. It gives your funeral home the chance to tell your story and show how passionate you are about serving the families in your community. It also gives you the chance to set yourself apart from the rest of the funeral homes in your area. Our new social media packages will help you build brand awareness and connect with the families in your community. The fact of the matter is that many funeral directors know that social media is important, but many don’t know how to effectively engage with their audience. It’s my job to help you increase leads and build a stronger digital presence! HOW FRAZER CAN HELP

Our social media packages range from a more DIY approach to in-depth account management. We will begin by developing a plan to reach your goals — whether that is to get more likes on your Facebook Page, increase the number of leads coming through your website, or to simply post more on Facebook. We’re here to help you make your social media presence the best it can be, which truly makes a difference to the families you serve. Our team is ready to help you engage and grow your online audience. 

Social media reigns supreme when it comes to engaging with your customer base. It gives your funeral home the chance to tell your story and show how passionate you are about serving the families in your community.

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Grow Your Funeral Home’s Facebook Audience If you want to reach more families, having a Facebook Page for your funeral home is an easy way to do it. As Facebook continues to be the top social networking site for Baby Boomers, it’s a simple way to connect with them. A study conducted at Penn State University found that people 65 and older are turning to Facebook at such a rapid rate, they’ve now become the fastest growing demographic using it. The Pew Research Center estimates that in 2016 “62% of online adults ages 65 and older now use Facebook, a 14-point increase from the 48% who reported doing so in 2015.” Another study found that Baby Boomers are among the most active users of Facebook and that they are more likely to share interesting content with others. So let’s look at how you can grow your funeral home’s Facebook audience and reach more families. INVITE FRIENDS

The first step is to invite people you already know. Send them a request to like your funeral home’s page. These early contacts can support your page by interacting with posts and help promote your content. Facebook mentions that this initial audience can “establish credibility, build your reputation and spread the word about your business right away.” I N V I T E C L I E N T FA M I L I E S A N D O T H E R C O N TA C T S

Facebook also makes it easy to invite families who might be interested in your funeral home. All you need is an email address. Facebook will then list your funeral home under their “Recommended Pages” section.

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To suggest a page, click the ‘…’ underneath your cover photo. Then select Suggest Page. Next, it will have you upload the email addresses of your contacts. After that, your funeral home will begin appearing as a suggested page to follow. A D D Y O U R F U N E R A L H O M E PA G E T O Y O U R E M A I L S I G N AT U R E

Another simple way to get more followers is to add a link to your email signature. You can even include a short call to action, such as “Like our Facebook Page.” Now, anytime you send an email to families or other contacts, you’ll have the opportunity to grow your audience. P O S T C O N T E N T R E G U L A R LY

Once you’ve gained an initial group of followers, you’ll want to post regular, high-quality content. The more interesting and valuable the content you share on Facebook is, the more likely your followers are to share it on their own Facebook Page. This increases the number of people who will see it. And it helps get your funeral home even more positive exposure on Facebook. TA G C O M M U N I T Y O R G A N I Z AT I O N S

Tagging other organizations in the community is another great way to get more followers. Especially if you’re tagging organizations with already large followings. Local hospitals, hospices, nursing homes, and government health organizations are all great places to start.

Make sure to tag them in relevant posts. For example, if you’ve recently partnered with hospice for a community lunch, share photos via Facebook and tag the local hospice in the album. A D D A L I K E B U T TO N TO YO U R W E B S I T E

Adding a Facebook icon to your website is another great way to encourage families to follow you. Families visiting your funeral home’s website can simply click the icon. Then they will be prompted to follow your funeral home’s page.

day, you can run a campaign that will promote your Facebook Page to a selected audience. The best part is, you can tailor the campaign to reach a specific audience. Say, for example, you only want to market your funeral home page to families within a 15mile radius that are in the age range of 40-75. Facebook allows you to do just that. You’ll also be able to track the number of new likes your promotion has garnered.  T O R E A D M O R E , V I S I T:

P R O M O T E Y O U R PA G E

You also can grow your number of followers by promoting your page. For just a few dollars a

frazerconsultants.com/meaningful

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Tribute Crowdfunding was built with families and funeral homes in mind. Unlike third-party crowdfunding sites where anyone can create a campaign, Tribute Crowdfunding campaigns are built directly into an obituary on your site so family and friends know exactly where the funds are going.

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Why Families Should Avoid the Facebook Crowdfunding Feature Facebook has a personal fundraiser feature, but experts warn about the potential downsides. Facebook — like other third-party sites — makes it easy for people to take advantage of good intentions, especially in an emotionally extreme time of grief. Take for example this New Hampshire family. When their daughter died in California, a friend helped start a crowdfunding campaign to help bring her body home and pay for a memorial service. But as CBS reports, thousands of dollars raised by the campaign were “allegedly wiped out by their daughter’s best friend, who had started a crowdfunding campaign on the 26-year-old’s behalf.” As crowdfunding grows, experts warn that so does the potential for scammers to take advantage of communities. The Wall Street Journal found that third-party sites “have come under fire for not having enough controls to protect users.” Yet, crowdfunding a funeral remains increasingly popular. And for many families, it remains a powerful tool in a time of need. WHY IS CROWDFUNDING SO POPULAR?

Ideally, families shouldn’t have to crowdfund a funeral. But there are times when crowdfunding is needed, like when a family is faced with an unexpected death or when young children are left behind. As we’ve mentioned before, many families had their savings wiped out in the recession, and more than half of Americans don’t have enough to cover an unexpected expense of $1,000 or more. In fact, these are just some of the reasons we’ve seen for crowdfunding — there are many more reasons to use crowdfunding. Perhaps this explains crowdfunding’s popularity, as the total number of campaigns for funerals has hit well over 600,000.

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W H AT F U N E R A L H O M E S S H O U L D D O I N S T E A D O F FA C E B O O K F U N D R A I S I N G

For many families, calling on friends and family for help through crowdfunding is their last hope. How can you make sure they do it safely? The best bet is to just avoid third-party sites altogether. By donating directly on an obituary, loved ones don’t have to worry if they’re visiting a real crowdfunding page. They can be sure that any donations will go toward the funeral or memorial wishes. That’s why many funeral homes now offer crowdfunding directly on their own website, avoiding the hassle of third parties. By running a campaign directly, it puts the funeral home and the family back in control of the process. In addition to protecting families from the problems brought on by things like Facebook’s fundraising feature, many funeral homes are also seeing other benefits, such as an increase in organic traffic to their website and obituaries, and a guarantee that the money goes to the funeral expenses first. It’s also an easy way to keep track of who has donated, so funeral directors can help families send thank-you cards at a later date. Additionally, you can offer families a check for excess money raised. BENEFITS OF TRIBUTE CROWDFUNDING

Isn’t it time you made crowdfunding a safe option for the families you serve? That’s why one of the features of our all-in-one payment platform, Tribute Pay, is Tribute Crowdfunding. With Tribute Crowdfunding, your funeral home remains in control, as all the funds raised from a campaign go directly to your funeral home. Plus, families can easily donate to a campaign directly on their loved one’s obituary.  T O R E A D M O R E , V I S I T:

frazerconsultants.com/meaningful

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TRIBUTE CROWDFUNDING

Crowdfunding options without the risk. With Frazer-powered websites, your families can host crowdfunding campaigns for memorial funds, medical expenses, charity donations, funeral expenses, and more. The best part? Your funeral home is in charge, traffic stays on your website, and you get paid up front. C A L L T O D AY F O R M O R E I N F O R M AT I O N ABOUT TRIBUTE CROWDFUNDING!

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How YouTube Can Benefit Your Funeral Home and Client Families YouTube has more than one billion users, which is almost one-third of all internet users. By creating a YouTube account, your funeral home creates another opportunity to reach more families and teach them about funerals and your funeral homeâ&#x20AC;&#x2122;s mission.

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Videos visually capture what you’re all about and show how you make a difference in families’ lives. It’s as simple as recording one of your funeral home’s events. You also can take it to the next level by creating an informational guide about preplanning or coping with grief. Let’s discuss the benefits of using YouTube, how to personalize your account, and share some informative and creative video ideas. B E N E F I T S F O R YO U R F U N E R A L H O M E

Videos are an easy way for families to learn more about your funeral home and the services you offer. It’s an opportunity to connect with your community and with others who may not be from the area. Families get visuals of your funeral home and see how you care about creating meaningful funerals. Another benefit is that educational videos make valuable resources to give families who are deciding funeral plans or coping with grief. Also, you can even ask families on your social media accounts what topics they want to learn more about. And behind-the-scenes videos show families you’re down to earth and make them feel more connected to your funeral home. P E R S O N A L I Z I N G Y O U R Y O U T U B E PA G E

To personalize your account, make sure you add a profile picture and cover photo. Your funeral home’s logo is a good profile photo. Your cover photo could be a photo of your funeral home, something else funeral-related, or a solid color or pattern. You also should add links to your funeral home’s website and social media pages, like Facebook and Twitter. And lastly, write a brief description about your funeral home that highlights your main services and goals for helping families. W H AT V I D E O S T O P O S T

From informational guides to DIY mementos, there are many video ideas to show your funeral home’s creativity and credibility. For example, for educational videos, you can do educational seminars, informational guides such as preplanning, and how-to guides, like how to make an in-case-of-emergency book. You also can do videos about funeral and memorial personalization, such as how to make a DIY photo wreath, creative ways to personalize a funeral service, or showcase your funeral home’s memorial products. Or, some other video ideas to create a sense of community are highlights from your funeral home’s community events, employee features, your funeral home’s history, and family testimonials.  T O R E A D M O R E , V I S I T:

frazerconsultants.com/meaningful

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Protect Your Funeral Home’s Social Media Accounts from Hackers Social media is an excellent tool for your funeral home to share information with families. However, as easily as information is shared, it’s also easily hacked if you’re not careful. Is your funeral home following best practices to protect your accounts from potential cyberattacks? BE SECURED

The first step to protect your social media accounts is to protect your computer. You should make sure your computer and internet browser are up-to-date. As Jessica Koth states in The Director article “We’ve Been Hacked,” these updates may contain important virus protection updates. It’s important to have a high-quality antivirus software. Also, read through your social media accounts’ privacy and security settings and choose your preferred settings. Some accounts may have the option of sending a verification code via text or email before granting access. With Facebook, you can sign up for alerts when there’s an unrecognized login attempt to your account. C R E AT E S T R O N G A N D U N I Q U E PA S S W O R D S

Your social media passwords should have different numbers, letters, and symbols and be at least 12 characters long. Don’t include personal information in your passwords, such as your name or birthday. Also, don’t use something easily guessed, such as a 1234 number or ABCD letter sequence or “password.”

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Don’t use the same password for all your accounts. This may make it easier to remember, but it puts your security at risk. Instead, use a program like Buffer or Hootsuite to manage all your accounts in one spot. However, give that account a unique password as well. You also can use a password management program, like Dashlane or LastPass. Or, store your passwords on a flash drive or write them in a password book. Just make sure to keep it in a safe location. DON’T CLICK ANYTHING SUSPICIOUS

When using social media, don’t click any messages or links that seem suspicious. This could be a message with a lot of misspelling and grammatical errors or something that seems out of the ordinary. For example, if someone you know shares something out of character, it may be the work of a hacker. Always report suspicious activity and change your password if you think your account has been compromised. For example, if you think someone hacked your Facebook account, follow the Facebook Guided Help steps to find a solution. Also, send an apology message out

to your Facebook followers to let them know about the incident and warn them not to click anything suspicious from you.

idea to sign up for email or text alerts for any suspicious activity on your accounts. H AV E A D E S I G N AT E D S O C I A L M E D I A P E R S O N

E D U C AT E Y O U R F U N E R A L H O M E ’ S S TA F F

Make sure to educate your funeral home’s staff about social media best practices. This includes creating strong passwords, not sharing personal information, understanding privacy settings, and not clicking anything suspicious. Tell your staff to log out of accounts instead of leaving them up. However, even if you take all these precautions, sometimes hackers still get through. Make sure everyone knows how to identify and report suspicious behavior. Also, it’s a smart

Instead of giving multiple people access to your funeral home’s social media accounts, designate one person. Or, assign specific tasks or accounts to certain people. Facebook allows you to assign distinct roles that give people limited access to only their specific duties. They include administrator, editor, moderator, advertiser, analyst, and live contributor.  T O R E A D M O R E , V I S I T:

frazerconsultants.com/meaningful

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FRAZER WEBSITES

Our websites work hard so you don’t have to. Frazer-powered websites are more than just beautifully designed — we put thought into every aspect of your site so that your families get the features they need, and we’re constantly adding features at no additional cost to your funeral home. C A L L T O R E Q U E S T A F R E E D E M O N S T R AT I O N T O D AY !

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2 5 0 1 PA R M E N T E R S T R E E T SUITE 300A M I D D L E TO N , W I 5 3 5 6 2

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T R I B U T E PAY

Make it easier to get paid up front. Tribute Pay puts your funeral home back in control of your accounts receivable. Offer credit card payments, financing, insurance assignments, crowdfunding, and electronic checks all in one place â&#x20AC;&#x201D; and get paid up front no matter what option families choose. C A L L T O R E Q U E S T A F R E E D E M O N S T R AT I O N T O D AY !

I N F O @ F R A Z E R C O N S U LTA N T S . C O M