Boosting Community Engagement Through Social Media — Healthcraft’s Success Story with Touchstone Communities

In post-acute care, building strong relationships with local communities is a necessity. With over 30 skilled nursing and rehabilitation centers across Texas, Touchstone Communities has always prioritized hospitality, compassion, and local values.

But even with an established Facebook presence, many of their location pages were missing the mark. That’s where Healthcraft Creative Solutions stepped in with a unified, data-driven approach to social media management that transformed Touchstone’s digital footprint.

The Challenge: Unifying Voice, Strengthening Local Impact

Touchstone’s Facebook network was active but fragmented. Branding varied from page to page, local engagement was inconsistent, and valuable content often flew under the radar. As new locations opened, there was also a need for stronger launch support and scalable content planning.

Touchstone partnered with Healthcraft to elevate its social media strategy across all locations, with one key goal: to bring each community’s story to life while maintaining a cohesive brand.

Our Approach: A Multi-Layered Facebook Strategy

Through close collaboration with the Touchstone team, we launched a tailored strategy focused on four main components:

1. Paid Facebook Ads with Purpose

With a modest monthly spend, we rolled out ads designed to boost brand awareness and highlight Touchstone’s culture of care. Campaigns focused on caregiver appreciation, community pride, and facility-level visibility—delivering powerful reach without breaking the bank.

2. Amplifying What’s Already Working

We didn’t just create new content; we made the most of what Touchstone already had. High-performing local posts were boosted based on real-time analytics, ensuring the right stories reached the right people.

3. Empowering Local Teams

One of the biggest game-changers? Giving onsite teams the tools and support they needed to capture daily moments. From birthday celebrations to resident art shows, this surge in hyper-local content helped each Facebook page feel less corporate and more community-driven.

4. Consistent Brand Identity

We helped Touchstone streamline its social media branding, aligning profile photos, cover images, and tone across all pages. This created a polished and professional presence while preserving the individuality of each location.

New Growth, New Communities

As part of the initiative, we also helped launch eight new Facebook pages for expanding Touchstone communities. One standout? Las Alturas Brownsville gained 664 followers in just six weeks, a testament to the power of a smart launch strategy and community-first content.

The Results: By the Numbers

Comparing 2023 to 2024 year-to-date, Touchstone’s Facebook performance speaks for itself:

• Follower growth: +19.5%

• Page visits: +98%

• Reach: +10.2%

• Content interactions: +158.5%

The most dramatic improvement? Engagement. This surge confirms that authentic local stories resonate.

What’s Next for Touchstone?

With momentum on their side, Touchstone is well-positioned for continued growth and deeper community connections. The consistent buy-in from local teams proves that a scalable social strategy doesn’t have to sacrifice authenticity—it can actually enhance it.

Elevate Your Community’s Presence

At Healthcraft Creative Solutions, we specialize in helping healthcare providers build trust, tell their stories, and grow their reach both online and in real life. Whether you're launching a new community or refreshing your digital strategy, we’re here to help.

Ready to turn your social media into a community-building powerhouse? Let’s talk.