By Thomas A. Parmalee
For many cemetery professionals, social media can feel intimidating. Algorithms constantly change, new platforms emerge overnight, and there’s a persistent belief that successful accounts require endless videos, trendy dances, or a full-time marketing team.
But Savannah Evanoff, director of social media at Ring Ring Marketing, says that’s a mindset cemetery professionals need to leave behind.
During a recent webinar titled “Stop the Scroll: Social Media 101 for Cemeteries,” she encouraged cemeteries of every size to approach social media with confidence — not perfection.
Her message was simple: “I really want to democratize social media,” she said. “I want everyone to feel as though there is a place for them on social media.”
Whether a cemetery serves a small rural community or manages multiple memorial parks, she believes every organization has meaningful stories worth sharing.
Instead of chasing viral moments, Evanoff outlined practical strategies that help build trust, strengthen community relationships and create sustainable social media habits.
Consistency Beats Perfection
Perhaps the biggest mistake Evanoff sees is organizations trying to do too much too quickly.
Many businesses enthusiastically announce they’ll post several times a day, only to disappear a few weeks later when maintaining that pace becomes impossible.
“The last thing you want to do is ghost your audience,” she said.
Her recommendation is to start with a schedule that is sustainable. For some cemeteries, that may mean posting once a week. Others may comfortably publish two or three times weekly. The specific number matters far less than maintaining a reliable presence.
That same philosophy applies to posting times.
Countless studies attempt to identify the “perfect” hour to publish content, but Evanoff believes cemetery professionals often overthink the issue.
“The best time to post is when you have time to post,” she said. “If you have time to post at 3 p.m. or 3 a.m., I don’t care.”
Consistency, she emphasized, almost always matters more than perfect timing.
Engagement Matters More Than Followers
Many organizations judge their social media success by one number: follower count.
Evanoff says that’s the wrong metric.
“What good is 20,000 followers if none of them are interested in your products or services?” she asked. “I’d rather have 10 followers if every single one was invested in my products and services and engaging with my content.”
For cemeteries, meaningful engagement often comes through comments, shares, saves and conversations rather than sheer audience size. Families who interact with educational content, memorial stories or community events are far more valuable than thousands of passive followers.
She also encouraged marketers to regularly evaluate what resonates.
When a post performs especially well, study it.
Ask what captured attention. Was it the photo? The story? The topic? The timing? Then look for ways to replicate those elements in future content.
Likewise, review lower-performing posts each month to identify opportunities for improvement.
“The focus should be on improvement,” Evanoff said. Even a post that earns only four likes may represent meaningful progress if the previous post received just one.
Tell Stories That Matter
Storytelling remains one of the most effective ways to connect with audiences online.
But Evanoff stressed that storytelling isn’t limited to emotional narratives with dramatic endings.
Instead, she recommends following a simple structure:
- Start with a compelling hook.
- Set the scene.
- Highlight the key moments.
- Use strong visuals.
- Share personal insights.
- End with a clear call to action.
Most importantly, give readers something to do next — visit your website, attend an event, leave a comment or learn more.
“Give people a next step,” she said.
This storytelling approach works especially well for cemetery professionals, who have countless opportunities to educate, preserve history and celebrate lives.
Learn From Great Brands — Even Outside Deathcare
Some cemetery professionals question whether lessons from major consumer brands apply to their organizations.
Evanoff believes they absolutely do.
She pointed to companies like Wendy’s, whose playful, satirical voice is instantly recognizable even without its logo, and the Smithsonian Institution, which consistently blends education with an approachable personality.
“If you were to remove their logo,” she noted about Wendy’s, “I could still tell it was a Wendy’s post.”
That’s the hallmark of a strong brand.
She also highlighted organizations such as the Milwaukee Public Library, the Mercedes-Benz Country Hills dealership and the Minnesota Orchestra for creatively adapting content across different social platforms.
The takeaway isn’t to imitate another organization’s personality. Instead, cemeteries should clearly define their own brand by documenting their purpose, personality, language and tone.
Writing those characteristics down creates consistency across every future post and provides valuable guidance if social media responsibilities eventually shift to another staff member.
Use AI as a Partner — Not a Replacement
Artificial intelligence has quickly become part of many marketers’ daily workflow, and Evanoff recognizes its value.
She sees professionals using tools such as ChatGPT and other AI platforms to write captions, brainstorm ideas, generate graphics and create images.
While she’s not opposed to using AI, she cautioned against relying on it blindly — noting that you must fact-check and proofread everything.
She also warned that many businesses now use the same AI tools, making it easy for content to sound generic.
Instead of copying and pasting AI-generated text, cemetery professionals should edit it until it reflects their organization’s unique voice.
“Return to your mission and values,” she advised. That’s what ultimately distinguishes one brand from another.
AI can also be valuable for brainstorming ideas, organizing outlines or creating templates—even if the final writing is entirely human.
Look to Other Cemeteries for Inspiration
Evanoff also encouraged attendees to study successful organizations inside the deathcare profession.
She highlighted Congressional Cemetery, which frequently promotes community activities ranging from movie nights and yoga sessions to pet portrait events.
Those kinds of programs can inspire other cemeteries looking to deepen community engagement.
She also praised Arlington National Cemetery for its educational storytelling, including posts recognizing professions such as nurses during National Nurses Week that generated significant sharing and engagement.
She also recommended following “Jess the Deathstetician” on TikTok as another example of engaging deathcare-related content.
Social Media Is Meant to Be Social
One of Evanoff’s strongest messages focused on something many organizations overlook.
Engagement isn’t just publishing content.
It’s participating in conversations.
She encouraged cemetery professionals to regularly like, comment on and share content from other organizations, businesses and community partners.
“It is reciprocal,” she said.
Likewise, respond to comments on your own posts.
“Nothing is worse than seeing a bunch of comments and see that no one has responded to any of them,” she said.
Setting aside even 10 minutes every few days to engage with followers can strengthen relationships and improve visibility.
Whenever appropriate, tag community partners, local businesses or collaborating organizations, she advised.
Hashtags Still Have a Place, But Use Them Wisely
Hashtags haven’t disappeared, but Evanoff says their role has changed.
Posts overloaded with hashtags now tend to look dated.
Instead, she recommends limiting posts to three to five carefully selected hashtags — and sometimes using none at all.
Broad hashtags such as #fun provide little value because millions of unrelated posts compete for attention.
Specific hashtags that clearly identify a niche audience are far more effective because they help platforms understand who should see the content.
Think Before You Publish
Before clicking “Post,” Evanoff recommends asking three simple questions:
- Could I offend someone with this post?
- Is this content mine to use?
- What is the purpose of this post?
“If you can’t answer that last question,” she said, “it’s not adding value.”
Those questions, she noted, can help organizations avoid content they’ll regret months or years later.
Success Is Within Reach
Perhaps Evanoff’s most encouraging message came at the very end.
Many cemetery professionals assume successful social media belongs only to large organizations with dedicated marketing departments.
She disagrees.
“You have just as much opportunity for success on social media as I do,” she told attendees.
For cemeteries willing to post consistently, tell authentic stories, engage with their communities and stay true to their brand, social media doesn’t have to be overwhelming.
It simply has to be intentional.
Watch Savannah Evanoff’s webinar on social media.
Learn more about Ring Ring Marketing.
