---
title: Adava Care LinkedIn Strategy & Social Management
type: article
created: '2025-10-08'
updated: '2025-10-08'
source_docs:
- raw/2025-10-08-adava-care-marketing-call-92688827.md
tags:
- linkedin
- social-media
- adava-care
- content-strategy
- paid-social
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Adava Care LinkedIn Strategy & Social Management

## Overview

As of the October 2025 monthly sync, Adava Care's LinkedIn page was updated with new branded graphics and a collaborative management model was established between Kari Krause (client-side) and Melissa Cusumano (Asymmetric). The approach treats LinkedIn as a distinct channel from Facebook and Instagram, requiring differentiated content.

See also: [[clients/adava-care/_index]] | [[knowledge/paid-social/social-media-channel-differentiation]]

---

## Page Setup & Branding

- LinkedIn page updated with a new graphic header prior to the October 2025 call
- The new graphic was well-received by Kari ("I love it")
- Visual creative concepts had been developed and approved internally at Asymmetric prior to this meeting
- Melissa committed to sending Kari the approved creative concept deck so she has visibility into the visual direction

---

## Management Model

**Collaborative ownership between Kari and Melissa:**

| Responsibility | Owner |
|---|---|
| Day-to-day page management | Kari Krause (client-side) |
| Creative concepts & post drafts | Melissa Cusumano (Asymmetric) |
| Review & approval of posts | Kari Krause |
| Publishing | Either party, as agreed |

Kurosh deferred entirely to Kari and Melissa to work out the operational details, expressing no preference on the arrangement.

> *"You and I, or however you want to partner with me... collaboratively, we can do it."* — Melissa Cusumano

---

## Content Strategy: LinkedIn vs. Facebook/Instagram

LinkedIn content should be treated as a **separate content stream** from Facebook and Instagram. Key distinctions:

- **LinkedIn audience:** Professional referral sources, healthcare workers, potential B2B partners, family decision-makers researching providers
- **Facebook/Instagram audience:** Consumer-facing, community engagement, resident/family content
- Content tone, format, and topics should reflect the professional nature of LinkedIn

Kari explicitly raised this distinction during the call, and Melissa confirmed the need for a differentiated approach.

---

## Pending Actions (as of 2025-10-08)

- [ ] **Melissa → Kari:** Send approved creative concept examples for social posts so Kari has a visual reference
- [ ] **Melissa + Kari:** Establish a working rhythm for drafting, reviewing, and publishing LinkedIn posts
- [ ] **Melissa:** Develop content calendar for GBP posts (noted separately but related to overall social cadence)

---

## Related Context

- LinkedIn management discussion arose in the same meeting where the [[knowledge/seo/domain-rating-boost-strategy|$250 domain rating boost]] was approved and the [[knowledge/marketing/private-pay-initiative|private pay initiative]] was reviewed
- Kari had been managing social content for other platforms (Facebook/Instagram) already; LinkedIn is an additive channel
- Asymmetric had previously pulled in additional support for graphics work to support social content volume

---

## Source

Discussed during the [[clients/adava-care/meetings/2025-10-08-monthly-marketing-sync|Adava Care Monthly Marketing Call — 2025-10-08]] at approximately the 8:45–10:30 mark.