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: ^[1] | ^[2]

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:

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 ^[3] was approved and the ^[4] 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 ^[5] at approximately the 8:45–10:30 mark.