Executive Summary

The days of publishing obituaries in a single local newspaper are long gone. Today's families search across dozens of digital channels simultaneously. This guide provides a comprehensive strategy for distributing obituaries across multiple platforms efficiently and systematically, maximizing both reach and impact while managing operational complexity.

Building Your Distribution Strategy

Step 1: Define Your Platform Hierarchy

Not all platforms carry equal weight. Define which platforms are essential, high-value, and optional for your market:

• Essential (100% of cases): Your website, Legacy.com
• High-Value (80% of cases): Facebook memorial, local newspaper
• Opportunistic (as applicable): Niche platforms, professional networks

Step 2: Create Distribution Checklist

Develop a systematic checklist to ensure no platform is missed and publication timing is tracked.

Step 3: Establish Timeline

• Hour 0-2: Publish to your website and Legacy.com
• Hour 2-4: Facebook memorial created, local newspaper submitted
• Hour 4-6: Niche platforms identified and submitted
• Hour 24+: Follow-up on pending publications

Platform-Specific Distribution Strategy

Your Funeral Home Website

• Publish within 2 hours of obituary finalization
• Ensure all formatting displays correctly
• Test links and multimedia
• Add to obituary archive/listings page
• Set up Google Analytics tracking

Legacy.com Distribution

• Maintain active funeral home account
• Publish within 4 hours for maximum initial visibility
• Complete all optional sections (photos, guestbook, donations)
• Monitor guestbook for spam/inappropriate comments
• Share final link with family

Social Media Distribution

• Facebook: Create memorial page, post service information
• Funeral Home Page: Share link to website obituary
• LinkedIn: For professionally notable individuals
• Twitter: Consider in some markets (varies by demographic)

Automation & Efficiency Tools

Publishing Platforms

Consider platforms that automate multi-channel distribution:

• Integrated funeral home software systems
• Legacy.com API integrations
• Social media scheduling tools (Buffer, Hootsuite)

Document Templates

• Create standardized formats for each platform
• Use mail-merge for consistent family notifications
• Develop platform-specific copy variations

Measurement & Analytics

Workflow Optimization

Assign Responsibilities

• Designate primary obituary coordinator
• Assign backup for coverage
• Create clear escalation procedures

Create Standard Operating Procedures

• Document step-by-step distribution process
• Maintain login credentials securely
• Create troubleshooting guide
• Track common issues and solutions

Related Articles

• Publishing Obituaries Online: Step-by-Step
• Paid Obituary Placement: ROI Analysis