Evaluation is a vital part of planning in our daily lives. For example, when going to the grocery store, we evaluate the price of different brand items if we want to buy the store brand or a name brand. We also are evaluated on our health if we are
healthy enough for physical activity or to fly on a plane. Evaluation is a key element in our daily lives that also apply to healthcare organization’s social media.
Healthcare organizations must also evaluate what they put out on social media before posting anything. How can a healthcare organization make the content they post worth evaluating? What can they put out there that would make their organization be chosen over a different one? Here is a list of to-do’s in order to be chosen over the “generic brand”.
Do understand who your audience is
When you know when your audience is then you can know how to reach them. Aim for a high conversation rate. Be humorous, meaningful, and having a deeper understanding of your audience. This will in turn, increase your business value. Women’s Health does a great job of this on Facebook by posting intriguing and humorous articles. Their page gets a lot of feedback both directly to them and from others.
Do expand your reach.
Yeah, yeah… everyone says that but how? If you only have but so many followers then you can only reach but so many people. False. If one of your followers thought you had an interesting piece of information or they got a good laugh out of it, they are likely to retweet it. Then not only have your followers seen it, but all of their followers have also been reached by your tweet. Be interesting. Make note of what types of information people like the most. Maybe there is a certain time during the day that you get more likes. Keep posting during those times. Soon your reach will soar. The Mayo Clinic does a great job demonstrating reach on Twitter. They tweet during the highest traffic times of the day posting shorter tweets and articles earlier in the day and tweets with more information later in the afternoon when they know their followers have more time to read full articles.
Do involve media
Video has quickly become the fastest storytelling medium in the market. Jump on the train because it is taking off somewhere fast and may never slow down. Keep your videos short between 30 seconds to 1.5 minutes; people want to get the facts and information quickly. Show a video of a backstage tour. Show them scenes they have never seen before. Be creative and spark their interest. Soon a lot more than just sneak peaks will intrigue them. Girls on the Run Grand Strand does a great job of posting inspiring and educational videos throughout their twitter. A lot of their media content involves different videos of real-life stories or live feed videos from their 5k races.
Overall, a plan needs to be set in place as to how you’re going to grab their attention. Think about if your health organization is going to spark interest. Is it going to get people talk? Are they going to want to repost it and contribute in a Facebook discussion about it? With this type of mindset, your followers will never get bored.