When your fans or followers talk about you, join the conversation.
By now, you should know that when it comes to your organization’s social media pages, interaction is essential. If a former patient at your hospital leaves a nice comment on your Facebook page OR if a supporter of your organization posts a question, it’s important for you to respond.
The key to feedback-loop closure is based on some of the same rules you were taught as a child. Here are 4 Tips For Talking Back:
1. Be Polite
They give you feedback, you say thank you. The patient/supporter is providing your brand with free content. Whether it is a complaint they have or a recommendation, they cared enough to make their opinion known. So, show you genuinely care. You may be speaking on behalf of a company, but the rules of human decency still apply. Be polite. Use your manners. Act as if your grandmother was reading over your shoulder.
2. Use Your Words
Always be swift with a response. The worst thing your organization can do in an online conversation is not respond. The second worst thing it can do is take forever to respond. A quick response will [again] show that your organization actually cares about what its supporters have to say.
3. Sharing Is Good
Post items of interest. Share comments, links, stories, photos and videos that will be compelling to your audience. Don’t bombard them, but gently remind them that you’ve got some common interests. Share something that they’ll actually take the time to read and over time, they’ll consider you a go-to resource.
4. Clean Up Your Messes
Don’t be afraid of damage control. If your goal is to build relationships with your consumers and encourage their brand advocacy then don’t delete comments. If it’s spam, offering 80 pounds of weightloss and ipads for $1, then of course you should remove it. But if it’s a comment posted by a person, whether positive or negative, respond to it. If you have a consumer with a complaint, assume they aren’t the only ones that feel that way. By responding online then you are providing an answer to everyone that has had the same experience It may be uncomfortable to deal with an unsatisfied or angry patient/supporter, but admitting mistakes and rectifying wrongs are necessities. This will ultimately help your brand’s long-term image by showing you care about their experience
Bottom Line: Acknowledge your supporters and have a presence. Social media is like a little window into how your NPHO interacts with its supporters. So make sure what everyone witnesses is a positive interaction. A brand’s online attitude towards its audience reflects its personal attitude. So make it a good one!
Download our Social Media & Nonprofit Healthcare Organizations eBook and better understand how to implement social media within the framework of your organization.