When we all logged on to Facebook and Twitter for the first time, no one knew how this whole social media thing would play out.
Most of us were just talking at our audience, not to our audience. Now it’s morphed into a two way street of communication, and if you’re not having a conversation through social media about your healthcare brand, you’re doing it wrong.
Engagement is the key and most sites have made it incredibly easy. Twitter shows you all of the trending hashtags on the left of your home page; and Facebook shows trending topics on the right of your home page. Use those to your advantage by tweeting and posting a question or how your organization feels about that topic using that hashtag. Start a conversation about your healthcare organization and try to relate to your followers, they want to engage with you. Using hashtags will group your tweets and posts with others who used the same hashtag, increasing your chances of interaction, and maybe even some new followers.
Twitter has a unique new poll feature that lets you ask a question and give options for your followers to vote their opinion. This is another great way to encourage interaction with your followers because: A) it’s anonymous, and B) it’s as easy as one click. Your followers will feel like they contributed in some way, which is what you want when building brand advocates.
Facebook is obviously the gold standard for social media marketing. And unlike Twitter, you don’t have a character count you have to be mindful of. However, that means Facebook doesn’t necessary require you to post as often. Which encourages you to post more meaningful content. Try doing a weekly series; pick a day of the week and create your own hashtag to encourage people to share. Like #TechnologyTuesday where you share your favorite tech tool, or #MarvelMonday where you share your most wished for superpower.
The bottom line is even in a serious business like healthcare, you can still relax and relate a bit on your social media sites. Let your followers join in and share their thoughts with you. Engagement can take a seemingly impersonal form of marketing to a very personal level; breathing personality into your healthcare brand.