Most Nonprofit Healthcare Organizations don’t have the time or the resources to invest in 25 social media platforms. But there’s a way to do more with less.
Starting to feel overwhelmed by social media? That’s totally normal.
Many advertising professionals will tell you that your business needs to have every kind of Social Media (SM) account so that you can reach lots of people. That you need to make sure you have a presence on everything from Facebook to Pinterest and you need to constantly post so that people will notice you. That you should probably hire someone to handle all of these channels and sell, sell, sell!
I’m not going to tell you that, because it’s not true.
The “need” to maintain a social media presence has gone over the tipping point — truly becoming a beast that business-owners either fully embrace or fear. Staying connected can feel like a full-time job in itself. I mean really. If you don’t have the resources to hire someone to manage your SM presence, how can you possibly make the time to do it yourself?! So what’s the best way to manage it?
Social Media is not about being everywhere, making a lot of noise, and posting content for the sake of posting content. It’s about connecting with people. So when it comes to choosing the right social network for your Nonprofit Healthcare Organization, you need to be where your potential audience is (potential patients or supporters), and that’s all.
So don’t go out and hire someone to manage your Instagram account if you’re not going to see any return from having an Instagram account. It’s a waste of time and resources to invest in a SM platform that isn’t worth your attention — especially for a NPHO. You have enough going on.
With that being said, find a couple of SM platforms that work for you and do them well. The British Heart Foundation thrives on Twitter—launching a recent campaign with Promoted Tweets to drive viewership of the video online. St. Jude Children’s Research Hospital has more that 1.6 million Facebook Likes and constantly highlights patients and donors. The Mayo Clinic’s blog has become a vital resource for people looking for answers, the world over.
The point is: A focused NPHO should stick to the channels that will see the most impact. So before you start spreading yourself too thin, consider the advantages and disadvantages of each social network and choose the most relevant ones for you. Streamline your social media and you’ll have time to focus on other important things.
Download our Social Media & Nonprofit Healthcare Organizations eBook and better understand how to implement social media within the framework of your organization.