Finding a balance between your Nonprofit Healthcare Organization’s Digital and Physical Presence can be tricky. But it can be done!
I came across a video the other day that posed some pretty thought-provoking questions about why we’ve become so dependent on social media to make connections with people. It made me seriously reflect on my own usage and what I truly want out of it.
For most of us, social media is completely integrated into every aspect of our lives. And at one point or another, each one of us is bound to question the amount to time we invest into social media. We’re posting as we’re experiencing and we’re always looking for an opportunity to share, share, share. That’s just the state of where we are right here at this point in history.
As a branding professional who wants the best for her clients, I try to advocate for smart social media use. To me, you should always focus on the importance of connecting via social media, but ask yourself: What am I doing to truly engage with my community outside of their visit to the hospital? What I’m getting at is this: There needs to be a balance of digital efforts and opportunities to connect face-to-face, beyond social media.
Social media isn’t the only thing that distracts from “people efforts.” A laser-sharp focus on new technology can do the same. As many clients (NPHOs included) push their budgets towards new technology, they tend to forget that actually touching their audiences when they are healthy is just as vital and may provide the proactive step in improving health, not just when there is a crisis. Excellence in technology and patient care is only part of the puzzle. Events like health fairs, free EKG screenings, and 5Ks afford the opportunity to interact with your audience in the flesh.
Ocshner Health System, the largest health system in Louisiana, has done a fantastic job of balancing their publicity efforts with a mix of digital and real-world programs. Their biggest success has been in their Get Fit NOLA program, which is a series of public seminars that focus on healthy living/eating. The seminars are typically well attended and each is accompanied by a multimedia campaign with online grocery lists, recipes, and fitness experts. It’s just a nice case study in one NPHO finding a way to get out in the public and maintain their presence on the web.
So in a nutshell: It’s easy to sit at a keyboard and interact with other users, but NPHOs have to put in face time out there in the real world. Use social media like a publicity tool, but use your personalities to shape the way people see you.
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