Does measuring your social media likes and followers really affect your bottom line? Let’s find out.
If I asked you what kind of impact social media has on your organization, you might reply with the number of followers, sales data, and statistics. You might cite the metrics of your social media efforts to point to success. But do the metrics matter?
It’s very hard to know if the number of patients that walked through your doors is impacted by your social media efforts. But that’s okay. Social media is a great way for you to reach, interact with, and gain feedback from the people in your community. But it shouldn’t be the only marketing strategy in your repertoire.
By now you know that your social media accounts won’t skyrocket overnight. It takes diligent planning and posting to create a page that is a direct representation of your brand. It will happen, more and more people are connecting with businesses online, especially healthcare organizations, so just be patient. Urgent Cares are gaining major traction online, local health organizations have thousands of Facebook likes, and bigger national brands have hundreds of thousands of likes. But does that mean they are directly responsible for your new patient numbers or your market share? No.
If your social media likes and followers are slow and steady but haven’t been impressing you, don’t worry about it. Remember that there is no guarantee that the people who like your page will see every post or ever interact with your content. More likes doesn’t equal a better quality of care that you give your patients. Just because you gained 5 new followers today, doesn’t mean you’ll gain 5 new patients tomorrow.
You’re a healthcare organization, so you’re essentially trying to get people to notice you and remember you. That way whenever they need a healthcare professional, they immediately think of you. That will only happen if you’re posting memorable content. So don’t focus on the metrics of it all. Focus on how your brand is being represented online. Focus on doing good by your brand and let that be transparent online.
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