A recent study suggests that perhaps hospitals aren’t using social media to its full advantage. Of 120 hospitals on Facebook, less than 40 percent posted daily. In addition, less than half used Facebook’s event calendar, and 58 percent had fewer than 1,000 fans.
Perhaps most importantly, a staggering 80 percent did not use Facebook’s discussion board, an important feature for connecting with real people. Facebook provides hospitals an opportunity to refocus on building relationships, and when it comes to making friends, it’s the little things that count.
Starting with a simple five-minute fix, hospitals can turn the tide. Here are three suggestions for boosting activity in a flash:
Social media is only as effective as the activity of the user. Orlando Health does a great job not only posting daily, but integrating multiple forums for visitors to become more involved with the organization. Take five minutes to open your discussion board and invite some conversation.
For the first time, people can be recognized as individuals rather than a demographic group. Hospitals have the opportunity to build a community where people share and connect as individuals. Start your effort by sharing photos of real people. Scour your newsletter, annual report and website to post your existing photos to Facebook. Connecting with people is what Facebook is all about, and your page should reflect that.
Give It Grounding
While Facebook has many interesting functions, it cannot stand alone. As with all marketing tools, hospitals need to take an integrated approach to using social media. Add a link your hospital’s Facebook page from your homepage, or include the Facebook stamp in an ad.
When you’re backed by a solid strategy, the difference between a good social media campaign and a great one is five minute activities like these. Social media can make a huge difference for hospitals if they employ the tools to their potential.