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:
Say Hi
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.
Post Photos
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.
Darby Brignac is an Account Coordinator for CRT/tanaka’s Health Practice. She assists with media relations and social media outreach efforts for several clients, including American Physical Therapy Association, Universal American and Bon Secours Hampton Roads Health System. Prior to joining CRT/tanaka, Darby worked for the Indiana State Senate, informing the media about senate affairs and managing the senators’ website initiatives.
Darby – thanks for the shout out to Orlando Health. We’ve worked hard to really use the tools to connect with our community, and work daily to make improvements. Agree that healthcare as a whole is working in the right direction with digital/social media.
Dana
Marketing & PR Manger
Orlando Health