Category Archives: Healthcare Social Media

Social Media Update 2013: A Good Resource for Marketers

Who’s being social?  Social Media Update 2013, a new survey from the Pew Research Center’s Internet Project, reveals that:

  • 73% of online adults now use a social networking site of some kind.
  • 71% use Facebook, up from 67% in 2012.
  • Facebook is the dominant social networking platform in the number of users, but users are diversifying; 42% of online adults use multiple social networking sites.
  • User profiles, demographics and engagement rates differ significantly across platforms. For example, Instagram users are nearly as likely as Facebook users to check in to the site on a daily basis; Pinterest skews toward women, higher education and income, while LinkedIn skews higher toward men in prime years.

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These are a few of the key findings and graphics on social networking site usage and adoption from Social Media Update 2013.  The study provides some great insights for your team to consider as they plan digital and content marketing strategies for 2014 – Who uses what platform?  How do they use it?  How often do they check-in?

Click here to browse through or download the full report.

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Filed under Healthcare Social Media, Social Media

The importance of being social

As I began helping a client, a children’s hospital, manage their Facebook page, I noticed that their page was not set up such that they could interact throughout Facebook as their page. This meant that they could not visit, like or comment on other pages and therefore were undoubtedly missing out on news and valuable connections. With their blessing, I fixed the situation and began interacting with community pages on their behalf.

One day while acting as the page I came across a charity local to them whose mission it is to provide special outings to kids with disabilities. “Perfect.” I thought, and I liked the page. The next day I received a private message from them to my client’s page reading “Thank you for liking our page…” The note went on to ask if there was a wish list of items that they could use to go shopping for the children.  They showed up the following week with games and necessities.

Don’t underestimate the importance of being present and engaging with your online communities. I can’t tell you the number of times my posting schedule has been rearranged because of something I saw in my page’s Newsfeed. There are a lot of good, noteworthy things happening in your community; share the love and it will likely come back to you.Donation

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Filed under Healthcare Social Media

Attracting, engaging and retaining patients with content

content marketing
Next week, I am moderating a webinar on content marketing hosted by the Forum for Healthcare Strategists. We have two terrific presenters — and a hot, hot topic.

How to Attract, Engage, and Retain Patients with Content
Tuesday, May 21, 2013 11:30AM – 1:00PM (CDT)

With so many communication channels available to consumers today, the rules for marketers have changed. The focus now is on content marketing: creating and sustaining great conversations with the people who visit your websites and social media channels.

Hear how Sentara Healthcare leveraged the power of healthcare content marketing during its 28 Days of Heart campaign. Using combined techniques to pull content, a healthcare tool, and reconfigured information architecture, they were able to show clear results metrics in changing its approach to content.

Join Jessica Carlson, Digital Media Advisor, Sentara Healthcare, Ahava Leibtag, President, Aha Media Group LLC, and me on May 21, and learn how to:

  • Create a content strategy around a campaign
  • Set up a social media editorial calendar
  • Engage and nurture your audience with content
  • Analyze your data to improve campaign performance

Click here for more information and to register online.  The price for Forum members is $89 ($119 for non-members).

Karen

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Filed under Healthcare Social Media, Marketing Management, Social Media

Happy birthday, Twitter: 5 reasons it’s my favorite social platform

In case you missed it Twitter celebrated its 7th birthday last week.  That’s right, 7 years!

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#Twitterturns7

Twitter is my favorite social platform. The content that you find, the people you meet and the way some of my favorite brands have deployed Twitter to make it easier for me to do business with them combine to put it at the top of the list for me in terms of functionality. I haven’t had much time to devote to it lately, but I vow to change that!

Why is Twitter my favorite platform? I have a long list of reasons, but here are my top 5.

  • Source for breaking news. Who can forget the landing of the US Airways jet on the Hudson River? That story, and the first picture from the scene, first broke on Twitter. I love that today we can choose to have heavily edited news from media outlets, or get the raw news bites from Twitter – in real time.
  • 140-characters packs a powerful punch. Many celebrities, PR pros, and media darlings have learned how quickly a Tweet can land them in hot water or rocket them to stardom. Transparency is great, but we have to be ever vigilant and thoughtful in what we say.
  • Compelling content sells. As with any medium, the magic is in the message. If you have a compelling message good things can happen. Whether it’s helping to right a wrong, raise money for a cause, or spread joy, Twitter can be a super-charged, 21st century party-line (if you’re old enough to remember what that is)!
  • Twitter is good for business. Many companies have leveraged Twitter for business. Companies, like Delta Air Lines, now use Twitter for customer support. Delta operates @DeltaAssist 24/7 to help travelers who are delayed, stranded, or have other travel issues. Link Twitter and your American Express card and you can now even shop with Twitter!
  • Twitter facilitates connections. One of the most exciting things about Twitter is that it allows you to connect with like-minded people around the world. Drop into a scheduled chat and you’re just as likely to find people in your home state, as you are the other 50 and from various countries from around the world. The different perspectives are fascinating and add a dimension to the conversation that you can’t find anywhere else. Some of these individuals may become your friends and you may eventually meet some of them IRL (in real life) at a meeting or conference.

I have shared the reasons why I love Twitter. Twitter fans, what are yours?

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Filed under Content, Healthcare Social Media, PR, Social Media Policy, Trends in Marketing, Twitter