The 5 Most Common Social Media Mistakes in Healthcare Social Media
Social media is important to marketing, but it needs to be executed precisely. To that end, here are the 5 most common social media mistakes healthcare organizations make, and how you can avoid them
Not having a social media presence at all
Patients turn to social media for quick, reliable health information. If your healthcare system isn’t currently using social media, you are missing opportunity to interact with millions of users who are currently seeking, and could likely benefit from, your expertise.
Choosing the wrong social media platform
In a digital world full of free, easy-to-use social media networks, it’s easy to get excited. Before jumping in with both feet and creating a profile on every social network, think to yourself, “Is this where my audience is seeking information?” For example, Pinterest is an awesome network for idea-sharing, but not likely where users are going to seek health information.
Using a “corporate” tone
As with many industries, there are terms and phrases used internally that won’t always translate with your audience. When posting on social media, be sure to keep in mind the tone in which users look for. Social media is built around networking and participating in conversations. Communicate with your audience in a way that makes sense to them.
Not interacting with your audience
The information you share on social media will likely be followed up with questions and comments. Be prepared to respond clearly and in a timely manner. Otherwise, your audience may turn to other sources for answers. Sometimes, questions can be answered in the interface. For questions that require more personal information, we suggest asking the user to contact you directly via email or phone.
Not setting goals
Failing to set goals, or setting unrealistic goals, will make it hard for you to measure social media success. Promote informative white papers, share case studies, or encourage users to subscribe to your monthly eNewsletter. Keeping your audience informed with original content builds brand loyalty that will keep users coming back for more.
As always, when using social media in healthcare, remember to put your audience first. Stay relevant by posting the latest medical news, keep your audience informed by sharing information on interesting company updates, and do so in a consistent manner.