Over the years, I’ve had many successes and failures with engaging audiences on social media. Through trial and error, I’ve learned that three basic types of social media content (when well-written and accompanied by great photography) always perform well, earning likes, shares and comments galore.
Boost engagement on your social media channels by posting the following types of content:
- Warm and Fuzzy. People want a hospital that’s friendly and compassionate. Show off your warm and fuzzy side through patient stories and photos, thanking donors or sharing stories from employees. Don’t make these posts about your marketing; keep the focus on the person doing the talking. People love a good story and love to see good things happening at hospitals.
- Truly Helpful. With the gobs of bad health information on the internet these days, it’s vital for hospitals to share reliable, useful health information. Again, don’t make these posts about you; these posts are about truly helping your patients with a problem they are facing. Maybe you post a blog about how to manage chemo side effects; maybe you share a video of how to properly swaddle a baby. Find out what questions your patients are asking and give them the answers, free of overt advertising.
- Behind the Scenes. People find the medical field fascinating, even when it is a little gross. Find ways to bring your followers behind the scenes. Share what music your surgeons listen to. Show them what the rods inside a broken arm look like. Explain exactly how small da Vinci robotic tools are and make a video of your surgeon painting someone’s nails with the machine. People want to feel included and like they’ve learned a secret.
This content stands out among the sea of wellness blogs, articles about various studies and announcements about new doctors or certifications. Remember, social media marketing is about writing what people want to hear, not about what you want to tell them.