As social media becomes a growingly significant tool for reaching sufferers, it becomes more serious for C-suite executives to understand their health care agency’s ongoing social media attempts and to feel confident that it is enhancing, not hindering, the agency’s brand.
While it is significant to grasp the basics of a social media program, there are other primary elements that require being in place for health care agencies to truly optimize their social media attempts.
Social media permits you to interact with your sufferer population in real time on a more personal level. Patients participate with health care agencies on social media with the hope that they will gain a friendly and helpful response. But to respond rapidly and accurately, it is best to have responses pre-drafted to deal common queries, comments and concerns.
A response matrix is a document with well-written, preapproved responses to such sufferer posts as:
Did you know that humans procedure visuals 60,000 times faster than text? This makes incorporating multimedia into your social media strategy a good way to set your agency’s content apart from that of other health care agencies.
Multimedia also strengthens overall engagement. Social media posts with visual content get 120% more engagement than text-only posts, and video content is shared 12 times more than links and text posts combined. With Facebook altering its algorithm to favor engaging content, posting photos and videos has become much more significant.
Cleveland Clinic and the Dana-Farber Cancer Institute are victoriously reaching beyond text-based content and offering rich, unique multimedia content to involve their target audiences.
While social media is undeniably a precious tool, it is also a place for persons to share their personal lives with a great number of persons, which can make it a bit of a wild card. From the emergency department group to the maintenance staff, health care agencies have a lot of workers to manage — and it is significant that they all know what is and is not suitable to share on their personal social networks in relation to the agency. The best way to do that is to establish a formalized social media policy. Work with your communications and human resources groups to draft and execute the policy so that all workers are aware of, trained on and devoted to it. This will assist to protect against HIPAA violations and neglect negative perceptions of your agency.
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