Build a strategy, and they will come
We all know social media in health care is only as good as the strategy behind it. But it’s very tempting to skip over this important work in favor of saving time and money. After all, it’s just not that hard to put up a Facebook page, is it?
Consider this instead: compare the time, money and return on investment you will likely have with social media activity that pushes out a mixed bag of promotional messages to general Facebook followers VERSUS a focused conversion campaign that pulls a specific audience to a specific product line by inviting followers to access content or participate in activities that are relevant to them in their everyday lives.
What’s the difference here? I’m betting the latter approach is one that:
- Has articulated a specific marketing objective that can directly support a business issue within the organization’s strategic plan
- Has developed a core engagement strategy that positively aligns targeted customers with the product line in a dynamic, insightful way
- Has made the decision to use social media as but one element of a cross-channel marketing program to address this marketing objective.
Don’t get me wrong. There’s nothing wrong with informing your followers about the many good things your healthcare organization offers. But there’s something powerful about connecting with them. That’s the difference in strategy and tactics. That’s why strategy is worth your time, every time.
