- Facebook: 100% of our clients are on Facebook. This is probably the easiest platform to share articles, information, and lots of pictures on. And, until recently, it was the best way to get business hours, location, and phone numbers in front of a lot of people. Disadvantages? Facebook's boosting rules prevent a lot of our posts from being boosted. Very picky.
- Instagram: We only have five of our healthcare clients on Instagram. Not because we don't believe it's a good platform, but only for highly visual businesses, like Etsy shops, spudnuts, and restaurants. If the hospital had an in-house individual to post personal photos of employee staff having fun, it would be better. However, in the last few months, Instagram has rolled out new business features that make it easier to promote posts and create Instagram-business profiles. On Wainscot Media blog, they say: "Just like any marketing product you use, it’s important to set goals for your Instagram endeavors." If your hospital has a plan to use it well, and you plan to stick to that plan, then you'll be successful.
- Pinterest: Pinterest is an untapped world for hospitals. Very little of them use the platform to spread health tips and news. Although it's hard to target cities, besides large sprawling urban centers, getting content out has it's perks. "Pinterest needs to have a steady supply of fresh content. So before adding this to your social media channels, think about how you might engage talent from throughout the hospital," says CMBell. In my experience, Pinterest can work great in getting your name out there. I love to pin health articles and facts that I believe Pinterest users would like to see.
- Twitter: Although Twitter doesn't seem to work super well for hospitals in Utah, according to Dan Diamond on the Advisory Board, "Roughly 1,000 hospitals—about one-fifth of the nation's total—now have a presence on Twitter." Good posts to share include small health tips and the #healthtipTuesday. Having an active presence on Twitter also can help with patient questions and complaints. Although hospitals can't acknowledge that a user was a patient, they can direct them to the appropriate people to resolve their issues.
And just in case you need any more incentive, check out these stats from startyouruprise.com:
- 95% of millennials expect brands to have a Facebook Page. On top of that, 87% of Gen X'ers (30-44 year olds), and even 70% of those ages 45-60 think brands should, at the very least, have a Facebook Page.
- 41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility.
- 60% of doctors say social media improves the quality of care delivered to patients
In conclusion, social media is a great resource for hospitals to represent their brand and create top-of-mind awareness of their services.