The Keys to the Social Media City

The Grand Finale

Here it is, folks: the end of the line, the final curtain call. We’ve had a nice long run, but all good things must come to an end. At this point, you should be a social media pro, ready to promote your health organization with the best tools and strategies available. (And remember, you can always go back and look at any one of my specialized blogs if you need a refresher course.)

I know I’ve thrown a lot of information at you over the past few weeks. You’re probably thinking to yourself: “Okay, what can I take away from all this? What is the most important thing(s) for my health organization to know?”

Or maybe you’re saying, “Hey! Can’t I get a list or something? With – oh I don’t know – maybe 5 bullet points telling me what is important?”

Well, dear reader friends, I’ll be happy to answer those questions for you and your health organization one last time! (Besides, you know much I love bulleted lists.) So here they are: the Five Final Factoids to create the best social media presence for your health organization.

5 Key Principles to Promote your Health Organization

1. Target the RIGHT audience
   • We’ve talked a lot about this, hence its number one spot on the list. The audience you target with your content depends entirely on the type of organization you are. And with health information, you are targeting a very niched group. Aim and design your information on your social media sites towards the group or demographic that will benefit the most from what you are offering, and they will surely partake.
     • Need an example? Health organizations like Teen Mental Health know exactly who their messages are geared towards, and they design their messages to specifically reach that group. They have begun to harness tools such as Periscope and Facebook Live to interact with their teen audience, knowing that is a popular way to get their target audience interested in their media messages.
2. Stay connected with that audience 
   • There are numerous benefits to responding to feedback from your consumers/followers. People want to see that there is an actual person on the other side of that computer screen who is willing to interact with them, especially when it comes to health topics. Give them a like on a picture on Instagram that has to do with your organization, tweet and re-tweet when they give you praise, respond to questions and concerns in comments on Facebook. Show your audience that you hear them and that their opinions matter to your organization!
     • Need an example? The CDC often responds to their followers’ questions with advice or clarification when it comes to hot-button or difficult to understand topics, or even just thanking them for the positive publicity. Be professional, timely and gracious in all your online interactions.
3. Create & post shareable content
   • Updates, pictures, polls, infographics, articles…anything your viewers or followers will find applicable or interesting in their day-to-day lives. The goal is not solely just to give your followers useful health information, but also give your page or your organization more exposure. The more shares your posts get, the better the chances the more people will see and absorb your content.
     • Need an example? The WHO does a fantastic job of putting out relevant health information that provides a call-to-action for their followers as well as pertinent knowledge for those followers to base decisions off of. Just check out that number of shares!
4. Be timely with that content
   • Remember way back when we talked about posting frequently just not too frequently? That still applies! No one likes to see tweet after tweet or post after post incessantly. Pick the best time(s) of day to post and stick with it. That way, your followers know when to expect content and they’ll actually be online to like it or share it. 
   • Also, to make your life easier, make a strategic content calendar for every social media network you use. Plan out what information you will release and when ahead of time.
     • Need an example? The March of Dimes tweets about 3 times per day spread out with a couple hours in between each tweet. Not only that, but each tweet is different so the followers don’t get the illusion of the same crafted tweet each time. This way, their followers’ notifications aren’t blowing up and they are seeing fresh new content with each post.
5. “Brand” your Health organization
   • I know you’ve heard this one a lot but that’s only ‘cause it’s truly one of the most important things your organization can learn: BE UNIQUE! Create a “brand” or style that is consistent among all of your social media sites. This provides this great thing called brand recognition, and will get your organization known by not just your current followers and patients/customers, but potential followers as well.
     • Need an example? Children’s Miracle Network Hospitals has a very successful and recognizable brand. Not only can people recognize them by their ads and their logo, but their social media presence across networks maintains a consistent style. Even through using a memorable color scheme or a hashtag, that is giving your non-profit or health organization a brand, which will make it stand-out among the rest in the long run.

Social Media: the Stepping Stone to a Higher Goal

I’ve said it before, and I’ll say it again: social media is revolutionary tool that can be – if used responsibly – a great asset to your health or non-profit organization. But your goal as a health organization should be foremost to help your specific audience. Use it wisely, and social media will help you get there.

The way I see it, you should be perfectly capable of harnessing the power of social media to promote your organization’s goals and messages, especially after listening to me ramble for the past 3 months. Now, go out there and change the world for the better!

 

 

 

Let’s Get Real about Social Media

Sound Body, Mind & Media

All this talk about social media and health organizations can really put you in a whirlwind state of mind. We’ve talked about all the benefits and how wondrous social media can be for health professionals and organizations alike, but can you over do it? Can social media have some not-so-fun side effects in addition to all these great things?

The answer is yes. Anything used in excess and for the wrong reasons can be detrimental. It’s your job to recognize when the costs outweigh the benefits when it comes to your social media usage. But it’s my job to help you get to that point. So, hang in there with me one more time, folks!

Positives & Negatives

I believe in being straight forward with my audience (as should you, you big fancy health organization). That’s why I’m going to give you some pro’s and some con’s to social media use, so you don’t think that social media is this ugly, four-eyed monster that will come eat your children at night if you misuse it.

Pros (you may remember some of these):

• Getting your message out to your designated publics
• Interacting with your audience
• Gaining potential new consumers/clients
• Boost visibility of your organization and what you have to offer

Cons:

• Addiction (You can get actually addicted to social media)
• Need for constant reinforcement
• Feelings of inadequacy and insecurity
• Influences of detrimental behaviors and attitudes such as eating disorders, harmed mental state, low self-esteem

Health Effects

• Constantly being connected – We live in a time where we feel like we constantly have to be hooked up to the electronic world around us, and sometimes we disconnect to the physical world we live in. If we’re disconnected online for one second, we’re afraid we’re ‘missing out’ or being excluded.

• Feeling less confident – Probably one of the worst thing you can do for your self-esteem is to compare yourself to somebody else. Social media bombards viewers with unrealistic expectations of themselves, leading to problems such as eating disorders and low self-image.
  • Thankfully, organizations like the National Eating Disorders Association aims to correct that. NEDA uses their social media as a platform to fight messages that promote or glorify harmful behaviors, specifically body image and eating disorders. They use their Facebook and other social media sites to gain support and inspire young social media users.
• Mental Stability – According to consultants from the Proud2BMe campaign, the root issues for a lot of eating disorders, depression, and other anxieties is this incessant need for perfection and to be “liked” by people online, which translates into being liked in real life.

Good News

Social media isn’t going away any time soon. That’s great news for your health organization; you’ll be able to harness the powers of influence social media has to offer in order to spread your organization’s mission or gain clientele. On the other side of that coin, that also means that with social media here to stay, so will these far-reaching health effects.

Here’s the really good news: according to Medical News Today, researchers have found that a viral spread of happiness through social media could trigger an epidemic of well-being. That means that an emotional change in one person – or in your case, one health organization – can drastically improve their mental and physical health, and that of those around them if they express it on their social media accounts.

So, what can your health organization do?

Take some notes from organizations like NEDA and campaigns like Proud2BMe. Maybe your organization can launch your own type of self-love on social media campaign.

Being a health-centered organization, you have an upper leg that other organizations don’t have. Promote a healthy lifestyle in the real world and a healthy one online, too. You can get out your messages to your target audience, and still use your social media influence and presence as a way to combat these harmful health effects.

The way I see it…

What can you take away from this? Everything is fine in moderation, in your personal life and your professional life. Social media is not the end-all-be-all of your company or health organization. It’s a very helpful, friendly tool to branch out with your consumers in ways that were impossible a few years ago. So long as you use it responsibly. Use your health organization’s social media channels as a way to support and educate your followers on the very medium you are using.

 

It’s All About Being Ethical

In More Ways than One

So, you’ve got your followers, your social media team, your content planned out…your health organization seems ready for social media take-off, right? HA, wrong.

I bet you thought you could slide on by, and just go ahead and start creating content without talking about ethics, didn’t you? Well, hold your horses there, health media gurus! Remember all those talks we had about goals? Well, being ethically responsible is probably #1.

Whether you are a health professional or organization, at some point in your professional career you’ve been faced with an ethical dilemma. You’ve got to understand that your organization is on social media, not just for its own benefit, but for the convenience and aid of your potential consumers; that comes with a few ethical obligations to give them the best information and be the best you can be.

If you are asking, “Why is this important? What does my health organization gain from this nonsense you’re spitting at me?,” then all of my hard work teaching you people is for nothing. This is the most important knowledge I can bestow upon any health organization. You are going to be under a large magnifying glass professionally and personally. That means you need to posting, sharing and acting responsibly in all you do, so that your health organization does not suffer.

Think Before You Post

…Or share, or retweet, or reblog content. I’m probably preaching to the choir – those with an ethics problem generally don’t go looking for ethics blogs – but bear with me. Before you go making a fool out of yourself and your healthcare organization, I beg you, please take these tips into consideration:

• Get Your Facts Straight
  • Chances are, potential patients or consumers have given your health organization a follow because you’re a credible, reliable and informative site. So, act like it. As they say, 74% of statistics are made up (NOT REALLY), so make sure the information your are giving your followers, friends, potential voluteers/employees are factual. When it comes to health information, there are a lot of conflicting opinions out there. Give your followers the most useful, valid information, boosting your organization’s reputation as a dependable source.
  • Need an example? In their tweets, the National Institute of Mental Health posts reliable facts backed by credible sources and their own research so that they do not provide their followers with misinformation.

• Read Before you Share
  • We’re all guilty of sharing something on our personal accounts of something that has a pretty picture or because we like the headline, without actually clicking on the link to see what it is we’re sharing. It’s always a good idea to look at what you’re going to be sharing to your followers before you hit that button, just to make sure the content matches up with your health organization’s goals, reliability, and morals and values.
• Shut Down Negative Comments
  • You want to project a positive, encouraging image with your social media pages, not just in your own content, but in the comments and responses you allow to be attached with your name. Monitoring comments is easier through platforms such as blogs, Facebook, your website, and Instagram. If someone starts trying to stir up trouble on your page – AKA a Troll – delete the comment, say something to them (nicely) or at least apologize to your other followers for whatever offensive thing the troll might have said. Use your health organization’s own values as a guide, and don’t let internet trolls prevent you from posting beneficial content for the consumers/followers that actually want to hear it.
• Being “Trendy” Isn’t Always the Best Idea
  • Don’t get caught up in the latest #trends on social media sites. Just because all the other health organizations jump off a bridge, that doesn’t mean you should too. Not only do followers find it tired and annoying, but a recent study found that people actually start listening and taking your messages less seriously.
  • Need a BAD example? I’m sure you all remember “The Dress” controversy, but only some of you may remember “The Dress” controversy surrounding the Salvation Army‘s ad to stop domestic abuse. The intentions of the ad might have been good, however, using a light-hearted trend for a very serious-toned topic like domestic violence and abuse was the wrong way to go about it. Do yourself a favor and avoid another faux-pas by just keeping fun trends and your health area of expertise separate.

…Even if You’re a Doctor

I’m about to switch it up on you a little bit. Usually, I just talk to our big fancy health organizations out there, but now I want to target the doctors and other health professionals out there as well. All of these tips go for you too. Before you as an individual health care provider post, tweet, share, or even do anything, please ask yourself these questions:

• Is this appropriate for a (insert health occupation here) to be posting?
• Will this impact my career or my patients?
• Is being Facebook friends with my clients really the brightest idea?
• Is this behavior professional?

All of these questions can only be answered by YOUR best moral and ethical judgment. Even though, according to KevinMD, about 74% of medical professionals did not post any questionable content, a large 45% did.

Here’s an example: The Associated Press reported a doctor from Miami was asked to go on leave after a very unprofessional video of her screaming at an Uber driver surfaced online. (You can click on that hyperlink and watch the video, however, sensitive viewers be warned.) Circumstances like these make me as a patient myself very sad and worried. Keep in mind; a private matter can become very public very quickly in this technological age we live in. It is crucial to your career and your hospital, health care facility, and organization to act and post in a professional, appropriate manner; it’s your ethical obligation to your patients and yourself.

The way I see it…

(Hopefully) Your job as a health organization online is to help people, and it should all just come naturally. All I can advise you is, just think before you act. You should be asking yourself – whether you are a health professional or a health organization – if the content you are posting, sharing, promoting matches with your own code of ethics before it gets released to the World Wide Web.

Time to Evaluate!

Analytics and Applause

I must say: bravo, everyone! Now that you’ve decided on which social media site(s) are best for your health organization (Act I), and you’ve settled on a strategy and implemented it (Act II), it’s time to take for the curtain call! (Be sure to thank all the little people aka me, your helpful blogger, in your awards acceptance speech.)

After every play or musical, the director, playwright and actors look for evaluation, praise for a job well done, in the form of claps from the audience or reviews in the paper. In the case of your health organization, you are the [social media] director, your media writers the playwrights, and your volunteers/employees are the actors. Yet I’ve always found that the applause  and reviews from the audience are more important than what you tweet or what picture you post.

But, any theater enthusiast knows that the show goes on long after that final bow. The show – your social media marketing – must go on! And it must be actually working. After posting, please consider these questions:

• Did your content attract followers?
• Did it fulfill their needs/answer THEIR questions?
• Did you produce shareable content?
• Were consumers called to action by your posts? 

These are the important questions your organization must be asking to know what worked and what didn’t.

How do you know? By measuring, silly! Here, let me show you…

Don’t Worry, It’s Not Math

Okay, well that isn’t entirely true, but it’s very simple math! If you know that ‘# ‘was not always called a hashtag, and that ‘= ‘means equals, you’ll do just fine.

Measuring the success of your social media marketing strategy is so much more than just knowing the number of followers your organization’s Instagram account has or the number of shares an article gets on Facebook. When analyzing your social media, you need to look deeper. There are four key areas a health organization can and should measure if it wants to get the most it can out of social media.

1. Conversation Rate
   • What is it? # of Audience Comments/Responses per post
   • How do I measure it? It’s pretty easy to tell when one post has more comments or mentions than another. However, until a site like Google Analytics comes out with a more efficient way, you’ll have to do it the old fashioned, counting way.
   • Why is it important? Interacting and having conversations with your target audience is more impactful than you may realize. When a health organization takes time to answer health-related questions for clients or answer to concerns of their customers, it makes the consumers come back for more. The more your organization converses with its audience, the better understanding of that audience it will have, thus better catering to their specific needs.

Need an example? The WHO  came up with a unique way of both interacting with their followers on Twitter and educating them on the Zika virus through polls/quizzes in their tweets.

Need another example? The American Heart Association’s Go Red For Women campaign does an excellent job of communicating with their audience, as well as making them feel as though their thoughts, concerns, comments really are taken into account. I know it’s difficult to make time for every commentator, but trust me, it’s worth it. (Also, how sweet was it that they asked that woman about her son? Ugh, *heart eyes*)

2. Amplification Rate

• What is it? It differs for the different social media networks, however, generally it is the # of shares per post on Facebook, # of retweets per tweet on Twitter, etc. 
• How do I measure it? Look at it individually like your conversation rate or watch this video on how to make an Excel spreadsheet and go bonkers! My advice: it takes a heck of a long time to look at every little tweet or post; go ahead and make that spreadsheet sparkle.
• Why is it important? Take into consideration your number of followers or subscribers. Hypothetically (and hopefully) if every single one of them retweeted your tweet or reblogged your blog, you would reach not only those people but other potential consumers as well, thus the wider spreading of your content (which, is really the goal, now isn’t it?)

3. Applause Rate

• What is it? Back to the theater metaphor! Think of likes, favorites, and those little pop-up hearts as the thunderous applause from your adoring fans. So, that means the applause rate = the # of favorites on Twitter, # of Likes/Reactions (new) on Facebook, # of big red hearts/likes on Instagram, etc.
• How do I measure it? Most social media outlets have their own (free) ways of evaluating applause rates, such as Facebook Insights or Google Analytics. But, if you want to go deeper and you don’t mind paying a couple bucks a month, your organization can use True Social Metrics that will give them all of the values for the rates we’ve discussed so far!

Layout example of True Social Metrics

• Why is it important? It feels good to be applauded, right? Looking at consumers’ reactions isn’t just good for the ego of your organization, but it also lets you know what your target market “likes” and dislikes. (In case you haven’t caught on by Week 7, it’s EXTREMELY important you listen your audience; how else will you know what they want from your health organization?) Not only that, but you understand what you should be posting about instead or improving upon for your next post.

Need an example? Here’s some little maybe lesser known health professionals to give you an idea if your organization is not as huge as WHO or the American Heart Association: Beverly Hills MD has about almost 9,500 Twitter followers. Most of their tweets get about 20 to 30 likes per tweet, yet some only get between 1 and 10 likes.

• My diagnosis: The tweets containing health tips and success stories get the most likes (which is great!) so I would suggest crafting more tweets in that same helpful, uplifting tone.

4. Economic Value

• What is it? Yes, music to the ears of your organization’s bank account, but also the sum of short and long term revenue and cost savings. (Gosh, that’s a mouthful.) Basically, the more participation on your social media accounts, the more moo-la in your pocket.
• How do I measure it? I found that sites such as WebTrends and Google Analytics, as I mentioned before, are the most straight forward and user-friendly that will help track your organization’s digital experiences and analyze how much revenue you’re getting out of your social media outlets. These tools I’ve mentioned work for all the different social media sites from LinkedIn to blogs.
• Why is it important? You have to check your return on investment (ROI) in order to be successful financially. Once you analyze what channels are getting the most participation, you can concentrate on the Per Visit Goal Value, and you know exactly which of your social media channels are contributing the most. Getting likes and favorites is only a small piece of an extra large pizza (Yum).

Stay on Top

For those of you who use Twitter to tweet out healthy tips like Beverly Hills MD or promote events and challenges like March of Dimes in calls-to-action tweets, you might like to know that Twitter offers an analytics dashboard on your company page to monitor your organization’s visibility.

Twitter also offers a service called Twitter Cards that – once enabled – allows users to track impressions of their tweets, the number of URL clicks, and source links to their content, and above all drive traffic to their account and their website.

The way I see it, with all these options, there’s absolutely no reason why your health organization shouldn’t be jumping on the ‘eval’ train. Take these tips and tools and run with them! I promise, once its done, you’ll be able to see what is (and isn’t) working for your health organization, what will benefit your employees and organization as a whole economically, and what will benefit your audience in the long run of your social media endeavors.

Strategizing your Health Social Media Content

Congratulations, reader friends! You’ve survived all the in-depth analyses of all the social media outlets your health organization could possibly want! (And that was the easy stuff.) Now it’s time to go even deeper into the rabbit hole. We’re going to talk about less of what types of media you can post on, but more about what you should post and how to do it effectively so that your health organization gets the most out of their social media accounts.

It’s What You Post…

Relatable, fun, and smart content is at the heart of every successful social media strategy, especially when it comes to health organizations. It’s the content that drives your followers to become loyal clients.

Remember: your organization is like your brand, and brands need to be recognized and reflected in all of their social media strategies to give consumers a reason to stay engaged. Think of these 4 content strategies when you’re building relationships with your consumers through your organization’s social media:

1. Know your voice: Everything you post, regardless if its Twitter, Facebook, Snapchat, should “sound” alike. The goal is consistency and recognizability. You don’t want to sound somber and serious on Facebook, then light and playful on Instagram. Give your brand its own unique voice, and practice it across all formats.
   • Need an example? The American Heart Association has the same reverent, uplifting tone in both their Facebook and their Twitter accounts. They do a great job of projecting the right tone for their target audience as well as not sounding like 50 different people are running their social media accounts.
2. Time your content: The best tip that I can give you is to simply create a calendar that maps out exactly what your organization is going to post and when they will post it. Relevance is key. Jazz it up and make it relevant to a holiday or upcoming event your health organization has planned.
3. Solve problems: In case you forgot, you are a health organization. People are coming to your blog, your Facebook page, your website for recommendations, advice, and reliable health knowledge that they can trust. In your content, provide them with the right tools to help themselves, get in contact with a physician, or answer the questions you have the answers to.
   • Need an example? Take a look at the World Health Organization‘s Facebook page. I just love it when an organization takes the time to respond to comments and answer important questions. It’s kinda what you’re there for.

4. Be true: This is one of the most basic things your health organization can learn about social media content. Since you revolve around health and health practices, your followers and potential customers are coming to your pages looking for truthful, relevant information that is not only informative but also has some sort of a personality. Being honest and not robotic makes your audience feel a part of your mission and engaged with your brand.

…And How You Post it

At this point, we’ve established the necessity for communication between your health organization and future customers/patients. But with social media you have to do more than just interacting.

It’s not enough to just ask your audience to respond to questions, post reviews, or pass out likes on your photos. When they communicate back with your organization, you have to listen. According to Kerpen, listening is the single most important skill in social media, and the one that’s most easily forgotten. Take your consumers’ questions, concerns, snide remarks seriously. They are what drives your organization.

According to the CDC, to ensure that your readers are also listening to your health organization’s messages, their social media writers must:

• Understand their target audience – This varies for every health or non-profit organization. Who will benefit the most from your health organization and their services? Once you know that, design your social media messages to best suit the needs of that audience. Likes, dislikes, most used social media platforms, etc.
  • Need an example? Teen Mental Health knows not only the audience that they want their messages to impact, but things that may inspire or captivate that specific audience. They’ve implemented the use of Facebook, Twitter, and YouTube – all social media platforms teens today commonly use, as well as making their pages bright and colorful, and easy to understand for teenagers and their parents.
• Apply health literacy principles – 9 in 10 adults have difficulty using the everyday health info that is routinely available in health care facilities, media and communities. According to the CDC, when giving health related information, people need to be given the important information in an easy, clear way, and also told why that healthy behavior is important.
• Make it shareable – Anything from “Top 10 Tips to Staying Healthy” to calls to action with action words like “share,” “watch,” “join,” etc. make people want to not only read more, but share your content. The more shares, retweets, and hyperlinks your social media accounts get, the more your name gets out there for the public to see.
• Use plain language – Medical jargon and big words have a tendency to scare people, then they stop listening. Keep your messages short, in a friendly but professional tone, and limit the use of technical language, if you can help it. This also means using measurements that would be familiar to your audience to avoid confusion. Write like an average person for the average person.
  • Need an example? The non-profit, the American Public Health Association, does a great job on their Facebook page of using upbeat, concise language that the average Joe (or Josephine) can understand clearly.

Keeping Up with Content

Feeling comfortable yet? Yes, I know it’s a lot to digest. You’re probably mumbling behind your keyboard: “Okay, I know how I should formulate my messages, but what do I even say? Where do I start?”

You’re not crazy; that’s a perfectly logical thing to ask! Here are 10 ideas for your social media content that would be best suited for your healthcare organization.

1. Quotes 
   • I’ve seen many health organizations, like American Cancer Society for example, start using the hashtag Motivation Monday for uplifting quotes all over their Instagram and Twitter pages. They’re extremely popular and sure to be well-received by your audience.
2. Polls
   • Surveys and polls generate a lot of interaction from your audience as well as feedback for what your organization has accomplished so far.
   • Use a link to Survey Monkey on your blog or website, or a new Twitter poll to get the conversation started. Best part? It’s usually free!
3. Behind-the-scenes photos
   • Remember that talk we had back when we covered Instagram? Well, feel free to post behind the scenes looks on all your social media platforms. Board meetings, doctors at work, fellow volunteers or employees are all prime opportunities to go behind the curtain!
4. Questions
   • Q&A opportunities, discussion boards, forum posts – anything to keep your audience engaged and talking about your health organization!
5. Links to blog posts
   • Get all of your social media outlets in the eyes of your viewers. You may have covered something important they might have missed in an old blog entry.
6. Infographics
   • These are a little trickier. Be sure to use accurate inforgraphics to stay credible, or if you can’t find something, simply make your own!
   • Check out Daily Inforgraphic to create your own or view previously made ones to link up in a Tweet or an Insta-post.
7. Share health tips
   • People love quick tips (isn’t that why you’re here?) so be sure to use them to your advantage! The CDC balances up-to-date information on the latest health issues in the world with helpful tips to preventing germs and staying healthy.
8. Ask for reviews or testimonials
   • This is a chance for the most important voice – the audience’s – to be heard. Sometimes the truth hurts, but you’ll never know what your organization could improve upon unless you ask. Then, be sure to thank them for their feedback.
9. Fan photos
   • Get your clients involved! Retweet, regram, or hashtag a particular word or phrase related to your organization. Once they feel like a crucial aspect to your organization, your clients will be loyal and dedicated to your cause.
10. “A day in the life” post
    • Follow a nurse or a physician around on Snapchat; have a volunteer write a blog entry on what got them involved with your campaign; showcase a vital player on your organization’s team (maybe even your social media writer who is reading this right now!). This adds humanity to your brand and a little something extra that some organizations might not have.

Want even more? Check out this list of ideas to generate even more engaging content!

Put Yourself in Their Shoes

The best way to understand and evaluate social media content is by looking at it from a completely different perspective than the one you are currently in. Place yourself in the shoes of a woman just diagnosed with breast Cancer looking for not only answers to her questions but support as well. Or the shoes of a doctor looking to expand his number of patients.

Then ask yourself: what kind of content would I like to see, if I were them? What would I find most useful? And what platform (Facebook, LinkedIn, Twitter, etc.) would I be most likely to look for that information? Whatever your health organization, remember you are the expert there to help them.

Insta-Fame for your Health Organization

That Thing your Teenage Daughter Uses

You know, that app she posts a pic of her duckface on? It’s that thing the hip, happening kids today use to slide into each others’ DM’s, and use quotes by poets they don’t know as captions for pictures of their smoothies. I bet you never thought we’d come to this. I get your hesitation; I, myself, was hesitant at first. Even I – the great and powerful Oz, whoops, er, Red Eye – thought: What in the world could a health organization use Instagram for?

Actually, more than what you’d think.

Instagram is a fast-growing social media channel for pictures and short videos, that is becoming more and more popular, not just among the youth of today, but health campaigns, organizations and businesses, too. It has 300 million active monthly users that share an average of 70 million photos per day. I don’t know about you, but I like those odds for a health organization’s visibility.

So, what does this mean for YOUR organization? With our smart phones glued at our hips, it is all but ideal that customers and organizations alike are using this visually-appealing outlet to connect with one another. Having an Instagram account as a tool for marketing your organization sets you apart from all the other social media tools we’ve looked at so far. It allows customers to have an inside look at your operation while continuing to build brand recognition and loyalty.

Sounds a lot more life-changing than Kim K trying to “break the internet,” huh? So just follow me (get it?) and you’ll find that Instagram is so much more than what meets the eye.

Before Hopping on the Bandwagon

And before you can start posting pictures left and right, there are some things you need to first understand. Take a look at this glossary of Instagram terms to help you get to know the lingo. As you’ll notice, a lot of the terms are just repeats of words we already know from Twitter.

With every variation of social media there comes a slew of strategies and formulas to help your organization use it to the best of its ability. Instagram is no exception. The strategies to a successful Instagram are just simply:

• Knowing what you want your Instagram to accomplish – Goals and objectives are still very crucial. With Instagram, you’re targeting a potentially different demographic than other social media. What is Instagram going to do for your organization that the others have not?
• Deciding on your target audience – Who do you want to reach out to? Who do you want to inspire with your photos? What demographic will benefit from your health organization the most? (Helpful Hint: Insta hipsters might not always fit the bill)
• Deciding what type of content will get people talking – What kinds of photos, videos, etc. will get that target audience we talked about earlier inspired and loving your organization?

Since Instagram is all about seeing instead of just reading, let me give you an example to give you a better idea of where to go from here.

The non-profit UNICEF USA definitely learned those 3 strategies we just mentioned. Their pictures reflect that they have picked the audience they want to market their message to. (Who doesn’t like cute little kids?) They implement in their posts not only the goals of the organization as a whole – to raise awareness and support – but even more specific goals by showcasing individual children and their stories.

But, keep in mind, while UNICEF did a great job implementing these strategies they forgot the trick for non-profit’s instagramming.

Instagramming for your Non-Profit

What is this magical trick, you ask? Fundraising! That’s right, one of the most basic needs of your non-profit organization. You’d accept donations and praise donors on Facebook and Twitter – Instagram is no different!

When fundraising for your non-profit on Instagram, please take into account this [Primarily] Do’s & Don’ts List:

• DO: Use (but not overuse) hashtags to promote fundraising campaigns.
• DO: Use your main website as a donation center – and put that link in a picture!
• DO: Thank your donors!
  • Need an example? Check out (RED) the non-profit dedicated to fighting AIDs and their Instagram. People love to be praised and they love it even more when they can see the progress!

• DO: Promote fundraising events through your photos.
• DO: Offer incentives, like prizes for the best picture using your hashtag or special offers and discounts.
• DON’T: (I only gave you one so don’t freak out and rebel on me) Overwhelm your followers constantly asking for donations. There’s an art to fundraising; if you ask too often (or maybe even not enough) you won’t meet the fundraising objectives your organization has set for itself.

Speaking of Tips…

Want some helpful tips? Of course you do! Follow these guidelines and I’m sure you’ll have the hang of this Instagram thing in no time!

• Go behind the scenes
  • People LOVE seeing how an organization runs, the in’s and out’s, and when it’s a health organization, that only adds to the trust and respect they have for you. Use your pictures to demonstrate what goes on behind the curtain.
    • Need an example? The March of Dimes‘ Instagram does the typical promoting of their organization as expected, but they also showcase in their photos just who makes the organization run, who supports it, volunteers for it; putting faces to names and real people to a cause.

• Balance business and fun
  • When posting, yes, you need to keep in mind what you are there to do, (promote your blog, get donations, spread awareness, etc.) But also, mix a little fun into it! Add some humor, bright color, pictures of real people, fun promos and offers, even short videos. Instagram is supposed to be light and fun; why not go for it?
    • Need an example? The Breast Cancer Research Foundation posts not only photos and information about the research they are doing, but also survival stories and even a picture of their unofficial mascot. (How cute is that??)

• Be real
  • Instagram was created for people to interact with other people. No one wants to feel like they’re talking to a computer or an unidentifiable figure of a brand.
•  Take interesting photos (in good quality)
  • I cannot stress enough how important it is to skip the grainy or irrelevant pictures. Too often I see pictures posted health organizations’ social media pages that are just plain text on a pretty colored background, or worse, pixelated nonsense. Instagram is a visual sensation. Give your followers something pleasing to the eye.
    • Need an example? The American Cancer Society – my favorite when it comes to social media, you’ve probably noticed – does a great job of this. Their photos are clear in quality and don’t just rely on text overlay – but use it in moderation – to get their varying points across. Just take a look at this beauties!

• Engage your followers
  • Double-tap their photos for a like, give them a follow-back, thank them in a comment for participating if they used a hashtag for your campaign. Those followers are bound to become potential clients if they feel like their opinions and support of your campaign are appreciated.

Now That You’re Insta-Famous

I’m super proud of you for making it through yet another social media blog. Hopefully, after this, you’re up to speed on all the great things Instagram has to offer.

Instagram has a way of bringing your health organization to life in ways other than tweets and shares. If you don’t take away anything else from this blog (*sad face*) just think of Instagram as Twitter for people that hate to read. And in this day in age, we are people who need to see things to believe them.

The way I see it, your health organization needs to use photos and videos to their advantage. Create meaningful content that excites and inspires people, cultivating a following on so much more than just a social media outlet.

 

Linking Up with your Health Organization

A Professional take on Social Media

Welcome back, fellow social media gurus! We’ve had a good run so far, haven’t we? We’ve talked about the good, the bad and the punny. We’ve gone through the fun, well-known social media sites and how your health or non-profit organization can utilize them to your benefit. Now you’re ready for the big leagues! I’m not talking about baseball here; I’m talking about LinkedIn.

LinkedIn is a special brand of social media. Unlike Facebook and Twitter, it’s an entirely professional platform, meaning odds are, you’ve probably already heard of it (even if it’s just getting a thousand email requests from your friends to join).  I keep telling you what a big, fancy, professional health organization you are; now it’s time to showcase all your organization has to offer to groups of people just like you.

You’re probably groaning behind your keyboard, thinking: “Don’t I have enough social media accounts to maintain? Why this one?” Well since you asked, here’s why:

• Networking with other organizations & future customers
• Job opportunities
• Professional development
• 1.5 million other healthcare professionals have already started using LinkedIn

Believe me now? Wonderful! Let’s get started!

Devising a Marketing Plan

1. Create a Page

• That doesn’t seem so hard, right? Remember: LinkedIn is going to be one of your greatest assets when it comes to marketing your health organization. But first you have to create a page. Like Facebook, LinkedIn offers both personal pages and company pages. (Later on, you can go back & make a personal page for yourself.) This company page will act as the showcase for your organization, including potential employment opportunities, specialties, campaigns, and eye-catching images.
• Once you’ve set up your page, ask your fellow employees, customers/patients, vendors and volunteers to “follow” your page – remember that from Twitter? – to stay connected and stay visible. These followers can then write LinkedIn Recommendations, adding weight and credibility to your profile. Don’t pester them with a million email requests to join, but a health organization’s success has to start within.
  • Need an idea to get you started? The World Health Organization does a great job of including an eye-grabbing banner photo as well as providing a clear, concise bio in their LinkedIn page. They also provide a list of their other social media sites and contact information. They even included a career tab for those eager to be a part of the WHO team. Take note, people. This is what you want.

2. Start a Group

• Next, you’re going to want to launch a LinkedIn Group to help you not only interact with an audience that shares common goals, but also generate interest for your health organization. Invite your customers, employees, partners, and volunteers to be members, and appoint a responsible manager/moderator to head these groups. (You wouldn’t want them slacking off now would you?) These managers exist to approve discussion posts, pose questions, and decide who gets to join your group.
• On your page, you post statuses about relevant happenings in your organization. In your group, you send out messages to your members who act as “top influencers” of your health organization. Be sure to send out messages to your group at least once a week to keep them updated on campaigns, discussions, or special promotions. Messages need to promote a healthy group community with valuable content and thought-provoking discussions to keep members and potential consumers engaged.
  • Need an example? The American Heart Association is just one of many health organizations that run a thriving LinkedIn group with over 12,000 active members.

3. “All Aboard the LinkedIn Express!”

• As I said before, you don’t want to shove new technology down your employees’ ad volunteers’ throats, but getting them involved and active in your LinkedIn endeavor is crucial. How can it be successful if not everyone is doing their part?
• Make it everyone in your organization’s goal to create/update their own LinkedIn profile and expand their usage into organizational usage. Encourage them to use this platform to get your health organization’s message out to all of their personal contacts and the organization’s existing ones. Once the internal public is on board with LinkedIn, your health organization’s exposure and business can only skyrocket externally!
• Remember:

Be the Best You Can Be

Now that you have a clue of where to begin, here are a few quick tips that will gain your LinkedIn page the most visibility and interaction.

• Have a vibrant banner image
  • You don’t want some run-of-the-mill, bland banner image. Or worse, no banner image at all. Your organization’s page needs to be full of life and color. Give followers that “wow” factor when they visit your page.
    • Need an example? The CDC‘s banner is close to perfection. Beautiful images, bright colors, and even their tagline right in your face to be the first thing you see and remember about their organization.Plus, as a health organization, it always helps to show happy, healthy children, and doctors and health professionals doing what they do, to emphasize what you’re really about.

• Proofread everything
  • If I see any grammar or spelling errors in any of my readers’ health organization pages I will scream. You know better than this. If you want your organization to be taken seriously, it needs to conduct itself in a dignified, professional manner.
• Post updates frequently
  • The best way for your LinkedIn marketing strategy to succeed is to stay consistently visible and timely. Post status updates once or twice a day just to stay in the forefront of your followers’ minds.  You can even add links, discussion questions, and pictures that will make your updates interesting and more visible.
    • Need an example? The American Psychiatric Association consistently posts at least once a day every day with everything from testimonials, highlighting a specific Association  psychiatrist and their work, to information on mental illnesses and medicinal applications.

• Showcase your campaigns
  • LinkedIn has started offering this cool new program called Showcase. Showcase Pages act as an extension of your main organization page that allows you to focus on relevant content for your target audience and enhancing relationships with that audience. Emphasize the important campaigns or movements your non-profit or health organization is promoting recently. With this tool, there’s a better chance someone will see it and become an active follower of the campaign as well. As I always say, take advantage of the latest greatest technology.

Go Forth & Conquer

Think of LinkedIn as a method to fit all the puzzle pieces of a non-profit or health organization together. It is your network to get in touch with not only potential customers, but other organizations as well. Don’t believe me that LinkedIn improves your networking relationship? Then here, have an infographic:

You learn something new every day, right? Now you have the tools, the tips, and the strategy to make a great LinkedIn page and group; get out there and spread your health organization’s word to a whole new set of audiences on a powerful, professional setting.

The way I see it, LinkedIn can act as a launchpad to successfully get your health organization to the eyes and ears of your partners, employees/volunteers, and potential consumers that have the greatest influence on your organization.

Taking Flight with your Health Organization

Making the World a Healthier Place in 140 Characters or Less

Wow, we both deserve a pat on the back. You for making it through your first two social media blogs, and me for getting you here – you’re welcome, dear reader.

Now has come the time for your health or non-profit organization to soar to higher heights and fly farther into the realm of social media; and of course, I’m talking about Twitter. And I’ll apologize now for all the bird puns.

I know what you’re thinking: isn’t Twitter just for teenagers to put a hashtag in front of every word they write? (Or maybe even some of you after reading that are asking what the heck a hashtag is – don’t worry, we’ll get there!) I hate to be the one to tell you but you have been drastically misinformed.

Twitter has become the fastest way for people to express ideas, share and gain knowledge, and amass a fortune of followers with similar ideals. Why is this good for your health organization, you ask? I’ll break it down for you – just so you can start to get the hang of this whole limited character thing.

1. More visibility of your organization
2. Branching out networks
3. Build relationships with customers

Sounds almost too good to be true, doesn’t it? But before you go cracking eggs, there are a few things we need to discuss.

Lingo You Might Need to Know

Some days it might sound like the kids today are speaking Greek when it comes to Twitter, but believe me, it isn’t hard to catch on fast. Here are some terms you’ll want to know before we get started.

• Hashtag – The number/pound symbol (#) is not just that anymore. It can go in front of any word or phrase. If a user searches for or clicks on the hashtag, they can see every tweet using that same keyword or phrase.
• Follow – Remember when people used to get magazine subscriptions? Following is basically the same exact thing. You are subscribing to another account and will be notified when they tweet.
  • The same applies when a user follows you organization back. They will be notified first when you tweet and be instantly informed with the goings-on in your organization.

• Handle – This could be the name of your organization or a shortened version. Something easy to remember and concise.
  • Need an example? The CDC has a twitter with the handle @CDCgov. Not only is it short and memorable, but it doesn’t stray far from the name of the organization itself.
• Retweet – A shared tweet (or a post) that another person has tweeted, commonly seen as RT. Think of it like re-blogging or like the share button on Facebook.
• Trending – Happens when a hashtag is used frequently and by enough users that it becomes popular and conversed about all over the world or in a set country.

Now that you’re hip to all the Twitter lingo, keep reading and I’ll show you how to hatch out one heck of a health organization Twitter page!

Healthy Practices for a Health-Practicing Twitter

With every social media your health organization chooses to use, there are a few things you’re going to want to keep in mind before you press ‘tweet.’

• Know your Goals (and Your Limit)
  • Using social media to its full potential is like defusing a bomb. One slip and it’ll be a nightmare for your PR department. With only 140 characters to spare, you want to make sure your organization is putting out useful, valid information that won’t be misconstrued. Lay out what you want to accomplish early on, and think of Twitter as just another way to get consumers to the “bigger picture,” i.e. your blog or your website.
• Tweet habitually
  • Twitter is about timeliness. You don’t want to tweet so frequently within an hour that followers get annoyed, but you don’t want to space out the time in between tweets that they forget you exist. You want to interact and put out information on peak days and hours. Tweet between 2-8 times a day, over the span of a couple of hours. Research says that the best time to tweet ranges between 11 am and 1 pm.
    • Need an example? The American Public Health Association posts at least 5 times over the span of 3 hours, spread out over certain intervals. This makes their content fly to the top of their followers’ news feeds, but does not overwhelm them.

• Establish a bond with your followers
  • You need to interact with your followers as often as you can. Respond to their tweets, favorite & retweet their tweets when they mention your handle or organization, etc. They are what makes your Twitter page successful. Once you build a relationship with your followers, you’ll be amazed at the mutual benefits that you both receive.
    • Need an example? The American Heart Association retweets their followers’ tweets frequently and mentions other organizations in their own tweets as well.

• Use appropriate grammar
  • Remember: you’re a professional, well-organized health organization, the last thing you want to sound like is somebody who just got on an AOL chatroom in 2001 for the first time. Avoid abbreviations like ‘gr8,’ ‘thnx,’ or the all-encompassing ‘lol.’ Yes, you only have a few characters to get your message out there, but you can do it without sounding ridiculous. Just don’t do it.
• Don’t overdo it with the hashtags
  • Hashtags can be useful, but nobody likes to see #every #word #hashtagged. (Can you say #boring?)  Limit yourself to about 2 hashtags per tweet. Any more than that can make your tweets unprofessional and difficult to read. You want your tweets to justify themselves without the constant need for hashtags.
    • Need an example? The American Cancer Society uses between 1 and 2 hashtags on average when they tweet. It isn’t overbearing but also provides the opportunity for conversations to arise from the keywords and phrases they hashtag.

 

• Find a consistent style
  • You’re a big, fancy. wide-reaching health organization; you probably have a slew of different employees or volunteers running your social media accounts. However, like with every form of media, settle on a style that is unique to your organization and make sure everyone tweeting from your account follows that style. You don’t want each tweet different from the last in terms of phrasing and word-choice.
• Include links, pictures, etc.
  • A blank, bland tweet is a strong health organization’s kryptonite. Adding a link to your tweet increases the retweet rate to an 86% chance. Link up your blog, relevant articles, your organization’s website, just to name a few. You also want to add pictures or videos to create an eye-catcher. Tweets that have images have a 2 times higher engagement rate than those without. Be it infographics or pictures from your most recent event, these are more likely to generate a response from followers.

• Provide followers with beneficial, attention-grabbing content
  • Really that’s all there is to it. This is probably the most important step. You want your tweets to convey your health messages in a way that makes them relatable but also interesting, and of course retweetable. The higher the retweets, the more exposure your health organization gets.

Flying Free

Now that you’ve been caught up on all the tips, it’s time for you to spread your wings and go take the Twitter world by storm!

Much like Facebook, Twitter does not have all the tools necessary to be your sole social media outlet for your health organization. But, it is a great way to engage with your followers – and potential consumers – quickly and easily.

Through retweets, mentions, and hashtags, Twitter allows your health organization the opportunity to reach your target audience on a wide scale. Maybe your messages could spread through the Twitter-verse to audiences you didn’t even think of.

The way I see it, Twitter can create a unique connection between health organizations and its consumers/followers, but only if used to its fullest potential.

Make Facebook your ‘Best Friend’

Facebook: It isn’t just for college kids anymore

In fact, you’d probably have to be living under a rock to have never even heard of it. There are hundreds of social networking sites floating around out there, but none of them so influential as Facebook. Whether it’s personal profiles, business pages, or open or secret groups, users are constantly surfing, updating, and engaging in the simplest and fastest way to reach the masses since the printing press.

So, at this point you’re probably asking: But, isn’t Facebook just for sharing funny cat pictures and stalking your ex? Why would I want to use it for my health organization?

Whether we like to admit it or not, Facebook has become part of our lives in a big way. Why, I bet as you read this – on your phone, tablet, or laptop – you have another tab open to Facebook right now. I won’t lie, as I write this, I have my own Facebook page open in another window. Why? Because it’s the king of all social media. On a daily basis the site gets a total of 1.038 billion active users.

This isn’t just good news for Mark Zuckerberg; it’s good news for your health organization as well! That means you and your organization have that much more of a chance of potential consumers seeing your page and what you have to offer.

Want more good news? 94% of users say they consult their friends and specialized pages on Facebook for health information. Users put their trust in their friends and their social networks, looking for accurate, exciting, and useful health information. All the more reason to unlock the kingdom for yourself!

And truth be told, if you don’t already have a profile, group, and/or page on Facebook, you are severely behind the times, my friend. But don’t worry! I’m here to help you get started.

Learning the Basics

There are multiple ways to engage your audience on Facebook. However, not every one of them are necessarily appropriate for your organization’s messages.

Profile: Offers a personal way to communicate with friends & family and share videos, photos, and thoughts

• Profiles are usually used by individuals alone to connect with the people in their lives. While having a personal profile may not be the best way for your health organization to get in touch with its consumers, if used ethically, it could be a great tool for individual health professionals to stay connected to patients.

Group: About a particular subject with multiple members that can communicate within the group

•  A Group consists of members, as opposed to having friends. For your organization’s purposes, this provides a platform for members – whether they are friends with one another or not – to communicate with each other and allows you (the Administrator) to interact with them on a personal level as well.

Page: Allows users to “follow” or stay updated on an organization or business; best option for health organizations

• Pages are specifically designed for marketing, promoting, etc., ideal for a health organization or any health professional. Instead of getting friends or members, users are “fans” of and “like” a certain person or organization. Every time the administrator of the page posts an update, those who like it get a notification.
  • Need an example? The World Health Organization‘s Facebook page has 2,689,233 likes and updates consistently every few hours every day. The success of this page just goes to show that this may be the best tool Facebook has to offer for your organization.

Now that you know what method you want to use to reach your Facebooking consumers, let’s focus on how to keep them engaged with your health organization!

Building a Better Facebook Page

You’ve taken the right steps so far. You’ve investigated the best way to promote your health or non-profit organization on Facebook, and now you’re ready to create your web masterpiece!

Follow these 4 easy tips and you’ll be well on your way to creating a successful Facebook page for you and your organization:

• Be Credible
  • Nobody likes a liar, especially when it comes to health information. People look to healthcare providers and organizations on Facebook for reliable, credible information, not meaningless claims. Consumers take their health seriously – as they should. The average patient/consumer doesn’t know as much as the health professionals, and is putting their trust in the fact that those professionals’ pages will provide them with accurate information. Make sure your sources are dependable. Put yourself in your clients’ shoes and ask: Would you believe the information you’re giving?
    • Need an example? The Mayo Clinic is a respected name in health and medicine, so of course their Facebook page would be no different. They back-up their stories with research from credible physicians and other reputable sources, and are quick to provide truthful answers to important questions.

• Be Relatable
  • The whole point of Facebook – and social media in general – is to provide information on a platform that can reach a multitude of different audiences. Content must be easy to relate to and directed towards your health organization intended audience.
    • Need an example? Harvard Health Publications has a Facebook page that posts studies, diets and recipes, and other ways to strive for healthy living that is current and applicable.
• Stay Connected with the Public
  • Your fans are what drives you. By staying involved with them, the fans feel more a part of something bigger. They are more likely to come back and remain a fan if they feel as though their thoughts, opinions, and questions are being well-received. Respond to comments, like comments, & offer rewards for page likes, instead of being a static page that just posts news updates. If you have a hotline, be sure to add the telephone number along with any other contact information for organizations or healthcare professionals.
    • Need an example? The non-profit, Mental Health America, does a fantastic job of responding to users’ comments in a timely and gracious manner. They are also sure to add their website and hotline information.

• Be Unique
  • Remember that conversation we had about making blogs unique? Well, the same goes for Facebook! There’s nothing worse than a generic-looking page. Get creative and stand-out among your competitors, and give users a reason to give you a “like.”
    • Need an example? The health and wellness organization, Everyday Health page draws you in with a bright cover photo, and a plethora of photos and videos dedicated to helping users take better care of themselves.

Facebook: Final Thoughts to Consider

Think of Facebook as sort of the St. Louis Arch of social networking. In a way, its like the gateway to the west; a gateway to all other forms of social media.

With its vast popularity, it’s almost unbelievable that any health organization’s success wouldn’t skyrocket due to a page. However, Facebook is not the end-all-be-all of your social media experience.

Yes, it is a great tool to connect and create loyalty with potential patients, establish a reputation, and get your organization’s name out to multiple audiences, but it is meant to serve as a road sign to your website. Your Facebook page cannot serve as your only social media outlet.

The way I see it, Facebook is just one piece to your health organization’s marketing strategy, but without a doubt an important one every health or non-profit needs to try to stay relevant in the ever-changing social media game.

 

 

Blogging: It’s Easier than You Think

What is blogging, anyway?

If you’re anything like me, this is probably the hundredth website you have visited trying to figure out what on Earth a blog is, and perhaps more importantly, how to get started. And after scouring the Internet for what feels like hours, all you want are some answers. Fear not! I shall assist.

Think of a blog as your own personal journal. 

Except, it’s not about you personally, it is representing your organization as a whole, and it’s online for the entire world to see. No pressure, right? Right!

You’ve probably been doing blogs for years without ever realizing it. Before you grew up, went to college, and got a professional position at (insert prestigious health organization here), at some point in your life, you probably had to write a diary entry or two. In a way, you’ve been logging facets of your experiences, values, and ideas forever, just on the old-fashioned pen and paper.

Take that practice, put it on the web, and presto! You’ve got yourself a blog!

Now, you’re probably asking: how do I specialize it to fit my organization and its goals? Good question.

The purpose of a blog – for health organizations – is to promote your organization, create awareness for your cause, and provide goods and services to your audience. Again, this may seem like an overwhelming and daunting task, but trust me, it isn’t impossible. Knowing the purpose and uses of this technology is the first step in creating a successful blog. What are the other steps, you ask? I’m so glad you did!

Blogging for your Organization: A How-To Guide

• Lay-out your Goals
  • Ask yourself/your team: What do you want to accomplish with your blog, as a whole? What are you trying to promote, draw attention to, and/or provide your audience? What can you include in your blog to make it relevant in the future? Understanding your short and long term goals – AKA why you’re making a blog in the first place – will make the whole process a lot easier.

• Know your Target Market
  • This is just a fancy way of saying know who you are trying to reach with your blog, and design it so that it is appealing for that specific audience. Big words and information overload is no way to earn teenage to young adult readers, if that’s your market, just like modern slang and bright flashing fonts are not going to attract doctors and other corporate professionals. Decide what demographic would benefit the most from your blog and your organization’s message, and design it to appeal to them.

• Timing is Everything
  • Because of the fast-paced society we live in, our blogs can’t lag behind in the race. Blogs should be updated with every new development within your organization, even if it isn’t an Earth-shattering, major development. We get online to see the latest, greatest news and ideas. The more you blog, the better the likelihood that potential consumers will see your blogs, resulting in more exposure to your organization. The last thing you want for your health organization is for your blog to be sitting in stagnant water.
    • Need an example? The CDC updates their blog consistently every few weeks, keeping their audience and their bloggers on their toes.

• Make it Eye-Catching
  • There’s nothing worse than looking at a blog and seeing nothing but plain ol’ black and white text and background, with no pictures, no bullet points, and nothing making it “pop.” For me, without a visual stimulus, I hear nothing but the teacher from Ferris Bueller reading the text, then I mentally check out.
    • Need an example? The Transitional Global Health blog of PLOS blogs does a fantastic job of grabbing the audience’s attention with captivating images without too bright of colors. It’s still professional, while making it readable.

Bad Blog: No lists, no color, no images = boring to read

“Okay” Blog: Use of color and images, but distracting background

Good Blog: Use of columns, vivid but not overbearing color with faded background, very readable

• Be Concise
  • I hate to be the one to tell you, but, very rarely does anyone actually read things through to the end anymore. Blame it on short attention spans or English teachers teaching us to “fluff” up our essays in high school. I bet right now you’re only getting a small gist of what I’m saying, and if I randomly said something like pineapples it would throw you completely. Understand that readers will skim your blog so be sure to highlight on the biggest points of your post. If it’s easy to read, and enjoyable to read at that, your audience will come back for more.

• “Brand” Your Blog
  • Like everything else your organization releases, a blog is an extension of your organization. It is a reflection upon your message, your goals, and your reputation; your “brand,” if you will. Make your blog unique to your “brand” and stand out among your competitors. No matter what member of your organization is posting, decide on a consistent style and personality that will serve as your “brand.” For the same reason Coke drinkers are loyal to Coca-Cola over Pepsi, your audience will come back to your blog versus others.
    • Need an example? The Susan G. Komen Breast Cancer Foundation has done an outstanding job at branding itself not only through a well-known logo and platform, but the blog itself is characterized by a story-telling style that is very personable and specific to their image, urging further readership.

The More You Know…

Social media is the way of the future to promote any health organization, and blogging is just one of the many tools health organizations can harness to get themselves into the eyes of the public. And what better way to get to them than to go through what their eyes are glued to every day?

So many healthcare and other health field organizations have caught on to the genius of marketing themselves through blogs. They serve as a direct connection between your organization and your consumers, almost like two cans connected by string. But, in case after all the tips and tricks you’re still a skeptic, take a look.

Blogging: Wasn’t that easy?

I, myself, doubted the power of blogs, but there’s no denying the benefits they can have on your organization, if you do them correctly. Think about all you want your blog to accomplish, follow these tips to make readers keep coming back for more, and you’ll be amazed at the exposure your organization will receive.

The way I see it, you and your organization can become a well-oiled blogging machine, and still have, dare I say, a little fun along the way.