4 Steps to a Dynamic Facebook Presence

Chances are your hospital or health system is on Facebook. At this stage in the game, most are. When delving into the ever-changing world of social media, Facebook is the first stop for most organizations. But the journey doesn't stop once you create your page.

1. Double-check your basics

Your Facebook page is useless if people can't easily find you. Make sure the categories you selected are the most applicable. (From your page, click "Edit Info" to be able to review and edit your Basic Information page.)

If you choose the general category "Companies & Organizations" then the second tier category "Health/Medical/Pharmaceuticals" might be the best fit for you. But if you choose general category "Local Businesses & Places" then the second tier "Hospital/Clinic" may be a better choice. Make sure you have selected the most relevant options so patients and brand advocates can find you in a couple clicks.

While you're on the Basic Information page, see if you've created a unique URL. About a year ago Facebook gave everyone—from organizations to individuals—the ability to create a unique URL so that they could more easily direct people to their page.

For example, Mayo Clinic's URL is facebook.com/MayoClinic. Before Facebook made this change, page URLs looked something like this: facebook.com/mlc7Hjs4Byj3. That's not a URL you could easily direct visitors to on print ads and direct mailers.

TIP:  If you're unsure of what URL to use or if your organization is considering a name change, be wary.  Once you choose a unique URL you're stuck with it for good, so be absolutely sure you've picked one that's appropriate.
 

2. Build a customized landing page

Once you have the basics down, there are a few ways to help your Facebook page make a bigger impact. To stand out visually, many companies and organizations are building their own landing pages.

Most mainstream brands and companies have already done this. In the healthcare sector, the Mayo Clinic's Facebook page is a good example.

In addition to creating a more engaging look for Facebook fans, having a customized landing page sends a message that your organization is current and tech savvy. It also makes you look, well, cool.

I won't get into the nitty-gritty technological details here, but it's not an overly complicated task. Your internal IT department or ad agency should be able to help you.

TIP:  To get a better idea of what creating a landing page involves, check out this Mashable article. 
 

3. Add an app or two

Already have a landing page? Why not add some applications to your Facebook page. Apps let you highlight specific areas of focus beyond the basic information on your main page.

Kansas City, MO's Children's Mercy Hospital uses apps to highlight two of its service lines: oncology and neonatology. Within the apps—think of them as sub-pages to the hospital's main Facebook page—users can learn more about each service line and view embedded videos.

You could also use apps to post employment opportunities, promote a fundraising initiative, or share information about a major news event or announcement.

TIP:  Read up on how to add apps.  Check out Facebook: The Missing Manual, and Facebook Application Development for Dummies.

4. Create a campaign page

Another way to expand your Facebook presence is to create a separate page just for a long-term ad campaign. Kaiser Permanente did this for its "Thrive" campaign and has received more than 15,000 likes.

You may also create other, secondary pages, when appropriate. Perhaps it would benefit you to have individual pages for your physicians' organization or for your outpatient clinics. Just make sure the content is integrated and that the pages link to one another.

By enhancing your Facebook presence, you can cultivate a more educated and engaged customer base and generate more clicks for your organization's website. And while it may be fun to experiment with Twitter and Google+, for now Facebook is still the main social networking site to focus your efforts on.