The MD Anderson social media team spends about an hour each day crafting Facebook posts, including all facets of the process, from selecting the perfect photo, to developing teaser text, to deciding what time to actually share the post.
"Great content is probably the most important factor in keeping followers engaged and attracting new followers," Nathan-Garner says. "If you're not sharing content that's interesting and relevant to followers, they're probably not going to like, comment, or share it. They might even hide your page from their newsfeed or unlike your page."
Marketers also track how their Facebook audience responds to each post, and every type of post, and develop an editorial strategy based on the types of content readers respond to and engage with most. They are always on the look out for new types of content and new ways to share existing content.
"I suspect that many people become fans of our Facebook page, in part, because they're wooed by the content we share—mainly relatable patient stories and advice, as well as good visuals—and the levels of engagement we're getting from our followers," Nathan-Garner says.
"I think that shows prospective followers that this is a community where they can have a voice and where they'll gain something and be able to connect with others to whom they can relate."