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Laser-Like Social Media Focus Works Best for Independents

Jacqueline Fellows, for HealthLeaders Media, October 16, 2013

Solely focusing on Facebook might seem like it is too narrow, but it's a smart move based on sound research McFarland did to make sure that Compass would capture the attention of its targeted audience.

"We're seeing a direct correlation between Facebook clickthroughs and website traffic," she says.

The singular focus on one social media platform was a strategy that Giardina says he initially didn't believe would pay off for Compass.

"I honestly didn't think anyone was going to care," he says. "We weren't crazy about it (Facebook), but we did it anyway. We've come a long way, for example, we promote health fairs we participate in and nine times out of ten people at those fairs say they found us on Facebook."

Physician referral tool
Compass also uses its Facebook page to engage with its referring physician offices, using a strategy that keeps the referrals coming in and relations on good terms with individual offices.

Each week, Giardina says, it features a local physician office on its blog, which is also posted on its Facebook page. It's a way to get content for the Compass blog, but it also builds relationships within their community.

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