3. Generate data, data, and more data
With traditional marketing campaigns there is a lot of wait time before you get results – if ever. Sometimes you're just left relying on anecdotal evidence, perhaps resulting in an eye roll from the CFO. With social media, this is a problem of the past.
If you're new to the analytics game, the most important piece for healthcare marketers to focus on is engagement, Haracz says. Look for answers to questions such as:
There is also such a thing as too much data. For beginners, Speicher recommends reviewing social media campaign analytics monthly.
"This ensures that you can course-correct and put your resources where they are most successful," she says. "Most organizations do not know their audience as much as they think they do, and early analytics can reveal these misconceptions and help correct them."