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4 Reasons Hospitals Must Dive Into Social Media

Marianne Aiello, for HealthLeaders Media, September 19, 2012

4. Instantly change course, if necessary

That course correction Speicher mentioned is perhaps the greatest benefit to social media marketing. If something isn't working, you can change it. Try that with a print ad.

Gather all of the data you can afford, from Google Analytics (free) to purchased specialized tools, and really take the time to analyze what you're seeing, Haracz says.

"Use the numbers to adapt and further the conversation," she says. "Use the numbers to enhance your engagement efforts. If people are listening, they are also potential customers."

Most importantly, be fearless. What's done, in this case, can be undone.

"Don't be afraid to change your plans," Cavanaugh says. "Use audience feedback to evaluate what's working and tailor your strategy as your campaign grows and technology changes."

Including social media as a part of your social media effort is no longer optional, and once you take the plunge you'll realize its benefits far outweigh any negatives. So come on in, the water's fine.

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3 comments on "4 Reasons Hospitals Must Dive Into Social Media"


Kajsa Haracz (9/26/2012 at 8:41 PM)
Getting a social media effort off the ground is a gradual process that requires everyone to buy in and fully understand social media and its unique process. In this case, a relatively small staff, paired with a focused investment, is making great strides. Now that the content is where we need it to be, we can begin to promote the sites more aggressively. In fact, we are seeing growth each month.

Need more info (9/21/2012 at 1:15 PM)
Are you kidding? Yes the four reasons make sense but did anyone actually look at their engagement? Very low numbers - especially in that market. What would be most helpful to know is how much staff resources they're devoting to social media and how they're measuring ROI.

Erick kinuthia (9/20/2012 at 9:40 AM)
Very great document.Marketing of medical services by the doctors is also a big idea to consider in this case.This is because social media offers a great chance to market the medical services. Erick Kinuthia Team MDwebpro.com