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Posted in Cool Tool

Monday Morning Cool Tool: Metricool

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I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favorite tools with you at the start of each week. This week I’m recommending Metricool – a social media marketing tool that analyzes, manages, and grows your social presence.

Metricool unifies the data from your web, social networks and online ads in one place, so it’s easy for you to check them, make the right decisions and improve your strategy.

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You can use it to create and manage your Google Ads and Facebook Ads campaigns, and compare the performance of both platforms to optimize your online advertising investment.

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The free plan offers basic features.

If you want access to advanced features, opt for one of their paid plans.

Posted in #HCSM

How To Create Your Own Coronavirus Graphic

If you’re a Canva user, you’re probably already aware of their new templates to help you create and share health and safety announcements during this unprecedented time of Covid-19.

Based on information from the World Health Organization (WHO), these templates are a great way to easily share essential information, while at the same giving you the opportunity to add your own branding.

If you’re new to Canva and graphic creation, I encourage you to start with these ready-made templates. I have a step-by-step guide here on how to get started with Canva.

These templates are fully customisable with graphic elements and colours of your own choosing. You can even create an animated graphic.

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You might also like to check out my post How To Create A Healthcare Infographic

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Access Your Twitter Data

Welcome to this week’s quick social media tip. Today I want to show you how to review your Twitter data.

Reviewing your Twitter data can give you insights into the type of information stored for your account.

What type of information is available to you?

Your Twitter data provides you with a snapshot of your Twitter information, including the following:

Account: Log into your Twitter account and go to More.

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Click on Settings and Privacy. You will see information such as your username, email addresses or phone numbers associated with your account, etc.  You can update or correct most of this information at any time.

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Account history: You’ll also be able to see your login history, as well as the places you’ve been while using Twitter.

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Apps and devices: You can also view the browsers and mobile devices associated with your account (if you are logged in) or current device (if logged out), and the apps you have connected to your Twitter account. If you see login activity from an app you don’t recognize or that looks suspicious, you can go to the Apps tab in your settings to revoke its access to your Twitter account. The IP location shown is the approximate location of the IP address you used to access Twitter, and it may be different from your physical location.

Account activity: You will be able to see the accounts you’ve blocked or muted.

Interests and Ads data: You can also see interests that Twitter and its partners have inferred about your account or current device.

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You can also view any Twitter advertisers who have included your account or current device in their tailored audiences. You can opt-out of interest-based advertising in your personalization and data settings. This will change the ads you see on Twitter, however, it won’t remove you from advertisers’ audiences.

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Download an archive of your data: You can also download a machine-readable archive of information associated with your account in HTML and JSON files.

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Posted in social spotlight

Social Spotlight: Sara Liyanage

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I recently caught up with Sara Liyanage, author of Ticking Off Breast Cancer, a book about juggling a busy life with treatment for primary breast cancer. 

Sara is also the founder of www.tickingoffbreastcancer.com, a website dedicated to supporting those who don’t know which way to turn for help after receiving a breast cancer diagnosis; those who are overwhelmed by the breast cancer resources online and those just looking for a comfortable, safe, calm place to turn for help. The website provides practical advice for each step of the way, together with many signposts to other online resources and lots of personal stories.


Hi Sara,  I’d like to start off by asking you to tell us how you got started with social media. What prompted you to get involved?

SL: In 2017 following treatment for breast cancer, I set up a website (www.tickingoffbreastcancer.com) for people going through breast cancer treatment and those trying to move on after treatment. The website is a simple one: lots of practical tips and links to good online resources. There’s a lot of information across the internet that people – who in a vulnerable state due to their cancer diagnosis – aren’t finding or accessing because they are are either too nervous to research the web for resources and/or they are overwhelmed with what’s available. I aim to do the research so they don’t have to. I’m constantly updating the links to new information as and when I find it or I’m directed to it by people who I chat to on social media. I also publish a guest blog every week from either an expert (such as a lymphoedema specialist) or someone who is going through or has finished breast cancer treatment. In September last year my book was published (Ticking Off Breast Cancer). This accompanies the website by providing simple practical advice and also talks about my own personal experience of having treatment for breast cancer.

Was the launch of your website your first foray into social media? 

SL: I started using social media when I launched the website. I’d created a site that I was hoping would help people going through treatment, and I then needed to get this site out to those people. So I set up accounts on Twitter, Instagram and Facebook to help raise awareness of the website. I soon realised that using social media wasn’t just about raising awareness of my site – it was about becoming part of a cancer community and helping people that way. A lot of people turn to social media when going through cancer. There is a huge community of people providing help and support to those, whether by words of encouragement, sharing practical advice or providing tips for treatment. I found myself in this community and joined in.

I love the idea of social media being an extension of community – it’s something that resonates very strongly with my own work too.  Which social platforms do you most enjoy using to build community and share information? 

SL: I enjoy using all three platforms (Twitter, Instagram and Facebook) and I’ve found that they all work well in different ways. For example, Twitter is good for chatting about a topic and sharing tips and resources that I come across. Instagram is good for sharing personal updates and interacting with people on a more personal level. And Facebook works well for providing links to useful websites, articles and to things I post on my website.

Which particular topics most interest you online?

SL: I tend to focus on supporting people as they go through breast cancer treatment and try to move on once treatment ends. So I look out for good tips, advice and resources that would help someone in this position. For example, I share articles that I’ve come across that deal with treatment side effects; personal stories from people going through it; articles on exercise and nutrition; recipes; reviews of cancer books; information about support groups, networks and centres; and anything that might be of use to someone going through or finishing treatment.

Do you have any advice for patients using social media?

SL: On balance, social media can most definitely provide more support than discouragement, but for anyone dipping their toe (or whole body) into the social media cancer community it is worth remembering:

1. Use it carefully.
2. Don’t get too invested – dip in and out.
3. Be kind and understanding of others.
4. Don’t take anything too personally.
5. Don’t compare yourself to others.

And if you do all of this, you will hopefully benefit from what is, on the whole, an incredibly warm and supportive place to visit.

Great advice Sara. So, I like to end these interviews with a favorite quote or saying. Do you have one you’d like to share?

SL: Oh there are too many to choose from!! I love a good quote and I started each chapter in my book with a different quote that resonated with the subject matter of the chapter. I guess, I would say that one of my favourites is, “She stood in the storm, and when the wind did not blow her way – and surely it has not – she adjusted her sails.” Elizabeth Edwards.

I love that quote too. What a great note to end this interview on. Thanks so much Sara for taking the time to share your social media journey with us.

If you’d like to learn more about Sara’s work, visit her website www,tickingoffbreastcancer.com Follow her on FaceBook, Twitter and Instagram.


This post is part of an ongoing conversation that explores how patient advocates, healthcare professionals, and researchers use social media to communicate their work. For more interviews, click here

Posted in Cool Tool

Monday Morning Cool Tool: Filmmaker Pro

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I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week.

This week’s cool tool recommendation is Filmmaker Pro, an app that lets you edit landscape, portrait, and square video clips.

A unique feature of this app is that it lets you install custom fonts.

It’s available for free for iOS,

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Optimise Your Social Media Profile

Welcome to this week’s quick social media tip. If you find yourself with some extra time on your hands, why not take the opportunity to review your social media profiles. 

Your social media profile is the first place people will find you online so it’s important you make a good first impression. Check out this video quick tip to make your social media profile shine.

 

Here’s to your social media success!

Posted in Cool Tool

Monday Morning Cool Tool: Listen Notes

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Image Source: Listen Notes

This week’s cool tool recommendation is Listen Notes  – a free podcast search engine.

At this time when many of us are forced to spend more time at home, now might be a good time to listen to more podcasts.

With this tool, you can not only search the whole Internet’s podcasts, but you can also curate your own podcast playlists. (Note that the Listen Notes search engine is designed to help you find content such as people topics, not specific shows.)

If you’re researching a specific person or topic, the search tool can help you find related episodes from a range of podcasts. You can then add results that interest you to a playlist.  After you create a playlist in Listen Notes, you receive a playlist URL that you can copy and paste into your favorite podcast app so you can listen to that playlist. You can also use the URL to share the playlist.

More cool features include the clipping feature which lets you annotate, save, and share audio clips from podcast episodes.  You can add individual episodes to Listen Later playlists and bring these playlists to your podcast player apps via RSS.

The tool is totally free and if, as many people are these days, you are a podcast fan, you will want to add this tool to your toolkit.

Posted in Thursday Tip

#ThursdayTip: How To Find Influencers With Buzzsumo

Welcome to this week’s social media quick tip. 

Regular readers will know that I often recommend BuzzSumo as a useful tool to explore which pieces of content are popular on social media around a certain topic.  Today I want to show you another way to use the tool to find the top influencers for your topics of interest on Twitter.

This is a quick and easy process. Simply log in or if you don’t already have an account, sign up for a free trial. At the end of the trial, you have the choice of paying for a PRO plan or switching to a limited free option.

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Once you’re logged in to Buzzsumo, click on Influencers in the top navigation.

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Use the drop-down menu to sort influencers by relevancy – number of followers, domain authority, retweet ratio, etc.

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With the free account, you can view the top 10 influencers. Here’s a snapshot from my search for “healthcare social media influencers.”

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You can dive further into the analytics to discover the most popular topics and sources of links shared by the influencer.

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It’s a cool feature and there are many possibilities for how you might use this information. For example, you could ask a question about or comment on something they’ve written or shared in the past week.

Here’s to your social media success!

 

 

 

Posted in social spotlight

Social Spotlight: Barbara Jacoby

I’m delighted to kick off the 2020 series of Social Spotlight interviews with award-winning blogger, and founder of online cancer support community Let Life Happen, Barbara Jacoby.

Barbara has contributed her two-time breast cancer journey, patient advocacy mission and domestic abuse experience to multiple online publications that have touched readers worldwide.


Hi Barbara,  I’d like to start off by asking you to tell us how you got started with social media. What prompted you to get involved?

BJ:  When I was diagnosed with breast cancer for a second time in January 2008, my husband suggested that I put my thoughts and feelings on paper as my way of getting out my emotions. He promised that if I did, he would find a way to share my writing. True to his word, he created the Let Life Happen website that was named the same as the title song of a 15-song CD that he and I had created together in 2002 and he continues to handle all of the technical aspects for the site.

How wonderful to have that support and to have someone to share the success of your work. How has your mission and your site evolved over the years?

BJ: For more than 12 years, I have been writing a weekly blog as my central platform on my website. As I expanded my mission over the years, I added a daily “in the News” feature nearly 7 years ago and a “Clinical Trials” feature just 3 1/2 years ago And now I have been fortunate enough to have a “Paid Opportunities for Cancer Patients” feature on my site for 6 months as a result of the input received from other organizations who are striving to find such gigs for the patient and caregiver communities.

Twelve years is a long time in the social media world. You’ve seen many new social platforms emerge in that time. Which platform(s) do you enjoy using the most?

BJ: I have a great appreciation for all of them as each has a very distinct purpose. LinkedIn is the one where I have been able to best interact with other medical professionals and patient advocates. Twitter is the easiest way to get out a very concise message about something that I want to share. Facebook is of utmost importance for a number of private communities where information is shared among those dealing with similar issues. Intstagram has been a perfect place to provide a short inspirational message from a quote taken from my blogs. Pinterest has been a great place for the sharing of such things like hairstyles, beauty tips, recipes, etc. for those who are or have received treatment that has changed their physical appearance and needs.

Are there any social media that you consciously avoid?

BJ: I avoid everything audio for a couple of reasons. First, as a paralegal for a business unit in a large corporation, I have seen too many people sued for words that were spoken and were either misquoted or misinterpreted. As I do not have either a nonprofit or any other business entity for my work, I can’t afford to be sued as I don’t have the money to defend myself in even a frivolous lawsuit. Second, and perhaps more importantly, when I listen to someone else who is providing information, if I take notes, I miss all of the subsequent info while I am writing. And if I hear something of particular interest that I want to share further with others, my mind wanders off to thoughts of what to say and how to best present it. And third, I find it more difficult to record a presentation and then go back and listen and stop and start the recording over and over rather than to just be able to read something and deal with each point as I go.

Do you have any advice for those who are just getting started with social media?

BJ: Do your best to decide in advance your exact purpose for being on any social media platform, the audience that you want to reach and be flexible enough to change your course as needed as you go. Nothing is ever going to be perfect so just do the best that you can and your audience will know your heart from the work that you share with them.

What super advice  Barbara. I’d certainly agree with you on this. So, I like to end these interviews with a favorite quote or saying. Do you have one you’d like to share?

“If you can’t say anything nice, don’t say anything at all.” – Margaret Atwood

I love the age-old wisdom in that quote. Thanks so much Barbara for taking the time to share your social media journey with us and continued success to you.

If you’d like to learn more about Barbara’s work, visit her website www,letlifehappen.com and follow her on Twitter @letlifehappen


This post is part of an ongoing conversation that explores how patient advocates, healthcare professionals, and researchers use social media to communicate their work. For more interviews, click here

Posted in Cool Tool

Monday Morning Cool Tool: Videoshop

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favorite tools with you at the start of each week. This week I’m recommending Videoshop a free stand-alone video recorder.

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Because the app enables you to record and edit video in one place, you don’t have to use several different apps to create your video. Features include the ability to integrate your favorite songs to your video, add subtitles and noises like applause sounds. You can also adjust video speed to slow or fast, merge multiple clips into one and choose transitions to animate between video clip.

Videoshop is available on iOS or Android.

 

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Assign Admin Roles on Facebook

Welcome to this week’s social media tip. Today I want you to show you how to assign admin roles on your Facebook Page. 

Facebook allows five different administrator roles: admin, editor, moderator, advertiser and insights analyst. Each role has different capabilities.

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Admin can manage all aspects of the Page. They can publish and send Messenger messages as the Page, respond to and delete comments on the Page, post from Instagram to Facebook, create ads, see who created a post or comment, view insights, and assign Page roles. If an Instagram account is connected to the Page, they can respond to and delete comments, send Direct messages, sync business contact info and create ads.

Editor can publish content and send Messenger messages as the Page, respond to and delete comments on the Page, create ads, see who created a post or comment, post from Instagram to Facebook, and view insights. If an Instagram account is connected to the Page, they can respond to and delete comments, send Direct messages, sync business contact info and create ads.

Moderator can send Messenger messages as the Page, respond to and delete comments on the Page, create ads, see who created a post or comment, and view insights. If an Instagram account is connected to the Page, they can respond to Instagram comments, send Direct messages and create ads.

Advertiser can create ads, see who created a post or comment, and view insights. If an Instagram account is connected to the Page, they can create ads.

Analyst can create ads, see who created a post or comment, and view insights. If an Instagram account is connected to the Page, they can create ads.

To assign a role go to Settings on your Page, and click on Page Roles. Scroll down through the options above to choose which roles you wish to assign to your team members.

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Here’s to your social media success!

Posted in #HCSM

A Grammar Tip for #GrammarDay

Today, March 4, is designated as #GrammarDay and the perfect opportunity to remind you of the importance of good grammar and spelling as a way to present a positive and professional online impression. 

Even those of us who pride ourselves on our composition and spelling can slip up. It’s easy to type fast and miss that you wrote “their” instead of “there.”

To help avoid these kinds of mistakes, I use Grammarly a free writing app available as a Google Chrome Extension. Grammarly will catch those easy to make mistakes and question your use of the word. It also suggests better ways to get your message across.

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Adding Grammarly to Chrome means that your spelling and grammar will be vetted on Gmail, Facebook, Twitter, Linkedin, Tumblr, and nearly everywhere else you write on the web.

I use it all the time and find it super useful.

Click here to download the app.

You might also like to read 8 Proofreading Tips and Techniques 

Posted in Thursday Tip

#ThursdayTip: How To Create A New Healthcare Hashtag [Infographic]

Welcome to this week’s social media quick tip.  This week I want to share with you the process of creating a new hashtag. 

If you cannot find an existing hashtag related to your healthcare topic, you might now be considering creating your own.

But, before you do, take a moment to consider your objectivesDoes the world truly need another hashtag?  Ask yourself: Why this hashtag? Why now? Will other users gain value from it?

Having decided the world does need another hashtag, follow the tips below to create yours.fiction (2)

Happy hashtagging and here’s to your social media success!

 

 

Posted in #HCSM

How to Care for the Millennial Patient

Millennials (aged 20-35) are often called the “C” generation, “C” standing for “connected.” They are the first generation to be born in today’s digital environment where they’ve had 24/7 access to streams of information and constant connection via technology.   Along with this shift in demographics comes changes in experiences, attitudes, and expectations, all of which have implications for health care providers.

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2012 study from ZocDoc and Harris Interactive found that 51 percent of millennials surveyed visit a physician less than once per year. They believe seeing a doctor is too much of a “pain.”  According to a Salesforce’s State of the Connected Patient report, millennials are generally frustrated with filling out repetitive forms, and the time wasted waiting in a doctor’s waiting room.  Seeing a doctor is an unwieldy, expensive and unwelcome errand.

Understand that millennials are heavily invested in technology, and then get your own technology in order.

In contrast to authority-driven customer communication modes, nearly half of all millennials want their healthcare experience to feel more accessible and engaging.  While millennials have different and sometimes non-existent relationships with their doctors, they believe digital health has the potential to change that.

Digital healthcare that gives a greater sense of control is of great value to millennials.  Commonly cited examples of digital health include health tracking devices like Fitbit, self-diagnosing websites like WebMD, and apps that make it easier to make appointments, order medication, store individual health data, and recommend preventative health measures.

Millennials Turn Online For Health Information

Millennials are driven by information. It is how they make buying decisions and decisions about their own health.  Unlike previous generations, millennials don’t rely on a strong relationship with their doctor.  They are mistrustful of authority (in a study conducted by Greyhealth Group and Kantar Health, only 58 percent of millennials said they trust their doctors), preferring to google their symptoms and self-diagnose prior to scheduling a doctor’s appointment

Compared to any other generation, they default to — and prefer — information corroborated by multiple channels and influencers. In fact, before even meeting with a healthcare professional, 54% of Millennials have consulted as many as seven information sources for purposes of self-diagnosis from blogs to medical message boards, ratings and reviews and more.

Become The Trusted Online Source

Making a practice accessible online is essential to attract millennial patients.

Take a look at how you deliver information to your patients, as well as how you offer appointment scheduling.  Millennials want health information to be readily available and easily understandable.

Review your website. Weed out any industry jargon and hard-to-digest information.  Make forms available on your site so patients can fill them out ahead of time online.

Embrace social media and content marketing. Create and share high-quality content that provides engaging, important information about self-care.

While millennials are glued to their smartphones, few actually use the device to make a call –  so use more email and automated text messaging (a 2014 Gallup poll shows that 68% of people ages 18-29 utilize text messaging)  to communicate. with them.

Embracing The Future of Healthcare

Millennials are the first of a technologically-savvy generation of health seekers – closely followed by Generation Z (born between 1995 and 2010).  Embracing the future of healthcare means embracing communication channels that reflect millennials’ wants and expectations.  Regardless of specialty, ensuring your practice offers the accommodations younger patients seek out should become a higher priority in 2019.

Further Reading

Posted in Cool Tool

Monday Morning Cool Tool: Charcounter

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week I’m recommending Charcounter –  a free tool that will count the number of characters, letters and words in your text.

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It’s a simple tool but certainly useful.

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Add Power Words To Your Headlines

Welcome to this week’s quick social media tip. Today I want you to think about the value of adding power words to your headlines.

Your headline is the first impression you make on a prospective reader. An eye-catching headline is a key factor in getting readers to click through to your content.

An attention-getting headline will capture the reader’s attention right away and compel them to want to find out more. Clear, concise, and original content is important, but words that appeal to their emotions is the magic ingredient to giving your visitors a reason to want to dive deeper.
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“Trigger” words can entice readers to your content, but use these words with caution because they can also trigger skepticism and distrust. Make sure your content carries through on the promise in the headline and always avoid click-baiting.  Always craft a headline that links to authentic and relevant content.

Your to-do list for today:

Posted in Cool Tool

Monday Morning Cool Tool: PicPlayPost

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week I’m recommending PicPlayPost – a free app for combining multiple videos and photos into a collage.

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Features

  • Full editing capabilities
  • Create up to 30 minute videos
  • Trim, speed up, slow down videos
  • Add multiple songs
  • Supports all formats (photos, videos, Gifs, live photos) and ratios (9:16 for IG stories, TikTok and Snap, 16:9 for YouTube)

It’s available for both iOS and Android.

Posted in #HCSM

Write Better Headlines With These 9 Winning Formulas

“The purpose of a title is to get potential readers to read the first line of your content.” – David Ogilvy

David Ogilvy, the original Mad Man of advertising, once famously said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

Ogilvy’s remark reminds us never to underestimate the power of the humble headline.

Even in this digital age, headlines count.

Think about how many headlines you read every day while searching online or browsing social media. What makes you actually click on an article or post to read it?

Quite often it’s the headline.

According to Copyblogger, on average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.

Your headline is the first (perhaps only) impression you make on a prospective reader.

And yet many content creators treat their titles as an afterthought. The good news is that writing captivating headlines is a skill you can learn and hone to perfection.

Over the years, I have developed some tried and tested formulas for writing headlines which compel readers to click and read more.

In this post, you will learn nine secrets to writing great headlines that work every time.

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There’s no absolute rule on how long your title should be, but try not to make it any longer than it needs to be.

As a rough guide aim for 6-10 words or 50-60 characters.  It’s worth remembering that when the length of your headline exceeds 62 characters, search engines ignore the remainder of the headline (which may decrease your click-through rate).

CoSchedule has some good information on optimal headline length here: What Really Is the Best Headline Length?

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People love number-style articles. Our brains are attracted to numbers because they automatically organize information into a logical order.

Several research studies have shown that headlines with numbers tend to generate 73% more social shares and engagement (interestingly, research shows that headlines that contain odd numbers have a higher click-through rate than headlines with even numbers).

When adding numbers to your title, use the numeral, not the word. Web users scan headlines and using a numeral makes your title more scannable.

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Question headlines have two benefits. Firstly, they leverage a reader’s curiosity.   Secondly, a question headline boosts your SEO efforts.

Increasingly, people are using voice search on their smartphones, tablets or voice assistants (like the Amazon Echo or Google Home devices) to search for information on the Internet. It’s estimated that by 2020, 50% percent of all searches will likely be voice searches. In essence, voice searches are largely about answering questions, not about focusing on individual keywords.

Question headlines help future-proof your content for SEO. To quote NewsCred, “If you’re a marketer, ‘What’s the Alexa strategy?’ will be a question you’ll be expected to answer.”

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It’s important to include keywords in your titles if you want to rank higher for particular search terms. Adding them at the start of your headline can have a greater SEO-impact than if you include them at the end of a title.

When researching keywords I like to turn to Google Related Searches. You’ve probably noticed that Google displays related search results at the bottom of the first page when you type in your Google search query. This is a helpful resource as it returns ideas that are relevant to your topic based on user interest and contextual words.

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Personalizing your title by adding a “You” or “Yours” makes your headline more effective since it speaks to your readers’ concerns and sounds more conversational. It’s important to use the words and language your audience actually uses. If you’re not sure what that language is, use social media as a listening tool to find out.

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All great headlines are benefit-driven. David Ogilvy said that the headlines which work best are those that promise the reader a benefit. Keep the benefit upfront and specific in your title. Will your readers learn something new? Are you offering actionable steps for them to take?

Including words like tips, ways, strategies, etc. in your headline promises your readers that they will know more and do more after they have read your post. Be sure you deliver on that promise. Ask yourself: “As a reader, what would I expect to read if I clicked through to this post?”

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Research by CoSchedule found that content with emotional value gets shared significantly more than content that contains little emotional value. Emotion is a key driver for making people click and share your content, with positive emotions driving more clicks and shares than negative or neutral content.

If you want to test this theory for yourself, plug your headline into the Advanced Marketing Institute’s Emotional Marketing Value (EMV) Headline Analyzer. This tool scores the EMV of your headline with a breakdown of why it scored that value. A perfect score would be 100%, but don’t despair if yours doesn’t match up. According to the Institute, “most professional copywriters’ headlines will have 30%-40% EMV Words in their headlines, while the most gifted copywriters will have 50%-75% EMV words in headlines.”

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All words are not created equal. Although I’m no fan of hyped-up phrases, the judicious use of power words in your headline will grab a reader’s attention fast.

Try reading the title of this post, omitting the adjective “Winning”, and it’s not quite so compelling. The key here is to make sure the choice of word is justified. Don’t say your solution is “easy” if it clearly involves a lot of work. Download a list of 90 headline power words here.

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By nature we are curious beings, so leverage that curiosity in your titles. Learn from the masters of the headline craft, Buzzfeed and Upworthy. A word of caution here—when using this formula, never resort to click-baiting. Always craft a headline that links to authentic and relevant content.

Over to you

Test out the suggestions in this post next time you sit down to write a piece of content. There is no excuse to settle for a “good enough” headline. Keep a swipe file handy for inspiration, adding to it every time you see a great headline. The more you practice, the more skilled you will become as a headline writer.

Do let me know what your favorite headline formula is. Which headlines work best for your audience? Share your best tips with readers in the comments below.


This post first published  Mayo Clinic Social Media Network

Posted in #HCSM, Thursday Tip

#ThursdayTip: How to Create Twitter Moments

Welcome to this week’s quick social media tip. This week I want to show you how to create Twitter Moments.

Twitter Moments are curated stories about what’s happening around the world—powered by Tweets. It’s easy to create your own story with Twitter Moments.

There are three ways to begin creating your own Moment via twitter.com.

You can access Moments through the Moments tab, your profile page, or through a Tweet detail.

Note: Moment creation is only available on twitter.com. It is no longer possible to create a Moment from your Twitter for iOS or Android app. 

To get started from the Moments tab follow these instructions:

From the Moments tab, click the Create new Moment button.

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Click the Title your Moment field to give your Moment a name.

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Click the Add a description field to type in a description for your Moment.

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Choose Tweets to add to your Moment

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From the Add Tweets to your Moment section at the bottom of the page, quickly access content to select Tweets from Tweets I’ve liked, Tweets by account, Tweet link, and Tweet search prompts. To add a Tweet to your Moment, click on the checkmark.

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Click Set cover to choose a cover image from one of your selected Tweets, or to upload an image from your computer.

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Drag your selected image to set a Mobile preview, click the Next button, then click the Save button.

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As you can see this image is cut off in mobile preview, so I might want to change it for something that will show up better on a mobile device.  To change your selected image, hover over the cover image and click on Change cover media.

Once you have Tweets in your collection, click on the up or down arrow buttons to the right of a Tweet to move it up or down.

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Click on the delete (x) button to remove a Tweet from your Moment.

Click the Finish later button at the top of the page to save a draft.When you are ready to make your Moment live, click on the Publish button at the top of the page.

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You have the option to share Moments privately, making the Moment available to only those whom you share a link with.
Posted in #HCSM, Thursday Tip

#ThursdayTip: How to Add GIFS to Your Tweets

Welcome to this week’s quick social media tip. This week I want to show you how to add GIFS to your tweets. 

Want to add variety to your tweets and help them stand out? Try adding GIFs.

Here’s how

From the Tweet compose box, click the GIF icon to search for and select a GIF from the GIF library.

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When you choose a GIF, the image will attach to your Tweet in full size.

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Click Tweet to post.

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Notes

  • GIF attachments do not count towards the character limit in a Tweet.
  • Animated GIFs can’t be included in Tweets with multiple images. You can send only one GIF in a Tweet.
  • Twitter supports looping GIFs. If your animated GIF doesn’t loop and plays a single time, it will display as a static image.
Posted in Cool Tool

Monday Morning Cool Tool: AutoDraw

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week’s cool tool recommendation is AutoDraw  – an online drawing tool by Google.

AutoDraw pairs the magic of machine learning with drawings from talented artists to help everyone create anything visual, fast.  Watch this short video to learn more about how you can use this cool tool.

Posted in Cool Tool

Monday Morning Cool Tool: BeFunky

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week’s cool tool recommendation is photo-editing tool BeFunky.

There is so much you can do with this tool to enhance your visual marketing assets, including creating collages, adding “one-click” photo effects (there are over 300 photo effects and filters to choose from) and an array of graphics (eg speech bubbles). The basic account is free to use and provides users with access to a library of 125 digital effects.

Try it out for yourself at www.befunky.com

Posted in Cool Tool

Monday Morning Cool Tool: PocketVideo

I love learning about new tools to make social media marketing more creative and effective, so I  share some of my favourite tools with you at the start of each week. This week I’m recommending iOS video editing app PocketVideo.

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With PocketVideo you can create, shoot and edit your videos easily. The app supports any kind of video format: Horizontal (Landscape), Vertical (Portrait) or Square videos.

Features include:

  • Video Overlaying, Green Screen overlays and Picture in Picture.
  • Animated Doodle Tool to draw on top or your videos, synchronized with the playback.
  • Easy to use, one-tap “Reaction Cam” Feature for easy creation of reaction videos.
  • Commercial-free music library
  • Animated text titles
  • Stickers, GIFs and PNGs

If you want to create compelling and professional looking Youtube Vlogs, Snapchat Memories, Instagram Stories, Facebook Videos and more, then check out this app.

Posted in #HCSM

How To Set SMART Goals For Your Healthcare Marketing In 2020

It’s no secret that goal setting increases your likelihood of social media success, yet it never ceases to amaze me how many businesses have given scant thought to creating their social media goals.

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Source: Finances Online

When working with clients to create an online marketing strategy, one of my first questions to them is simply “what are you hoping to achieve with social media?” So many times I see businesses jump on board the latest social network without any thought as to what they actually want to achieve there.

Strategy Without Goals Is Putting The Cart Before The Horse

Without goals, it’s hard to know exactly how well your social media strategy is performing. Clear goals will not only propel your strategy forward, but they will also serve as defined metrics when it comes to measuring your progress.

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Common Social Media Marketing Goals

Below you will find a list of some common social media marketing goals — decide which of these are most aligned with your business goals.

  • Attract more patients to your practice
  • Improve the quality of health information online
  • Drive traffic to your  website
  • Run a disease awareness campaign
  • Establish online authority and credibility

Research shows that writing down your goals increases the completion rate of goals.

How To Set SMART Social Media Goals

For a goal to become a reality, it needs to be specific, measurable, attainable, and realistic, as well as time specific — these are often called SMART goals. SMART goals are one of the longest-lasting, most popular goal-setting frameworks for business.

Let’s take a closer look at what makes a goal SMART

Specific — the more specific you can be with defining a goal, the easier it will be to clearly see what it is you are trying to achieve. Let’s take as an example a goal to grow your Twitter followers.

Measurable — how will you measure your success? For example — double the number of your existing Twitter followers.

Attainable — is your goal attainable? Can you realistically double the number of your Twitter followers?

Relevant — a relevant goal is aligned closely to your business objectives. Does this goal support your business’s objectives, vision, or values?

Time Specific — give your goal a deadline. Double Twitter follower numbers in three months.

Wrapping Up

Setting SMART goals to which you can align your social media activity is a good guarantee of online marketing success. Once you have a clear set of goals, you can track your key performance indicators (KPIs) and metrics more accurately. Make sure to revisit your goals on a regular basis to determine if you are still on track or if something needs adjusting. A winning formula is to measure, adjust and then rinse and repeat.

 

Posted in #HCSM

Social Media: Professional Boon or Bane? It’s Complicated

Social media tools provide a unique set of opportunities in healthcare, but with these new opportunities come a number of potential challenges. As health leaders navigate the increasingly complex world of social media, concerns have arisen regarding questions of ethics and professionalism and how the use of social media fits within the social contract between the medical profession and society.

A new paper which I co-wrote, describes the changing parameters of professional conduct in digital environments and proposes a set of considerations and recommendations for health leaders to navigate this new frontier.

Leveraging social media in healthcare requires a careful reflection of ethical implications. Healthcare leaders will need to apply principles of professionalism to new settings to establish guidelines and policies for ethical conduct. Ongoing discussion regarding the role of social media in healthcare is necessary as both the technology and our understanding of it continue to evolve and increasingly influence the healthcare landscape.

Read the paper Social media networks and leadership ethics in healthcare

Posted in #HCSM

Middle East Healthcare Social Media Summit

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I’ve just returned from Dubai where I was part of the teaching faculty for the Mayo Clinic’s first Middle East Healthcare Social Media Summit.  It was an amazing experience and wonderful to see how many people there are already embracing social media in healthcare.

Before the two-day conference commenced, I taught on the social media residency clinic sharing advanced Facebook and Instagram tips. You’ll find links to the slide decks below.

As always, any questions, feel free to contact me via the comments below.

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Create Facebook Collections With Saved Content

Welcome to this week’s social media tip. Today I want you to show you how to use Facebook Collections to curate and organize saved content for easy access and sharing.

Ever come across a piece of content on Facebook but don’t have time to read it in the moment? Did you know you can save that content to view later?  Facebook lets you save content (posts, events, pages, and photos) directly from your news feed and then easily access your saved items from the left navigation menu on the home page.

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Here’s how to do it.

To save content to your saved item list, simply click the three dots at the top right of any Facebook post in your news feed, and then simply select the option to save the content.

download - 2019-12-05T082106.892 When you start building a group of saved posts, you can start to organize it into collections, categorizing it by topic.

To create a collection, simply click on Create Collection in the left sidebar.  You’ll then be prompted to name your collection.

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If you want to add a saved post to a collection, simply click the Add to Collection button below the item in your saved list – or create a new collection.

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You can also share a saved item directly from your list by clicking the Share button.

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I find the ability to save content on Facebook and categorize it according to collections a very useful feature.  I like to share a #MondayMotivation quote each week and many times scrolling through Facebook I’ll find the perfect quote to save. Come Monday all I have to do is access my folder containing quotes to share one quickly and easily with my followers.

Here’s to your social media success!

Posted in Cool Tool

Monday Morning Cool Tool: Repost

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week I’m recommending  Reposta simple tool that makes it easy to Repost your photos and videos on Instagram while giving credit to the original Instagramer.

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When you find something you want to repost in Instagram, simply copy the share URL and open Repost. Then in Repost, you can position the attribution mark and send the reposted media back to Instagram.

 

 

 

Posted in #HCSM

Tweeting The Meeting: 6 Tips on Live-Reporting From Conferences and Events

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I’m excited to be on the Mayo Clinic teaching faculty for the first Middle East Healthcare Social Media Summit in Dubai next week. I’ll be teaching on the Social Media Residency Clinic which takes place a day before the conference and also delivering a talk on the role of hashtags in healthcare on day two of the conference.

Did you know that the very first Twitter hashtag was prompted by a conference?

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So it should come as no surprise that hashtags are super useful for disseminating knowledge presented at conferences. As part of my talk, I will highlight some best practice tips for tweeting the meeting – which I will also share for you here.

1. Tag Your Tweets with the Event Hashtag

Pretty self-explanatory but be sure to use the designated event hashtag which should be displayed by the organizers. If you are organizing the event, keep an eye on unofficial hashtags. Sometimes, people tweet using hashtags that make sense to them instead of using the official hashtag. This shouldn’t be an issue if you have chosen a simple, intuitive hashtag and promoted it in advance, but it is still a good idea to an eye out for rogue hashtags and direct the users to the official one.

Let your Twitter followers know the meaning of the hashtag and why you are tweeting from the conference so that people have some context to what you’re tweeting about. It is good practice to let your followers know in advance that you are live-tweeting so they can mute the hashtag if they aren’t interested in those tweets.

2. Focus on Value

The true aim of live-tweeting is to provide value to others, so avoid tweeting sound-bites that won’t make sense to online listeners. Be selective about the quotes or insights you choose to tweet and only post high-quality photos and videos that your followers will find interesting. No one wants to see a blurry photo of a speaker or a slide.

Strive for originality and context and make it relatable to your Twitter followers.  Tweet links to websites, studies, or other information which will enhance understanding of the topic. It’s fine to highlight your own expertise, but don’t spam. Retweet attendees and speakers who represent your mission and core values. Search for questions being asked using the event hashtag which you can answer.

3. Don’t “Binge Tweet”

Be selective, share key points only and avoid flooding your timeline with tweets. Don’t mindlessly re-tweet what everyone else is already tweeting, unless you can add a unique perspective. When live-Tweeting, one Tweet every five minutes is a good rule of thumb.

4. Give Correct Attribution

Be sure to attribute quotes to the speaker who made them, by using quotation marks. Whenever you cite a speaker, add their Twitter handle and affiliation if known (this is where those pre-prepared Twitter lists come in useful). Separate your own comments/viewpoints from the speaker’s own words.

5. Encourage Engagement

Don’t tweet in a vacuum; engage with fellow live tweeters and contribute to a larger conversation. Involve online listeners by asking questions; e.g. “Speaker X says doctors need to be more empathetic – do you agree/what do you think about this?”

6. Be Social

Finally, don’t restrict yourself to tweeting behind a screen; take the opportunity to network and meet new people face-to-face too. Live-tweeting is a great way to meet like-minded people, so use it to organize “tweetups” at coffee and lunch breaks during the event to further the connection.

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Bonus Tip

After the event has finished, you can still add value by using a tool like Twitter Moments to archive tweets.  You could also summarise the event in a follow-up blog, embedding selected tweets to illustrate your points.

You might also like to read

 Why You Should Live-Tweet Your Next Conference 

How To Add A Search Stream To Twitter

Posted in #HCSM

Ten Social Media Tools I’m Thankful For

In keeping with this week’s Thanksgiving theme, I want to share with you ten tools I use all the time which helps me manage my social media better. I’m thankful to the developers who made these useful tools free and easy to use!

1. Adobe Spark

A free suite of apps that allow both web and mobile users to create and share visual content — like posts for social media, graphics, web stories, and animated videos. One of my go-to graphic tools (the featured image on this post was created using this tool).

2. BeFunky

There is so much you can do with this tool to enhance your visual marketing assets, including creating collages, adding “one-click” photo effects (there are over 300 photo effects and filters to choose from) and an array of graphics (eg speech bubbles). The basic account is free to use and provides users with access to a library of 125 digital effects.

3. Canva

Whether you want a Twitter post or Facebook profile picture, you can create them quickly using Canva’s drag and drop editor. Select from a number of pre-set designs, or create something from scratch. You can also add elements such as custom icons, fonts, charts, and illustrations.

4. Emotional Marketing Value (EMV) Headline Analyzer

This headline analyzer is a free tool from the Advanced Marketing Institute that you can use to calculate the EMV of your own headlines. It scores the EMV of your headline with a breakdown of why it scored that value.

5. Grammarly

A free writing app available as a Google Chrome Extension. Adding Grammarly to Chrome means that your spelling and grammar will be vetted everywhere you write on the web. I use it all the time and find it super useful.

6. Hemingway Editor

A proofreading tool that clears your copy of all unnecessary copy. Just paste your text into the editor and you’ll get an analysis that highlights lengthy, complex sentences, adverbs, passive voice, and common errors.

7. IFTTT

IFTTT (an acronym for If This, Then That) allows you to sync up multiple apps so that when a certain activity happens, it kicks off a separate activity in another app.

8. Lumen5

This is a cool tool that enables you to turn your blog posts into slideshow-type videos in minutes. The free plan includes unlimited videos, access to 10 million video files, and 480p-quality video with the Lumen5 watermark. You can also upload your own logo. Upgrading to the Pro plan ($49/month) lets you remove the Lumen5 branding, upload your own watermark and outro, and more.

9. Pablo

This tool from Buffer is a bare-bones online image editor that lets you make basic social media images in seconds.

10. Scoop.It

A super content curation platform that allows you to easily find and share unique, relevant content to your social networks, website or blog. The free version will allow you to monitor a single topic and use the content generated on up to two social media accounts.

Looking for more tools like these?

Head on over to Medium for100 Tools To Help You Do More With Social Media.

Posted in #HCSM

5 Content Marketing Lessons I Learned From A Simple Thanksgiving Tradition

Although I live outside the US, Thanksgiving’s one of those holidays I celebrate in spirit, if not in person. I’m always curious to learn more about Thanksgiving traditions and being a foodie I’m fascinated by what people eat at the dinner table.

While I still can’t get my head around that sweet potato and marshmallow combo, a green bean casserole is something I might be tempted to try. If you live in the US I guess you already know the story of how this dish came to be a Thanksgiving dinner staple, but for those who aren’t familiar, it’s such a great marketing story with lessons for all of us who want to improve our content marketing.

The casserole originated over 60 years ago in the test kitchen at Campbell’s Soup, where Dorcas Reilly worked as a home economist. Dorcas invented a Green Bean Casserole recipe in response to a question from the Associated Press: “What’s a good Thanksgiving side dish that uses ingredients found in most American kitchens?”

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First demo kitchen, Campbell’s, 1941

The dish Dorcas invented went viral. Millions of Americans made the casserole that year. And today, over 60 years later, it’ll be served on an estimated 30 million Thanksgiving tables across the US, earning its place as one of the most beloved recipes in America.

So what lessons can this simple recipe teach us as content marketers? Over on LinkedIn, I share six valuable lessons we can learn from Dorcas’s green bean casserole.

Click here to read

Posted in Infographics

How To Handle Comments On Social Media [Infographic]

Salesforce do super infographics – here’s one on handling different types of comments on social media. 

First up, a flow-chart for dealing with positive, negative or neutral comments.

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Source: Jeff Bullas

Positive and neutral comments are easily dealt with, but negative comments require a considered approach. If it’s a genuine complaint, acknowledge the complaint, but move it to private communication as quickly as possible.

Trolls are more challenging.  Received wisdom is don’t feed the trolls. Ignore them, but do not attract their attention further by deleting their comment – this only fuels their fire. However, it’s perfectly ok to remove offensive or spam comments, and comments with legal or criminal implications  should be reported to  the relevant authorities.

Finally, some general advice. You should  always personalise your interactions online. Reach out to and engage with your followers regularly.

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Related

How Should You Handle Trolls On Social Media?

Posted in Cool Tool

Monday Morning Cool Tool: Twchat

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week I’m recommending  Twitter chat manager – Twchat.

For those who may be unfamiliar with Twitter chats, they are a public chat, moderated by a host that happens live on Twitter. To filter all the conversations a specific hashtag is used. This hashtag allows you to follow the discussion and participate in it.  Most Twitter chats are recurring and focus on specific topics introduced by a moderator.  The chats usually last one hour and a transcript of tweets is often made available after the chat has ended.

Twitter chats move fast, which is why using a third-party tool is useful. Twchat allows you to create realtime chat rooms based on twitter hashtag.  TwChat monitors the hashtag and creates a simple, clean interface similar to a chatroom. You can see new messages, send your own, and have total control over the content you see.

For more information on Twitter chats, read How Does A Health Care Twitter Chat Work? #Twitter101

 

 

Posted in #HCSM

Do Online Health Seekers Trust Social Media?

A survey profiling how American adults access, use and feel about health-related information finds that most Americans who regularly seek health information are concerned about incorrect or misleading medical information on social media, and few have found health information on social media to be accurate.

These findings are consistent across generations. The survey, The Great American Search for Healthcare Information, was conducted among 1,700 Americans 18 years of age and older. It was commissioned by global communications and marketing services firm Weber Shandwick in partnership with KRC Research.

I find the results of this survey very interesting for a number of reasons. 

Firstly, it’s interesting to learn that the majority of online health seekers are concerned about incorrect or misleading medical information. This reassures me in a way because it means that, contrary to the pervasive belief that the public believes everything they read online, people are actually far more discerning.

It also underscores for me that patients aren’t looking to supplant knowledge from healthcare professionals with the information they find online. They still look to their healthcare providers as the source of credible health information.

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Note that nurses, pharmacists, and eye doctors score higher than medical doctors in terms of satisfaction. This finding surprised me. The survey suggests that physicians may have a millennial problem.

The Millennial generation is least likely to be very satisfied with the information provided by medical doctors. In evaluating other attitudes toward physicians, the study suggests that doctors may be contending with a Millennial trust challenge. In addition to their lower satisfaction levels with information from doctors (on a basis relative to other generations), Millennials are the least likely generation to say they always listen to their doctor(s), the most likely to believe that online health-related information is as reliable as that from medical professionals and the most likely to say they trust their peers more than medical professionals.

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Secondly, I find it disheartening that survey respondents are not finding accurate health information online. We know for a fact that accurate health information does exist online, so why are people not rating it higher?  Medical information websites fall just below average in terms of satisfaction (39 percent).

Finally, I’m a little surprised to learn that concerns about the accuracy of social health information are consistent across generations, including digital natives.

Gen Z, is just as likely to be concerned about incorrect or misleading information as the much older Boomer generation (91 percent and 87 percent, respectively). This suggests that social media comfort and proficiency do not have a bearing on perceptions of legitimacy, leading to the conclusion that it is the content or channel that is the challenge for health-related information communicators.

All of this adds up to a trust and credibility problem we need to urgently address.

A Wake-up Call for Healthcare Professionals

The healthcare industry is still lagging behind in delivering credible and relevant information to patients when and where they need it most.  Healthcare has much to learn from other industries that are adept at mapping the customer journey and providing relevant and timely information at each stage of the journey.

Earning Trust From Online Health Information Seekers

Within each problem lies its solution. To address the trust gap, the authors suggest the following fixes:

Prove your online credibility from the outset

  • information should be cited by a medical professional
  • it should cite a scientific study
  • it should be associated with a trusted brand
  • it should be cited by a trusted school or research organization

Design your content for discovery

By building content that is discoverable across multiple channels – online and offline – you can intersect your customers across their journey and ensure that they find the credible information they’re looking for.

Use succinct, clear and plain language in your communications.

Recognise that people are swimming in information and overwhelmed by the volume, creating confusion and perceptions of conflicting facts.

I would add to this list that it’s important to talk to patients in your offices about the information they find online. For more on this read What’s the Influence of Patients’ Internet Health Information-Seeking Behaviour on the Patient-Physician Relationship?

A Wake-up Call for Healthcare Professionals

In a post published in Physician’s Weekly, primary care physician Mikhail Varshavski, DO, is unequivocal that healthcare professionals’ failure to influence social media is responsible for the rise of misinformation online.

I used to consider the absence of quality physicians online merely a problem of missed opportunity. Now I’ve realized it is much more than that. If misinformation has the power to call in to question the validity of something as grand as an American presidential election, it certainly has the power to influence our patients’ everyday health decisions. The healthcare industry as a whole needs to advocate for more education and focus on this burgeoning global communication platform.


According to a 2017 survey by PM360 Online, only 9% of physicians engage with patients and other health care providers — this includes physicians who reply to comments, join group discussions or share helpful information and links on social media platforms – and as low as 1% of all health care professionals use social media to be content creators — publishing original content via blogs, forums, and websites.

Click here for the full The Great American Search for Healthcare Information report and presentation. It includes additional findings such as the types of health information Americans seek, their use of new digital health services and apps and attitudes about the concerns vs. advantages of the state of healthcare information today.


You might also like to read 

Protecting the Value of Medical Science in the Age of Social Media and “Fake News”

An Opportunity To Build Patient Loyalty In An Era Of Social Media And Fake News

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Save Searches on Twitter

Welcome to this week’s social media tip. Today I want you to show you how to save searches on Twitter.

1. Go to the Search tab 

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2. Enter your search into the search box.

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3. At the top of your results page, tap the three dots icon  and then tap Save. 

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4.Next time you tap the search box, a pop-up menu will display your Saved searches.

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5. To remove a search: Tap on delete saved search.ad759305-df08-40b2-a190-eea658880b6b

 Note: You may have up to 25 saved searches per account.

 

 

Posted in Cool Tool

Monday Morning Cool Tool: Venngage

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week I’m recommending a free infographic maker  – Venngage.

You can choose from 100+ infographic templates and follow the steps below to create your own infographics.

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Research suggests that publishers who use infographics grow in traffic 12 percent more than those who don’t. They can also be a fun way to promote brand awareness. In terms of social media marketing, they are an effective way of spreading information (the “viral” process) across multiple social networking sites such as Facebook, Twitter, Pinterest and blogs.

Click here to learn how to create your own healthcare infographic. 

Posted in #HCSM

9 Proven Ways To Increase The Visibility of Your Healthcare Website

Eight in ten online health seekers say they begin their search at a search engine like Google, so it makes sense that you want to increase the chance that they will find your website when they search for information.

There are many tactics you can use to drive more traffic to your website and while the following list is not exhaustive, these are some of the ways I have used to increase my own visibility online.

1. Audit Your Competitors

Start by drawing up a list of ten top websites in your niche. If your competitors’ websites are more streamlined, functional and fresher than yours, they may be drawing in more patients with a stronger online presence.  Make a list of their sites and critically evaluate them in terms of look, design, and functionality. Do they include a blog? Helpful checklists? Pre-registration forms patients can fill out to save time before their appointment? An online appointment system?  Screenshot the design features you think work well and think about how you might incorporate them into your own website.

2. Sign Up For Google Analytics

Google Analytics is a free tool which will help you identify how well your website is performing over time. Use it to monitor your site’s performance. Has it declined over time? Are there fewer people coming to your site? Do they stick around or “bounce” off your site too quickly? Bounce rate is a contributor to your site’s search rankings, and it refers to the amount of time someone is on your site before “bouncing” off to another site. If you have a lot of people who look and quickly click away, it tells search engines you don’t have useful information on your site.  This information helps you plan ways to improve your site’s performance and visibility.

3. Tailor Your Site’s Information To Reader Needs

Is your website nothing more than a glorified brochure? To attract patients to your website, you should be prepared to add more value in the form of information. What kind of information are potential readers looking for? Identify the most frequently asked questions in your practice and create blogs, videos, and FAQs for your website to answer those questions.

4. Use Keywords Strategically

It’s important to include the right keywords on your website if you want to rank higher for particular search terms and increase your online visibility.  Keyword research is vital because identifying the terms people are searching for will determine the kind of content you create and the way you will optimize it.

Recommended Reading: How To Find The Best Keywords For Your Website

5. Optimize Your Site For Local Search

If you want more people to find you online, you need to optimize your website through good search engine optimization practices. And if you want to attract new patients, your website also needs to be optimized for your local area. When someone uses the internet to locate a Medical Practice nearby, it’s critical that your website appears in those results (searches on mobile devices containing the phrase “near me” has skyrocketed in recent years).

Recommended Reading: Why and How You Should Optimise Your Medical Website For Local Search

6. Optimize Your Site For Voice Search

The majority of patients searching for information on the web still trust search engines but the way people search for information online is changing. Increasingly, people are using voice search on their smartphones, tablets or voice assistants (like the Amazon Echo or Google Home devices) to search for information on the internet (yet another compelling reason to make sure that your site is optimized for mobile).

In essence, voice searches are largely about answering questions. Here are some tips to consider while generating content for voice activation devices:

  • Write in a conversational tone
  • Use long-tail keywords
  • Account for misspelled/misinterpreted words (sometimes Siri or Alexa can misinterpret what you’re saying).

7. Make Sure Your Website Is Mobile Responsive

Having a mobile-responsive site (ie one that automatically changes its layout and placements of certain menus and buttons automatically) is important because firstly, over half of patients search online for health information on their smartphone, and secondly, Google now gives ranking priority to those sites that are mobile friendly.  In fact, Google has stated that it will penalize websites that aren’t mobile-responsive, so if your site isn’t optimized for mobile devices, you’ll likely lose out significantly in the organic search rankings.  To check if your site’s design is responsive, enter its URL into this Google tool.

8. Include A Blog

Companies who blog receive a whopping 97% more links to their website. Incorporating a blog on your site is relatively easy; the challenge lies in consistently creating fresh content. If you are struggling to come up with new ideas on a regular basis for your blog, then this list of 16 content ideas should help get you started.

9. Drive More Traffic With Social Shares

By making it easy for visitors to your site to share your content, you increase the likelihood that they will take this action. When more people share your content, you increase the chance of driving more visitors to your site.

Wrapping Up

Your website is pivotal to your digital marketing strategy. And with more patients than ever searching online for you, it’s imperative that your website is optimized for them to find you.  It takes time and resources to optimize your site to deliver the best experience possible, but if you are serious about how your business performs, you need to get serious about the performance of your website too.

Posted in Cool Tool

Monday Morning Cool Tool: CopyChar.CC

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I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week I’m recommending CopyChar.CCa simple tool to copy symbols.

If you’ve ever found yourself hunting around to find a particular symbol, currency sign or emoji then this tool is great – allowing you to find what you’re looking for at a glance.  I just discovered it a couple of days ago and already I’ve added it to my list of time-saving tools. I think you’ll do the same once you’ve tried it for yourself!

Posted in #HCSM

10 Tips To Create More Engaging Content For Your Facebook Page

Worldwide, there are over 2.45 billion monthly active Facebook users and 1.47 billion people on average log onto Facebook daily. Statistically speaking, Facebook is too big to ignore but when it comes to social media marketing, is it actually delivering the results you’d hope to see?

Over 80 million businesses have a presence on the social network which makes it a crowded and competitive landscape. And at a time when organic Facebook Reach is estimated to currently be as low as 1–3%, succeeding on the platform is more difficult than ever.

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If you’re struggling to make an impact on Facebook, then this article is for you. In it, I will share some best practice tips to help you increase your organic reach and boost engagement.

So let’s get started with Tip #1

1. Grab attention with a compelling visual

Study after study confirms that how you create and share content matters — with visual content leading the way.

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According to research by Kissmetrics, photos get 53% more likes, 104% more comments and 84% more click-throughs on links than text-based posts. Facebook recommends each post you create should include some type of creative, like images, GIFs or videos.

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Make sure these creative assets are of high quality. Avoid using blurry images or videos or creative that doesn’t accurately reflect your brand or message. If you post any pictures of your patients, be sure to obtain their permission.

Pro Tip: You can easily create your own images with drag-and-drop tools, like Canva and Ribbet.  They will also automatically create the right sizes for your Facebook page, so you don’t need to worry about it.

2. Keep things simple

Facebook advises that “simple posts with clean creative are best at capturing an audience’s attention” and recommends the following tips:

· Keep your color scheme clean and consistent

· Include images that are recognizable

· Use minimal, concise and impactful text

3. Share a behind-the-scenes photo of your office

People love to see behind the scenes of your practice – so bring your camera to your next staff meeting, lunch or event. Sharing pictures of your employees (with their permission, of course) makes your practice so much more relatable.

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4. Post about cause awareness events

Whether it’s Breast Cancer Awareness Month, Alzheimer’s Disease Awareness Month or Healthy Weight Week, there is a cause awareness month you can write about at least once a month.

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5. Create holiday-themed posts

Christmas, Hanukah, Thanksgiving — they all provide an opportunity to share holiday themed advice or send best wishes to your followers.  You could also join in fun holidays like National Donut Day. Check out this calendar to keep you right up to date with ideas.

6. Post news and updates from your practice

Are you rolling out a new program, product or service? Have you acquired a new piece of equipment that affords better care? Let your followers know about it. Patients will appreciate you keeping them informed.

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7. Share videos

Video has become the predominant way we consume information. The average video post generates 135% greater organic reach when compared to photo posts according to research from Social Bakers.

Here are some tips to use video more effectively on Facebook

8. Go Live

Facebook Live videos get three times the engagement of traditional videos shared on the platform and it draws 10 times as many comments as regular video. Facebook actively prioritizes live video by placing it at the top of the News Feed, as well as sending notifications to potentially interested audience members. Additionally, Facebook Live videos are archived on Facebook and can be viewed and shared after the live broadcast.

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Tips for going live (via AAP News)

  • Consider making a regular time for your show if you plan on frequent live videos.
  • Choose topics that will engage your audience and provide valuable education.
  • Tell viewers ahead of time when you are going live.
  • Greet your viewers and respond to their questions and comments by name.
  • Promote your live video on multiple social media platforms to increase engagement.
  • Be prepared. Create an outline of key points and questions.
  • Make sure you have a strong internet connection and no institutional firewall blocking your broadcast.

Recommended: Social Media Marketing: How To Master The Art Of Going Live

9. Create Facebook Stories

Facebook Stories — user-generated slideshows and video collections — are short (around 20-seconds) pieces of content created on your smartphone and available for up to 24 hours. After this time your story automatically deletes itself, although there is an option to save your content.

10. Post When Your Followers Are Online

To optimize your engagement and reach, you want to share content when your audience is online. If you search for optimal posting times, you will find many guides online. You can follow these recommendations as a starting point, but it’s best to do your own testing to see which days and times work best for your own audience.

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Facebook makes it easy to find out your optimal posting times by navigating to the Insights Tab and selecting Posts. Here you will get data about when your Facebook Page fans are online for each day of the week.  Once you’ve determined your optimal posting times, make use of Facebook’s post scheduling feature to post at just the right time.

To Wrap Up

While I have focussed on increasing organic reach on Facebook, the reality is that Facebook is a pay-to-play environment now. You will need to include paid strategies for a successful Facebook marketing plan. Use organic content to analyze and test to see what works best with your audience. You can then use these insights for paid ads. Your top-performing posts are proven content. With the right ad targeting, these posts can continue to reach and engage more people.

 

Posted in #HCSM

7 Data-Backed Tips To Drive More Engagement on Twitter

Backed up by research from Hubspot, here are seven tips to help you drive your Twitter marketing forward.

1. Use Both “Title Tweets” and “Copy Tweets”

“Title tweets” start each word with a capital letter — just like a headline. They are tweets with just the title of a blog post or article and the link to that article. There are no extra words. However, a “copy tweet” presents the article or blog post as a sentence or question.

Hubspot’s research showed that their average tweet copy got an average of 98 clicks, while headline-based tweets got an average of 110 clicks.

Image Credit: HubSpot

Insider Tip: The fundamental rule of clickable tweets is the same as the rule of clickable headlines. No matter how amazing your content is, few people are going to click through to read it if they’re not immediately captivated by your headline. Read 15 Ways To Crack Captivating Headlines to find out more about creating better titles for your tweets.

2. Include Shortened Links

Image Credit: HubSpot

A URL shortener is an online tool that converts a regular URL into an abbreviated version that is around 10 to 20 characters long. Use a third-party tool like Bit.ly to help you do this. Here’s what a bit.ly link looks like when it’s shortened.

Insider Tip: Don’t necessarily place the link at the end of the tweet. Zarrella’s analysis of 200,000 link-containing tweets concluded that putting the link approximately 25% of the way through would achieve the highest CTR.

3. Add Images To Tweets

Adding visual appeal to your tweet is a smart way to make your content stand out among a sea of tweets.

Image Credit: HubSpot

Insider Tip: You can add up to 4 images to your tweets ( all you have to do is click on the photo icon after you have added your first image, then add up to 3 more images) so take advantage of this and create a carousel of images to draw a reader’s eye.

4. Ask For Retweets

Twitter uses Likes and re-tweets as indicators of popularity in the algorithm.

Image Credit: HubSpot

Insider Tip: Though I’d be wary of over-doing this strategy (from a narcissistic viewpoint) it appears that you can also increase your exposure by liking and re-tweeting your own content. An experiment from Buffer found that retweeting their own tweets generated significantly higher click-through and engagement rates.

5. Add A Call-To-Action

Image Credit: HubSpot

What kind of action do you want your followers to take when they read your tweet? Whether it’s “Sign Up Here” or “Download Now”, adding a call-to-action to your tweet increases engagement by 13% according to Hubspot.

6. Recycle Tweets

At about 18 minutes, tweets have the shortest lifespan of any social media post. Even though the latest Twitter algorithm means that posts are no longer displayed chronologically, Twitter is fast-paced, and messages get buried quickly. To counter this, you need to share your post multiple times on Twitter to increase visibility (use a scheduling tool to optimize the times you post it).

Image Credit: HubSpot

Insider Tip: Practice writing multiple versions of your tweets. Then A/B test them by changing some keywords, playing with the structure, etc. to determine which works best for your specific audience. This doesn’t mean you should post the same update every time. Using best practice headline tips, write multiple versions of tweets to post — and don’t forget to include a compelling image too.

7. Tweet About Twitter

According to Hubspot, if it makes sense for your account to tweet about social media — do it. It found that their tweets that included links to blog posts and offers about Twitter and other social media topics received 22.5% more clicks on average than the average clicks for a tweet during a set period of time.

Image Credit: HubSpot

Insider Tip: From the Neil Patel playbook:

How can you talk about Twitter if your subject has nothing to do with Twitter? Try one of these:

  • Hey Twitter users….
  • Best thing on Twitter all day…
  • You needed this in your Twitter feed…
  • Twitter is raving about…

To Sum Up

The key to success with Twitter, as with life, is to work smarter not harder. Implement these tactics the next time you post on Twitter and watch your engagement rate rocket.

You might also like to read What To Post on Twitter: A Cheat Sheet For Healthcare Tweeters

Posted in Cool Tool

Monday Morning Cool Tool: Giphy

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week I’m recommending Giphy  – a source of free animated gifs.

Why use Gifs?

Hootsuite recommends the use of Gifs “to spice up, excite and wake up your social audience.”

A little motion makes your content marketing more memorable. Though use sparingly, otherwise it distracts rather than enhances.

This Friday is #CappuccinoDay  so why not celebrate with a Gif like the one below?

Posted in Thursday Tip

#ThursdayTip: How To Post To Social Media At The Best Times

Welcome to this week’s social media quick tip.  This week I want to show you how to post to social media at the best times. 

Content has no value unless it’s amplified. One way to ensure amplification and optimize your social media reach is to post your content at the right so they reach your audience when they are online.

If you search for optimum posting times, you will find many guides online. You can follow these recommendations as a starting point, but I do recommend you do your own testing to see which days and times work best for your own particular audience within your industry.

One of the most comprehensive guides to the best times to post for the major social platforms is this one from Sprout Social.

Some of the top-line stats at a glance are listed below. These are global visualizations — for a more granular and industry-specific focus see the report in full.

Best times to post on Facebook

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  • The best times to post to Facebook are Wednesday at 11 a.m. and 1 p.m.
  • Wednesday is the best day to post on Facebook.
  • The safest times to post are weekdays from 9 a.m.–3 p.m.
  • Sunday has the least amount of engagement for Facebook during the week.
  • Early mornings and evenings, before 7 a.m. and after 5 p.m. have the least amount of engagement per day.

Best times to post on Instagram

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  • The safest times to post are Monday through Friday, 11 a.m.–5 p.m.
  • Another higher engagement time period occurs on Saturday around 10 a.m.
  • Sunday has the least engagement, as well as every day from 11 p.m–3 a.m.

Best times to post on Twitter

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  • The best times to post on Twitter are Wednesday at 9 a.m. and Friday at 9 a.m.
  • Tuesday and Wednesday are the best days to post on Twitter.
  • The safest times to post are Monday through Friday from 8 a.m.–4 p.m.
  • Saturday gets the least engagement.
  • Times to avoid that get the lowest engagement are every day from 10 p.m–4 a.m.

To sum up

Consistent social sharing can help you stay top of mind with your audience. It’s a common mistake to only post content once and then not again. To get the most engagement, visibility and reach, reshare your content on multiple networks at various times and in different ways. Vary your updates when you do — for example, highlight a different statistic or quote, or ask your audience a question.

These data points are general but they provide a good starting point to start testing your audience engagement. Try them for a month, take note of your findings and see if your engagement shifts at the end of the month.

Here’s to your social media success!

 

Posted in #HCSM

10 Point Checklist For A Social Media Audit

Checking my list of things to post in October, I discovered that today’s event is Checklist Day #ChecklistDay.  So to mark the day here is a ten-point checklist to audit your social media.

Conducting a social media audit is a key part of a social media marketing plan. An audit assesses how well your current social media use works for you. We can waste time and resources trying to improve things that don’t need improving while neglecting the things that we really need to work on. A social media audit is a great way to take stock of where you’re at and identify what you can improve on going forward.

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8d   List All Your Social Accounts

Create a simple excel spreadsheet and list all your social accounts, including those you set up but haven’t used in a while.

  • Check that you only have one business profile on each platform.
  • Make sure you know all the passwords for your accounts and have access to the accounts and associated emails.
  • Keep your passwords secure and set up a system for changing them regularly.
  • List all account administrators.
  • Do you need to change access or permissions for someone who no longer manages your accounts?

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8d Update Your Information

  • Have you pinned outdated information to the top of your timelines?
  • Have you fully completed your About sections? Do they contain all the information a prospective customer or client would need to find out about your services?
  • Do your social profiles include a URL that leads back to your website?
  • Are your bio details accurate?
  • Do you need to add or change any of the existing information?

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8d Review Your Images

  • Are your header images clear and compelling?
  • Do your cover photos needed updating? Are you still showing that summer picture now that it’s winter?
  • Is your image resolution good? Are you using the correct image dimensions for each social platform? Find the most up-to-date image sizes here.
  • How about your bio picture? Are you happy it conveys a professional image? Is it clearly visible on all devices?
  • Are you making good use of keywords?
  • Do you need to include a new call-to-action?

Check out my guide to creating professional graphics

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8d Check For Consistency Across All Platforms

  • Are you consistent in how you use your brand images across all platforms?
  • Do background colours, logos, and other images follow your branding?
  • Are all descriptions and URLs uniform?
  • If you were your ideal customer, would you be able to identify with your brand on social media in terms of image, tone, and voice?

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8d Claim Your Vanity URLS

 A vanity URL is the user name that you assign to your social media accounts which uniquely identifies you. Before you create your vanity URL, your social media profile is given a default URL that includes a string of random numbers.

  • Have you claimed your vanity URLS on Facebook and LinkedIn? For more information on claiming your vanity URL visit these pages at LinkedIn and Facebook.

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8d Dig Into Your Audience Demographics

How well do you know your audience? Finding data on your existing audience will help you identify who you’re currently reaching and if they are within your target market. Use Google Analytics and built-in audience analytics features such as Facebook Insights and Twitter Analytics to dig into detailed demographic data, including countries, occupations and interests, and the gender split of your audience.

  • Where do they like to hang out online?
  • What content is most relevant to them?
  • What kind of information are they looking for?
  • How do they like to consume that information?

Download my free audience persona template here

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8dAudit Your Posting Activity

Social media is all about engaging with the right audience on the right platform at the right time. Are you sharing the kind of information your audience finds useful? Are you sharing at the right time of the day? Audit how often you are posting on each platform and List which times you are posting and the results you are getting.

Schedule posts according to effective times of day:

o    6-10 times daily for Twitter

o    1-2 times daily for Facebook

o    1-3 times daily for Instagram

o    Update Instagram Story

o    1 time daily for LinkedIn

Recommended Reading: When Are The Best Times To Post On Social Media In 2019?

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8dEvaluate Engagement Rates

Determine where you are getting the most engagement and make a decision about whether to continue efforts on all platforms, or to reduce your efforts to concentrate on just one or two platforms. It’s important, especially if your resources are limited, that you’re focusing your social media efforts in places that will generate the most return for your efforts.

  • How engaged is your audience with you on each of your social networks?
  • Do your interactions seem to be coming from your target market?
  • Are most of your conversions coming from one network only?

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8dStudy Your High Performing Content

Review your high performing content across all social networks.

  • Which content worked best for you? Create more of this content in the future.
  • Can you re-purpose this content and use it again.

Recommended Reading: How To Create Six Unique Social Shares From Just One Piece of Content

vector-transparent-background-checklist-icon-png-c-07660ab7ca597a8d Audit Your Competitors

Compare your competitors’ digital footprint against your own. While it’s tempting to go straight to vanity metrics such as follower numbers, it will be of more benefit if you skip the quantitative analysis for qualitative.

  • Look at the type of content your competitors are creating. How often are they sharing it?
  • How have they chosen to use brand images?
  • Which influencers are they interacting with?
  • Are they active on networks you aren’t?​
  • Take note of what they are doing well, and where they are lacking.

Recommended ReadingSix Tools To Help You Perform A Competitor Audit

How often should you do a social media audit?

I recommend you do a comprehensive audit on your accounts twice yearly to consider any major adjustments to your strategy. In the intervening time, keep an eye on your analytics and metrics on a monthly basis. Use a reporting system to keep track of monthly changes and review these when it comes time to do your twice-yearly audit.

Posted in Cool Tool

Monday Morning Cool Tool: Otter Voice Notes

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I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week I’m recommending Otter Voice Notes – a super useful tool that helps you take voice notes and generate transcripts simultaneously, or transcribe pre-recorded audio and video files.

Here’s how it works

  • Record conversations using Otter on your phone or web browser. Import or sync recordings from other services.  You can integrate the tool with Zoom.
  • Get real-time streaming transcripts and, within minutes, rich, searchable notes with text, audio, images, speaker ID, and key phrases.
  • Share or export voice notes to inform others and get on the same page. Create groups to invite collaborators and keep organized.

Pricing Otter Voice Notes lets you transcribe up to 600 minutes per month for free with a pricing structure based on Basic, Premium, and Teams subscriptions.

Posted in Cool Tool

Monday Morning Cool Tool: Fotor

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I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week I’m recommending Fotor, a free image editing tool.

Fotor is quick and easy to use (A paid version is available that contains more features and is ad-free.)  You can use it to create a variety of images, including photo collages for social media, making as many edits as you need from an extensive menu of edits. Fotor even provides an area where you can experiment to the side of your canvas. It includes ready to go graphics, icons and studio-quality video templates.

Visit www.Fotor.com and try it for yourself.

 

Posted in Thursday Tip

#ThursdayTip: How To Embed A Tweet On Your Blog

Welcome to this week’s social media quick tip.  This week I want to show you how to embed a Tweet on your website or blog. 

1. Select a Tweet to embed on your site. Click on the down arrow icon (v).

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2.  Select Embed Tweet from the drop-down list.

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3. Now simply and paste the code provided into your blog or website.

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An embedded Tweet includes the Tweet itself, any media contents (photos, video) so if you don’t wish to include these, go to Customization Options and check “Hide Conversation.”

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Here you also have the option of translating your embedded Tweet into another language and selecting the colour you would like it to appear as on your website or blog.

Here’s to your Twitter success!

 

Posted in Cool Tool

Monday Morning Cool Tool: ImageQuote

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week.

This week’s cool tool recommendation is ImageQuote –  a super easy tool to create quote images for sharing on social media.

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You can choose from high-quality background collections or use your own photos for images. Then choose from 50+ creative font choices to customise your text. When you’re happy with your image you can export it to Instagram, Facebook, or Twitter for easy sharing.

 

Posted in Thursday Tip

#ThursdayTip: How To Save Links On Facebook

Welcome to this week’s social media quick tip.  This week I want to show you how to save links on Facebook.

Scrolling through your Facebook feed, you come across some interesting links which you’d like to save and read later when you have more time.

Did you know that Facebook has a handy save links feature to help you do this?

Here’s how to save links on Facebook

  • Click the ellipsis icon in the top right corner of the post/link you want to save.
  • Click Save link.

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To access your saved items on desktop, go to the left-hand sidebar and find Saved under Explore. Or just navigate to https://facebook.com/saved.

13 Interesting Facebook Tricks You Might Not Know

From here you can create collections to organize content for easy retrieval.

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