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Posted in #HCSM

A Three-Stage Approach to Handling a Healthcare Social Media Crisis

Knowing how to maintain an online reputation is an essential component of healthcare marketing. In this blog post, I will show you how to put an effective crisis response strategy in place for your healthcare brand.

Having an online presence has so many advantages when it comes to healthcare marketing, but it also comes with some risks. With the click of a mouse, patients can share their experiences online – good and bad – and their comments travel at lightening-speed through their social network. A social media crisis can escalate rapidly and you must be ready to step in and remedy the situation without delay. The only way to do this is to have a crisis plan already in place.

Crisis management involves dealing with threats before, during, and after they have occurred. Let’s look at these three stages in more detail.

 

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Image: HCSMMonitor

Stage 1 Preparation

Proactively prepare by developing a crisis response plan. The following elements are involved.

#1 Crisis Definition

First, define what constitutes a crisis. Three elements are common to a crisis (a) a threat to the organization, (b) the element of surprise, and (c) a short decision time.

A crisis can fall into several categories including:

(a) Technological (eg; your website has been hacked);

(b) Confrontation (disgruntled employee, client, or patient attacks you online);

(c) Rumours (eg; spreading false information about you, your product or service online);

(d) Malevolence (eg; In 1982, a murderer added cyanide to some Tylenol capsules on store shelves, killing seven people).

#2 Monitor Online Chatter

An effective social media strategy requires active listening to the online chatter about your healthcare organization. Should a crisis occur, listening to the conversation will help you shape a more insightful and effective response. Responding in real time to issues strengthens public perception that your focus is firmly on patient satisfaction. In addition, use monitoring to find the healthcare conversations you can add value to. Investing in community building online now will pay dividends in the form of support should a crisis hit you.

There are many free and paid monitoring tools available to you. These tools vary in scope and range across a number of sites, real-time or delayed searching, the sophistication of analytics, the flexibility of data presentation, integration with other applications, and of course, price. When it comes to reputation management, choose a tool that does more than just track mentions of your name. You need to be able to evaluate the sentiment (the ratio of mentions that are positive to those that are negative) attached to the mentions. Social Mention is a free monitoring tool which includes sentiment. Tweets that include words like “not working,” “fail” or “poor experience” should be resolved immediately.

#3 Create a Written Plan

Your written plan should include the following:

  • Clear guidelines on how to respond to each of the different situations outlined above in #1.
  • Links to your terms of service.
  • Who should respond – establish a clear chain of command and list contact information.
  • Make sure every member of your team knows this plan is in place, how to access it, and how to put the plan into action.

Stage 2:  Action

Now’s the time to put your carefully crafted crisis plan into place. The following are key considerations:

  • Determine the exact nature of the crisis. How and where did it originate? How is it affecting your patients or clients?
  • Go to the source. Find where the complaint originated and with whom. Determine their sphere of influence. If a blogger has published something that is untrue or misrepresentative of you, ask them to remove, amend, or modify the piece if this is appropriate.
  • Be respectful, polite and engaged. Never get into a public argument or talk down to anyone.
  • Be as transparent as possible as quickly as possible. Acknowledge that you are aware of the situation and that you are dealing with it straight away.
  • Respond swiftly and appropriately. Every moment counts on social media. The longer you wait, the more the conversation will heat up. Twitter, in particular, is a place where people expect a quick response no matter what time of day.
  • Don’t  lie or try to hide the truth; admit when the fault is yours.
  • Use the same channel you were criticized on to respond.
  • Don’t censor or remove the critical comments that appear on your social media platforms. Tempting as this may appear, it will only fan the flames of the social media fire.
  • Channel communication to your own website. Develop an area on your website or blog that houses the information about the crisis and what your organization is doing about it.
  • Communicate your story. A story gets out of control when you haven’t told your side and people begin to speculate. While you can’t control the story, you can provide the facts, information, and access to key people that allow journalists and bloggers to help you frame it in the right way.

Stage 3: Review

When the crisis has passed, go over what happened. Ask yourself the following questions:

  • How well did you handle the situation?
  • Did it escalate to a bigger problem than it was?
  • What could you have done differently?
  • Prepare to deliver on your word. Make changes based on feedback if those changes are warranted and if you have promised to put them in place.

If handled well a crisis may even turn out to be an opportunity to show your commitment to your patients and consumers. Remember the Tylenol example above? Johnson & Johnson recalled and destroyed 31 million capsules at a cost of $100 million. The CEO appeared in television ads and at news conferences informing consumers of the company’s actions. Tamper-resistant packaging was quickly introduced, and Tylenol sales bounced back to near pre-crisis levels.

While you can’t control everything that happens on social media, you can control your response. The best way to handle a crisis is to have your response plan in place. If you haven’t already made one, then do it today.

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Posted in Cool Tool, LinkedIn, Visual Marketing

Monday Morning Cool Tool: Dux-Soup

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’s cool tool recommendation is Dux-Soup  – a browser plug-in which works with Google Chrome as your virtual assistant on LinkedIn.

Dux-Soup keeps track of every single profile you visit and allows you to make notes directly on the profile page which are saved. Profile date and notes can be export as a .CSV file to be opened in Microsoft Excel or similar. The .CSV file includes data such as the name of the person whose profile you visited, job title, company name, location, email and notes.

You can take and save notes on each profile such as: have sent invite/need to reply to a message / likes Opera etc. Dux-Soup can save you hours of manual data entry when it comes to tracking all your leads you interact with on LinkedIn.

You can opt to use the free version (which enables you to view a hundred LinkedIn profiles a day) or upgrade to the paid version (which allows you to set the number of profile visits you need to make per day and export the .CSV file and make use of the data you gathered.

Dux-Soup is available as a browser plug-in which works with Google Chrome. Download here.

Posted in Cool Tool

Monday Morning Cool Tool: Grammarly

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’s cool tool recommendation is Grammarly a free writing app available as a Google Chrome Extension.

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.

Posted in #HCSM

50 Power Words To Super Charge Your Content Marketing

 

Did you know that 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 impression you make on a prospective reader. An eye-catching headline is a key factor in getting readers to click through to your article.

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 diver 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.  Clickbait headlines typically aim to exploit the “curiosity gap”, providing just enough information to make the reader curious, but not enough to satisfy their curiosity without clicking through to the linked content. Always craft a headline that links to authentic and relevant content.

For a deep dive into which words and phrases drive the most shares and engagement, Buzzsumo analyzed 100 million article headlines and reported their findings here.

Further Related Reading

 

Posted in Cool Tool

Monday Morning Cool Tool: Page Analytics

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’s cool tool recommendation is Page Analytics  a Google Chrome Extension.

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The Page Analytics Chrome Extension allows you to see how vistors interact with your web pages, including what they click and don’t click. You can use these insights to optimize your website layout, improve user experience, and increase conversions.

Click here to download the app.

Posted in #HCSM

What’s New in Social Media This Week?

My latest healthcare social media newsletter has gone out to subscribers. In this week’s round-up of news and tips:

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August already! If you are like me, you will feel as if you just blinked and suddenly the year is more than half over. Back in January, I wrote an article outlining 17 ways to rock your social media in 2017. Did you follow any of those tips?

Now that we are more than half way through this year, it seems like a good time to review how close you are getting to meeting your social media goals. If you are on track, well done! But even if you have fallen short of your goals, it’s never too late to get your social media back on track. As a reminder, I have put together six questions to guide you.

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Pinterest has been adding some new features recently, and the latest worth noting is the addition of a new search bar to its home screen and Pinterest Lens is now available to all Pinterest users worldwide.

 

 

 

unnamed (35)LinkedIn is giving more control to publishers – you can now turn off comments on your posts, helping users eliminate spam and harassment from the social network.

 

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Within a year of its debut, Instagram Stories now boasts “more than 250 million daily users,” which surpasses Snapchat’s reported 166 million daily users.

 

unnamed (6)Facebook is redesigning insights and analytics provided to video creators and to the publishers and pages that reshare their videos.

Plus

Your weekly cool tool recommendation, social media quote of the week, and six things you should know in the world of social media.

Read this week’s newsletter and subscribe for regular tips. 

Posted in Cool Tool, Visual Marketing

Monday Morning Cool Tool: Aviary

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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 Aviary a simple graphics editor that you can use from your browser window or as an app for your phone.

Use Aviary to fine-tune your photos with a full range of filters and one-touch tools for adjusting lighting, focus and color. You can also erase blemishes and brighten whites in a tap, or personalize your pictures with stickers, frames and overlays.

Go to aviary.com to download the app, or use the desktop version and let the magic begin. 

 

 

Posted in #HCSM, LinkedIn

LinkedIn Website Demographics: Understand the Professional Audiences Visiting Your Website

LinkedIn has announced the roll-out of LinkedIn Website Demographics, “a free reporting tool that lets you see what types of professionals are coming to your website, giving you a powerful way to tune your marketing to those visitors, and develop better targeting and content for your campaigns.”

Website Demographics uses data from LinkedIn’s 500+ million members to provide insight into your company’s website visitors in a way that respects member privacy. Featuring an easy-to-read interface in LinkedIn Campaign Manager, Website Demographics lets you filter your website audience by 8 individual professional dimensions, including job title, industry, job seniority, job function, company, location, and country.

Website Demographics also allows you to filter by date range to understand whether that recent marketing campaign boosted traffic from your desired audience segments. What’s more, you can now see if you have attracted new pools of prospects to your website. With these insights, you can craft new marketing content designed to better resonate with that audience.

This new feature will begin rolling out soon, so watch this space.