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.

Related Reading

Posted in #HCSM

How to Create an Awareness Campaign with Social Media

Is creating an online campaign part of your 2018 marketing strategy? Do you need a plan to get started?

Whether you are an individual, a small non-profit, or a large healthcare organization, a strategic plan is essential to your campaign’s success. On Thursday, 22 February, I will be hosting an online webinar with Mayo Clinic Social Media Network, in which I will show you how to plan and execute a social media campaign from setting your campaign objectives right through to measuring your campaign’s impact. You will also learn creative ideas and best practice tips from other successful campaigns.

At the end of this webinar, you will be able to apply the learning to:

  • Clarify your campaign message
  • Set defined goals and performance metrics
  • Find and reach your target audience
  • Choose the right tactics and tools to raise campaign awareness
  • Leverage the power of online influencers to increase campaign reach
  • Create shareable content with clear calls-to-action
  • Plan your content calendar to maximize momentum
  • Use the power of storytelling to create impact
  • Measure your results

Details and Signup 

Hope to see you there!

Posted in #HCSM

New Google Page Speed Ranking For Mobile Searches: What You Should Know

Although speed has been used in Google ranking for some time, that signal was focused on desktop searches. Google recently announced that starting in July 2018, page speed will be a ranking factor for mobile searches too.

The “Speed Update,” as Google is calling it, “will only affect pages that deliver the slowest experience to users and will only affect a small percentage of queries. It applies the same standard to all pages, regardless of the technology used to build the page. The intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content.”

Although there is no tool that directly indicates whether a page is affected by this new ranking factor, Google recommends the following resources can be used to evaluate a page’s performance.

  • Chrome User Experience Report, a public dataset of key user experience metrics for popular destinations on the web, as experienced by Chrome users under real-world conditions
  • Lighthouse, an automated tool and a part of Chrome Developer Tools for auditing the quality (performance, accessibility, and more) of web pages
  • PageSpeed Insights, a tool that indicates how well a page performs on the Chrome UX Report and suggests performance optimizations

Related

9 Questions To Help You Decide If It’s Time For A Website 

Posted in #HCSM, Twitter

12 Ways To Search For Health-Related Content On Twitter

Twitter’s statistics are mind-blowing. According to Internet Live Stats, every second, on average, around 6,000 tweets are tweeted on Twitter which corresponds to over 350,000 tweets sent per minute, 500 million tweets per day and around 200 billion tweets per year! So, how do you keep up with all those tweets? Obviously it’s impossible to keep up, but you can handle the avalanche better through a combination of maintaining Twitter lists of the people you follow, health-related hashtags, etc., and using Twitter’s Advanced Search Engine.

While the easiest way to do a search on Twitter is to click the native search facility, you can do so much more with Twitter’s advanced search capabilities. It allows you to narrow down your search using parameters such as specific keywords, language, people, location, and date range. In today’s post, I will show you twelve ways you can use this powerful search engine to search for health-related content on Twitter.

1. Search for a phrase: for example “healthcare social media marketing strategy”.

2. Search for any of these words: for example “healthcare social media” or “healthcare marketing strategy”.

3. Exclude any word: for example “blog”.

4. Search for health related hashtags: for example #hcsm.

5. Search for any specific language.

6. Choose specific accounts to search within.

7. Or find tweets directed to a specified Twitter user or referencing a specific username.

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8. Search for tweets in a specific location or within a specified mile radius of a location.

9. Narrow down your tweets within a specific date range. This is useful if you want to catch up on tweets around a specific conference or event.

10. Discover sentiment around tweets – i.e. whether negative or positive.

11. Find health-related questions. This feature enables you to search for conversations happening locally that you might like to add your expertise to.

12. Choose to include re-tweets in your search. I usually exclude this search parameter, as I prefer to concentrate on original tweets; however it may be useful if you want to see how many times a tweet has been re-tweeted or who is re-tweeting specific tweets.

And here’s a snapshot of my final search results. As you can, I can zoom in on the most popular tweets, or those who are tweeting in real time. I cans also find photos and videos related to my search. I can even save this search, and embed it on my website.

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Considering its capabilities, it is surprising that Twitter’s advanced search engine is so underused. Try using it to create lists, curate content, and as a social media listening tool to find health-related conversations. Once you start, you are sure to find other ways to maximise this powerful search engine to advance your healthcare marketing.

Posted in #HCSM

7 Social Media Marketing Trends To Prepare For In 2018 [Infographic]

It’s the start of a new year and for social media marketers that means looking ahead to the trends that will impact on our work over the next 12 months.

As the close of 2017 drew nearer, social media marketing experts gazed into their crystal balls to see what’s coming down the line in 2018. So which of their predictions should we set our sights on? I’ve put together this list of the top predictions from around the web to help you keep your finger on the pulse of the trends which will shape the social media landscape. Take some time to look at your existing marketing strategies, and see which ones could benefit from (or be negatively affected by) these coming trends.

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For more trends and predictions click here.

Posted in #HCSM

A Reader Asks….How Do You Create Twitter Lists?

I’ve been asked how I follow so many people on Twitter and yet manage to keep engaged. with them. When the number of people you follow gets into high figures, it can become unwieldy to manage them all. It’s easy to feel overwhelmed by the number of tweets appearing on your timeline – particularly now that Twitter has expanded to 280 characters. So how can you be sure you are keeping up to date with those folks you most want to hear from?

One word – Lists.

Twitter Lists are essentially filtered timelines and it’s one of the most useful features on the platform.

Here’s how it works:

1. Click on Lists on your profile page

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2. Click Create New List

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3. Name the List and provide a description

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4. Designate the List as Public or Private & then hit Save List

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5. To add or remove people from your Lists:

  1. Use the person icon drop-down menu on somebody’s profile
  2. Choose add or remove from Lists
  3. Choose the List you would like to add the person to or uncheck the List the person was already a member of

It’s so easy to build a Twitter List and it is such an effective and simple way to get a handle on your Twitter engagement. Each time you follow someone new on Twitter, get into the habit of adding them straight to one of your lists.  If you haven’t already started with your lists, start building them today!


 

Related Reading  Why You Need Twitter Lists and How To Organize Them

Visit Twitter’s Help Center for more information on:

  • seeing Lists you’re a member of
  • viewing tweets from a List
  • subscribing to a List
  • editing or deleting a List
  • sharing a List URL
Posted in #HCSM

5 Common Social Media Marketing Myths… And How To Bust Them![Infographic]

Even though social media is a common tactic used by marketers across the globe, myths about how and why to use social media persist. Buying into these myths will seriously undermine your social media marketing. In my latest infographic learn how to counter five of the most prevalent myths with my myth-busting tips.

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Click to see more social media marketing myths and how to bust them.

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:

Facebook Page Reach Declined 20% in 2017

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According to new research by BuzzSumo, the average number of engagements with Facebook posts created by brands and publishers has fallen by more than 20% since January 2017. This report will hardly come as surprising news to those of us who have been despairing at the fall in organic reach on Facebook over the past few years. What I found most interesting in this report is the data on which posts are driving engagement – or not.

WhatsApp Is Testing Verified Business Accounts

unnamed (4)WhatsApp is now testing verified business accounts, which can be identified by their green check marks. The Facebook-owned messaging application said in a frequently asked questions post that the test “is currently limited to a small number of businesses participating in a pilot program.”

Google Announces Major Update To Mobile Search Results Page

Google has announced a major update to its mobile search results pages. Whenever your query brings up a video, Google will now show you a silent six-second clip to help you decide if it’s actually a video you want to see.

 

Twitter Adds Team Management Feature on Tweedeck’s Mobile App

 

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Multiple Twitter users can now share access to a single account via the social network’s iOS and Android applications without needing to share that account’s password.

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.