Welcome to this week’s quick social media tip. Today I want you to think about how you can add SlideShare to your content marketing strategy.
Owned by LinkedIn and with over 18 million uploads and 80 million users, SlideShare is the world’s largest professional content sharing community.
Surprisingly, given how the platform is optimized for social sharing, including the ability to embed presentations (as I’ve done below), it’s often overlooked and underused in healthcare marketing.
How To Use SlideShare
1. Use SlideShare for research.
Get up to speed on any topic. Instead of scrolling through pages of text, you can flip through a SlideShare deck and absorb the same information in a fraction of the time.
2. Share your insights and get noticed
Show what you know through a presentation, infographic, document or videos. When you upload to SlideShare, you reach an audience that’s interested in your content – over 80% of SlideShare’s 80 million visitors come through targeted search. This can help you build your reputation with the right audience and cultivate more professional opportunities.
Take Action: Expand your content marketing and raise your online profile in 2019 by tapping into the power of SlideShare. The good news is that you don’t even have to create original content to do this. Simply find some content you have already written and get ready to breathe new life into it.
Welcome to this week’s quick social media tip. Today I want you to show you how to create Twitter threads.
Not sure what a Twitter thread looks like?
If you spend any time on Twitter you’ve probably already come across a Twitter thread, but perhaps not know that it was a thread. Threads are a series of related tweets shared in succession by one person.
With a thread, you can provide additional context, an update, or an extended point by connecting multiple tweets together. When used well, threads are a powerful way to illustrate a larger point.
Before threads, users would have to just continue replying to their own Tweets in order to link them together. This was a way to work around the old 140 character limit.
How To Create A Twitter Thread
1. Click the “Tweet” button to compose a new Tweet.
2. Click the new “Add another Tweet” button.
3. This brings up a second Tweet window.
4. Continue in this way adding threads until you’ve said all you want to say. You can either publish the entire thread by hitting “Tweet All”….
Or you can hit post each tweet in succession, which allows you to build momentum, perfect for a live event or an ongoing train of thought.
Publishing the entire thread gives your followers a fully-formed story — a better choice for a message you want to control a bit more, like a nuanced company announcement.
Here’s how your published displays on Twitter when complete.
Have you started a blog for your medical practice or healthcare facility? Are you sometimes stuck for ideas when it comes to popular health topics to write about?
I’ve put together a list of ten places to find topic suggestions when your well of inspiration runs dry. I turn to these places when I need a fresh injection of ideas for my own content marketing and I feel sure you will find them helpful too.
Buzzsumo is a useful tool to find which popular healthcare topics people are searching for on social media. These are the topics people want to read about so it’s worth brainstorming ideas around this content.
In the example below, I’ve searched for the term “mental health” and you can see it’s brought up some interesting topic ideas!
2. Keywords Everywhere
The Keywords Everywhere browser extension returns a host of long-tail phrases based on what people are searching for using specific keywords.
Insider Tip: The Google Keyword Planner within Adwords is another useful tool to find ideas for content based on keyword search.
Quora is a question and answer platform where you can either ask a question about your topic or simply do a search using your topic keyword to find what people are asking about that topic. It’s a super place for market research. Make a list of those questions which you feel you could write about.
You have the option to follow chosen topics in your niche. Once you do so you’ll keep seeing the ‘Top Stories’ (questions) in your Quora newsfeed. You can also check out the ‘New Questions’ option to see the latest questions. When you have written an article or blog post on the topic, go back into Quora and answer a question related to the topic. You can include a link to your post in your answer.
Maintaining a consistent posting schedule on social media – whether it’s writing blog posts, or sharing updates on social media channels – can be a challenge.
When I teach social media classes, I always recommend creating a social media calendar so you can map out in advance upcoming holidays and cause awareness days. By doing this, you will have a ready supply of things to share on social media.
To help you plan your content in advance, I’m going to highlight some events happening this month which you can add to your calendar.
See which of the following awareness days you could build engagement around. You could write a blog post, create a video or graphic, and then share it on Twitter and Instagram with the relevant hashtag.
Have some fun with these – but do make sure whatever you create and share fits with your brand!
Welcome to this week’s quick social media tip. Today I want you to think about how you can add more long-form content to your content marketing strategy.
It seems ironic, but even with the popularity of video and expiring content, there also exists an appetite for longer, more in-depth content.
serpIQ did a study of the average length of the content in the top 10 results of search queries. The company found that the top-rated posts usually were over 2,000 words.
Long-form content also gives you an SEO edge. Put simply, search engines are built to serve people the best content, from credible sources, that answers users’ questions. Google has made it explicitly clear that it now prioritizes longer, informative posts over short ones that exist only to sell a product.
Try writing posts that are 1000 to 2000 plus words. Make them a resource type post that people will want to link to when they are writing their posts.
Thistactic is no short-cut to success.To write a comprehensive, long-form piece of content with practical application that people want to share and link to takes a lot of research and time.
You won’t write this sort of content every day, but if you plan to make 2019 the year you will produce just one piece of stand-out content, I promise you will look back at the end of the year and feel you’ve really achieved something worth the effort.
In the era of big data, the presence of cancer in social media is undeniable.
Last October at the European Society for Medical Oncology (ESMO) 2018 Congress, a group of researchers from Spain presented findings on how Twiter users talk about breast cancer on the social media platform.
Study author Dr. Rodrigo Sánchez-Bayona of Clinica Universidad de Navarra in Pamplona, Spain, said: “Many of the patients we see in daily practice use social media to search for information about their disease, so, as care providers, we wanted to know what kind of content they find there. At the same time, the sheer volume of posts on Twitter represents a rich pool of data we can use to assess attitudes and discourses surrounding cancer.”
Twitter is one of the biggest networks worldwide, therefore, it establishes an enormous real-world data field of interest when studying health issues.
The study involved analyzing all tweets posted with the hashtag #BreastCancer over a 7-day period, grouped into four subthemes: diagnosis, treatment, prognosis and prevention.
The data collected included 3,703 original tweets and 2,638 retweets.
The most frequent motive was patients sharing their experiences, followed closely by patient advocacy. The most common subtheme by far was prevention (44.5% of tweets)
“When examining the original tweets, we found that only one in three had medical content,” said Sánchez-Bayona. “However, 90% of this medical information was appropriate, which is likely owed to the fact that 40% of tweets came from institutions and public accounts.”
Classification of Tweets
A total of 1,137 tweets (30.7%) contained content relating to a patient’s experience, while 96 tweets (2.6%) contained an experience from the perspective of a relative of a patient.
Sixty percent of tweets came from private accounts, while 40% came from institutions or public accounts.
The aims of tweets included scientific (17.3%), advertising (15.8%), fundraising (8.3%), and patient advocacy (25.3%).
Leveraging A New Social Media Reality
Commenting on the study, Marina Garassino, MD, of Istituto Nazionale dei Tumori in Milan, noted the presence of patients in large numbers on Twitter. “We should take that as corroboration of a new reality,” she said.
Patients now use the web to find information, and social media must be an integral part of our communication with them. Academic institutions and key opinion leaders need to be even more active in spreading their findings through these channels to counteract the many ‘fake news’ circulating online.
Dr. Evandro de Azambuja, ESMO Executive Board member, further commented: “Healthcare professionals and organisations really need to use appropriate social media as a way of sharing relevant information – both between them and with patients – because that is where it has the potential to be picked up fastest and most broadly.”
When it comes to bringing the best evidence available in cancer research to the attention of as many people as possible, this platform is as powerful a tool as it gets.
The authors noted that this was part of a larger study on discussion of diseases more generally on social media, in which they found that cancer was the most mentioned pathology on Twitter around the world.
The results of the study may be useful in assisting advocacy organisations to provide information about resources, support and raise awareness.
In particular, advocacy organizations can draw on them to create relevant medical content and counseling about cancer that will be more accessible to patients already using Twitter for information and support.
Welcome to this week’s quick social media tip. Today I want you to think about how you can tap into cultural trends to create “in-the-moment” marketing.
Tapping into cultural trends is all about marketing in the moment. This works because people are most interested in “what’s happening now.”
Ellen DeGeneres’s 2014 Oscar selfie, retweeted by more than 2.9 million Twitter users fits the scenario of leveraging a cultural trend — the word selfie was crowned Oxford Dictionaries’ Word of the Year in 2013.
Similarly, the #nomakeupselfie campaign, in which women posted pictures of themselves without make-up in order to raise money for cancer research, tapped into the selfie trend. The campaign raised (Stg)£8 million for Cancer Research UK in its first week alone. This campaign wasn’t even the charity’s idea. The organization leveraged a cultural trend that was already sweeping the Internet.
While the Oscar selfie took us by surprise, there are other trends which are more predictable, for example, major sporting events like the Super Bowl in the US, or the World Cup.
Twitter is an obvious place to check what’s trending on a daily basis, but you could also try one of the following tools too:
Google Trends — filter your search by country, topic, category, specific topic, content type, and more;
Buzzfeed — its trending section is perfect for searching for hot topics;
Buzzsumo — search for the most shared web content on a specific topic;
Reddit — aggregates trending content from all over the internet and shows the hottest (most upvoted) topics on the main page.
Your homework for today – find one trending topic and think about how you can leverage it to create engaging content relevant to your own audience.
Your reputation is one of your most valuable business assets in today’s digitally driven world.
Social media has an increasingly important role to play in maintaining an organization’s reputation and image.
Not only are patients seeking health information online, but many also say their choice of a specific doctor, hospital or medical treatment is influenced by social media.
One-third of health consumers use social media sites to research health information, track and share symptoms and vocalize how they feel about their doctors, drugs, treatment plans, insurance, and medical devices. Many say their choice of a specific doctor, hospital or medical treatment is influenced by social media.
And with the advent of patient review sites, and online discussion forums, you risk leaving your brand reputation in the hands of others.
Don’t think because you don’t appear online doesn’t mean you aren’t being talked about.
The fact is that patients are talking about you online whether you are there or not!
You can’t opt out of reputation management – whether you have a social media presence or not, a patient who has a bad experience with your organization is only one tweet or Facebook post away from sharing it with the world.
It is far better to take control of your reputation by responding to these conversations yourself and correcting any misinformation or misperceptions. Responding in real time strengthens public perception that your focus is firmly on patient satisfaction.
A successful social media presence hinges on the trust between you and your followers.
Becoming a trusted source of health information for your patients and proactively developing a strong, consistent, and credible image online will increase patient trust and confidence in your organization.
It’s a lengthy post but if you’re serious about marketing your medical practice online in 2019, I highly recommend you take some time to read it over the coming days.
Below I’ve highlighted five of these trends which I think will have particular relevance to medical marketing.
Social media is continually evolving. Every year, everything from algorithm updates to emerging trends shapes and informs the myriad ways we interact online. As you plan your social media marketing for the coming year, consider how you can implement some or all of these trends in your own online strategy.
No matter how you approach your marketing efforts to take advantage of the digital marketing trends coming in 2019, never lose sight of the fact that in healthcare your reputation as a credible, and trusted source is paramount.