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

How Social Media Can Inform Public Health Education and Outreach During COVID-19

A machine learning scan of popular social media platforms could help inform public health education and outreach during Covid-19, according to a new study published in the Journal of General Internal Medicine.

The study measured daily changes in the frequency of topics of discussion across 94,467 COVID-19-related comments on Reddit* in March, 2020 to test the following hypotheses:

  • The pandemic has been accompanied by an “infodemic,” an overabundance of information and misinformation.
  • Public response to the pandemic and infodemic is important, but undermeasured.
  • Real-time analysis of public response could lead to earlier recognition of changing public priorities, fluctuations in wellness, and uptake of public health measures, all of which carry implications for individual- and population-level health.
*Reddit is the 19th most popular website in the world with 420 million monthly active users.

The study identified topics that fell into three categories of interest, tracking daily variations in the average prevalence of topics across all comments.

  1. response to public health measures
  2. impact on daily life
  3. sense of pandemic severity.

Results

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This analysis indicates that longitudinal topic modeling of Reddit content is effective in identifying patterns of public dialogue and could be used to guide targeted interventions.

Early recognition of this reality could have led to more specific information dissemination campaigns and earlier public acknowledgment of disease severity.

Questions about safely spending time outdoors peaked in mid-March, representing a missed opportunity for public guidance.

Tracking and responding proactively to common questions, such as what material is best used for a homemade mask, may minimize the spread of misinformation.

Notably missing from these Reddit topics were discussions of contact tracing, a growing area of public concern.

Stokes, D.C., Andy, A., Guntuku, S.C. et al. Public Priorities and Concerns Regarding COVID-19 in an Online Discussion Forum: Longitudinal Topic Modeling. J GEN INTERN MED (2020). https://doi.org/10.1007/s11606-020-05889-w

Notes

Limitations of this study include that Reddit users are not representative of all segments of the population, and that Reddit data is not associated with a geographic location. Real-time monitoring of online COVID-19 dialogue holds promise for more dynamically understanding and responding to needs in public health emergencies.

Further Reading 

Disinformation, Misinformation and Inequality-Driven Mistrust in the Time of COVID-19: Lessons Unlearned from AIDS Denialism

Posted in #HCSM

3 Places To Find Interesting Ideas For Your Healthcare Blog

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 this list of 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.

1.Buzzsumo

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!

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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.

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Insider Tip: The Google Keyword Planner within Adwords is another useful tool to find ideas for content based on keyword search.

3. Quora

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.

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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.

Insider Tip: Yahoo Answers and Reddit are also good places to do market research online.

Where do you find inspiration for your content marketing?  

Posted in #HCSM

Which Social Network Is The Right One For Your Medical Practice?

Are you using the right social media platform to maximize your online reach? Not all social media is created equal. Read on find out more about choosing the right platform to enhance your medical marketing activities.

Most small practice owners I’ve talked to find themselves overwhelmed by social media because they feel they need to be active on all 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 time online.  Don’t spread yourself too thin by trying to be everywhere at once.  Every additional platform your practice is active on means additional time and effort required to engage on and create tailored content for that platform.

Before becoming active on a social network, try answering the following questions to help you choose the platform that is right for your practice.

1. Will this platform help me achieve my marketing goals?

Setting SMART goals to which you can align your social media activity is a good guarantee of online marketing success. If you can’t explain how a particular social channel will help you to achieve your goals, then it may not be the right fit for you.

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Recommend Reading: How To Set SMART Goals For Your Healthcare Marketing

2. Is my target audience active on this platform?

Different platforms attract different audiences. There’s no point spending your time on a particular social network if your audience isn’t there. Look at existing data to learn where a specific demographic spends their time online. For instance, if you’re targeting a younger demographic (25 years and under), then you should consider using Snapchat.

For the female-focused market, Pinterest is a good choice, because of its significant reach among women; 42% of online women are Pinterest users. 34% of users are between the ages of 18 – 29 and 28% are between 30 – 49, which creates a wide demographic of women who can be reached on this platform.

With an average of 1.47 billion daily active users, Facebook is still the king of all social networking sites (though we might see this predominance changing soon), so this is the most logical network to start with.

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Most popular social networks worldwide as of October 2018, ranked by number of active users (in millions) Source: Statista

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

Certainly, you should create a presence on  Facebook for your practice,  but be realistic in terms of what you can achieve there.  To succeed you will need to include paid strategies for a successful Facebook marketing plan. The good news is that Facebook advertising allows for a high level of targeting right down to age, interests, income levels, geographic location etc. to ensure your message is delivered to the exact audience type you are looking to attract.

Recommended Reading: 10 Tips To Create More Engaging Content For Your Medical Practice Facebook Page

Look beyond Facebook to the many online groups and fora where your patients are also congregating. For example, 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.

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3. Which social networks are my competitors using?

Which social networks are your competitors using? Are they active on networks you aren’t? Use a tool like Buzzsumo to identify the social channels on which your competitors get the most shares. Chances are if these channels match your demographics and are working well for your competitors, they will work well for you also.

Recommended Reading: Six Tools To Help You Perform A Competitor Audit

4. Will this platform match the content I create?

If you want your content to do well on social media, you’ve got to be strategic about what you publish and where you publish it. You need to create content that aligns with your audience’s expectations on each social channel.

Identify how, when, and where your specific audience likes to engage with content. For example, Instagram is the best platform for reaching millennials and users there will expect high-quality graphics and videos. It’s a great way to connect visually with your audience.

Twitter, on the other hand, has the most diversity in terms of audience penetration and is the best network for real-time communication. Due to its interactive, in-the-moment nature, it will require more of a commitment of time to participate in online conversations and chats and remain visible in the fast-moving stream of tweets.

Consider creating more video content for YouTube.

It’s no secret that video content is booming across all businesses, including healthcare. People around the world are now watching a billion hours of YouTube’s content every single day.

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YouTube is the second largest search engine in the world with added SEO potential due to its Google connection. As a form of patient education and health promotion, YouTube has great potential but is currently an under-utilized platform for healthcare.

5. Can I integrate this platform with another similar one?

It’s better to use fewer channels well than to stretch yourself thin trying to maintain a presence on every social network. There is a degree of reciprocity between certain platforms – for example, Facebook and Instagram – the key is to choose channels which integrate well with each other to create maximum impact.

6. Consider your existing resources

Do you have the skills or personnel to create the right content for the networks you’ve chosen? While it’s true, you don’t have to pay to sign up for a social media profile on most platforms, these days, the organic reach of most Facebook posts is less than three percent. Running a social presence now requires an investment of resources, both in terms of finances and time.

To Wrap Up

When choosing a social network always keep one eye on the bigger picture. Rather than being led by current trends, back up your decisions by aligning them with your goals and audience.

When assessing a platform ask yourself if it is the right fit for what you are trying to do and for whom you want to reach.  Faris K. Timimi, MD, medical director for the Mayo Clinic Social Media Network (MCSMN) and a practicing cardiologist in Rochester, Minnesota, advises physicians to “look at the demographics and the nature of the platform, the content of what you are putting out there, and what are the characteristics and how does it fit.”

My final piece of advice is to master one social network well before adding another to your strategy.  Regularly review what’s working and what’s not. After a period of say six months, ask yourself this platform is still working for you. If it, then focus on improving your reach on it.  If it’s not working, consider whether it’s worth investing any more time on. Remember you don’t have to be everywhere to make an impact.


Related

Cosmetic Surgery on Social Media – Patients Rate Preferred Social Media Sites and Content

Posted in #HCSM

7 Places To Discover What Your Audience Wants To Read (So You Can Write It For Them!)

In this post, you’ll learn about some effective ways to discover the content your audience is looking for so you can create that content for them.

Creating healthcare content your audience will want to read is an ongoing challenge. I want to help you solve that challenge by sharing with you 7 different ways you can uncover the content your audience is looking for so you can create that content for them.

Let’s dive in.

1. Look To Your Analytics

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The first place you should start is with your analytics. This will tell you what’s working for you, which types of posts resonate with your audience and get the most likes and comments.

Use Google Analytics to track top-performing content on your website, and the native analytics tools of each of the social networks you use to discover the type of posts that get the most engagement (shares, comments, likes, click-through rates, etc.)

2. Ask Your Audience

Go right to your audience and ask them what kind of content they’d like to see from you. You can create quick polls on Facebook, Twitter, and Instagram and post a question such as “What content do you want to see more of?”

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3. Find Inspiration On Buzzsumo

I use Buzzsumo to find inspiration by searching which popular content is most shared right now on social media. These are the topics people want to read about so it’s worth brainstorming ideas around this content.

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In the example above, I entered “social media marketing” into the search box and discovered the most shared post is one detailing why email marketing is better than social media marketing. This led me to write about 4 Reasons Why Email Marketing Is More Powerful Than Social Media.

4. Ask Questions on Quora

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.

Yahoo Answers and Reddit are also good places to do market research online

5. Search Keyword Suggestions with Google AdWords

This is a free Google AdWords tool that gives you insight into the volume of monthly searches for a particular keyword, and how much and how much competition there is, based on advertising spend for sponsored links. It also returns suggested terms you could use instead or alongside your original keyword.

You might also like to read  How To Find The Best Keywords For Your Website

6. Use Google Related Searches

Google displays related search results at the bottom of the first page when you type in your Google search query. This is a super-helpful resource as it returns ideas that are relevant to your topic based on user interest and contextual words.

7. Analyze What’s Working For Your Competitors and Industry Peers

Look at the type of content your competitors or industry peers are creating. Identify which content is performing well for them in terms of social shares, comments, likes, etc. Brainstorm around how you can take a piece of content they have created and add your own insight and expertise to make it more even more valuable to your readers.

Recommended ReadingSix Tools To Help You Perform A Competitor Audit

Here’s to your social media success!

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

#ThursdayTip: How To Pin A Tweet

Pinning a Tweet allows you to showcase your best content at the top of your profile page for as long as you’d like.

In the past Twitter typically only allowed viewers to see posts in as a sequential timeline which meant that your most important or relevant content quickly got lost in the fast-moving Twitter stream.

To solve this issue Twitter now allows you to pin a tweet or keep it placed at the top of the newsfeed giving you more editorial control as to what a viewer will see first when visiting your page.

How To Pin A Tweet

It’s super quick and easy to do. Follow the steps below to pin your first tweet.

1. Open up your Twitter Profile Page.

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2. Choose a Tweet you would like to Pin. Select “Pin to your profile page”.

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3. The Tweet will now automatically appear at the top of Page.

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4. To remove a pinned tweet, simply click on the “unpin” option. 

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It’s a good idea to review your pinned tweets regularly to make sure you are sharing up-to-date posts. Out-dated pins will make your profile look out-dated too.  To refresh your Twitter profile simply choose another tweet to pin. Twitter will ask you to confirm if you want to replace your current pinned tweet.

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It couldn’t be easier to follow these steps and it’s something you should certainly do to highlight your accomplishments, share your latest news, and bring your viewers attention to the posts you want them to see first.

Here’s to your tweeting success!

 

 

 

 

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.

Purple Red Maintain a healthy lifestyle purple Coronavirus Instagram Post

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 #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!