Posted in Thursday Tip

#ThursdayTip: How To Choose The Best Social Network For Your Audience

Welcome to this week’s social media quick tip.  This week I want you to think about whether you are active on the best social network for your particular audience. 

Not all social media is created equal. Different platforms attract different audiences.

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.

There’s no point in spending your time on a particular social network if your audience isn’t there. Nor should you spread yourself too thin by trying to be everywhere at once. Every additional platform your business 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 you.

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.

2. Is my target audience active on this platform?

The most effective social media strategies are informed by social media data. Refer to Google Analytics for your website to see which social networks are sending the most traffic to your site. Look at existing data to learn where a specific demographic spends their time online. Statista and GlobalWebIndex are good sources of worldwide statistics on Internet usage.

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.

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. Certain content formats will be more suited to particular channels than others.

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 that integrate well with each other to create maximum impact.

1_SpxclmRTOSTXLp4zlbBZow

Bonus Tip! 

Consider broadening your social media horizons. While Facebook, Twitter, LinkedIn, Instagram and Snapchat might be the most popular social networks in the West, there is a world beyond the Big Five waiting for you to explore.

Here’s to your social media success!


Related Reading

How to Choose the Best Social Media Channels for Your Business 

Which Social Media Platforms Are Worth Your Time?

Posted in Thursday Tip

#ThursdayTip: Deciding on a Facebook Page Vs a Facebook Group For Your Healthcare Business

Welcome to this week’s social media quick tip.  This week I want to show you how to choose whether a Facebook  Page or a Facebook Group is better for your healthcare business.  

In her post, which sets out to provide the definitive answer to the question of Pages vs Groups, Andrea Vahl  describes the difference as follows:

When you post something on your Page, people see that post in their News Feed as coming from your Page.  Then your Page can also participate in the comment section of the post.  In Groups, you are participating as a personal profile with the Group name also mentioned in the discussion.

4 Reasons To Create A Facebook Page For Your Healthcare Business

Vahl outlines the following 4 reasons in her post.

  1. Facebook Pages have built-in analytics.  You can measure what is working.
  2. You can advertise via Facebook Pages.
  3. Facebook Pages are more branded as your business.  Groups facilitate discussion but you are participating as your profile.
  4. Facebook Pages allow the installation of Apps that can help you collect e-mail addresses and leads or do things like run contests.

When Should You Use Facebook Groups?

The number #1 reason from a visibility viewpoint to use Facebook’s  Groups feature is that you will be much more visible in the  News Feed.  At the start of 2018, Facebook announced major changes to the Facebook news feed which meant that people see fewer posts from Pages. It appears that Groups aren’t taking the hit that Pages are in the news feed, so using them in tandem with your Page is a good strategy to increase visibility.

Vahl explains, that “Groups can have higher organic growth rate than Pages because of the fact that they are more visible. For a Page to grow organically, you do need to invest time in adding great content and possibly promoting it with ads.”

A Facebook Group is a natural fit for healthcare as it facilitates a stronger sense of community and conversation. However, this can be a disadvantage if you don’t have the time to moderate these discussions.

So, as always factor in the time you will have to engage with Group discussions.

Over to you

Do you use Facebook Pages or Groups in your healthcare communication? Or a combination of both? What have you found works best for you?


You might also like to read 10 Tips To Create More Engaging Content For Your Facebook Page

Posted in #HCSM, Thursday Tip

#ThursdayTip: How to Follow Topics on Twitter

Welcome to this week’s quick social media tip. This week I want to show you how to follow topics on Twitter. Following a Topic allows you to stay informed on what’s happening and see more relevant content about that topic.

Here’s how to follow topics on Twitter

From your Home timeline

  1. While scrolling through your Home timeline, you may notice that Twitter will suggest a Topic for you to follow.
  2. Simply Tap the Follow button next to the suggested Topic to follow.

download - 2020-06-11T070703.315

From your Topics menu

Tap Topics in your profile icon menu.

download - 2020-01-30T105328.820

Tap Follow some Topics to browse by category type.

cd83f2bb-78aa-45b1-9888-bae78a337f20

From within each category and sub-category type, tap the Follow button next to the Topics you’d like to follow.

When finished, tap Done.

Note:  Just like with accounts you follow, you can unfollow Topics at any time.

How to unfollow a Topic

From your Home timeline:

  1. In your Home timeline, navigate to a Tweet about a Topic you’re currently following.
  2.  Tap the  icon from the top of the Tweet and select Unfollow.

From your Topics: 

  1. Tap Topics in your profile icon menu.
  2. Tap Unfollow next to the topic.

Worth Noting

Topics you follow are public.

Anyone who can see your full profile can view the Topics you follow. If your Tweets are protected, only your followers will be able to see your Topics.

How to see the Topics someone follows

You have the option to see the Topics that someone else is following. You’re able to view their Topics if their Tweets are public, or if their Tweets are protected and you’ve been approved as a follower.

On the Twitter for iOS and Android app, and twitter.com:

  1. Go to their profile.
  2. Click or tap the more menu  at the top of their profile page.
  3. Select View Topics.

Here’s to your Twitter success!

Posted in Thursday Tip

#ThursdayTip: How To Create Recurring Content

Welcome to this week’s social media quick tip.  This week I want to show you how to create a recurring content feature. 

What is recurring blog content?

Recurring content is consistent content published on a regular schedule using a define structure. This content has the ability to form hooks that keep readers interested in coming back to your site for more of the same.

I’ve experimented over the years with many different types of regular recurring columns on various blogs.  I’ve focused recently on a Cool Tool feature which I post each Monday morning.

Why create recurring content?

Marketer Heidi Cohen outlines the following three advantages to creating consistent content.

f16688d2-76bc-4f2f-a1b6-f2f4b728b507

She goes on to outline the business value

2a8ac089-2685-4c49-9296-ec750e4eee42

Before you introduce a regular feature to readers, it’s important to take some time to choose a topic that matches your content strategy and crucially won’t have you running out of ideas after a few weeks.  Ideally, your topic should be associated with your keyword phrases to support your organic search efforts.

Once you’ve decided on your topic, decide on the elements you will use to maintain consistency in the design and format of your content.  Choose the same day and time to publish so readers know to expect it at that time each week – this helps build an audience for your content.  To quote Cohen, “as the digital version of appointment media your audience depends on receiving your information at the same time every week. Over time, this builds share of audience attention.”

Finally, keep the format and design elements consistent.

Here are three types of recurring features to add to your content marketing.

1. Advice Column

Set aside one day a week to provide step-by-step instructions, or answer readers’ questions.

2. Interview Series

I ran an interview series, Social Spotlight, last year with healthcare thought leaders.  It followed a consistent question format, with some tailoring to the interviewee, and was a popular addition to my content calendar.

3. Weekly Round-Up Post

I run several weekly round-up style posts for client blogs focussed on their niche. I curate the most helpful, interesting and topical news from their industry and publish them in a blog post, usually on a Friday.  It’s always the most read content when I check the weekly blog stats.

Of course, your recurring content can live outside the written word. With the popularity of video, consider adding a regular vlog or even more popular, a Facebook Live recurring feature.

To sum up

Recurring posts of high value keeps your audience interested and coming back for more. By adding a regular recurring feature to your content marketing you give your audience something to look forward, while at the same time building a unique and recognisable element into your brand.

Here’s to your social media success!

 

Posted in Thursday Tip

#ThursdayTip: How To Brainstorm Fresh Content Ideas

Welcome to this week’s social media quick tip.  This week I want to show you how to generate content ideas when you are running out of inspiration.

Next time you’re stuck for something to write about,  try brainstorming using a tool like HubSpot’s Blog Topic Generator. It lets you input up to three different nouns and returns five blog topic ideas that will exercise your writing muscles again.

Here are the suggestions generated for me when I input the terms “social media” and “marketing” into the tool.

1_E-S7L4CmtyaE0zF1fTRqzA (2)

A similar tool to Hubspot, Portent’s Content Idea Generator allows you to generate ideas with just one keyword. Be prepared that the tool can throw up some quirky suggestions, but don’t let that put you off. Keep playing around with it until you find one you can work with. I also really like how it shows you best practice tips, such as using metaphors in your writing.

1_eNc_si2txKAEyzq83wicLQ

 

I also like to 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.

1_xV4T2-3JQQ_YEZa8EyOv4g (1)

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 create a similar post right here on Medium 4 Reasons Why Email Marketing Is More Powerful Than Social Media.


 

Posted in Thursday Tip

#ThursdayTip: How To Snoop On Your Competitors on Facebook

Welcome to this week’s social media quick tip.  This week I want to show you how you can find out which kinds of ads your industry peers and competitors are running on their Facebook pages. 

In an effort to increase accountability and transparency of Pages, Facebook is showing more information about Pages and the people who manage them in the Page Transparency section on Pages, which formerly appeared on the Info and Ads tab.

This gives you the ability to see which kinds of ads a Page is running, which can provide a useful comparator for your own social media marketing.

Here’s how to works

In this example, I’m going to check out the Mayo Clinic’s Facebook Page.

5b9518ef-181e-4971-8115-1504312296cd

To access this information as a page visitor, visit any Page’s Timeline, scroll down to the Page Transparency below the About section and tap See More. 

 

13a95aab-bb96-4d4a-8350-9232c42eee8a

Now you can scroll through the ads currently running and in which countries (note you can’t see how the ads are doing in terms of engagement).

c33d4e3b-d3c3-44a6-8112-736179784d3a

Why this feature is useful to your social media marketing

This kind of competitive analysis can be helpful to you to improve your own Facebook advertising. I’m not saying you should copy the ad creative, but you can certainly use it as inspiration for your own campaigns. Using this feature you can gain valuable insights into the kinds of images, headlines and call-to-actions that successful industry players are employing.

Here’s to your social media success!

 

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Use Twitter’s Conversation Settings

Welcome to this week’s quick social media tip.

Today I want you to show you how to use Twitter’s Tweet Reply conversation setting. 

Last August Twitter rolled out this function to users to give people more control over the conversations they start.

Sometimes people are more comfortable talking about what’s happening when they can choose who can reply. Users in the test pool have said that they feel more comfortable tweeting, and more protected from spam and abuse, which has lead to them tweeting longer, more in-depth thoughts, particularly on sensitive subjects.

Here’s how it works

Before you Tweet, choose who can reply with three options:

  1. Everyone (the default, standard setting)
  2. Only people you follow
  3. Only people you mention

 

Tweets with the latter two settings will be labeled and the reply icon will be grayed out for people who can’t reply. People who can’t reply will still be able to view, Retweet, Retweet with Comment, share, and like these Tweets.

I admit I haven’t used the feature, but it’s interesting to see how some brands are utilising it here.

How about you? Do you think this is a useful feature?

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Create A Twitter Fleet

Welcome to this week’s quick social media tip. Today I want to show you how to create a Fleet moment on Twitter.

Fleets are one of the newer features released last year by Twitter.  Here’s how it describes them.

Not every thought deserves a Tweet. But that’s where Fleets come in. Say what’s on your mind and move on. You can share a photo, video, or some text with your followers but not have it appear on your Home Timeline. There are no likes, no Retweets, and Fleets can only be seen for 24 hours.

 
How to create a Fleet

To create a new Fleet, start by tapping your profile image. Tap the Fleet compose icon (plus sign). 

 

  • Compose your message (it can be comprised of text, photos, a GIF, or video).

Using the text editor to add media to your Fleet:

  • Tap the screen to bring up the keyboard and toolbar.
  • Tap the Align button to format the text center, left, or right.
  • To change the text to bold, tap the B button.
  • To highlight your text, select the Highlight button.
  • The color wheel will change the text and highlight color, tap the color wheel icon to change the text.
  • To move or resize the text, image, or emoji, use two fingers to pinch to resize or move the media.
  • Tap the circle icon at the bottom left of the screen to change your Fleet’s background color.

Fleets appear above the Home timeline. When someone taps on the circle with your profile they’ll be able to see your Fleet for 24 hours.

So there you have it. It’s a very simple feature, but I haven’t seen too many use it. It seems to me to be a novel way to stand out among a sea of tweets with your message.

Have you tried Fleets? What are your thoughts on this feature?

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.

b01e52ad-8d5c-4607-8e33-0b73f624fafd

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.

3f94d1cb-efe6-47df-ab6a-91a7de4da016

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

download - 2020-03-26T101613.266

 

 

 

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.

download - 2020-03-26T101941.245

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.

70fd5d7f-6f80-4ca7-9104-5fedd0768035

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.

4aa6fc91-98fd-4ddc-8473-9fb1ce979d89

Posted in Thursday Tip

#ThursdayTip: How To Create Twitter Lists

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

Twitter Lists are essentially filtered timelines and it’s one of the most effective and simple ways to get a handle on your Twitter engagement.

Here’s how it works:

1. Click on Lists on your profile page

download.png

2. Click Create New List

download.png
3. Name the List and provide a description

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

download.png

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 

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