How your hospital can reign supreme on social media

Lessons from brands with the best social media presence

Social media marketing is unbelievably powerful, but it’s also a challenge to build brand visibility on Twitter, Facebook, Pinterest or Instagram when you’re competing with a ton of external noise. You can try to get a leg-up on competitors by supplying amazing content, nurturing followers, sharing user-generated content and posting promotions. But, do you ever wonder if you’re using the right mechanisms? Or, who even sets the standards for social media best practices?

We took a look at five major brands outside of healthcare that are reigning supreme on social media and provided insight on how hospital marketers can do the same. These brands stand out because they are in-tune with their audiences and post out-of-the-box content. If you’re ever feeling unmotivated — do a little research. See which major players are setting trends and inspiring brand loyalty on social media. We promise you won’t have any shortage of inspiration.

Five brands that are dominating social media:

GoPro

GoPro has a way with its consumers. The brand shares its customers’ personal images on Instagram, Facebook, and YouTube while spreading honest, powerful messages about its product. Since the entire brand is based on capturing the moment, this is a great use of user- generated content. Its Instagram pictures receive hundreds of thousands of likes a piece. And that’s enough to please both the company and its lucky photographers.

Insight: Incorporating user-generated content into a hospital or health system’s social media strategy can be as simple as asking expecting mommies to share a picture of their baby bumps on Facebook. Or, it can extend as far as creating a virtual competition that entices users to share content on a social media to earn rewards.

University of Cincinnati

As a whole, the university does a fantastic job with social media, but college President Santa Ono on Twitter  is a shining example of how the head of a company can make a huge impact with a great social media presence. He interacts with prospective (and current) students regularly, his tweets are authentic, and overall he is a great brand ambassador.

Insight: As hospital marketers or CEOs of a healthcare system, you too can provide that same level of engagement by keeping up with your social presence, responding to patients health-related questions via Twitter or Facebook and being your brand’s biggest advocate.

Oreo

It is no surprise that AdWeek dubbed Oreo one of the most amazing creators of social content in 2015. Not only are they rethinking ways to feature their tasty cookies on Vine, but are also owning real-time marketing on Twitter. After the blackout at the 2013 Super Bowl, they got creative fast and tweeted out the image below. 

Insight: During a National Health Observance Month, share related content that either rallies around a particular health awareness or against a particular disease. Make shareable content by incorporating bold, whimsical images that are related to your hospital’s community or a short video that provides quick tips with a humorous flair.

Everyday Health

Everyday Health has one of the largest Pinterest followings at 3 million users and is still growing. This informative website shares infographics on weight loss, healthy food recipes, and inspirational quotes.

Insight: Pinterest tends to get overshadowed by other predominant social media sites, however, the possibilities for marketing your healthcare brand on this platform are infinite. According to Tapinfluence, “Pinterest drives 300% more revenue per click than Twitter and 27% more than Facebook.” Use Pinterest to share healthy recipes, wellness tips and introduce new primary care physicians.

Whole Foods

When a Whole Foods moved into our area a few years ago, they killed it in the SoMe department. They ran enticing mobile ads that promoted  $15 off a $50 order on opening day. I never thought I would go to a grocery store on an opening day, but for $15 off is hard to pass up. Since then, I’ve liked the page and love seeing the weekly deals, recipes, and employee highlights they share.

Insight: Social Media is a great way to promote services and get traffic through the door. For example, hospitals or health systems can promote free cancer screenings during Breast Cancer Awareness Month or invite patients to a free 15 minute physical with a newly hired primary care doctor. This could lead to an uptick in patient volume and increase awareness for your staff.