When consumers visit your Facebook page or website, is what they see and read representative of the experience they have in your hospital or clinic? Marketers and communicators understand the importance of creating engaging online content and using the tools of social media to promote service lines and enhance brand awareness. But the day-to-day challenge of achieving those objectives can be daunting. The pressure to post frequently can sometimes overwhelm the need to ensure that the content is high quality, on brand, and focused on the key performance indicators that your leadership team is using to evaluate success.Here are tips for making digital communications work for your brand from Brook Hess, marketing manager, content strategy, and Emily Steiber, social media strategist, both from Henry Ford Health System in Detroit.
- Choose topics based on the consumer’s perspective.
- Develop guidelines and tools for consistency.
- Measure what matters.
- Leverage your team and share content.
- Don’t be afraid to experiment and have fun.
Staying true to your brand is no small feat. While what works for each organization will inevitably vary, developing a roadmap for your digital strategy that reflects your brand is imperative.Content that ConnectsIn an issue of SHSMD’s Spectrum newsletter, Hess and Steiber share lessons learned and advice for producing engaging online content through social media.
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