Sometimes we learn things the hard way. As practices dig deeper into social media strategies and fine-tune how to use these channels to increase patient engagement, that learning process naturally uncovers what NOT to do.
In a recent Customer Experience Insight blog post, Michele McGovern attempts to save us some of those growing pains, offering her take on the seven social media mistakes that drive customers away. Those mistakes are just as a relevant in a healthcare context, and they include:
- Repeating posts – Keep it fresh to keep your patients’ attention.
- Sharing too much – Make sure what you’re sharing with patients actually relevant to them. And don’t waste time sharing something everyone else has already shared. Be unique.
- Being a copycat – It’s easy enough to find content from outside resources. But find an expert within the practice to help you create a leadership voice. It will help build patient trust while they’re away from the practice.
- Selling too much – McGovern’s article includes a great point – “Social media is a conversation, not a sales pitch.” Think of your practice’s page as a healthcare information resource to provide real value to your patients.
- Tagging too much – A key takeaway here is to remember that other associations, businesses, etc. should ones that you are comfortable associating with your practice.
- Responding too little – McGovern’s advice here is to stay on top of patients’ interaction with your page. If they ask a question, respond. If they have positive or negative feedback, address it in a professional and timely manner.
- Posting haphazardly – A little bit of planning goes a long way. Keep an eye on what posts are most engaging to patients…and plan more of those!
Check out McGovern’s post for more explanation on each of these seven common social media mistakes.