Most healthcare organizations don’t get social media.
They simply use it as a PR and marketing shout-out and broadcasting tool. They have brought into their social media strategy the old-mentality of addressing their public as mere observers just like the obsolete TV, radio and paper news publishers did in the past.
This type of use is not only unproductive but it is also damaging in the medium and long hauls.
You no longer have an audience but instead you have participants.
The first thing you have to change in your social media strategy is your mindset. Instead of thinking in terms of an audience you must think in terms of participants.
Nowadays we have participants that not only want to interact but also want to influence. They want to influence direction and change.
Companies that develop products have to consider their new participants in social media as extensions to their product management team.
Blogs without participating commentary is simply the old-fashioned news where you simply have an audience.
Also, social media has to be used in a consistent manner and with a tactical approach.
Some platforms (e.g.; Twitter) are good for capturing your participants (observe that I’m not using the term audience).
Other platforms (e.g.; Facebook, LinkedIn) are good for interacting with your participants.
How does your organization manage social media?