Social media can be powerful…if used properly

Phil Baumann is one of the healthcare industry’s top social media voices. A nurse by training, Baumann runs the website Health Is Social and was writing about the ways Twitter could be used in healthcare before many healthcare organizations knew Twitter existed. And in a recent blog post, he raised the question of whether or not  healthcare marketers are ruining Twitter by overusing hashtags, sending out spam and other lame tweets simply to shout their message and otherwise abusing what can and should be a very powerful communications tool.

The same lesson applies to other industries.

Social Media is not only another tool your business can leverage to improve its product/service offering, it’s something that businesses should use if it adds value to your business. But as with any tool, you need to use Social Media correctly or it could backfire. Just as a construction worker shouldn’t use a jackhammer without knowing how to use it and what to use it for, nor should a communications professional use Social Media.

The key to using Social Media properly is the ability to listen to what your customers are saying about your product and/or its market. Social Media allows even Ordinary Joes and Janes to become, in essence, Key Opinion Leaders (KOLs in marketing venacular) if they’re followed by enough people interested in the subject. A tweet or blog post is not just another means of shouting your message the way you would with a television advertisement.

Loading your tweets up with hashtags just to maximize your tweet’s exposure won’t turn that exposure into a return on your investment. If anything, it will come across as just another cheap play for their interest. Same for sending out an automatic tweet to someone whenever they follow you. The most annoying ones are the automatic tweets that you receive whenever you mention a product in a tweet, regardless of the context. I randomly mentioned the iPad in a tweet one Sunday night during my weekly participation in the Healthcare Social Media tweet chat and promptly received two autotweets from people offering to sell me an iPad. Oh joy.

Don’t use Social Media unless you’ve thought through what you want to get out of it, you know how to use it and you and your organization are ready to make the commitment necessary to do it. When you are ready to jump in, be ready to do a whole lot of listening and reacting. Save the one-way shouting for your paid advertising and media outreach.

Do it, but do it right.

About these ads

About Joshua Brett
I am a native of Chicago, but have lived on the East Coast for almost 20 years. After starting my career as a news reporter, I moved into healthcare marketing, first with a small hospital, then with a small pharmaceutical development company and now with a chain of businesses that are working to improve access to the health care system. In May 2011, I completed my Masters Degree in Communication Management at Temple University, and I enjoy helping businesses, particularly healthcare ones, identify, tell and leverage their stories to achieve their business goals. My related interests are in messaging and framing in politics and in the use of social media platforms (including blogs similar to this one) by the healthcare industry to engage patients directly, drive them to healthcare providers and make them more educated consumers when they do so. Unlike my previous, disorganized, scattershot attempt at blogging, I hope to make this attempt more focused. We'll see what happens.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

%d bloggers like this: