With Social Media, one size does NOT fit all

This past Sunday, on the weekly Healthcare Social Media tweet chat, we discussed whether or not patients need to find their own way with Social Media. Is there a right way for every patient, provider or hospital to use Social Media?

The answer to that question is a resounding NO.

One size does not fit all with Social Media. Sure, there are some general guidelines people (and certainly for providers and hospitals) should or must follow. But that’s the key – they’re general. What works specifically for one entity isn’t guaranteed to work for another, no matter how similar they appear to be. This is true for all fields.

In the case of healthcare patients, you particularly need to let them find their own way. Not everyone has the same degree of comfort in sharing information about their health over Social Media. For various reasons, not everyone can share the same information over Social Media. And people have different degrees of comfort using these new tools at all. As with any tool, Social Media can backfire if you don’t know what you’re doing with it.

Similarly, not all healthcare providers can or should use Social Media the exact same way. Their patients are different, with unique needs and characteristics.

Think of it this way: if you were a public relations professional pitching a story for a pharmaceutical company in the Philadelphia area, you wouldn’t pitch the story to the Doylestown (Pa.) Intelligencer or the Philadelphia Inquirer the same way you’d pitch it to Drug Topics. Or, to use a non-PR example, you don’t tell a story to a 4-year-old child the exact same way you’d tell it to a 30-year-old adult.

When working with clients, agencies should help them develop specific plans tailored to their specific needs, then teach them how to execute those plans. Whether you hire an agency to help you or go completely on your own, you need to carefully develop and execute your own strategy, a strategy based on methodical research of your customers or patients, the market you serve and your competition. A generic, one-size-fits-all approach is not only lazy, but a recipe for failure.

One Response to With Social Media, one size does NOT fit all

  1. Renee says:

    Great post, couldn’t agree more. While not perfect, I think about social media strategy along the lines of customizations of generalizations.

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