Social media is not easy. It’s not like traditional media. It’s requires a new way of thinking.
1. Don’t Be An Island
Traditional and digital media should be coordinated into an integrated campaign. If you are planning a social media campaign that’s not connected to the rest of your communications, marketing and media plans, then rethink it.
2. It’s A Brave New World – Accept It
Don’t treat social media like traditional campaigns. Social networks connect you with customers across multiple devices and media through two-way communications.
3. Listen Up – And Not Just At The End Of the Campaign
What you hear is important. It should impact planning, and execution. It should dictate your marketing moves.
4. Connect The Dots To Win
Content is king and media is amplification. Make sure everyone is on the same page and working together.
5. Goals Can Unite And Ignite Your Efforts
Identify the most desired social actions. Agree on the goals and determine how you are going to measure them.
6. Benchmark Relentless
If there are past campaigns use the data to set benchmarks. If it’s the first campaign compare against similar campaigns by competitors.
7. Long-Term Value Is Paramount
Meaningful experiences drive long-term relationships and build advocacy.
8. Understand All of the Social Channels You Are Targeting
Understand how each channel works and how customers live and breathe there.
9. Optimize Ruthlessly and Intelligently
Collect data, understand it and optimize it.
10. Think About Eyes, Minds and Wallet When You Are Evaluating Success
Success is more than the value of earned media. It’s also about perception. Consider the consumer’s minds and hearts when measuring perception.
Most healthcare marketers are still trying to learn how best to use social media, if at all. With few exceptions, most don’t have a vast amount of social experience. But we can minimize our mistakes and maximize our effectiveness by learning from others who have more experience. That’s why these tips can be very valuable to healthcare marketers.