In mid-February, Facebook began measuring organic reach by counting impressions only after a Page post appears on a person’s screen. Ad reach was already being counted in this manner. With the change, Page managers can expect to see their organic reach drop somewhat. However, to help with the transition, two versions of organic reach will be reported for a time: one using the old counting method and one using the new method.
You will see another change in the Facebook mobile app: the Page Insights tool has been updated so that the most-used measurements will appear toward the top of the screen. This will enable Page managers to access that information more quickly.
Sponsored Article: How to Prove That Your Social Media Really Works
Note: This sponsored article was written by Jean Dion, who is the Marketing Communications Manager at Coffey Communications. Coffey offers both print and digital solutions for healthcare organizations—including a new social media publishing tool.
Social media has become a vital part of the healthcare marketing toolkit. We use it to connect with the community, share good news and boost awareness.
But how do you measure the impact of your social media work? Some healthcare marketing teams struggle to answer this question.
Search for your key metrics
In the 2017 State of Digital Healthcare Marketing report, 5 percent of respondents said they didn’t measure digital return on investment (ROI) at all. And about 9 percent of respondents said they weren’t sure if they measure ROI or not.
Other respondents said they measure ROI by tracking likes, shares and comments. To them, engagement on the social channel seemed like a good way to prove that the work moved the needle.
Unfortunately, most CEOs and CIOs aren’t moved by discussions involving likes and shares. They want to tie your work to revenue. And that means the way you measure your work must change.
How can you do this? By ensuring that your calls to action (CTAs) are connected to an action you can measure.
Tell your readers what you want
Here are three great CTA options that all tie back to metrics you can track.
- “Register for this class.” Don’t squander the opportunities inherent in a health awareness post. Tie those posts back to classes you’re holding on the same topic. For example, do you have a new post about heart disease ready to publish? Make sure you include a link to the calendar listing for your heart disease awareness class.
- “Call this specific number.” Your call center may do an excellent job of tracking calls, but you can make measurement easier and more accurate with trackable phone numbers. The reports you’ll get will show you just how many people called and how long they stayed on the phone.
- “Fill out this form.” Custom forms help you collect specific information from your readers. And each form completion proves that you’ve done a great job of engagement. Use forms to collect feedback, share a story, make an appointment request, or ask for more information.
Take your data to the next level
Put these CTA tactics into play and you’ll have a wealth of data. Ready to really impress your boss? Find a way to tie that data to revenue.
For example, find out how much revenue is generated by a procedure you’ve promoted with a trackable phone number. Then multiply that revenue by the number of calls your post prompted. Put that number in your reports and you’re certain to get attention.
And if a post falls flat, don’t despair. Compare the tactics you used for an underperforming post to those used for posts that generated more traffic. Did you employ a different approach? You just might find a secret formula your audience really responds to, and you can build on that success in later posts.
You can do it!
Mayo Clinic Social Media Series Focuses on Patient Stories
Patient and caregiver stories are useful to help other patients, caregivers and providers understand the experiences a patient goes through during a healthcare episode. With its “Experts by Experience” social media series, the Mayo Clinic has upped the stakes for patient stories significantly.
Experts by Experience is a collaboration between Mayo Clinic Social Media Network and the Inspire health care social network. Stories written by patients and/or their caregivers who are members of the Mayo Clinic Social Media Network or Inspire are shared in the monthly series.
Experts by Experience serves many purposes:
- It allows patients and caregivers a platform to share their experiences – good and bad – and be heard.
- It provides education and guidance for providers and healthcare communicators about what patients go through on their healthcare journeys.
- It gives insight into a particular condition for those who do not have the condition.
- It provides an opportunity for quality improvement by providers.
There will be an even balance between stories from Mayo patients and patients from other providers via Inspire.com.
Does your organization use patient stories?