Facebook’s most recent algorithm update is another step in the direction of better understanding how users interact with the platform, while continuously assessing user preferences.
The update is intended to improve user experiences by considerably reducing the reach of organic posts that appear too promotional in users’ News Feeds. After surveying hundreds of thousands of users, Facebook determined these traits as too promotional:
- Posts that solely push people to buy a product or install an app
- Posts that push people to enter promotions and sweepstakes with no real context
- Posts that reuse the exact same content from ads
What does this mean for the healthcare industry?
Meaning depends on how healthcare focused organizations view audiences and what they intend to accomplish through a defined Facebook marketing strategy. Consider these points:
A range of healthcare organizations are playing an ever increasing role in the proactive health and well-being of the communities they serve, which requires a great deal of trust from a wide range of audiences. This trust lies in how they help sustain overall well-being and then care for both routine and complex healthcare, if needed. Based on system capabilities, clinical staff or support personnel expertise and brand promise of the organization, these strengths will win customer loyalty and increase lifetime value.
A significant part of that trust comes from real world personal experiences and interactions – more and more often communicated across social media in real time. Be sure as you set high standards to engage your communities, apply the same principles to engage your social media audiences.
While important to highlight short term classes and events, remember that true long term engagement is what will drive long term success.
Be a Community, Not a Broadcast Channel
Winning the trust and subsequent power of word-of-mouth doesn’t come from aggressively pushing a barrage of sales tactics into users’ News Feeds, nor does it come from one-sided conversations about what your organization can offer. Instead, users want to be part of an engaged community of support, through:
- Informational and engaging content
- Insightful articles and content
- Short, concise messaging with a related photo
This type of engagement can better capture users’ attention and inspire them to share it amongst their network, which serves to expand your brand’s reach and influence. Sharing proactive health topics and resources can be an untapped, yet exceptionally strong, point of differentiation. One of our clients, Piedmont Healthcare, shows incredible reach with custom content through their Living Better communications. AVID Design built a dynamic category presentation of topics for easier search and share. This ease of sharing on social media provides an opportunity to serve communities beyond geographic boundaries for the improved health and wellness of a much more global community.
AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including Content Management Systems, SharePoint, Web Design, SEO and PPC, Content Development and Assessment, Online Video, Analytics and Measurement, and more.
Justin Small | Digital Marketing Specialist | AVID Design
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