Monitoring The Pulse of Healthcare Social Media

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In this week's issue:
  • How to create marketing content that patients find compelling
  • Tapping into trending news as a content strategy
  • Creating a plan for sharing good news on social media 
  • 10 common social media marketing challenges - and how to solve them
  • Everything you need to know about Twitter's latest update
  • How to change LinkedIn's default settings

Medical Marketing: What Does Your Audience Value Online?

This week I featured a guest blog on HCSMMonitor by Alex Membrillo, CEO of Cardinal Web Solutions, an award winning healthcare marketing agency. Alex shared tips on creating the sort of marketing content that patients find compelling. He included a list of the best digital marketing assets you should have, such as practical content like checklists, testimonials and reviews, and a strong social media presence. 

Read: Medical Marketing: What Does Your Audience Value Online?

Newsjacking Done The Right Way

Although I shudder involuntarily at the term "newsjacking" (taking newsworthy events and piggybacking your content to capture some of the search traffic), I'm of the opinion that tapping into trending news is part of what keeps web content relevant and real for readers and can be an excellent content marketing strategy. 

As with most things in marketing, and life, there's an art to getting it right.  Not respecting the integrity of the news you’re co-opting for your own purposes is a recipe for offending your readers.

There are steps you can take to ensure your newsjacking is done properly in a non-offensive way that actually adds value to the digital conversation. In this article, Michael Georgiou, CMO and Co-Founder of Imaginovation, offers some tips to make sure you’re newsjacking the right way.

Read How to Leverage Newsjacking Without Being a Jerk

Sharing Good News on Social Media

10 Tips for Hospital Leaders

Does your hospital have good news to tell?  How can you leverage social media to share good news stories?

This article published on Fierce Healthcare offers some practical tips to help you create buzz on social media.

  • Have a plan. Don’t wait until the last minute. Meet with key stakeholders three months ahead to flesh out the story and decide how “mediagenic” it is.
  • Frame your story correctly. 
  • Don't forget the basics. Even if you’re sharing your news on social media, don’t forget to issue a press release announcing news.
  • Be sure to share your news on all of your social media channels.
  • Think outside of the box and consider creating multiple blog posts that focus on different story angles.
You might also like to read 

10 Common Social Media Marketing Challenges

And How To Solve Them

Today, there are 2.307 billion active social media users around the world, but as social media marketing professionals, we’re lucky to reach even .000001% of that population with any one of our posts. This can feel a bit underwhelming for marketers looking to demonstrate the true value and ROI of social media. 

Luckily for us, Buffer has put together a playbook on solving the 10 most common social media marketing challenges. From creating authentic connections to coming up with consistently good content, it's a very useful resource to guide your social media efforts. 

Read: Solving the 10 Most Common Social Media Marketing Challenges 

What You Need to Know About Twitter’s 140 Character Update

Twitter has just confirmed a big change to the way tweets work.

This update has been much anticipated by many Twitter users and on their blog, Twitter shared the full details of what’s changed:

  • Replies: When replying to a Tweet, @names will no longer count toward the 140-character count. This will make having conversations on Twitter easier and more straightforward, no more penny-pinching your words to ensure they reach the whole group. 
  • Media attachments: A URL at the end of Tweets generated from attaching photos, a video, GIF, poll, Quote Tweet, or DM deep link will not count towards the character limit (URLs typed or pasted inside the Tweet will be counted towards the character limit as they do today).
  • Retweet and Quote Tweet yourself: We’ll be enabling the Retweet button on your own Tweets, so you can easily Retweet or Quote Tweet yourself when you want to share a new reflection or feel like a really good one went unnoticed.
  • Goodbye, .@: These changes will help simplify the rules around Tweets that start with a username. New Tweets that begin with a username will reach all your followers. (That means you’ll no longer have to use the ”.@” convention, which people currently use to broadcast Tweets broadly.) If you want a reply to be seen by all your followers, you will be able to Retweet it to signal that you intend for it to be viewed more broadly.
To find out how you can capitalise on these changes, check out Buffer's blog.  

Social Media Quote of the Week

How To Change LinkedIn Default Settings 

Whether you’re brand new to LinkedIn, or you’ve been on there for years, there are default settings on your account that you may or may not be aware are already there – settings you may want to change depending on what they do and how it affects you and your sourcing activities.

This useful article takes you through the core settings associated with your LinkedIn account, what they do, and how to change them.

Social Media Quick Tip

Share documents with WhatsApp

Did you know you can easily share documents directly from your Google Drive and iCloud Drive into a WhatsApp chat?

Simply tap the upwards arrow that is to the left of the text window -> Share Document -> select where to share a document from, including Google Drive and iCloud Drive.

The Social Six

  1. Instagram now lets everyone filter comments using blocklists 
  2. Pinterest Adds New “Promote” Button to Streamline the Advertising Process
  3. YouTube Updates Creator Studio App with Data Alerts and Insights
  4. Facebook Live Coming to Desktops, Laptops
  5. Instagram Tweaks Call-to-Action Button, Video Link Ads
  6. Tumblr Adding Affiliate Links, via VigLink

Something To Say?

Do you have any social-media questions I can answer?  What are your biggest challenges in online marketing?  Or perhaps you have a success story you’d like to share?

Send an email to and I'll be happy to respond to your questions and comments. 

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