Breaking down the Facebook “wall” between you and your audience can be difficult. As a health care provider, you face challenges engaging your fans that are unique to the health care niche. Below are a few tips to keep your fans interested in your page.
Go above and beyond the freebie.
In a study by ExactTarget, 40% of participants reported “Liking” a page to receive discounts and promotions, while 36% do so to get freebies. However using complimentary or discounted services and products as motivation to “Like” a page is not always the best option. Some of the fans you receive as a result might not pay any attention to your page after receiving the incentive. To draw people to your page and to “Like” it, rather try providing information and content that is just.
Use your Facebook page as a communication vehicle between you and your audience by offering information and health tips patients would normally receive during a doctor’s visit and use it a communication tool to announce your upcoming community involvements, information on patient specials and links to your other marketing vehicles such as a newsletter. Present the information as an insider exclusive and make people want to “Like” your page on their own rather than bribing them to do so.
Remember to be friendly.
The key to social media is to be social. While professionalism is a must for health care practitioners, Facebook is not a professional medium. Give your Facebook page a face, someone your audience can connect with and relate to. You want to manage your Facebook page as a person, not as a business, and keep your content and tone light and approachable. Avoid medical jargon. This will not only make your page more likeable, it will help create a bond between you and your audience, making your insider exclusives much more powerful.
Don’t fall into the spamming trap.
According to ExactTarget, just because someone likes your page doesn’t mean they think it’s OK for you to market to them. Again, refer back to the idea of writing as a friend and not a business. It’s fine to do some marketing on Facebook, but keep it minimal or you will drive your audience away. Learn Facebook etiquette and avoid falling into the spamming track. Don’t have something interesting to post every day? Then, post every other day. Quality is more important than quantity.