Evaluating Your Healthcare Organization’s Social Media

Hey guys, I’m back it again to help you take your organization to another level. Up until this point we’ve been working on how to use different social media platforms and how to connect to your audiences. Since you know that, it’s time now to learn what works for your organization and what doesn’t. How? Evaluation.

Learning what your audience likes and doesn’t like is the key to evaluation and it is pivotal for the future of your organization. For example, if you had a bad experience on a roller coaster, I’m pretty sure you wouldn’t want to get on another one. The same goes for your healthcare organization, finding out what works is important.

Now if you’d like to learn how to successfully evaluate your healthcare organization’s social media platforms, let’s get to it.

Start with a plan.

It is important to have a plan. This way you can plan your content and figure out your organization’s goals. This will allow you to use various analytical tools to find out what is working and not working for your healthcare organization.

Use analytical tools.

You’re probably wondering what analytical tools are. The answer is quite simple. Analytical tools are used to measure content and activity of users. Here are a list of free analytical tools:

• Scoop.it
• Buffer
• Quintly
• Cyfe
• Google Analytics
• Addvocate

 

Social media metrics is a must.

Now you have a brief idea of how you should start evaluating. Next is using metrics. Just like measuring units in math, there a measuring units for social media platforms. The four main social media metrics used for measuring your social media platform are:

• Amplification Rate- allows you to see how many retweets, reposts, shares, likes, etc. you are receiving from your followers.
• Applause Rate- allows you to keep track of your social media’s likes, favorites, and how many +1 your posts may receive.
• Conversation Rate- Just like Twitter lets you know how many people are interacting with your tweet and viewing it, that is the purpose of conversation rate. It allows you to see who’s reading your content and who’s commenting/replying to it.
• Economic Value- This is the good stuff. It consists of the short and long term revenue as well as the cost savings.
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So, who’s doing it right?

The American Cancer Society knows how to engage with their audience and make them feel a part of the organization. They engaged with this follower and thanked them for sharing information about the organization.

Thanks for sharing @tylraven! https://t.co/W0H1HdLfiV

— American Cancer Soc (@AmericanCancer) March 8, 2016

The American Red Cross is definitely using social media to engage with their audience. This shows just how interactive the American Red Cross really is, sharing personal stories of victims and helping them out in the process.

“It means so much to know that we have a safe place to stay.” Cynthia Ann, #LAflood victim at #RedCross shelter. pic.twitter.com/F3GgN6bcHH

— American Red Cross (@RedCross) March 13, 2016

I think you’re ready to go forth and start using analytical tools and figuring out what works for your healthcare organization and what doesn’t. Just remember that you are in control of your organization’s future and which direction it will go in. Continue to listen to your audience and make sure you provide messages that your audience will want to engage in.