Part 3 in a 5-part series: Tom Whetstone, Director of Marketing and Communications at North Alabama Medical Center – Eliza Coffee Memorial Hospital, shares his thoughts on how community hospital can create a successful social media program.
Which social media do you use?
We primarily use Facebook. Facebook has an older audience than the other social media outlets. People in their 40s and older are the audience we want to reach because that age demographic is more likely to need our medical services.
How do you reach a younger audience?
To reach people in their 30s and younger, we take our pictures and post them on Instagram.
What about Twitter?
We’ve not found much success with Twitter. I don’t think people have a real motivation to follow a hospital on Twitter because it’s oriented to providing news as it is happening.
How often and when do you post?
We post about three times a week, sometimes as often as once a day. I’ve found that if you post more than once a day, your readership can actually decline. You want to have a sustained presence, but you don’t want to become an annoyance by posting too often.
Deciding when to post is critical for generating more views and likes. There are certain times of the day when people are much more likely to use Facebook. And if your post is fresh, they are much more likely to read it.
Best Times To Post to Social Media
7 – 7:30 am: Before people leave for work
11 – 11:30 am: Just before the lunch break
4 – 4:30 pm: People often check in before they leave work
6 – 6:30 pm: People start to relax at home after dinner
*Part three of a five-part series on social media. Subscribe to HOSPITAL MOJO and don’t miss a single one!
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