Engagement is one of the biggest buzz words in social media and the key to a successful online marketing campaign. Despite its importance, many marketers and business owners do not understand what it means to actively engage with consumers online. In a recent blog post on the Mayo Clinic Center for Social Media, Farris Timimi, M.D., writes, “Just showing up is not engaging…
Simply placing good content, however valuable and informative, in front of a willing consumer, does not achieve the relationship that engagement implies.
Particularly in health care organizations, where real engagement with patients has such profound value, the mythical type of “engagement” can be a serious missed opportunity.
Real engagement implies a transparent dialog, a conversation, with the capacity for both parties to discuss relevant issues. In health care, this would imply that policies and procedures that are applicable to health care are open for discussion by both patients and institutions.”
The blog post goes on to say that in order to achieve genuine engagement health care institutions must properly train employees. They need to have a clear understanding of the company’s social media policy so that they are not so “risk focused that they fear participating.”
Click here to read the full blog post.