Planning your Facebook Content for the New Year

By: Kelly Bodell


The end of 2015 is upon us – believe it or not! So seize the day and start planning your Facebook content for the New Year now! In order to plan your content we recommend you follow these five guidelines:

  1. Create a Content Calendar – We highly recommend you plan and create content ahead of time by using a content calendar. You can use the content calendar template you received during Course 200, or you can create your own.

    When creating your content calendar, the most important thing is that it is organized, easy to use and fits your needs. You may find that a Google Doc or Sheet is the best place to store your content calendar if you have multiple people contributing to the content for your Facebook page.

  1. Define & Use Your Goals – Evaluate the goals you set during PMP 200 and determine if they are still applicable, practical and attainable. The end of the year is always a good time to reevaluate your goals as you look ahead to 2016.
    If you did not set goals when you started your Facebook page, now is the time to create them! For example, one common goal for Facebook pages is to keep patients informed about happenings at your facility. These goals will help shape your content for 2016.
  2. Outline Your Weekly Posts – In order to stick to your goals, outline your posts for each week. For example, if one of your goals is to educate your patients, be sure to include at least one post with health tips each week. Don’t forget: We recommend posting three times per week.

    When using your content calendar, summarize the posts you need to include for that week to help you with planning. So instead of writing a full post, simply write “Health Tip” or “Practice News” in that day’s space in order to make it easier to create the content.


  3. Keep it concise – Whether you are writing Facebook content for the year, six months or just for the month of January, it may seem like a daunting task. However, if you stick to our recommended best practice of keeping your text two sentences or less, it will make writing the content easier.

    Remember to keep all the content short, sweet and to the point. For example, if you are posting a health article provide a short teaser to the article instead of summarizing it in the post.


  4. Plan your imagery – If the images are the most daunting part of planning your content, make them your priority. Because you cannot simply pull any image off of Google due to copyright concerns, this can be the most time consuming element. We suggest that you ask for help from others in your office.

    Don’t forget that when you are linking to an article, an image preview will often appear from the site. You CAN allow these images to appear on your Facebook page. You didn’t create the image, but the link to the original source serves as a citation.

    We also suggest using a program called Canva, a user-friendly design tool where you can easily create and store any images you may need for your Facebook content. The program is free to use and has an abundance of free backgrounds, images and icons. Some images on the site do cost $1.00 to use, but you can create high quality imagery without ever purchasing any of those. To learn more about Canva, watch this helpful video:

Reputation Management Tip #4: Think Outside the Box!

By: Grant Peterre

It’s that time again! We are happy to share another Reputation Management tip from Forbes Magazine. In the past several weeks, we have discussed useful tips such as being social, owning your search engine results and crafting quality blog content for your pages.

In this installment, we will discuss how creativity can improve your online reputation.

Tip #4: Think Outside the Box!

REPUTATION MANAGEMENT TIP 4 think outside the box

Creativity and originality are immensely important for your internet presence. With the vast amount of platforms available for uploading content, generating material that is unique and captivating has never been easier.

Has your practice recently participated in a community service event? Upload the group photo on your Facebook page. Do you have too many great pictures from the event to share on Facebook? Create a video slideshow and upload it to YouTube. Pictures and videos are a great way to easily share quality content and generate traffic for your website. And don’t just repost photos from other sources! Easily create your own through free, user-friendly graphic design sites like Canva. As always, tagging and linking media between all the platforms you maintain can positively impact your search engine rankings.

Share your own creative ideas with your staff! Read more about Reputation Management tips from Forbes Magazine, and stay tuned for our final tip!

Reputation Management Tip #3: Own Your Search Engine Results

By: Grant Peterre

This week, we are excited to share another Reputation Management tip from Forbes Magazine. In our previous installments, we discussed the importance of being social with your online audience, as well as the many benefits of creating and maintaining quality blog content.

Today, we will discuss how to optimize your search engine results and rankings in order to increase your visibility.

Tip #3: Own Your Search Engine Results!

reputation management tip 3, own your search engine results

When a prospective patient, friend or family member is searching for your facility, you want them to be able to locate your website as quickly as possible. As we discussed in a recent post, Google has implemented a major change to the way local businesses are listed in their search results. It is imperative that your website data is both correct and concise if you want to appear in the prized top positions of a search engine result page.

So what does this mean, and how can you begin to take action?

Meta Descriptions

A good place to start is with your website’s metadata descriptions. A meta description is the text that will appear about your site on a search engine’s results page.

a website's meta description on google

If you are a website administrator, you can edit the coding of your website to include specific keywords relevant to your practice or service lines in the meta description. In addition to confirming the accuracy of your business’ phone number, hours of operation and contacts, adding a brief metadata description of your services on each page and ensuring that your website page titles are correct can provide additional clarity for search engine users.

Alt Text

Adding alt text to your images is also a quick way to improve your rankings. The metadata will be the first thing that people will see when glancing over search engine results. Think of it as a concise introduction to your page that will draw in readers.

View our tutorial on adding alt text to images.

Internal Linking

Additionally, if you have separate pages within your network of sites, such as pages for service lines or blogs, you can link between the pages to increase traffic and gain higher search engine rankings. If you are able to successfully link your pages together and generate traffic for your sites, the search engine will do the rest of the work for you by listing your site higher than the rest!

View our tutorial on linking between internal pages.

Read more about Reputation Management tips from Forbes Magazine, and watch for another tip coming soon!

One Simple Tip to Improve Your Blog’s Search Engine Ranking: Add Alternate Text to Images

By: Grant Peterre

If you are publishing a blog post in WordPress that contains images, there is one simple trick that can produce huge results for your online visibility: add Alternate (Alt) Text to your images.

In the WordPress photo editor, users have the opportunity to add Alternate Text to images.

Adding Alt Text is valuable for two reasons:

First, if an image fails to load in a viewer’s web browser, the Alt Text will appear as a backup. This will explain to the viewer what should have appeared in the screen.

Second, and far more important, the Alt Text serves as “tagging” for an image. In the same way that users can tag articles with relevant keywords for search engines to find, tagging an image helps to strengthen the association between image and text. The Alt Text is included in the back-end HTML coding of the image, which is exactly what Google algorithms search through when they are picking out keywords. As a result of adding Alt Text, your page will achieve a higher ranking in search engines. So, tag images the same way you would tag an article – with phrases or words relevant to the image that someone might search for when seeking out a specific article.

For example, let’s say you post an infographic detailing the generation gap of social media users that you have tagged “Promote My Practice, Generation Gap, Infographic, Social Media Usage”. A person views the infographic, and then, a month later, wants to search for the infographic again. If the person does not remember the source of the image, they will likely search through Google (or another search engine).

Remember, Google cannot read images. If the image is not tagged, the user would need to remember title of the article or the textual content (if any was included in the post in addition to the infographic). Without the image’s Alt Text, Google will only search through the text, and therefore not be able to find the exact article.

However, if you have tagged the image with keywords, Google will be able to read the image description. If the user searching for your infographic cannot remember the details of the post other than the image, a search of something like “Social Media, Generation Infographic,” would enable search engines to locate the post based on the keywords that you entered in the Alt Text tagging.

There are two places in WordPress drafts that you can access/edit the Alt Text:

Option 1: In your blog draft, once you have clicked “add media” and selected your photo, you have the ability to add the Alt Text before inserting your photo into the post. To the right of the selected image, you will see a group of text boxes to customize the image. You will find a box for adding Alt Text here:

where to add alt text tagging to images in wordpress

Option 2: If your photo has already been inserted into your draft, click on your photo so that it is highlighted and then click the edit button (the pencil). You will see this screen appear:

where to add alt text tagging to images in wordpress

Keep this tip in mind when uploading images to your blog! Spending the extra ten seconds to add Alternate Text to your images can produce huge results for your blog posts in the future.

3 Questions to Ask Before Posting a Photo to Your Practice’s Social Media Sites

By: Emily Williams

One way to enhance your facility’s social media page is by posting photographs. Pictures grab the attention of your audience and allow your organization to become more relatable. Including photographs of your office and staff can help achieve these goals.

Before posting a photo of your practice, be sure you ask yourself the following questions:

  1. Are there patients in my photo?

According to HIPAA privacy laws, photographs fall under the category of Patient Health Information (PHI), and cannot be disclosed without a patient’s consent. This includes patients who are the subject of the photo as well as patients who appear in the background.

HCA affiliated organizations must have each patient in the photograph sign both of these release forms before using the photo online or for other marketing purposes:

Consent for Use and Disclosure of Image, Voice, and/or Written Testimonials

Authorization for Use and Disclosure of Protected Health Information for Marketing and/or Promotional Purposes

  1. Is there any Patient Health Information (PHI) in my photo?

If there is a computer screen or a stack of files in the photo, there is a good chance that patient health information (like names, contact information or health records) is visible. Even if you feel like the words are not easily seen, there are tools that allow users to zoom in on this information. Never post a photo with any type of patient information, no matter how small it may appear in the photo.

  1. Does this photo accurately represent my office’s brand?

Think about the brand that your office is representing. If your photograph represents the culture and personality of your office while upholding the standards of your organization, it is likely a good photograph to post online. However, if the photograph sends a message that your organization would not condone, do not post it. Does your office appear messy or unorganized? Is your staff acting unprofessionally in the picture? When in doubt, don’t post. For online images, it is better to be safe than sorry.

Below are three examples of photos that were recently posted to HCA-affiliated sites. These photos are excellent examples of images that do not include patient health information and accurately represent the brand and culture of the office.

tristar centennial medical center - go red for women

Tri-Star Centennial Medical Center supporting the American Heart Association’s Go Red for Women campaign on National Wear Red Day in February


TMCA volunteers

Team members from The Medical Center of Aurora volunteering at the Food Bank of the Rockies’ mobile pantry


Medical Center of Plano - Boom

The Medical Center of Plano ER staff wearing BOOM shirts in recognition of their outstanding ranking in patient satisfaction

When you post photos online, remember that once a photo hits the web, it lives there forever. By asking yourself these three questions before posting, you will be able to select appropriate photos to represent your organization. Always put your best face forward online!

Control Your Photos on Google My Business

Quality photos are an important feature when attracting new and current customers. Google has introduced new photo tools to help you showcase your business on Google My Business and within search and map results.

Business owners can organize their photos into six categories of images:  identity photos, interior photos, exterior photos, photos at work, team photos and additional photos. In the identity photos category, the business manager can select which images will serve as the profile, logo and cover photos. The identity photos will be the first photos the customer sees in search and map results.



The interior and exterior photo sections are a great place to display the inside and outside of your building, including your waiting rooms and front desk.

Utilize the photos at work section to show how your staff positively interacts with their customers. For healthcare facilities, make sure to have your patients sign the HIPAA release form prior to using any photos depicting patients.

Share photos of your team members in the team photos section, and use the additional photos section to include other photos you feel promote your business and service offerings.

Organizing your photos into the six image categories will “help your customers get a feel for the ambiance and décor of your business.” Allowing the consumer to see the business in different aspects will help them feel more comfortable and confident before visiting in person.


Sources Cited:

Social Media Image Size Cheat Sheet

Your profile and cover photos are the first things people see when they land on your page on any social media site. Don’t let disproportionate or pixelated images skew people’s first impression of your practice. Use this simple cheat sheet to make sure your photos fit perfectly on every profile.