Three Major Social Media Trends for 2017

By: Kelly Hutchinson

1. More Mobile Video

On average, people in the U.S. spend three hours a day on mobile devices, with 87 percent of that time spent in apps like Facebook and Instagram. According to Facebook’s Q3 Results from 2016, mobile-only monthly active users rose over a billion, meaning that 59 percent of Facebook users access the platform via mobile device. videostat

So what content is being consumed on mobile? Video. One in three consumers watched video on their mobile devices in 2015, and that is projected to rise to two out of three consumers by 2018.

Mobile video viewership will continue to rise across social media platforms, which have already been adapting to accommodate this shift. On the second and third-quarter earnings calls in 2016, Facebook CEO Mark Zuckerberg discussed their company-wide push to become “video first,” shifting focus from text and imagery to video.

With mobile viewership at a steady increase and social media outlets pushing for more video, plan on incorporating mobile-friendly video content into social media outlets in 2017. Not only does video align with online content trends, but recent research from BuzzSumo’s review of 800 million Facebook posts suggests video content was more likely to be shared than any other post types.

>> Live Video

live-reactions-android.pngLive video started building momentum across several social networking sites in 2016. From May-October, Facebook Live usage increased up to 4x, and to further expand live video, Facebook announced in October that users are able to connect live video to their TV via Apple TV or Chromecast.

Facebook is also piloting a Snapchat-like camera feature (that will roll out globally this year) that will allow users to post quick status updates via video, while incorporating additional visual features.

In late November, Instagram added live video with a twist – live video that disappears. This video feature appeals to Instagram’s younger audience, competes with Snapchat and provides a different experience from live video capabilities on other platforms.

On December 14th, Twitter announced the ability to ‘go live’ within the Twitter app, as opposed to redirecting to Periscope, to post real-time video content. While this should boost live-video usage on Twitter, data from January-August 2016 suggests Facebook Live has a higher usage base compared to Twitter’s Periscope usage.

Regardless of which live video platform is most popular, live video will continue gaining ground in the social landscape, presenting an opportunity for brands. According to TechCrunch, Live Video encourages more comments and are watched 3x longer than non-live content.

>> 360 Video

360vidsampoSocial platforms are moving toward Virtual Reality (VR), starting with 360 degree video. Facebook aims to increase use of 360 video, while potentially offering a reach boost to 360 content within News Feeds. Additionally, Twitter announced their 360-live capabilities via Periscope at the end of 2016. Currently, this feature is only rolled out to certain partners and requires a 360 camera.

The popularity and use of 360 video is projected to grow on both platforms throughout 2017 and the coming years, as Virtual and Augmented Reality become more popular and accessible.

Video in any format can be a major asset to a facility’s presence on social media, however, HIPAA regulations have to be factored into all video production. Learn how to keep videos HIPAA compliant from a previous MarketShare post.

2. Social Ad Utilization

Social networks are adapting algorithms to reduce clutter – pushing businesses toward spending ad dollars for visibility as opposed to relying on organic traffic and reach. Each platform has its own native ad capabilities and have proven ROI for brands.

Here are three benefits to advertising on social networking sites in 2017:

  • Targeting: Social networks provide audience-targeting capabilities that permit advertisers to pay only for those likely to be interested in, or engage with, an ad based on the targeting parameters. Whether targeting by behaviors, demographics, geography, interests or all the above, each platform has audience targeting and segmentation that allows you to get as broad and/or niche as needed.
  • Optimized Bidding: Most social media platforms allow you to adjust your bid based upon your business objectives. For example, if the main goal of a Facebook ad campaign is awareness, you have the ability to optimize for reach. On Twitter, video advertising is based on a price-per-view model, optimizing the ad for video views.
  • Affordability: Advertising on most social platforms (Snapchat not included) is affordable and easy to begin, and you can pause and end as needed. For example, on Facebook, you can potentially boost a post to 250 users for $5.00/day.

Many Divisions and facilities have already delved into the world of advertising on social media, and with algorithms limiting business’ organic social reach, there is no better time to test it out if your social strategy needs a boost.

3. Embracing Social Media Direct Messaging

Social networking sites have continually been updating and improving their direct messaging platforms and capabilities. While messenger capabilities are typically used for user-to-user communication, social sites are pushing for brands to utilize this feature to engage directly with their consumers, and vice versa.

However, this is difficult for healthcare facilities to utilize and still align with HIPAA regulations, since conversations with patients need to be taken out of the social setting and into the doctor’s office. Despite this setback, it is crucial to monitor a social profile’s direct messages and be prepared to respond quickly, effectively and within HIPAA’s guidelines (i.e. not revealing any patient’s condition or coverage data online).

If you would like to discuss how to best respond to direct messages on social media, please reach out to the Reputation Management Team here.

Promoting Healthcare Videos on Social Media: 101

By: Kelly Hutchinson

According to a U.S. Digital Future in Focus Report, 7 out of 8 Americans watch online video with more than half consuming video on a daily basis. Looking forward, Google estimates that video consumption will account for 70% of all consumer internet traffic by the end of 2017.

This presents a significant opportunity for marketers to reach consumers with timely, entertaining, relevant videos through the platforms and apps they are viewing these videos – social networking sites.

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With users spending more than 43 minutes daily on social networking sites like Facebook, social networks provide a fitting platform for promoting videos.

To guide video promotion on social networking platforms, check out our recommendations, tips and ad opportunities for four of the main social sites below.

Facebook

> Upload Video File Directly to Facebook

When promoting videos on Facebook, always remember to upload the video file directly to Facebook rather than posting a YouTube link. This allows the video to appear up to 11x larger in a user’s News Feed and enables the auto-play feature.

Posting a YouTube video link, as opposed to directly uploading the video, will share a smaller thumbnail image of the video and creates an extra step for the user.

> Utilize Facebook Advertising to Boost Video Views

Explore Facebook ad options to boost video views if appropriate and beneficial for your video. This social media platform is a good promotion outlet for videos that are more emotional, personal or humorous in nature, but would not be as beneficial for a procedure focused, clinical video. Videos can be used in three different ad formats on Facebook:

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  • Single Video ads are the standard video layout. This format is optimal when promoting only one specific video.
  • Carousel ads showcase up to five clickable images or videos for the user to scroll through within a single ad unit. This format is best for showcasing a series of short videos, or alongside other imagery creative from a marketing campaign.
  • Canvas ads use a combination of media types, like videos, still images and call-to-action buttons, to convey a sponsor message as an interactive, seamless experience on mobile devices. Similar to the Carousel ads, this format would be most beneficial for a marketing campaign that tells a story through creative assets.

Tip: When looking at Facebook metrics, a video view is counted each time a user views a video for at least three seconds.

Click here to learn more about video advertising on Facebook.

Twitter

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> Share Short Videos

Since Twitter focuses on providing an outlet to share information in a clear and concise way, it is only recommended to promote short, 10-30 second videos on the platform, even though Twitter permits videos up to 140 seconds in length.

> Upload Video File Directly to Twitter

As with Facebook, it is recommended to directly upload videos as opposed to linking to them off-site. It is important to note that a video upload does not count toward the 140-character tweet limit. Uploaded videos will automatically play in Twitter feeds and timelines without sound, but will expand and unmute when a user taps on the video.

> Utilize Twitter Advertising to Boost Video Views

Twitter video ads can help boost video views and benefit marketing campaigns and initiatives. Here are a few things to note about Twitter video ads:

  • According to Twitter, nearly 90 percent of all Promoted Videos are viewed on mobile devices, so it is key to optimize videos for mobile.
  • Communicate a video’s message in the first 15 seconds of a promoted video.
  • An advertiser has 116 characters of tweet copy, 70 characters for the video title and 200 characters for a video’s description. Incorporate crucial keywords and compelling tweet copy to encourage users to tap into a video.
  • Advertisers can add a call to action to a video – “Visit site” and “Watch Now”.

Tip: When looking at Twitter metrics, a video view is counted each time a user views a video for at least three seconds.

Click here to learn more about Twitter video ads.

 

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  • This Facebook-owned platform should not be disregarded by healthcare marketers when promoting highly visual, compelling and emotional video content.
  • This social platform is not recommended for clinical or procedural videos.
  • The maximum video length permitted is 60 seconds, and uploaded videos will automatically play without sound in an Instagram feed until tapped.

> Utilize Instagram Advertising to Boost Video Views

Here are three considerations when promoting a video on Instagram via video ads:

  • Instagram ads will not appear to people viewing Instagram on a desktop computer  (this is a low number of users).
  • There are two formats for video ads on Instagram – Video (single videos) and Carousel (multiple videos and/or images).
  • By default, Instagram automatically optimizes ads and shows them to people who are more likely to view a video.

Click here to learn more about Instagram video ads.

Snapchat

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This Millennial-centered social platform is a trendy channel to promote video content. According to Snapchat, its content reaches 41 percent of all 18-34-year-olds in the U.S. in a given day, compared to only 6 percent on average reached through TV networks. So how do brands use it?

For healthcare facilities, Snapchat provides a way to connect with young consumers and build brand awareness.

  • This video platform is ideal for Q&A’s with providers, fast health tips and showcasing the personality of a facility and its staff.
  • Posts to Snapchat, called snaps, come in 10-second maximum increments, but up to as many increments as uploaded. For example, if more time is needed, a user can post a series of snap videos that vary from 1-10 seconds, but flow from one snap to the other, appearing as one longer video with micro pauses.
  • Snapchat does not allow videos to be uploaded without the “from Camera-roll” format and designation. Regular video uploads are only available to advertisers. Instead, brands have to record video that posts directly to the brand account’s Story. This means videos cannot be edits, so are more casual in nature .


> Utilize Snapchat Advertising to Boost Awareness

If existing video assets would be a good fit for the Snapchat audience, Snapchat has advertising opportunities to promote video content and engagement. Snap Ads combine a full-screen video ad with direct response, as it is intended for a user to swipe up on an ad to reveal additional content, like a longer video, an informative article or a website. Snapchat has seen a 5x higher swipe-rate over average click-through rates on other advertising platforms.

Click here to learn more about Snapchat video ads.

For more information and resources about promoting your facility’s videos online, contact the Marketing and Digital Services Team.

Submitting a Ticket through ZenDesk: The HCA Digital Operations Online Help Desk

By: Hannah Brown

How to Submit a Ticket on ZenDesk

The Digital Marketing Operations Team is excited to introduce Zendesk. Zendesk is an online help desk that allows HCA practices and marketing teams to easily submit any update requests or questions regarding their online listings, Binary Fountain or general reputation management to HCA’s Digital Marketing Operations Team. After a user submits a ticket, a member of the team will follow up regarding the request within 24 hours.

Going forward, we ask that you use this online help desk to:

  • Claim or update online profiles for your hospital, service lines, practice or physicians.
  • Inquire about responding to a review
  • Report a duplicate online profile for removal
  • Contest or hide an online review
  • Make updates to Binary Fountain
  • Provide general feedback to our team
  • ….and much, much more. When in doubt, fill it out!

Here is how to submit a request through Zendesk:

  1. Go to https://hcadigital.zendesk.com. Please note: You do not need to log in.
  2. Click Submit a Ticket.
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  3. Select the type of request you are submitting: Online Business Listings, Binary Fountain, Reviews or Miscellaneous.
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  4. Select a sub-category for your request under the request options.
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  5. Complete a request form, detailing all relevant information. The following fields are required and must be completed in order to submit a request:
    1. Your name
    2. Your email
    3. Your division
    4. Your location name
    5. A detailed description of the issue

After submitting a request, a member of our dedicated team will follow up with you within 24 hours and continue to provide regular updates on the progress of your request via email. Multiple team members are available to assist with your requests or filter them to the correct people. Additionally, users also have access to a library of digital marketing toolkits to reference at their convenience.

With your help, we look forward to providing a faster, more transparent and more structured support system to better serve you. If you have any questions, please contact Hannah.brown@hcahealthcare.com.

 

Can a Healthcare Facility Use Facebook’s Live Video Streaming Feature?

By: Emily Williams

Can a healthcare facility use Facebook’s live video streaming-

With Facebook’s recent launch of its live video streamer, every Facebook user can now be a real-time social media reporter for all sorts of life events. In direct competition to other real-time video platforms like Periscope, Facebook is opening up the world to all kinds of personal, immediate and – let’s face it –  probably TMI news (Exhibit A: Ricky Gervais taking a bath).

(Here are Facebook’s instructions for how to share live video on your page.)

For many companies, real-time, instant social media posts (whether content, videos or pictures) can be a real winner. For example, Oreo’s “You can still dunk in the dark” tweet during the power outage of Superbowl XLVII is still revered for its social media timeliness three years later. In social media world, that’s a lifetime!

However, instant social media posts can also be a liability. A tweet that sounds insensitive, a picture that includes something inappropriate… just scroll through your social media news feed. There are bound to be posts that people – or maybe even companies – regret.

And, oh, how live video streaming opens up the door of regrets even wider!

So this begs the question:

Can a healthcare facility use Facebook’s live video streaming feature?

The answer is yes. However, there are many if’s and but’s that go along with that.

There are obvious benefits of live streaming content.

BUT you have to be so, so, so careful.

Don’t forget:

  • Get approval from your leadership before you broadcast anything live on your facility’s page.
  • HIPAA absolutely applies to live videos. Our company requires signed waivers for each person in your video (even if they are not the main subject of the video… even if that person is just partially shown in a crowd in the edge of your video for two seconds).
  • Your video is instantly public. It’s live. Don’t video any situations that you feel could get out of control quickly.
  • Is this video something that you want to rehearse? If so, maybe live streaming isn’t best. You can still upload a regular video to your page.
  • Yes, it’s live. But it needs to be planned. Know what you are filming, who is involved and the overall game plan before the broadcast begins.
  • This video represents your brand. Make sure it is clean and professional in nature.

As you can see, live broadcasting isn’t easy. But some things are just better live. Here are a few things that your facility may consider broadcasting live:

  • An entertainment event at your facility that some patients are unable to attend (i.e. a concert, a puppet show, etc.)
  • A ribbon cutting or awards ceremony
  • An interview with a physician or patient
  • Any other major milestone

For a healthcare facility, the most important thing is to have your ducks in a row before you broadcast.

Facebook Reactions: What These New Emojis Mean for Your Facility’s Facebook Page

By: Kelly Bodell

Move over “Like” button.

For years Facebook users have lamented over the sole existence of the “Like” button. “Why no Dislike button?”

Today Facebook launched “Reactions” in response to this request. Users still do not have a Dislike button, but there are now six emotive icons to choose from to express your feelings toward a Facebook post or review. (Just to note, Facebook Reactions do not change how you “Like” a business page.)

reactions

Now you can categorize your Like into Like, Love, Haha, Wow, Sad or Angry by clicking on the corresponding emoji simply by hovering over the Like button (if you are on a computer) or by long-pressing the Like button (if you are on a mobile device).

reactions how to

So what does this change mean for your facility’s Facebook page? Well, it means monitoring your page is more important than ever.

The Facebook Reactions can be a double-edged sword. For example, let’s say you posted a patient spotlight, after receiving the proper approval from the patient, and it truly is a heartwarming story and receives a lot of “Love” from other patients and fans of your Facebook page. With Facebook Reactions you can now witness and monitor that empathy that connects your patients and builds a sense of community on your facility’s page.

On the flipside, say your facility has an extremely busy day and one of your patients is angry from being put on hold for too long, so they add a review to your Facebook page about how they were ignored. Other Facebook fans see it and express their empathy with Facebook’s Angry Reaction emoji and a dialogue starts about how others were also put on hold for too long.

As you can see from the above scenarios, these Reaction emojis can be both a blessing and a curse so it is crucial that you monitor your Facebook page interactions.

Not only do you need to monitor your page more closely, you also need to keep in mind that these Facebook Reactions open the door to pairing an emotion to the content you post on your page. While it is a small, yellow cartoon representation of an emotion, it makes the response to a post more personal, so remember to think about the response that your content will generate.

We encourage you to share generic health information and content that will provoke the traditional “Like,” or even the “Love,” reaction from your page’s fans. If there is any doubt in your mind that a Facebook post could result in an “Angry” Reaction, we suggest you erase or rework that post.

If you have any questions about Facebook Reactions on your Facebook Page, contact the Online Marketing Team.

To learn more about Facebook’s Reaction emojis and how they came into fruition, click one of the articles below:

http://bit.ly/FBReactionEmoji

http://bit.ly/FBEmojis

It’s A Small World After All

By: Emily Williams

How a Trip to Disney World made my world smaller.When I was five, my parents decided to take my older sisters and me to Disney World. I don’t remember too much, but there is one thing I will always remember from the trip:

The “It’s a Small World” ride… Caught. On. FIRE.

Yes, I’d say that is quite memorable. We were riding in the boat through the various countries when suddenly our boat stopped for a very long time somewhere near “Europe”. Next thing we know, there is smoke ahead of us and we find out that the boat just in front had caught on fire. Our “captain” got out of the boat and helped each of us climb up onto the set and make our way to the emergency exit. I suppose some little kids might find this scary. Not me. Instead of just watching the set sing and dance, my dream came true. I was actually in Scandinavia – or maybe Eastern Europe – with these amazing little characters that were just my size. And I LOVED it. I got to walk through Europe – all the way to the emergency exit.

I came home and told my Kindergarten friends that I went to Europe. I didn’t… I was in Orlando. But Disney made my world that much smaller.

I have since been to Eastern Europe in real life, but even that doesn’t make my world feel quite as small as the people and places that I can explore online now.

In fact, Facebook says that the world is even smaller than it was when I was five. It has been commonly known for decades that you are connected to every other person in the world by just six degrees of separation. Every. Single. Person. Even that seems very close!

However, Facebook performed research on its own social network and determined that – out of its 1.59 billion active users – people in the U.S. are separated from every person in the world by just 3.46 degrees!

and i'm yours

That’s right. Social media brought the world almost twice as close as it used to be.

The internet has connected such a multitude of people that information spreads like wildfires. Good or bad. Right or misinformed.

Because of this, there are three things that you can to enhance your online marketing efforts:

  1. Double check before you post.

Before you post anything to social media or send out a digital correspondence, always ask yourself if it is helpful and appropriate. You only get one shot. Sure, if you post something on Facebook that you later want to delete, you can delete it from showing on your page. But it’s already out there. People have seen it, formed an opinion and perhaps even shared it or taken a screen shot. Things that you might post on a personal page are not always appropriate for your facility’s page.

  1. Create Shareable Content.

Whether through emails or social media or your website, the more shareable content you create, the bigger the audience you will have. For example, on Facebook your posts will show to those who have liked your page. But as soon as one of your followers likes, comments or shares, your content is exposed to all of that person’s contacts. And it just keeps growing!

Don’t forget – bad news blows up quickly. But so does good news! Share encouraging stories often.

  1. Promote Your Practice Online

It’s okay to promote your own practice on social media! Consider advertising online appointment scheduling, a new doctor or a unique service of your facility.

Just make sure that you add value and vary your posts. Every Facebook page should have three goals (perhaps sharing relevant health news, getting new patients for a particular doctor and raising awareness of a particular service-line). And we also recommend having three posts per week to maintain an active Facebook page. Try using one post per week to support each goal!

Make sure that you are using online networks to your advantage when promoting your facility digitally.

It’s a small world after all!

Planning your Facebook Content for the New Year

By: Kelly Bodell

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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.

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  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.

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  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: