Why This Formula Will Improve Your Facebook Engagement  

The Father of Advertising, David Ogilvy, once said “On average, five times as many people read the headline as read the body copy.” Headlines quickly and briefly draw attention to information, which is what we strive for in social networking. So, I wonder why I don’t see more headlines, let alone attention-grabbing ones on Facebook posts.

If you want your brand posts to rise above the others (who doesn’t’?) as well as friend and family posts, try these 5 easy tricks to help you write catchy headlines:

1.      Use numbers

2.      Use interesting adjectives

3.      Use unique rationale

4.      Use a trigger word, i.e. what, why, how or when

5.      Make an audacious promise

Scan a newspaper or magazine, and you’ll see these tips in action. Then try the following formula by Jeff Goins, and see your posts become more engaging to your Facebook audience.

Number or Trigger word + Adjective + Keyword + Promise

Example:  Take a bold promise like “selling your house in a day.” Apply the formula and you get: “How You Can Effortlessly Sell Your Home in Less than 24 Hours.”

And for us healthcare communicators, here are examples of real Facebook posts before and after using the Goins formula:

Before
Did you know that regular exercise can help slow the progression of Parkinson’s Disease? Read more: ….

After
Spend Only $50 and Help Slow the Progression of Parkinson’s Disease

Note: $50 refers to the cost of a good pair of walking or running shoes.

Before
Men, smoking has been linked to problems with fertility, sexual performance, and rapid mental decline. So, if you smoke, it’s worth trying to quit. For more men’s health tips…

After
Improve Your Sexual Performance by Following a Simple Tip

Before
Did you know we have Urgent Care Clinics in seven different locations for your convenience and anyone can visit, young and old? You don’t have to be a Sutter patient.

After
9 Compelling Reasons for Going to a Sutter Urgent Care Clinic

Just remember when drafting headlines to be honest.

Click here for 20 more tips for writing awesome Facebook headlines.

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Facebook: Content – Easy, Advertising – ?

Although online adults are diversifying onto other social networking platforms – an average of 20% use Twitter, Pinterest, Linkedin, and Instagram – Facebook remains dominant at 71%. So, if you’re not proficient on Facebook, you should be.

For us public relations professionals, developing Facebook content is easy. We can distinguish news, see stories, and cull information. We’ve produced videos, hired photographers, trained spokespeople, written materials, publicized events, promoted contests, taped interviews – among other things.

What we know less of is advertising, especially advertising on Facebook.

This matters because organic reach (unpaid distribution) could be zero very shortly, according to Social Media Today. “Your Facebook page’s organic reach is about to plummet — down to a lowly 1-2%. While organic reach has long been declining, it has significantly declined since the fall of 2013.”

What may surprise you is advertising to current fans and more on Facebook is not expensive. Moz’s Brian Carter says, “If you can’t spend $30 per month ($1 per day on Facebook Ads), you shouldn’t be in business.” Right?!

Advice, tips and information on Facebook advertising abounds – here are resources that are guiding me:

Content is great; content is fun – but it doesn’t really matter if your fans aren’t seeing it and having a chance to engage with your brand.

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Hospital Employee Social Media. Yes or No?

Yes.  Hospital employees engage in social media – at work, she is probably using a mobile device.

This can be good. Employees share hospital disease information, promote hospital events, and attract new job prospects.

This also can be bad. Recently, an employee at a Cincinnati hospital cruelly disclosed on Facebook a woman’s name and her diagnosis of syphilis.

While the risk of social media by hospital employees can never be eliminated, it can be mitigated:

  • Draft social media guidelines that the least educated employees can understand, and make them accessible to all employees at the hospital’s web site, HIPAA trainings, new employee orientation, etc.
  • Require employees to add a disclaimer to their social media posts or sites indicating they’re speaking on their own behalf, not the hospital. Or, recommend that employees not identify themselves as employees of the hospital.
  • Expect and plan for a social media emergency, just as you would a communications crisis. The hospital in Cincinnati quickly responded on Facebook and Twitter. The CEO took responsibility and explained the error. The majority of comments to news stories, including the two on their Facebook page, appeared to blame the employees and not the hospital.

By doing so, you can reduce the incidences of employees inadvertently disclosing private medical information or prepare for the rare occasion when an employee maliciously exposes a patient’s health condition.

Learn more, including the impact of the NLRA, from Dan Goldman, J.D., legal counsel for the Mayo Clinic Center for Social Media.

 

Cocktails in Yoga Pants

PR Gal Pals,

This is my first blog post.

Tweet-Post-Pin is for you – and me.  Social media should be a core communication tactic, especially in light of more guidelines coming from the FDA. However, I just don’t feel fluent in it. And this matters to me when making recommendations to clients.

Last month I joined a social media residency program at the Mayo Clinic – so I’ll be learning best practices from a healthcare leader. I also created an editorial calendar of various topics, including legal/regulatory/FDA, professional guidelines, demographics, ROI, and case studies. Each week I’ll post a blog, extending it through Facebook, Twitter, LinkedIn, Pinterest and eventually YouTube.

Please let me know how I’m doing.

Thanks, Karen

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Social media is like a cocktail party, and the best part – you can go in your yoga pants.

Here’s how to make the most of it…

  • Pick a party, i.e. a platform (42% of online adults use multiple social networking sites, but Facebook remains the platform of choice – Pew Research 12/13)
  • Grab a drink and find the people you want to meet.
  • Listen – people love to be heard, note their interests and specialties.
  • Join the conversation – tell them what you do, what you think, then what you have to offer.
  • Be nice – like, retweet and comment when people engage with you.
  • Make a date to see each other again.