5 ways to make sure your health care brand has a pulse
Is your brand's voice human or robotic?
Brands that win in social media are not those that constantly advertise in the same marketing-speak, robotic, corporate tone of voice, but those that
engage with their customers like a real human being, building trust and loyalty amongst their audience.
Brand-building has traditionally been an exercise in pushing the most flattering, corporate-approved messaging possible. However today, brand-building
has evolved into so much more. Now it's about still being able to provide information, but also being able to engage and interact with customers in a
real, non-corporate kind of way.
So, how do you help your brand develop a strong pulse in the social media world? Here are 5 suggestions:
Enable your employees. Enabling doesn't mean giving social media managers a book of "acceptable" responses or social media posts; it means trusting them enough to
represent your brand honestly. Employees are the front line of any brand, so you need to enable yours to represent yours to customers in a way that
portrays the "real" side of your brand—one which customers can interact with.
Keep the marketing lingo at-bay. No one wants to read a press release boilerplate, or a portion of your latest marketing brochure about a product or service. If they did, they'd
seek out that information. When interacting in the social media world, try and limit the marketing-speak. Talk to your customers that way you would
have a normal conversation.
Mobilize the troops
. Put key, outspoken customers or stakeholders to work. Often, they will be excited that you are entrusting them with your brand. They'll be
excited to help spread the word. Even better, other customers are more likely to trust the words of non-employees about your brand thsn actual
employees. It's a win-win!
Ditch the old "your way or the highway" approach. Your brand is no longer what you say it is, but rather what they (your customers) say it is. So don't stand up
there with a megaphone and dictate; be open to debate and listen to your customers when they have an opinion. Customers can help
architect better messaging and marketing campaigns for your brand if you truly listen.
Simply being there is not enough. Just because you have a Twitter account or Facebook page doesn't mean you are interacting with customers. Be timely, relevant, and regularly
engage with your stakeholders. The results will be surprisingly. You might just learn something.
Shana O'Connor is marketing manager at EmpowerHER. A version of this
article first appeared here.
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