Creating and implementing an effective digital strategy which allows you to communicate your benefits to a target audience will build relationships and increase patient volume no matter what social media tools you use.
BrandWeek’s article on”The Tweet Hereafter” examines the effectiveness and viability of Twitter in the future. I say let’s not worry about the future, Twitter is a valuable resource today for those who can use it effectively. Twitter may not be here in 5 years, but with an effective digital strategy you will be able to take advantage of the 6.2 million users per month (down from 7.8 million) and implement your strategy on the next new social media tool.
So why has Twitter become a wasteland for big brands?
- Verizon spent more than $1 billion in 2009 and has only around 5,000 followers
- Coca-Cola has 15,000 followers
- Apple isn’t even on Twitter
- Delta Airlines page went 7 months without an update
It goes to show money can’t buy relevance. Large companies are too focused on:
- Complex strategies and messages
- Everything is focused on their product
- Logo used throughout blog, Facebook and Twitter sites
- Inconsistent content dissemination
- All communications are about the brand, not about the benefits of the brand to your target
So why does Woot and Someecards have 1,642,744 and 1,619,856 followers respectively? The have implemented a strategy which abides by the 3 key principles of a social media strategy.
- Connect with target audience and develop meaningful relationships
- Become the #1 resource for your target audience
- Utilize all social marketing platforms, not just Facebook or Twitter
By following these three principles to an effective social marketing strategy, you will be able to flow with the changes in the social media landscape (one thing is for sure-things will be changing) and increase your patient volumes.