• Leilani Romer

“Don’t focus on having a great blog. Focus on producing a blog that’s great for your readers.” -Brian Clark

As much as we like to think we have control in life it simply isn’t the case. We can get a case of the Napoleon complex, we tend to think we’re bigger than we really are. But then life happens. Your kids will throw that tantrum in the middle of the store. Fido will tear your new pillow apart. Fuzzy McFuzzkins (your cat) will shred (or throw up on) your couch, and your dedicated readers will ignore your hard work. If you’re worried about making a blog you think will be great, you’re going to miss the mark. It’s not about you. It’s about your readers. Producing content YOUR READERS want to hear about is more valuable than creating content YOU want to hear about.

Source your topics

So what do your readers want to read about? You could ask them directly, but that isn’t always practical, or fruitful. There are several tools at your disposal to help you find sources for topics relevant to your industry and particular niche.

1. Feedly.com - This site is a great resource to help you understand industry chatter you pick a particular news-source or blog to ‘follow’, or choose to ‘follow’ certain keywords on Google. This allows you to track the discussions around the keywords and influencers in your industry.

2. Quora - This platform allows people to ask questions and crowd-source the answers. You set up your profile and choose topics you want to follow. Then keep an eye out for questions that come up often, or have multiple responses. Use those as springboards for your blogs.

3. Reddit - Follow the Subreddit (or subreddits) that your readers would also be following. Anytime a post comes up that’s worth exploring more deeply than a comment might be able to handle, create a blog!

4. User-Generated - While you can’t always ask your readers what they want to hear, sometimes being direct does produce great results. You can also note sources like social media comments, client/customer interactions, feedback and online reviews. Did a client ask you about a new topic during your call last week? Perhaps you’re getting feedback about certain difficulties your customers are having. These are great chances to clear the air or explain something new in detail on your blog.

Stick to a format

Not all blogs look the same. But each blog of yours should be familiar to your readers. It goes beyond having a branded voice. You’ll want to have a rough format you typically follow that can be adapted to the various kinds of posts you make.

Outline your post

Once you know the format you like to use, make a template document you can re-use every time you write your blog. It should have the structure outlined for you and include all the SEO, media, and link assets such as target keyword, meta description, and backlinks. Follow the same kind of procedure you might use in high school english class. Fill out the ‘titles’ first, put your thesis statement into the intro and maybe sketch out any quotes or points you want each section to cover.

Write, Edit, Repeat

With all of this in place, you can easily begin the actual writing process. Even if you have to step away from the blog for a time, the structure and ideas are there when you get back. So write away, and once you have the first draft, be sure to go through and edit it down. Read it aloud to yourself, find any sticky points that trip you up and re-write those parts. If you have editing software you prefer, make sure to run it through there. Have someone else on your team go through it, then read it through one more time to ensure you haven’t lost the heart of the post.

Distribute effectively

“Content is king, but distribution is queen and she wears the pants.”

Jonathan Perelman

You can write all the blogs you could ever dream up, but if you don’t get them in front of your readers, you’re wasting your time. Make sure you’re sharing your blog on social media. And if you pulled the source from Reddit or Quora, find the thread you got it from and post a link there.

Lasting content

Lasting content matters more than great -but fleeting- content, but content won't last if it isn’t seen. Keeping your blog well organized allows you to go back later and look at older blogs which can be updated or re-posted with new insights.

No Napoleon Complex here, just great content that lasts!

Here at Romer Social, we know the importance of lasting content - Blogs that make an impression and hold ‘evergreen’ truths. - You won’t find a Napoleon complex here, just great content that lasts. Schedule a call with us and find out how we can push your content marketing to the next level.

“74% of people online engage in social media, and nearly half are searching about a health professional.”

- Pew Research

From dental offices to multi-site healthcare organizations social media is becoming a place that can no longer be ignored. So how does a healthcare provider successfully manage a social media account? The key here, as with any industry, is understanding the opportunities and setting actionable goals. There are 5 major ways healthcare organizations and providers are telling a healthy social media story. While you don’t have to focus on all 5 aspects of healthcare social, it’s beneficial to be aware of them.

1. Be Informative

Healthcare providers are in a unique position to inform the public regarding health-related topics. From informational videos explaining details of your specialty (EX: dentists sharing good flossing technique) to hosting a panel of doctors from your hospital or industry in order to discuss important issues relevant to your field. Sharing information, and keeping the public up-to-speed on the latest in your field is a part of what is considered inbound marketing. Provide value in order to garner the attention of passive clients. This also extends to the idea of self-diagnosing. Many people will turn to Google before they turn to the professionals when trying to figure out what’s ‘wrong’. As a medical professional you can nip this behavior in the bud by sharing relevant information and pointing patients to their providers for a real diagnosis.

2. Be Helpful

Being helpful may, at first glance, sound like being informative, (after all, information is helpful). However, being helpful extends beyond providing helpful information to your followers. Having a fully completed profile and responsive nature will help patients and clients have their questions answered without needing to give you a call (such as: what are your hours, where is your office etc.). You can also connect the dots between various fields by partnering with specialists to produce content that shows the effects of behaviors, lifestyles, medications, and more between multiple areas of the body.

3. Create Community

One of the biggest opportunities for healthcare practitioners on social media is to create communities for your patients. Having any kind of medical condition can be frustrating, lonely, and frightening. By establishing a Facebook group, hashtag, or other kinds of community, you allow your patients to share advice, healthy tips, and stories. Creating a community does get your name out there and promote brand awareness, but it’s also a way to reach beyond your patients and promote health and wellness outside of your typical reach.

4. Balance the Emotion

When people think of healthcare and social media, we often think of the sad and personal sob stories patients share of their experience. Or, they think about that amazing story of their mother’s friends’ aunt beating cancer. When building a healthcare social media page, it’s important to note that strong emotions do garner shares. It’s also good to keep in mind that strong emotions can go either way. Keep your page balanced, if you plan to share any sad stories, or if your patients share them, be sure to balance them with positive stories.

The legal note here is to keep HIPPA in mind when developing your social content calendar. Do not share any real-life stories without specific written permission from everyone involved. No great story is worth getting into a legal battle over, so keep everything on the up-and-up.

5. Be Responsive

All companies that hold social media accounts should expect interaction, both positive and negative, from those they serve. Healthcare accounts are no exception. The most important thing here is to designate a team (or person) to handle incoming comments, questions, and requests from social media. Depending on the size of your organization you may not get many conversations, or you could get thousands. The important part is to have a plan on how to handle social interactions.

Start with a strategy for what kinds of responses are acceptable (vet these carefully with your legal team) then provide this to your team. Becoming a part of the conversation ensures you’ll have the opportunity to clarify any misinformation that might be spreading about your practice, people, or industry. Remaining responsive to these conversations also gives you a chance to highlight positive discussions.

Being proactive about interaction is another layer to the social equation. Keep a list of keywords relevant to your specialty and make a point to comment on a number of the posts using those keywords. This allows you to be helpful and share your name and expertise with a wider audience.

Healthcare Social

Healthcare providers have a unique position in that they provide a service that is a human necessity. And with the modern age of skepticism around healthcare advice, it’s more important than ever for healthcare experts to get involved in the online conversations to share truths and establish influence. If getting involved in social media is intimidating for you, well, you’re not alone. At Romer Social, we understand the importance of getting involved and establishing influence in a compliant way. Schedule a call and see how we can help your practice or organization get social!

  • Leilani Romer

95% of Tech marketers use content marketing on social media. During what’s become known as the ‘information revolution’ technology companies have exploded out of silicon valley and into our phones! Technology is nothing if not disruptive. They do everything differently. Dream bigger, do impossible things and push the limits of whatever comes next. That spirit, that approach translates in several ways to a successful social media campaign...

Tech Companies Do Video

Video marketing is organic gold, and no one takes more naturally to video than tech companies. Whether you make devices or software or offer a tech service, there are innumerable ways to use video in your social strategy. The best thing about it is that video is the preferred media on social, so all the platforms give native and live videos higher reach than other forms of content. Tech products and services are far easier to explain, demonstrate, and teach via video.

Tech Companies Provide Value

Speaking of explaining, demonstrating and teaching… Many companies struggle to find the best way to provide value to their audience. Tech companies are able to provide value in 6 intuitive and natural ways.

1. Give them data - This is especially easy for software and tech services companies. Create content that shares data points of relevance, especially if it includes a recommendation. For example, iPhone batteries are rated at 500 charge cycles. With this in mind, feel free to charge your phone as often as you’d like, but understand, once you’ve reached 500 charges your battery life will start to decline. Data backed recommendations are an easy way to provide value.

2. Show them how - Tutorials on how to use your product in new or different ways can be fun and useful for your customers. Show off the ‘hidden’ features and surprises that make your product or service even cooler.

3. Join a partner - One of the best things about tech is how collaborative it is. This makes it easy to find a partner you can join for a video on how your technologies fit together. Or you can do a guest post on their blog, vlog, or social page to share how your products or services go well together.

4. Give Examples - does your tech help create things? Give examples of finished products your tech helped create! Idea sharing is a great way to engage your audience and grow your customer base.

5. Be a guinea pig - Demonstrations are not only helpful, when done well they can be oddly satisfying to watch. Tasty is a great example of how satisfying and simple a demonstration video can be. Apply this to any tech process and even if you’re not perfectly cutting fresh fruit with the snap of a finger, you can still make difficult things look (and be) easier and cooler.

6. Be Supportive- Okay this is a huge one. Everyone knows that no technology is perfect. Except for your customers. But that’s okay. People expect the most out of technology because it’s come so far, but when things do go wrong, they need somewhere to turn. Make sure you have a customer support representative (for the small businesses that may be ‘me, myself, and I’) to take care of the customers that reach out to you on social media. It’s an opportunity to turn negative situations into a positive experience.

Tech Companies Have Personality

Faceless, 1984 style tech companies are out of style. Now we’re not saying you should adopt a Clippy style caricature to represent your brand (Here’s way more than you ever need know about Clippy, ahh the nostalgia…). Injecting personality into your brand should be natural. If you’re Wendy’s you’re a snarky redhead out to pour some salt on frozen beef. If you’re coca-cola you spread happiness with feel-good fun. If you’re a nerd, you rock it. Nerds are the new jocks anyway. Whatever personality your brand has, develop it, stick to it, and share it.

Tech Companies Have Fun

About that whole nerd thing… Social media is a great outlet for the fun side of your company. Share a little behind the scenes blooper reel, be quirky, be weird, be you. Make a video of someone using your technology to pull a prank or over-engineer a package thief revenge box. The point here is to be authentic about how you, and your customers, like to have fun with your technology. Don’t forget to have fun with your customers. Encourage them to send in videos of the wild antics they perform with your tech. You’d be surprised how engaging user-generated content can be!

Tech Companies do Techy Things

Don’t forget to use your tech, and other technology, to push your limits. Don’t just make infographics, make animated infographics. Don’t just make videos, make augmented reality filters. Take it the extra technological step wherever you can. Technology is what you do for a living so it would be surprising if you weren’t interested in other aspects of the industry, utilize your passions to push your social media creativity. Chances are, you’ll stumble upon new, cool uses for your own technology in doing this.

The Final Frontier...

The possibilities of technology are endless. They’re limited by physics and the human mind, but both of those are constantly breaking barriers. That kind of ingenuity can be applied to your social media presence. When you back these ideas with an effective strategy you can become an unstoppable force. We’d love to help you explore new worlds in social media management. Reach out to us today!