You are reading the article Personal And Business “Bullying” In Social Media: Ways To Manage It updated in December 2023 on the website Katfastfood.com. We hope that the information we have shared is helpful to you. If you find the content interesting and meaningful, please share it with your friends and continue to follow and support us for the latest updates. Suggested January 2024 Personal And Business “Bullying” In Social Media: Ways To Manage It
It’s been a year since one of the persons I know well was attacked in social media and had to struggle with the consequences.
Imagine a successful top-level manager (let’s call him John) who’s good at achieving his goals, but probably not so good at building strong relationships with his colleagues and subordinates. However, John knows how valuable a good specialist is and “steals” one from another top manager (“Mark”).
@Kate, why are you removing the tag? Didn’t you like the party?! O_o
Which means that your family, friends, and colleagues will see the picture anyway.
Or a freaky competitor leaves angry reviews at Yelp on your biz page:
Found a cockroach in the cake. Disgusting! Would never recommend the place…
Someone can argue that this is what social media is about—complete openness. But the cases when social networks become bullying arenas are not that rare. What are the right ways to behave in the situation when you get attacked or humiliated and this can damage your reputation or business?1. Never Attack Back
Starting a fight in social media is the worst thing one could imagine. It’ll only attract more viewers and more potential bullies and trolls. Someone can recollect more awkward and unpleasant stories, pictures, URLs, etc. Instead, stay polite and neutral. Your being self-confident and calm will most likely disarm the attackers.2. React Politely
In most cases, people will react with understanding if you contact them without SHOUTING.3. Humor Works Perfectly
If, however, someone really keeps on torturing you, just … laugh at it! Right, you can have a laugh at any situation, and even laugh at the person who wants to hurt you. Switch on your imagination and create a parody (e.g. a meme for instance). The war of humor is the safest one. Just make sure your jokes are not wildly sarcastic!4. Actively Communicate with All Customers
First of all, make use of the SMM tools that help you stay updated on who’s talking what about you and your brand (e.g. BuzzBundle and the like). If you monitor the brand mentions, you’ll be able to avoid the situations when the amount of negative spam escalates on dozens of forums and pages you don’t get alerted on.
Finally, if there’s nothing you can do to have them removed, reply in the most polite manner:
“Hi, John! That’s a pity you’ve left the place without telling us about what happened. We’d be glad to provide some refund to you to make you feel better! You can reach me any time to discuss the issue. :)”
In some very severe cases, when you get personally bullied on social networks, remember that you can always quit if you wish. Turn off the laptop. Breathe in and out. Go and meet your friends. Life’s going to get much better.
If you are not a vulnerable teenager, but a grown-up person with some social media related activities, focus on the tips I mentioned above. SMM-literacy will help avoid difficult situations and keep your online reputation flawless.
What about you? Can you recollect any “tough” SMM stories? How have you managed to cope with them?
You're reading Personal And Business “Bullying” In Social Media: Ways To Manage It
And these strategies work. Consider these stats from Hootsuite’s Global State of Digital 2023 report:
57.5% of internet users aged 16 to 64 buy a product or service online weekly
26.5% of social media users go to social platforms to find products to buy
In this article, we’ll walk through how to use social media ecommerce to grow your business.
Bonus: Learn how to sell more products on social media with our free Social Commerce 101 guide. Delight your customers and improve conversion rates.
What is social media ecommerce marketing?
Social media ecommerce marketing is the practice of using social media to promote an online store by generating brand awareness, interest in products or services, and sales.
Popular social media ecommerce tactics include:
Promoting and driving traffic to an ecommerce website or branded app
Selling products directly on social media
Engaging with customers and prospects directly on social channels
Providing pre- and post-sale support to customers
Collecting insights about your industry and market
Building an online social media community around your brand
Many brands use all of the above tactics to create a thriving social media ecommerce marketing strategy.Social media ecommerce marketing vs. social selling vs. social commerce
You’ve likely heard the terms social media ecommerce marketing, social selling, and social commerce. They’re often used interchangeably, but they’re not the same thing.
Let’s take a look at how they’re different.Social media ecommerce marketing
This is when ecommerce businesses use social media as a marketing channel to promote their brand, product, or service to drive more sales and connect with customers.Social selling
This is when brands use social media to identify, connect with, and nurture sales prospects. It’s a tactic that helps businesses reach and engage with sales targets via social media.
Think of social selling as modern relationship-building. The goal is to connect with potential customers, and offer support and guidance. Then, when that person is in buy mode, your product or service comes to mind first.Social commerce
This is when brands sell products or services directly on social media using native solutions like Facebook Shops, Instagram Shops, Pinterest Product Pins, or TikTok Shop.
Social commerce lets customers shop, select, and complete purchases without leaving social media apps.
6 ways brands can use social media for ecommerce1. Build brand awareness
There’s no better marketing channel for generating buzz than social media. It’s the perfect place to promote your new store, products, services, events, or promotions. And it’s great for engaging in conversations with your target audience.
To successfully build brand awareness, create a consistent posting strategy with a unified voice and message. Publish on multiple channels, in multiple formats. Engage with hot topics, hashtags, and in direct conversations with users.
Building brand awareness is a process. It takes time. To help, follow these tips:
Showcase your personality and values
Be consistent in your messaging
Speak to the right people
Demonstrate your value
Respond to feedbackBrand building example: tentree
Tentree is a clothing company that doesn’t shy away from their mission to promote sustainability. They lean into this message on social media. Take this tweet, for example, that showcases self-sustaining cabins in Finland. The post doesn’t directly promote Tentree’s products, but it’s inspiring and aesthetically pleasing, and it reinforces what the brand is all about.2. Advertise
Here’s the ad reach by social media channel, according to Hootsuite’s reporting:
2.17 billion on Facebook Ads
1.44 billion on Instagram Ads
1.02 billion on TikTok Ads
849.6 million on LinkedIn Ads
The audiences are huge. Too huge, in fact. Which is why these social channels also have
powerful targeting and segmentation tools.
Identify your target market and audience
Layer targeting parameters to zero in on that audience
Create a compelling content strategy to speak to them
Define your goals and KPIs for each channel
Pick the ad types that align with your goals
Specify the right conversion metrics
A goal to drive brand awareness, for example, is best suited to:
Store visits, ad impressions, and engagement
If you want to drive sales, you’d want to go with:
Direct purchases, product page visitsAdvertising example: The Bay 3. Sell products directly on social media
Social commerce has never been easier. Currently, there are four social media apps with native built-in social selling capabilities:
Twitter and Snapchat have also both partnered with Shopify to create social commerce tools of their own.
This is where social media ecommerce marketing overlaps with social commerce. Where the reach and brand-building power of social media can lead to direct business.
The benefits of using social commerce solutions include:
They’re free to set up
They create memorable, interactive online shopping experiences
They streamline the sales process
They extend the places in which sales can happen
They enable headless commerce
They give you the ability to create live shopping experiences
If you’d like to give social commerce a try, check out these guides to setting up:4. Increase sales with an ecommerce chatbot
To paraphrase Uncle Ben, with great scale (and sales) comes great responsibility. Brands who expand their footprint and sales capacity on social media need to make sure they scale customer support as well.
Ecommerce chatbots are the most effective way to do that. By leveraging an AI-powered chatbot like Heyday by Hootsuite, brands can:
Easily connect and interact with consumers 1:1 across multiple channels
Offer pre- and post-sale support at any time
Offer discounts, suggest products, and highlight promotions automatically
Guide users through the buying process
And they can do all that at scale for a fraction of the cost of a support team.
Interested? Learn how to use chatbots for Instagram and Facebook.Ecommerce chatbot example: DeSerres
Arts and crafts supply store DeSerres saw significant sales growth during the pandemic. To keep up with demand, they installed an AI chatbot on their website. One of its main jobs is to make product suggestions to help answer user queries and drive sales.5. Customer support
No social media ecommerce strategy is complete without taking customer support into account. Social platforms are ideal for nurturing and supporting existing customers. Because of that, they’ve become a de facto customer support channel for most major brands.
Customers may come to your profile to:
Engage with your content
Offer insights into what they want
Apart from providing a good customer experience, social proof is another reason to make sure your social profiles are interactive. Prospects will see public interactions with customers. This will impact whether or not they want to make a purchase. How you handle complaints publicly speaks volumes about how you handle them privately.Customer support example: Ray-Ban 6. Social listening
With the right tools, social media can be a data goldmine for your brand. Social listening is the process of scanning social media for mentions of your brand or relevant conversations.
67% of marketers say social listening is a useful way to track and understand their customer needs. Not only that, it offers invaluable insights like:
What products people love most
Where recurring problems or issues might lie
The public’s sentiment toward your brand
This allows you to address issues, seize opportunities, and refine your message to meet market demands.
7 actionable social media ecommerce tips
At this point, you’ve probably got a solid idea of where you’ll focus your social media efforts. But tips like “build brand awareness” are sometimes easier said than done.
Need some actionable next steps? Here are some bonus tips to help steer you in the right direction.1. Showcase your personality
Buyers want to make a connection with brands. How do you do that? By being yourself. And not being afraid to show some personality.
Social media is the perfect tool to craft your brand personality. You can use humor, engage in a social cause, be the most responsive brand in the market, and more. Whatever you do, the goal is to make it easy for potential buys to remember and recognize you.
Let’s look at the king of brand personality on Twitter: Wendy’s.
Wendy’s pulls no punches when it comes to their social profiles. They make jokes, they roast people, and they engage in banter with competitors. As a result, they’ve grown a cult following of online fans.2. Collaborate with others
Collaboration is the key to success on social media. Engaging influencers and partnering with other brands are two ways to turn collaboration profitable.
Influencer marketing is worth $16.4 billion in 2023. And it’s not hard to see why. It’s become one of the most popular social ecommerce marketing tactics to expand reach, social proof products, and win new followers.
Collaborations are equally important. More and more brands are partnering with other companies who have similar audiences. When they do, may create high-value bundle giveaways or promotions that each brand co-markets to their respective followers.
In both cases, brands amplify and validate their products and services to enormous social media audiences.
Glamnetic is one example. This Shopify customer uses an extensive network of influences to promote their products. They provide influencers with free products, and ask them to demonstrate them on their channels. In return, the influencers get an affiliate link that gives them a kickback on sales generated.3. Use video as much as possible
Video has quickly become the most popular—and influential—content type of social media. 88% of people say they want to see more video content from brands. And the same amount said they’ve been convinced to buy a product or service after watching a brand’s video.
It’s no coincidence that TikTok and Instagram Stories are two of the most popular channels in the social media game. Both offer invaluable opportunities for brands to post paid and organic video content to engage users.
Video doesn’t have to be expensive. It doesn’t need high production value or glossy effects. All it has to do is demonstrate value, showcase your personality, and speak to your customer.
Take Vessi, for example. They use Instagram Stories to promote products, share brand and career stories, and generally create a more engaging experience.4. Post user-generated content
User-generated content packs an enormous punch on social media. This includes content like user reviews, product unboxings, or anything in which a customer uses or discusses an item they purchase.
Encourage your customers to share pictures and videos featuring your products on social media. Ask them to tag your brand. When they do, reshare the content to your own profile.
Bam. Now you have free content that’s social proofed and shows your product in action.
This tactic also has the added benefit of making customers feel connected with your brand. It creates engagement, and shows that you hear and value your customers. Wins all around.
Here’s another example from Vessi where they share an unboxing video from a customer.5. Work smart (and use social media management tools)
51% of social marketers find managing all messages and posting schedules in one place to be their biggest challenge. Any ecommerce social media manager reading this is nodding their head furiously right now.
To make scaling and managing their social media presence easier, most leading brands turn to tools like Hootsuite.
Social media management tools let you:
Manage multiple social media accounts at the same time
Ensure content and messaging is unified across all channels
Track and organize conversation with your audience
Schedule posts ahead of time
Monitor social mentions and relevant conversations
Track and analyze performance
Social media management tools are non-negotiable for ecommerce brands that want to scale multiple content streams across multiple channels. If you haven’t onboarded one yet, you’ll thank us when you do.6. Post often
Post early, and post often. That should be a mantra for any ecommerce brand starting out on social media.
Posting often helps you gain traction, test what works, and build a following. Having a regular posting schedule, likewise, ensures that you are consistent with your social media strategy.
This is how you keep your brand top of mind and build an online community.
It’s tough to work smart when you don’t have the right tools. Here are two essential social media ecommerce tools you can start using today.Heyday: conversation AI chatbot
Heyday is an AI-driven chatbot that connects your ecommerce website with social channels like Facebook Messenger, Instagram and Whatsapp.
Leading ecommerce brands use Heyday to:
Assist with package tracking
Provide product recommendations to customers and prospects
Offer post-sale support
Gather feedback on user needs
Provide multilingual support
Even better, Heyday seamlessly integrates with Shopify stores. Simply download the app and install it on your store — and you can start offering automated FAQs on Shopify in less than 10 minutes.
Request a free Heyday demoHootsuite: social media management dashboard
Hootsuite helps ecommerce businesses of all sizes (including solopreneurs!) schedule and publish posts, engage with your followers, and track your success across platforms from a single, easy to use, interactive dashboard.
Here are some Hootsuite features that ecommerce brands find particularly useful:
Create Instagram posts with shoppable product tags in Composer (and schedule them to go live at recommended times when your audience is the most active online)
Set up a social listening stream to track what people are saying about your brand and your competitors
Try for free for 30 days
Social media ecommerce statistics
Still not convinced to give social media ecommerce marketing a try? We’ll let hard data do some talking.
In 2023, sales through social media platforms hit an estimated $992 billion. That’s expected to hit $2.9 trillion by 2026. Needless to say, social media is the place to be for ecommerce brands.
What’s driving that growth? A few things.
According to Hootsuite’s Global State of Digital 2023 report:
There are 4.7 billion social media users worldwide
47 million new social users are added each month
Users spend 2 hour 29 minutes per day, on average, on social media
And they use an average of 7.4 different social platforms each month
Social media is popular (duh). And it’s getting exponentially more popular globally.
At the same time, social commerce is also exploding. 30% of internet users in the United States make purchases directly on social media. And they’re only in second place. China is the clearcut leader for social commerce. Almost half of Chinese internet users shop through social platforms.
Facebook was the most popular social channel for purchases in 2023 (likely propped up by Marketplace). Hot on its heels are Instagram, Pinterest, and TikTok.
The main growth story in social ecommerce, however, is TikTok. It has seen explosive growth in the last few years, surpassing 1 billion active users in 2023.
Instagram, for its part, is no sleeper either. With a total potential ad reach of 1.44 billion, Instagram is a social commerce channel that can’t be ignored.
Brands have more social commerce tools and larger audiences at their disposal than ever before.
Social media ecommerce FAQWhich social media is best for ecommerce?
It depends on your marketing and sales goals. TikTok is a game-changer for brand awareness. Instagram and Facebook are the leaders in social commerce and direct sales. Pinterest is perfect for lifestyle marketing. Together, all social platforms create an unbeatable web of opportunities for sales and marketing.What is the role of social media in ecommerce? What is the impact of using social media for ecommerce?
Social media helps develop stronger and more meaningful relationships between brands and customers. Social accounts double as customer support and direct communications channels. This helps grow stronger brand affinity and relationships with customers. Once that’s achieved, social commerce enables direct, frictionless selling to engaged and loyal audiences.
Engage with shoppers on social media and turn customer conversations into sales with Heyday, our dedicated conversational AI chatbot for social commerce retailers. Deliver 5-star customer experiences — at scale.
Get a Free a Heyday Demo
Turn customer service conversations into sales with Heyday. Improve response times and sell more products. See it in action.
There are many positive ways to use social media in healthcare, including promoting awareness and sharing accurate health messaging.
It can be hard to navigate the challenges of social media in healthcare. If 2023 taught us anything, it’s that healthcare and social media can be a very powerful combination.
But when used correctly, social networks are essential for communication. They can let you provide science-based health and well-being information to millions of people across the globe.
Providers, agencies, and brands need to create social content that’s:
factual, accurate, and not up for debate
engaging and friendly
informative, timely, and accurate
compliant with all relevant rules and regulations
In this post, we look at the many benefits of using social media in healthcare. We also provide tips on keeping your social channels compliant and secure.
Bonus: Download a FREE bundle of social media tools designed specifically for the healthcare industry — including post ideas, a calendar template, a social policy template, and a social media strategy template.
Benefits of social media in healthcare
The benefits of social media in healthcare include:
raising public awareness
communicating during a crisis
expanding the reach of existing resources and recruitment efforts
answering common questions
promoting citizen engagement
Want to see these benefits in action and hear directly from the healthcare professionals who are getting their hands dirty? Check out our free webinar on Social Media in Health Care: Stories from the Front Lines.Raise awareness
Social media is vital to raising public awareness about new, emerging, and annual health concerns.
Bringing awareness to health issues can be as simple as reminding followers about common sense health practices. Or it can be as complex as planning seasonal campaigns.
Social media can also raise the profile of illnesses, trends, and other health matters.
— Health Canada and PHAC (@GovCanHealth) September 28, 2023
Social media is a brilliant platform for large-scale public outreach campaigns. Specifically, because you can directly target the most relevant population groups:
— BC Government News (@BCGovNews) September 7, 2023
One of the most effective ways of getting the key information out is to share it directly in the body of your social posts. Always provide a link for the audience so they can access more detailed information if they want to.
— Seattle Children’s (@seattlechildren) September 27, 2023
How do you counter inappropriate healthcare claims? By raising awareness and providing the public with links to credible sources.
This helps to combat the spread of misinformation on social media by pointing the public toward valid sources of information.Combat misinformation
At its best, social media helps spread factual and accurate information very quickly to diverse groups of people. This can be invaluable when the information is scientifically correct, clear, and helpful.
Unfortunately, there is a lot of misinformation on social media, especially regarding healthcare. Luckily, more than half of Gen Z and Millennials are “very aware” of “fake news” surrounding COVID-19 on social media and can often spot it.
Fake news can be a dangerous game when it comes to healthcare.
Even former US president Donald Trump got in hot water for suggesting that the coronavirus could be cured by injecting bleach. This claim is widely disputed by healthcare professionals.
So how do you identify misinformation? The World Health Organization suggests seven steps to navigate the tide of information and assess who you can and can’t trust:
Assess the source: Who shared the information with you, and where did they get it from? Did they share a direct link on their social media profile or did they reshare from another source? What website is the original article or information from? Is this a credible and trustworthy source, for example, a news site?
Identify the author: Search the author’s name online to see if they or credible… or even real!
Check the date: Is this a recent story? Is it up-to-date and relevant to current events? Has a headline, image, or statistic been used out of context?
Examine the supporting evidence: Credible sources back up their claims with facts, stats, or figures. Review the evidence made in the article or post for credibility.
Check your biases: Evaluate your own biases and why you may have been drawn to a particular headline or story.
Turn to fact-checkers: When in doubt, consult trusted fact-checking organizations. The International Fact-Checking Network is a good place to start. Global news outlets focused on debunking misinformation are also good sources. Examples of these include the Associated Press and Reuters.
The bad news is that misinformation comes from factually untrue statements. The good news is that these can be relatively easily debunked — hurray!
For example, citing research or the latest information from a credible health source can help debunk a healthcare myth. The CDC or WHO are ideal sources of this information.
Now for the shady part. Creators of misinformation can use a reputable institution’s name to make them look legitimate.
This is done as a scheme to maximize the article’s authenticity and reach. Bleugh.
But what do you do if you have doubts about an institution’s involvement in an article?
This search function will crawl the official institute’s website for information about the term in quotation marks.
One thing to be wary of is that people are often strongly inclined to believe whatever fits within their existing worldview. Even when presented with quality evidence to the contrary.
In such cases, it’s important to give space to people and allow them to let go of their emotional responses.
Try and understand their emotional interests and encourage them to seek correct information.
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Sign up for freeCrisis communication
According to Pew Research Center, a significant number of U.S. adults (82%) use digital devices to access news.
For those aged 29 and younger, social media is the most common news source.
The New York Times even recently reported that TikTok is now the go-to search engine for Gen-Z.
Social media is the key place to share breaking information. This is especially true for events that are in the public’s best interest to be up to speed on.
Let’s look at a recent example. During the COVID-19 pandemic people turned to government health officials for the facts.
US state government offices teamed up with medical health officers. Together they used social media to effectively communicate during this time of crisis.
This was accomplished in part with regular video updates on social platforms such as Facebook.
Social media is a great way to provide real-time updates directly to the public. This is especially true for a situation that is constantly changing.
Additionally, social media can have faster and further reach than traditional media (such as TV and newspapers).
Posted by Washington State Department of Health on Wednesday, September 21, 2023
Use the pinned post features and regularly update banners and cover images. This can also help to direct people to key resources.
Posted by Washington State Department of Health on Wednesday, September 21, 2023Expand the reach of existing resources
Medical professionals often learn about new information and best practices through medical journals and conferences. Use social media to bring education to the learners.
Here’s another COVID-19 example. In 2023 the European Society of Intensive Care Medicine (ESICM) announced that their LIVES conference would be held digitally.
This allowed all interested parties to take part no matter where they were.
In addition to a dedicated website, they shared the webinars through live video on YouTube and Facebook. They also live-Tweeted the events.
#LIVES2023 is on! During the congress, our platform’s Channel 1 will be open for everybody to enjoy the hottest topics in #IntensiveCare. Join us on:
— ESICM (@ESICM) October 4, 2023Answer common questions
Hands up, who’s felt under the weather and then fallen down a WebMD hole? You know, self-diagnosing yourself with the worst health matters possible? Yup, me too.
This is why factual info from health authorities are vital for addressing common health concerns.
Social media platforms offer healthcare professionals a way to engage with the public. Answering common health questions stops people from self-diagnosing and gives them peace of mind.
For example, the World Health Organization developed a Facebook Messenger chatbot.
It can answer questions from users, direct people to credible sources, and help to counter misinformation.
Source: World Health OrganizationCitizen engagement
Talking about personal healthcare issues can be difficult. Yes, even for doctors and trained professionals.
This is especially true for subjects such as mental health. Social stigmas can often prevent people from seeking the professional help they may need.
In March 2023, Maltesers launched its social media campaign #TheMassiveOvershare. The goal was to promote maternal mental health and encourage mothers to be open about their mental health struggles.
The campaign also directed users to mental health resources through its partnership with UK charity Comic Relief.
A study commissioned by Maltesers found that 1 in 10 mothers in the UK experiences mental health issues. But crucially, 70% of this cohort admit to downplaying their struggles and experiences.
The campaign was launched ahead of Mother’s Day in the UK. It invited mothers to normalize the conversation about post-partum depression and increase recognition of a frequently undetected and misdiagnosed issue.
The following November, Maltesers launched a second phase of the #LoveBeatsLikes campaign. This time they encouraged people to look beyond social media Likes and check in with the moms in their life.Research recruitment
Social media offers an opportunity to connect healthcare practitioners and centers with potential study and survey participants.Marketing
Social media continues to emerge as one of the best ways for healthcare marketers to connect. 39% of marketers utilize paid social media to reach healthcare professionals.
On top of this, more than half of healthcare marketers say that they are now relying on social media to reach consumers.
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Social media tips for healthcare organizations
In addition to the tips below, check out our free report on the 5 key trends to prepare for success in healthcare.Educate and share valuable content
How do you engage with the public long-term? You must regularly provide your followers with valuable content that educates and informs.
Let’s see what that looks like in action with the Mayo Clinic. They created a video series that covers popular health and wellness topics.
The “Mayo Clinic Minutes” are short, informative, and engaging. The videos regularly rack up more than 10,000 views on Facebook.
The information needs to be credible, of course. And true. But you can get creative and entertaining if that makes sense for your brand.
In recent years, Tik Tok has become a haven for healthcare professionals to share bitesize, informative content that is also entertaining for users.
Dr. Karan Rajan is a NHS surgical doctor and lecturer at Sunderland University in the UK. He has racked up a massive 4.9 million followers on his personal Tik Tok account.
It’s important to ensure that you use the appropriate tone for your brand and the audience you’re speaking to.
For example, The Mayo Clinic’ videos are hosted on Facebook deliberatly. Facebook’s audience is typically older, so the content is slower-paced.
Dr. Rajan’s videos are on TikTok, which skews toward Gen-Z, so the content is more snappy.
It’s also important to choose the right channel for your content.
A recent study was done on the trustworthiness of coronavirus content on social media. It found that some platforms are far more trusted than others.Listen for relevant conversations
Social listening enables you to track social media conversations relevant to your field.
Those conversations can help you understand how people feel about you and your organization.
Sneakily, you can also use social monitoring tools to learn how they feel about the competition. You might even identify new ideas that help guide your social communications strategy.
Social listening is also a good use of social media in healthcare to get a sense of how the public responds to emergent health issues.
The Royal Australian College of General Practitioners (RACGP) uses social listening to track health-related trends.
This helped them validate telehealth as a priority — they saw 2,000 mentions of the term across social platforms.
#Telehealth has become a vital component of the mix of services GPs offer because of its flexibility, convenience and…
Posted by RACGP on Friday, November 27, 2023
“We already knew that GPs felt this was a component of care that they needed to continue providing to patients,” said RACGP. “We provided our social listening insights to validate that the wider general practice community felt the same way.”
Here are some key terms to listen for on social channels:
Your organization or practice name and handles
Your product name(s), including common misspellings
Your competitors’ brand names, product names, and handles
Industry buzzwords: The Healthcare Hashtag Project is a great place to start.
Your slogan and those of your competitors
Names of key people in your organization (your CEO, spokesperson, etc.)
Names of key people in your competitors’ organizations
Campaign names or keywords
Your branded hashtags and those of your competitors
Social media management platforms like Hootsuite allow you to monitor all relevant keywords and phrases across social networks from a single platform.Remain compliant
One of the biggest challenges when using social media in the healthcare industry is the strict rules and regulations you must abide by.
This is crucial for professionals that share sensitive information that concerns the public. In the healthcare industry, HIPAA and FDA compliance are a must.
Unfortunately, things don’t always go to plan.
Earlier this year, the FDA issued pharmaceutical company Eli Lilly a letter over an Instagram ad for its type 2 diabetes drug Trulicity.
The FDA stated that the post “creates a misleading impression about the scope of the FDA-approved indication”. They described as particularly concerning given the serious risks of this product. The post has since been taken down.
So far in 2023 alone, the FDA has sent 15 warning letters that specifically reference claims made on Instagram accounts.
You don’t want lawyers writing your social media posts for you. But you may want lawyers (or other compliance experts) to review your posts before they go live.
This is especially true for major announcements or particularly sensitive posts.
Hootsuite can get more of your team involved without increasing compliance risk.
People from across your organization can contribute social media content. But, then, only those who understand the compliance rules can approve a post or push it live.
Your organization needs a social media strategy and a social media style guide.
You should also have guidelines for using social media for healthcare professionals. A social media policy for healthcare employees is also a good bet.Stay secure
It’s vital to ensure security guidelines are in place for all your healthcare social media channels. You need to be able to revoke access for anyone who leaves the organization.
With Hootsuite, you can manage permissions from one centralized dashboard. This means you can always control access to all your social channels.
Using social media as a healthcare professional can be challenging. But the opportunities that social media can present in your industry are endless.
Leading healthcare providers, insurers, and life science companies worldwide use Hootsuite to improve their customer experience, unify their social message, and ensure compliance with industry regulations. See for yourself why we are the healthcare industry’s leading social media management platform!
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The problem with the rise of social media is the amount of competition you’ll face not only when applying for an internship, but also when searching for a job. To make sure that you’re prepared, and have an edge on everyone else, here are the ten best ways to land a social media internship.1. Clean Up Your Social Media Accounts
When it comes to branding, social media has become the face of a brand. If that’s the case, why would a company hire someone who will not represent them professionally or positively? You can be certain that a company will search for you on various social media outlets (about 93 percent of recruiters will search social media during the interview process).
To avoid losing out on a golden opportunity, clean up all of your social media accounts. Remove any embarrassing Facebook pictures – you know, like that one of you passed out on the floor after a heavy night of partying. It might have been funny in college, but not when you are looking for an internship! If you’re having a bad day at work, avoid venting on Twitter or Tumblr. Do you remember that Red Cross situation from 2011? We’re pretty sure companies don’t want or need that kind of attention.
In short, use a little more common sense when posting new content or updating your social media accounts. And, keep them just a bit more professional. This way, companies can see you in a more responsible and favorable light.2. Make an Impression
Since you’re going to be involved with social media, we’re certain someone is going to be searching for you online; which is why you cleaned up all of your accounts. But, there’s a little more to it just than coming across as a responsible adult. You can also use your social media accounts to make an impression and stand out from everyone applying for that coveted internship.
It could be something as simple as creating a unique and incredible online resume where a company can see your qualifications. You could already be following an influential person on Twitter or LinkedIn and have already introduced yourself. Or, you could go all out and do what Braden Young did when Krispy Kreme Donuts needed a Sales & Marketing Manager. He created a ‘Hire Me’ campaign and was contacted four hours after launching his campaign. And yes, he got the job.
When you put in the extra effort and do something creative or different, it not only makes you stand out – it also gives companies a better idea of the determination and talent you have.3. Create a Portfolio 4. Network
Search for industry-related events in your area, such as PRSA, Social Media Club, Business Marketing Association. You don’t have to attend all of them, but make an appearance at a couple of them. Hopefully, you’ll strike up a conversation with a potential employer. Since you also (better have!) brought business cards and/or resumes, your foot is already in the door.
Of course, you can also gain the attention of a key contact through social media. Following employees or influencers on a platform like Twitter is a great way to not just network, but also gain insight. Don’t hesitate to start talking with them and asking about the company. Not only does this establish a relationship, it could give you a better understanding of what type of person the company is interested in and what you need to do to be that person.5. Do Your Research
Find out everything you possibly can about the company. Who are their clients? What are some examples of their past work? How are they positioning themselves for the future? This shows that you have interest in the company and their work. It will also help create a list of potential questions and answers, which you can use to prepare for the interview.6. Be on Time for the Interview and Dress to Impress
Another frequent mistake is how people dress for the interview. Now, you may be thinking that this is for an internship and not a job, but that’s a poor chúng tôi likely have just this one opportunity to make a first impression, which is a very big deal. And, guess what? The first judgment a prospective employer will make is based on your appearance. Make sure you’re groomed and appropriately dressed. Keep your wardrobe conservative. For example, men should wear a solid navy or grey suit, while women should wear a navy, black, or dark grey suit/blouse.7. Cover Letter and Resume
Here is the chance for you to share your experience and qualifications. Of course, to make an impression you should have a solid cover letter that explains why you attached a resume, how you learned of the company and why you should intern with them. If you need inspiration, revisit Braden Young’s cover letter.
As for the resume, it should be clear, concise, honest, and professional. You want to highlight your personal and professional goals and include your education and qualifications. You also need to take the time to proofread both your resume and cover letter. And, just to be safe, ask someone else to proofread it as well. It never hurts to have a set of fresh eyes.
We mentioned this earlier, but it could be in your best interest to post your resume online. If you’ve networked correctly, someone may have already looked over the resume before the interview. Besides, it saves some trees.8. Follow-Up
So, it’s been about a week since you sent out your application, and you’re kind of stressing out. Take a deep breath and make a phone call to the company. Ask if they’ve received your application. Don’t worry. It’s not nagging. It shows that you have a real interest in the internship and that you’re a keen and conscientious person. Hopefully, you’ll find out sooner than later if you got the internship.
But what if you didn’t?
Don’t give up. No one likes feeling rejected. But there are other opportunities to land another internship. In fact, during your follow-up, inquire on what you weren’t chosen. Don’t be defensive or come across as aggressive. It could be something as simple as they just preferred someone else because they were more qualified, and you can’t do anything about that. But, what if you made several mistakes on your application? Now you can go back and fix those errors. Just imagine if you weren’t aware of that information.9. Apply Away
So, you’ve already Googled available and appropriate internships and created a list of potential employers. Next up, applying for that internship. Since you probably don’t have an extensive work history or even the qualifications, you should focus on your personal qualities, interests, and personality – which is what you’ll include in your cover letter and application.
When filling out the application, be sure to include how the internship will benefit you and your career. You also need to explain what qualities you will bring to the company. This is why you need to take the time and serious consideration when completing the application.
Also, don’t settle on just one internship. What if you only send out one application and you don’t get the internship? Have a back-up plan just in case your top landing spot becomes unavailable.10. Learn The Responsibilities of a Social Media Intern
Being a social media intern is fun, exciting, and gives you a great opportunity to showcase your talents. But there’s a lot more to it than just updating a company’s Facebook status. Before applying for an internship, make sure that you understand at least some of the tasks that will be asked of – besides getting everyone coffee and donuts.
So, what kind of tasks are we talking about? For starters, you should understand all of the various social media outlets and how to create content for each one. For example, a six-second video clip was obviously created for Vine. But, what content will work for Facebook, Twitter, Google+ or Pinterest? You could also be asked to perform a competitive analysis or research which platforms your company’s audience frequents and prefers. You may even be able to participate in a working on a creative and engaging content.
Were you a social media intern? Do you have any tips to help a potential intern land a gig? Or, if you’re looking for a social media intern, what qualities and skills do you want them to bring to the table?
You may think I am crazy, but I have found that many marketers forget one of the most valuable tools when marketing online with SEO, PPC, or Social Media. What is this most valuable tool that you may be forgetting? The Brand! Don’t worry it’s not your fault, you either forgot or you were focused on beating your competition. No problem. Here are some items to help you get back on track for those of you that are not using your brand to its fullest potential.
SEO (Search Engine Optimization) –
I am constantly surprised when I find SEO efforts that do not include the brand. If it is your own company or a clients company, do not forget to use their brand within the SEO campaign. Most of the time the brand will be right within the domain name, which makes ranking for that brand very simple. But there are many cases that I have found that the company has totally disregarded their brand name within the meta tags, or even the content of their site pages.
To remedy this, simply add the brand name to the meta tags on the home page and other related pages. Adding the brand name to the content somewhere on the home page would be to the companies benefit. Creating a separate page totally dedicated to the brand name explaining exactly what it is and what it means is even more beneficial for ranking and informational purposes.
Most of the time, performing simple optimization techniques that everyone knows will get your brand name ranked in all the major search engines with little effort. You will be surprised at how many people actually search for your products and services by searching solely for your brand.
This is where I believe most people are missing out on a lot of targeted traffic. If you do not use your brand name within your PPC campaign you are missing out on visitors that are more likely to buy, rather than someone just searching for one of your top keywords. Here is an example of how you should add your brand to your PPC campaign:
As you can see, I have used every possible way that someone could correctly search for the Trust Guard brand name. Another idea would be to add common ways that people misspell your brand name to the keyword list.
Social Media –
In social media your brand is extremely important. When people find you on the various social sites, they need to be able to recognize you immediately. A couple of ways to make sure that they recognize you and your brand is by adding your brand name and brand image (most of the time this would be the logo or personal photo/avatar or your product image) in the profile areas of these social sites. Make sure that your brand name and image is within the content you post as well.
The main key with social media is being consistent over every social site, meaning you should add the same brand name and images to all the social sites that you are signed up with. Once your brand becomes recognizable and you provide great content to the readers and groups on these social sites you will find and increase in brand awareness and more than likely a boost in sales.
Bringing It All Together –
I want to reiterate the word ‘consistency’. It is important that you are consistent with the way that you present your brand, whether using SEO, PPC, Social Media or any other form of marketing. If you are not consistent you will confuse people. If you confuse people you can lose trust. Keep it simple and provide great content and you are bound to succeed.
The guest article by Garrett Pierson. Follow Garrett on Twitter!
Who’s in charge of media coverage?
Journalists, reporters, bloggers, influencers, search engines, social media, and – most importantly – brands (that’s you).
There was a time in the not so distant past when journalists were the primary gatekeepers between brands and media coverage. Pitching the media with a press release or holding a press conference was a chance for a headline.
Remember when spamming out multiple online press releases was considered SEO?
In some ways, public relations (PR) has not changed. But in many ways, PR is a whole new ball game.
Brands and marketers have more influence and opportunity for exposure than ever!
Journalists don’t hold the only set of keys to publicity; it’s now a mixed bag of strategies and tricks. The formulas and templates are fluid and still evolving.From Flyers & Posters to Google & Facebook
There was about a 100-year period from the time public relations first started that not much changed. PR bureaus began in the early 1900s with the intent of influencing the public opinion on politics and other issues.
“The three main elements of public relations are practically as old as society: informing people, persuading people, or integrating people with people,” according to Edward Bernays, one of the pioneers of PR.
Today we’re still informing, persuading, and integrating using a blend of old school meets new age search and social.
The days of reporters clinging to wire services for story ideas and Google ranking press releases stuffed with keywords are long gone.
Here are the days of massive opportunity and saturation.Old School PR Tips for Media Coverage
Anyone can jump in the marketing and PR game.
Fire up a Facebook page, set up a Twitter account, and start a blog. No college degree needed.
Unwinding back to traditional best practices, and the art of pitching and building relationships, is still an essential factor in the media coverage success formula.1. Pitch A Story
Breaking through the clutter of the inbox or DM of a journalist, blogger, or influencer isn’t easy, but it is possible.
Remember, you are potentially making their life easier by offering resources for them to make their job easier.2. Study
Make sure you have studied the competitive landscape and know what stories and posts are online and have been published in the past.
Do a Google search, social search, hashtag search, and a search on the online publications to see what stories similar to your idea have been covered.3. Research
You can’t just pitch an idea without having tons of backup data, stats, third-party analysis to help support your story idea.4. Audience
Know your audience and the media’s audience.
Read past articles from the author/journalist. Look at the previous posts of the influencer.
Be able to have a conversation about whom you are pitching and the audience they write for or serve. Be prepared to talk about the audience like it’s your best friend and a real person. The buyer persona!5. Angle
Did you identify your best angle? Better yet did you provide multiple angles?
Be OK with being inspiring versus right. Your angle can inspire and lead to the reporter’s angle and still involve you. Egos aside here.6. Subject Line
The first impression and most important element to get your pitch read. Not only is it essential to get the pitch read, but it’s also important to get the pitch found again when searching an inbox. Use keywords in your subject line that will help the reporter (or anyone you are emailing) find your email later.
Reporters and journalists may not respond right away to emails, but they are notorious for hoarding good email pitches for future use. Some journalists have been known to have an inbox with more than a million old emails they have saved. Make sure you use keywords to make it easy for someone to go back and find a past email.
Social PR Secret: “A subject line is not only important to get a person’s attention, but it’s also essential later for the search functionality,” said Aliza Licht, author of Leave Your Mark and marketing and communications executive in the fashion industry. “Always make it easy for someone to find your email that is in the treacherous sea that is his/her inbox.”
Spoiler Alert: Don’t spoil the pitch by giving it away in the subject line. Putting everything in the subject line gives the reader no reason to open your email, Licht said.7. Format
Always be sure to customize and personalize the content.
Ending group emails or having the “Fwd” in the subject is out. Nobody likes the feeling of being one of the masses. Everyone wants to feel like the one and only.8. Timing
Later isn’t better. Early wins the attention.
A Business Wire survey notes the best time to pitch the media is in the morning:
61 percent of reporters prefer pitches in the morning.
30 percent in the afternoon.
9 percent in the evening.
Tuesdays are the most popular day to pitch the media in general.
Being at the top of anyone’s inbox first thing in the morning drastically increases the chances of getting read and possible action taken. (Disclaimer: If you are pitching a media newcomer or younger person, morning is the worst time to pitch while afternoon or evening is the best!)
Social PR Secret: Craft your emails ahead of time and schedule them to go out at 8 a.m. using Boomerang or HubSpot. You might start your day with a high response rate.9. Length
Nobody wants to open an email and get a huge block of text without bullets, paragraph spacing, or returns. Long emails do not win the race.
Keep the email short, to the point and be mindful of using white space well with bullets, spacing, font size, emojis, photos and end the message with a call to action.
Pitches need to be short and sweet. Period.10. Style & Tone
Aggressive and serious or funny and playful? Humor and authenticity go a long way but stay professional and appropriate.
You can get a good read by following your audience on Twitter or another social channel to get the personality vibe.11. Emails
While press releases are no longer faxed and mailed as a best practice, a Cision survey found that 92 percent of journalists and influencers prefer email pitches.12. Email Address
AOL? Yahoo? Hotmail? Earthlink? Let’s get legit.
You may lose credibility using those old-school email addresses notorious for spam. Make sure you have a legitimate and well-branded email address.13. Exclusive
Can you give them an exclusive? Or an exclusive angle?
“People love the word ‘exclusive’ because they love knowing that they’re getting special content,” Licht said. “Of course if you are using the word ‘exclusive,’ what you are giving them or telling them better be exclusive.”
Follow up and stalking – “Did you get my email?” “Just following up on the email.” You can know if someone opened an email using tools such as Hubspot Sales and the Streak app can give you that info.
It’s always best to follow up a few days later – just realize that “no response” may be the response.The Art of Search, Social, & Media Coverage
According to PWR’s 2023 Journalist Survey, 83 percent of journalists use search engines when researching a story or article. Facebook is the primary social media platform journalists use when working on a story followed by Twitter and LinkedIn.14. Press Releases Still Work, But…
It’s less about quantity and more about quality, storytelling, newsworthiness, relevance, visuals, data, and video.
Up to 84 percent journalists prefer press releases loaded with transferrable assets – such as images, videos, graphics – which they can grab and reuse online and in print or broadcast.15. PR Optimization
Supporting facts and strong headlines are top considerations and photos are the most important supplement a press release can have.
Making sure your headline and body have relevant keywords to have a higher chance of getting picked up in Google searches in the future.
Paying close attention to Google best practices with links in press releases and being mindful you are writing for humans and not just for search engines.16. Online Newsrooms
The hub of your brand news including press releases, media coverage, industry reports, social media streams, company blog, events, and leadership info is the brand’s online newsroom.
TEKGROUP’s 2023 Online Newsroom Survey Report (note: download required) found that 75 percent of journalists refer to an online newsroom when researching an organization (small and large). But a newsroom isn’t just for journalists anymore.
Online newsrooms serve as a content-rich portion of a company website that is visited by prospects, investors, decision makers, influencers, and your customers.
The top things expected in an online newsroom to help get more media coverage include:
PR contact info (if they can’t contact you, they can’t cover you!)
Email alerts for news (or more savvy and intuitive media relations chatbots using Messenger)
Linked social media sites
Company background history
Social PR Secret: How about adding a Facebook Messenger chatbot to your online newsroom for immediate communication? Now your chatbot is the new media relations hero! Chatbot PR Alerts!17. Twitter Lists
Twitter is not only where journalists flock for news and story sources; it has also had somewhat of a “presidential” effect. More and more media relations and networking are happening on Twitter.
Journalists and newscasters are expected to be building a personal following on social for added reach, so interacting on Twitter is where media coverage can begin.
Create private Twitter lists for your targeted media, journalists, writers, and influencers and set up a system to monitor and share their content when it makes sense.
Turning on the social video channel – live video on social media – is the latest trend that is nothing to joke about or miss.
Facebook Live, Facebook Watch, Twitter Live video, and Instagram’s latest IGTV are all opportunities for brand’s to engage with their audience.
Video content is thumb stopping. GlobalWebIndex data indicates that nearly 30 percent of internet users have watched a live stream on Facebook, Twitter, or Instagram.
So it isn’t all about social.
Video will make up 82 percent of all internet traffic in 2023, according to Cisco.
IGTV is Instagram’s new app for watching long-form, vertical video. Brands like Cheddar, BuzzFeed, and Tastemade are crushing it.
However, you don’t need to be a big brand to create your own media coverage with IGTV. All you need is a smartphone, Instagram, and a strategy.Conclusion
Brands and marketers have what seems like an infinite number of ways to stir up positive media coverage using old and new ways.
The trick is standing out in the clutters whether it’s the inbox or IGTV channel, you are in the director’s chair.
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