Do You Know What Content Your Community is Looking For?

Do You Know What Content Your Community is Looking For?Do you monitor your website and social media sites to track which content is most popular with your users? If not, how would you know which content your patients find most useful? How do you know what kind of content you should produce in the future?

It’s common for hospitals to use their social media channels to share health information. Many of them choose which content to feature based solely on the service lines they are trying to promote. But social media isn’t about pushing content to your users. It’s about interacting with users, and part of that should be about giving them the content they want to see.

So how do you figure out what content your patients want to read? You could start by monitoring the most popular search terms or the pages with the most traffic on your website. You could also check to see which of your social media posts generated the most likes or impressions. You could ask your social media followers what content they’d like to see or you could ask physicians for a list of patients’ FAQ’s.

Once you’ve determined your most desired content, produce more of it. If your videos get three times more engagement than plain-text posts, create more videos. If people love reading about tips for healthy eating, share more of them.

Providing the type of content people that are actually interested in will help to keep your current fans coming back and should help to attract new users, too.

Kate Gillmer

Kate is our social media connoisseur here at Jennings, helping manage the social media efforts (Facebook, Twitter, Pinterest, blogs) for many of our healthcare clients. If you want to know the pros and cons of HootSuite versus Sprout Social, Kate can tell you.

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