How Healthcare Brands Can Stop Annoying Their Social Media Audience

How Healthcare Brands Can Stop Annoying Their Social Media Audience

When you check your newsfeed of your favorite social media site, there is always one – okay, many – of your friends, family, or co-workers whose updates are annoying enough to make you cringe. It may be posting a picture of every meal they eat, or sharing too many cat videos, a bad joke, or (especially this time of year) their political views. As much as you may “like” this person in real life, their actions have probably left you hovering over the unfriend button more than once. Individuals aren’t the only ones on social media who can be annoying. Brands are right up there. A report from Sprout Social titled, “Turned Off: How Brands Are Annoying Customers on Social,” contains some very interesting insights from a consumer survey centered around this topic. As you may have guessed, there are a number of things brands do to rub their audiences the wrong way, including: posting too many promotions, trying to be funny when they’re not, and not replying to their audience’s messages. Lack of engagement on the brand’s part is particularly a problem in healthcare. Per Sprout Social, healthcare is ranked number one out of 15 major industries in terms of how engaged consumers are with brands on social media. But, it is ranked number 14 in terms of how responsive the industry as a whole is to consumers. It boils down to this, consumers really want to communicate with healthcare brands and healthcare brands really aren’t responding. There is a huge opportunity for hospitals and other brands in the healthcare industry to separate themselves from the competition through...
Branding in a Visual Revolution

Branding in a Visual Revolution

We humans are visual creatures. There’s evidence of this everywhere. As you scroll through your social media news feeds, images most likely catch your eye first. We share photos of vacations, not journal entries. The list goes on. The anecdotal evidence of our visual preferences is supported by numerous studies, reports and facts: The human brain processes images 60,000 times faster than text (source: http://www.t-sciences.com/news/humans-process-visual-data-better). Visual stimuli and emotional responses are easily linked in the brain, resulting in stronger information retention (source: http://info.shiftelearning.com/blog/bid/350326/Studies-Confirm-the-Power-of-Visuals-in-eLearning). Posts on Facebook with pictures have an 87% interaction rate (source: http://www.socialmediaexaminer.com/photos-generate-engagement-research/). According to Buzzfeed, every minute 510,000 photos are liked on Instagram. Image dominant social media services such as Snapchat and Pinterest are seeing rapid growth. One of the biggest indications revealed itself last month when, for the first time ever, the Oxford Dictionaries Word of the Year wasn’t a word – it’s this , the “Face with Tears of Joy” emoji! We are all aware of the existence of these expressive symbols, and the vast majority of us are using them as well. In fact, according to a recent study conducted by Emogi, 63 percent of people use them at least several times a week. You might be saying, “We know millennials and younger generations are using them, but I’m sure that doesn’t carry through to the older generations.” While the most frequent users are in the 25-29 age demographic, roughly 63% of people age 35 plus consider themselves frequent users – and only eight percent never use emojis . Big brands are taking notice, too, from Domino’s Pizza’s highly publicized emoji ordering system,...
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