Julie Rose of CommonSpirit Health Shares Social Media Tips, Trends and Tools

by | Apr 27, 2021 | Digital Strategy | 0 comments

As System Manager of Social Media at CommonSpirit Health, Julie Rose spearheads social strategy across the system’s 140+ hospitals and 700 total care centers in 21 states.

In this con­ver­sa­tion for our Health­care Insight for Mar­keters pod­cast, you’ll learn how the Com­mon­Spir­it Health pur­pose is reflect­ed on social plat­forms, what tools she uses to plan dig­i­tal mar­ket­ing strat­e­gy, meth­ods used to pub­lish and track con­tent, and how to use the “gold­en win­dow” to dri­ve engagement.

Building a personal brand is important for healthcare marketers.

Julie Rose of CommonSpirit HealthWe’ve seen per­son­al and pro­fes­sion­al lines blurred now more than ever, and work­ing in health­care, you’re a lit­tle bit lim­it­ed about how cre­ative you can be. I try to express cre­ativ­i­ty in my per­son­al life through blog­ging, vlog­ging and fun cre­ative for­mats like Insta­gram Reels and Stories.

I find it’s impor­tant to always exper­i­ment, learn and stretch your­self in all areas.

Healthcare organizations have to “walk the walk” on social media.

With mul­ti­ple logos and iden­ti­ties across Com­mon­Spir­it Health, what uni­fies us is our reg­is­tered tagline Hel­lo humankind­ness. It’s a beau­ti­ful over­ar­ch­ing mes­sage and those words come to life through our staff in the halls of our facilities.

Our response strat­e­gy is one way we can tru­ly demon­strate that Hel­lo humankind­ness brand promise on our social channels—and that’s true for pos­i­tive com­ments as well as neg­a­tive com­ments. We can’t con­trol the mes­sages that come in, but we can con­trol how we react to it and what oth­ers see. We try to demon­strate that the Hel­lo humankind­ness atti­tude we exhib­it on social is rep­re­sen­ta­tive of the care that you would receive at one of our facilities.

Instead of chasing every channel, invest in the channels where you already have an audience.

Across Com­mon­Spir­it Health, we have 5,000+ accounts with 1.5M fol­low­ers. We don’t want to spread our­selves too thin, so instead of try­ing to be every­where, we’re explor­ing new for­mats on the chan­nels where we already have an audience.

For exam­ple, Face­book is our bread and but­ter and we have a Face­book loca­tion page for every sin­gle one of our loca­tions. That’s impor­tant for the user expe­ri­ence, as our fol­low­ers want to map to a spe­cif­ic loca­tion or leave a review at the right place.

We’re also explor­ing new­er Insta­gram for­mats like Sto­ries, IGTV and Reels as they’re being pri­or­i­tized in the News Feed.

Google My Business offers untapped potential for healthcare organizations.

A pri­or­i­ty chan­nel for us is Google My Busi­ness. Along with mak­ing sure that our list­ings are opti­mized and that we’re being respon­sive to reviews, we’ve start­ed explor­ing some of the new Google My Busi­ness post types. If you’re not famil­iar, these are mes­sage types you can send out as your Google My Busi­ness page that show up in the third pane of search engine results page (SERP). They take up more real estate on the search page to strength­en what you have there. We’ve just start­ed work­ing those mes­sages in, and it will be inter­est­ing to see what kind of impact they make on our rank­ings and traffic.

Data should drive social media decisions.

To deter­mine how often to post, you have to look at the data to under­stand the lifes­pan of social chan­nels. For exam­ple, when you post some­thing on Insta­gram you’ve got a win­dow of about 24 hours and then engage­ment starts to decrease. If you pub­lish some­thing else six hours lat­er, then you’ve just can­ni­bal­ized that first post. On the oth­er hand, YouTube is total­ly dif­fer­ent in that you won’t get a ton of engage­ment right away but it’s going to pick up steam over time. The key is look­ing at the data and track­ing when you get the most engage­ment on a post.

Watch for the golden window of engagement.

My biggest piece of social media advice is to shift your think­ing from how it was back in the day, when you would post some­thing and then move on to the next part of your job. The mag­ic hap­pens after you post as you can see what the dia­logue is around that con­tent. That’s your gold­en oppor­tu­ni­ty to jump in and engage.

For exam­ple, one of our hos­pi­tals fol­lowed the “How it start­ed, How it’s going” trend and post­ed a nos­tal­gic, black and white pic­ture of its first tiny build­ing jux­ta­posed with the mega­cen­ter of today. The image got tons of com­men­tary, and as a brand that’s the oppor­tu­ni­ty to jump in and con­tribute to the con­ver­sa­tion. When the brand gets involved, you delight the peo­ple that com­ment and send a mes­sage that we see you, we hear you, and we’re val­i­dat­ing your opinion.

Of course, this approach takes time and you have to be cre­ative and cus­tomize your respons­es like you would when talk­ing to some­one in per­son. How­ev­er, it’s worth the invest­ment when you con­sid­er the rich con­ver­sa­tion that’s going to occur as a result.

After imple­ment­ing this approach and increas­ing our response rate by 50% year over year, we found that engage­ment breeds engage­ment. The more you’re there as a brand lis­ten­ing to your peo­ple, the more engage­ment you’ll get as a result. It goes back to human psy­chol­o­gy: We want to be heard, we want to be noticed for our contributions.

Listen to the full interview!

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