Creating and maintaining an online wellspring of useful and interesting information is a positive step in healthcare marketing. Presenting authoritative information—on your blog, your website and elsewhere—is a foundation for connections and relationships. But the first secret of content marketing—with the rich rewards of attracting and engaging prospective patients—is inspiring shareability through your audience.
Shareability, according to the Oxford Living Dictionary, is the quality of being shareable or the likelihood of being shared, especially via social media.
Curiously, the etymology of “shareability” precedes the birth of the Internet. But, in a contemporary sense, effective social media and sharing are nearly synonymous. It’s largely how people put “social” in social media. And sharing is what makes social media successful.
Striving for greater social shareability…
One of the strongest motivations behind social sharing is when people feel they are supporting a worthy cause. About 84 percent of people surveyed by The New York Times Customer Insight Group, said that sharing is a way to support issues or purposes that they care about.
From a marketing perspective, it’s not surprising that people act where they are passionate about an idea or purpose. The trick is to identify topics that are truly important and engaging to the audience.
And, by the way, this list isn’t exclusive to healthcare social media. If it has been helpful to you, please share it with a (non-competitive) colleague or business associate. And for more insight regarding highly effective social media, please connect with us here.
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