Does your healthcare facility have over 20,000 fans, but your posts only reach about 23 of them? If the answer is yes, you aren’t alone.
With Facebook’s new algorithm, organic reach has definitely taken a nosedive. The reason: Facebook is a public company now and needs to make money. With so many people using their service, they can be choosy about who sees your content on their platform.
If you want your content to reach more people, Facebook now wants you to “pay to play.” Unfortunately, many hospitals don’t have a budget for purchasing ads or boosting posts on Facebook.
To make things even harder for facilities, users are now going to have the ability to choose which content they want to see more of – and that includes content from business pages. If a user decides to hide your content on Facebook, you’re out of luck.
So what should you do? Should you abandon Facebook completely and focus your efforts on another large social network?
The answer is no. Facebook and its large user base are still valuable to hospitals. You just need to change your organic strategy a bit. Here are a few ways to do just that:
Be Picky About Your Content
Just because you have great content doesn’t mean you have to share every single thing. Instead of posting content that will only have a short shelf life such as a breaking news story, post content that will remain fresh and relevant to your fan base over a longer period of time.
For example: Post about a new procedure at your facility and stay away from pushing a wellness fair that will be over in an hour.
Use Organic Targeting
Your healthcare facility provides niche services. Not everyone is going to be interested in the latest prostate procedures, so make sure you target the right people with your posts. Use the different targeting options like gender, location and age to get your content in front of prospects.
That means if your facility is in Miami, you have the ability to keep your content away from women in San Francisco and in front of men in sunny South Florida.
Post at Off-Peak Hours
While you may think it’s great to post first thing in the morning, so does your competition; you’re going to be fighting for prospects. Also, how sure are you that your audience is more receptive in the morning? Look at your Facebook Insights and see what time of day gets the best engagement. You might be surprised to find that your fans view your content in the evenings or on the weekends.
To be successful on Facebook, you don’t necessarily need a credit card. For more help with expanding your organic reach, contact Wax Custom Communications at 305-350-5700 or visit waxcom.com.
