While having a Facebook page for your organization is a start, truly making the most of the time you spend marketing on Facebook involves more than just setting up a page. Over the next few days, I’ll be taking an in-depth look at the Facebook use of different organizations, Cincinnati Children’s Hospital Medical Center and Diet Coke, looking specifically what perceptions of their brands can be taken away from their Facebook use.
You might not think that each time you post on Facebook you are contributing to the public perception of your brand, but social media use is public relations. Whether you’re trying to reach out to prospective consumers or long-time clients in social media, it’s important to keep the bigger picture in mind. What is the overall feel of your Facebook page? What does your “About” page say about you? What kinds of items do you post, and how frequently? Are you forwarding content along to your followers or creating your own? Everything from your cover photo, to your status updates, to the number of comments gives viewers a sense of your brand – so be sure to be strategic and intentional in your choices.
For example, beginning with the Cincinnati Children’s Hospital Medical Center, the Facebook public gets the sense that this organization is for and about kids. All elements of this cover photo – the picture of the child at play, the green grass and blue sky, and the logo with high-fiving kids – are hopeful.
The organization’s description on the “About” page is well-crafted and brief, and practically unnecessary because you get very good sense of the hospital’s brand by scrolling through its posts. On Facebook, Cincinnati Children’s showcases its programs, posts links to its blog (written by both patients and staff), videos of physician Q&A sessions, recognizes donors, gives updates on road closures that might make driving to the hospital difficult, and posts health-related articles.
This Facebook page is both useful and uplifting, and not just for people living in the Cincinnati area. The hospital also posts learning activities, family hiking ideas, and ways to encourage early literacy. And pics of smiling patients with therapy dogs are loved by social media users.
What does your Facebook page say about your brand?