- Posted by Nigel Edelshain
- On June 1, 2015
- Social media
When it comes to social media, marketers everywhere want to know how to measure the return on their investment.
88 percent of the more than 3,700 marketers surveyed in Social Media Examiner’s 2015 Social Media Marketing Industry Report listed social media ROI as one of their biggest challenges, its fifth year in a row as a top concern.The problem with measuring ROI on the time and money you invest in social media is that there’s no dollar value for a retweet or a Facebook share. You can’t just plug a variable into Excel and watch the program spit out a colorful graph with a line (hopefully) going up and up, and your hospital’s website isn’t like an ecommerce site where you can track increased sales.
That doesn’t mean that social media marketing is without measurable benefits, however—benefits you can attach dollar amounts to in order to track ROI. In fact, the benefits identified by respondents to the Social Media Examiner survey are very much in line with the goals of any hospital marketing campaign. Let’s take a look at the top benefits in the survey.
Social media increases exposure
There’s a lot going on at your hospital, and everything from new techniques and technologies to top doctors and staff to patient success stories needs to be promoted. More than 80 percent of marketers surveyed said that their social media efforts increased their brand’s exposure, and that number rises to 91 percent among marketers who spend 6–10 hours per week on social media—a not insignificant commitment, for sure, but one that can drive awareness of your hospital throughout your local community. The graph below shows the percentage of those who agreed that social media increased exposure segmented by the amount of time they spent on social media.
Social media increases traffic
People spend countless hours on social media these days, but the real trick is getting them to leave their favorite social network and visit your website or blog. 81 percent of participants indicated that their traffic had increased as a result of their social media marketing, and the numbers rose quickly with experience.
Social media increases loyalty
These days, the world of healthcare is becoming more and more competitive. Someone who learns about your hospital online and becomes a patient is more valuable than someone who doesn’t, and someone who comes in more than once even more so. 73% percent of B2C marketers said that social media helps them acquire loyal followers. The amount of time spent on social media makes a big difference—those devoting six or more hours per week were 15% more likely to agree than those devoting five or fewer.
Social media provides marketplace insight
Have you ever wished that you could know exactly what potential patients are talking about at any given time? You can! Researching search keywords is an important part of inbound marketing, but taking a look at the currents trends on social media is a great way to see what people care about.
71 percent of marketers said that they gained insights into their markets from social media. The public nature of Twitter, Instagram, YouTube, and other social networks makes it almost as if you’re actually talking to the people in your community. Listening to what they have to say can help you conceive marketing campaigns and identify topics for your hospital’s blog.