Health care at the Cleveland Clinic has been classified as top-notch for many years, but social media efforts there were not as initially successful as had hoped. Once that diagnosis was made, officials at the clinic went to work. Today, the hospital has the 3rd-highest Facebook following in its industry.
How’s How It Happened And Can Happen For You: 
Be A Creator, Not A Curator
- All content is created in-house, with a voice unique to Cleveland Clinic
- Facebook followers and traffic to the hospital website have exploded since the push to create
- Officials were originally advised to curate content instead of creating
Frequency Of Posts Is Important
- Similar to broadcast advertising, frequency of a message is key for it to stick with the audience
- Clinic officials make 6 different postings a day, at scheduled times around the clock
- The original plan was no more than 1-2 posts to avoid burnout
- Remember, people ‘opt-in’ for your updates when they follow, so, yes they do want your posts!
Make It Relevant
- Those 6 daily posts tackle topics specific to that time of day
- For example, an evening post may offer tips on improving one’s sleep
Use Facebook As A Traffic Driver
- Write interesting, concise teases for information on your website (with a link to it, of course)
- Helps establish your brand and provides a way of tracking user engagement
- The Clinic’s top priority is to drive traffic to the blog on its website, Facebook is just a means to an end (how many businesses have you seen that act as if Facebook is the end?)
Facebook Advertising Can Work
- Clinic officials say Facebook advertising has dramatically helped it reach its goals, now that the proper content strategy is in place
- Turns out those who became followers due to Facebook ads are even more engaged than original group
Efforts Have Paid Off
- Cleveland Clinic now has 3rd-highest Facebook following in the industry, and is #1 based on ‘talking about this’
My Thoughts: Even an industry leader (4th best hospital in the nation, according to 2013 U.S. News rankings) can receive poor advice from social media ‘experts.’ Treat Facebook as an extension of your brand, maintaining your brand’s voice with your customers. Establish your goals and build your strategy accordingly. Most importantly, your Facebook page should be a bridge between your customer base and your assets, don’t treat it as the final destination.
Shane Goad: Digital Content | Social Media | On-Air Talent | Brand Management 
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