interactive marketing

A smart healthcare marketing blog
June 2013

How does social media differ from traditional advertising?

If you’re like most hospitals, you’ve already moved into the new media arena. But now, you may be getting questions from your CMO or COO about how it’s working and whether it is succeeding or exceeding targets! Or you may just be deciding if you’re allocating the right resources to your digital spend. How can you know if it’s really working?

To prove the value of digital spend, it’s important to understand how it differs from traditional advertising.

Engagement vs. impressions

Social media success relies on engagement whereas traditional advertising depends on a number of impressions. The ability to engage one-on-one with your online audience can allow you to deliver customized messages that speak directly to an individual’s concerns.

Quality vs. Quantity

With traditional advertising, we often measure reach. With social media, it’s more important to think about the quality of each individual interaction and the engagement which creates the overall user experience.

Constant vs. Sporadic

Traditional advertising often uses a “flight” strategy, it’s important for digital media communications to be ongoing and consistent every day.

Reputation management

Social media allows you to monitor what people are saying about your brand, and you can participate in the conversation in an authentic, relevant way.

If you’re not tracking links, click-throughs and other Web analytics, you are missing the first step. Get started today …

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