Pedal-back in time to around 15 years ago, and I was setting up the first ever social media channels for the Met Police. The complexity of that challenge was enormous and since then social media has changed at a ferocious pace. While the challenges have changed, it is still an incredibly complex world to navigate; one I’m helping the OAA with right now.
Social media can be a great tool for reaching audiences with information, and for creating supportive communities. Lots of healthcare charities do so very well. It can be a key source of support for people with a condition or illness, at times when they may feel isolated or lacking information.
It is a fantastic place to share patient stories and experiences which can support those going through something similar. Great Ormond Street Hospital mainly uses stories of children in their care which is an emotive and effective hook, but with a strong focus on a positive narrative, which is vital to giving families hope in a time of need.
Facebook and Instagram remain the most widely used platforms, but with so many social media channels and constant changes to algorithms affecting organic reach, charities have to be sharper than ever. Decisions are needed on which platforms to focus on, what sort of content will resonate, how much resource to invest, how to create content and how to respond to comments (especially the negative, hateful comments – check out the Royal National Institute of Blind Peoplefor amazing responses to hateful comments on their content). Building a good social media presence takes time and investment.
Being strategic is essential. This starts by understanding the audience you are speaking to – asking which platforms they use, how much they use them, when they are using them and how – understanding their habits and behaviours is much more insightful than asking them directly what they would like. You then can shape your tone and brand around this insight.
Some of your audience may never use social media for healthcare information – they may prefer to trust members of their communities or would never seek this sort of advice outside of a closely trusted network, and there are huge cultural differences that charities should always be mindful and aware of.
Inclusivity is key – reflecting your audiences’ diversity in your content so that whoever does choose to engage with your social media content, feels it is a community they are welcomed and understood in. This helps to build trust in the information that you are sharing. Young Minds, a mental health charity, focuses mainly on video-based content that resonates with its younger audience and has built big followings on Instagram and TikTok, in particular.
So how does this work for the OAA? I’m supporting the OAA with social media content for LabourPains, using all the above tactics. Story-led content, like Great Ormond Street Hospital, just isn’t possible. But we know that Facebook and Instagram will have the largest chunk of audience. We know that showing up consistently and re-iterating messages, and showing inclusivity will create a strong brand over time. Going forward, once we’ve established a presence and brand, we can experiment with different content formats, partnerships with other organisations to increase reach, and paid advertising opportunities. It’s absolutely a marathon, not a sprint.
I’m also supporting the OAA with looking at how social media can support the membership community and strengthen awareness of the OAA and public brand. Look out for a members’ survey coming soon on this. As you’ll have read above, audience insight is the crucial factor for success so we’d be grateful if you could take a short time to fill it in.
