“If you need a blessing, visit Children’s of Alabama,” says Rita Russell Daren one of the hospital’s 21,418 Facebook fans.
Children’s Hospital of Alabama is the 10th busiest pediatric medical center in the U.S. Located in Birmingham, this facility has been ranked nationally in 10 pediatric specialties including cancer, cardiology and heart surgery, neurology, nephrology and others.
But apart from healing children, Children’s of Alabama has also done very well using social media content on Facebook to successfully compete for attention and relevance.
Here’s what Children’s fans are saying about them:
The true character of Children’s Hospital is revealed in the collective positive experiences shared by customers, employees and other stakeholders.
Here are 5 awesome things that Children’s Hospital is doing on Facebook:
#1. Wall updated often
When people log in to Facebook, the first thing they see is their News Feed. Most of them don’t scroll down too far back to check what’s been happening since their last log in. By updating their Facebook Wall two or three times a day Children’s of Alabama ensures that most of their fans will see their content at some point during the day. This also improves their page’s Edgerank. Clearly, Children’s of Alabama is aware that:
“You’re only as good as your last post.”
#2. Fan-centered status updates
Very often you find pages that post the same brand-centered content over and over again. This is just annoying to fans and eventually they tune out. But at Children’s of Alabama, a lot of their Facebook updates (like the one shown here) are fan-focused thus giving fans more opportunities to interact.
#3. Initiating relevant conversations
Facebook users want and respond to relevant content. On their Facebook page Children’s Hospital gives fans a reason to interact with their content by discussing issues that their audience cares about.
#4. Including action-based incentives
By adding action-based incentives to their content, Children’s of Alabama engages fans, prompts them to get involved in their off-line activities, and ensures that they enjoy the experience as well. A win-win for everyone!
#5. Interesting images
Facebook is a picture economy. Users tend to like and interact with pictures more than with text-only status updates. Children’s of Alabama is doing a great job of mixing up their content by including interesting pictures of hospital events. Again, this encourages fans to like and share their content.
Children’s of Alabama is not only doing a great job of blessing the country with the highly specialized treatment of dangerous childhood diseases, they’re also using their strong Facebook presence to initiate social conversations, command attention, retain relevance and keep audiences engaged. Other hospitals could borrow a leaf from Children’s of Alabama and learn how to create compelling social media content that enhances the collective experience of their users.
Over to you: How would you rate Children’s of Alabama’s Facebook presence? What would you do differently?