5 ways to protect your health brand
Make sure you follow these steps to defend your hospital’s name.
Want to protect your hospital’s brand? Read on:
That’s not our name: This one is so basic, but important for your brand: Everyone writing and posting on your behalf should know what to call the company on first and second
reference. Many companies have acronyms, local nicknames or shortened titles that can easily creep into Twitter and Facebook posts. Take a look at how
web writing style guide for the University of Massachusetts Boston
is on the matter. Bostonians may have a dozen ways to refer to the school, but the university officially uses only three.
Call us…if you can: For customer service questions, appointments, and so on, many organizations offer a 1-800 number and, possibly, a local option. You may even provide an
online contact form. But don’t confuse prospective customers by having a collection of direct employee emails and numbers scattered all over your website.
Figure out how you want people to contact you and make it consistent. Then direct all calls and emails to the same place.
Don’t take that tone with me: A children’s bookstore will want its web content to sound playful, and a comfort-food chain may strive for folksy. But if you’re a hospital, you want to
sound authoritative and trustworthy. It’s very easy to lose that feel on Twitter and Facebook. Be sure to train your staff how to stay on message and
strike the right tone—even in 140 characters or fewer.
: Six months ago, your website changed its domain as part of a re-branding campaign. Like most companies, you may re-direct older pages so people still
find you, at least for some time period. But if your staff is still using these so-called "legacy URLs," then you are doing your brand—and your SEO
efforts—a disservice. Using these older links—out of habit, laziness or improper training—will setback your company’s efforts to rank well in Google
You’re repeating yourself, again
: I’ve seen it happen many times: a company posts the same announcement on its homepage, blog, Facebook page and Twitter feed. Do this too many times and
your social media strategy is a boring copy-and-paste job. Remember: Facebook is a broadcast. Twitter is a conversation. LinkedIn is a professional space.
Take advantage of each for its strengths.
Ahava R. Leibtag is a digital strategist and content creator. You can read more from her blog
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