Blog | Binary Fountain

Blog

Blog

August 07, 2019

Ask an Expert: What to Look for In Social Media Management Tools

By: Kayla Zamary

In this series, Binary Fountain offers its staff expertise to answer common questions about online reputation management. In this post, Jeremy Lowry, Product Manager at Binary Fountain, tackles questions related to getting started with social media management tools at the enterprise level. What is social listening, and what does it accomplish for a brand? Social…

Read Full Story

social media management toolsIn this series, Binary Fountain offers its staff expertise to answer common questions about online reputation management.

In this post, Jeremy Lowry, Product Manager at Binary Fountain, tackles questions related to getting started with social media management tools at the enterprise level.

What is social listening, and what does it accomplish for a brand?

Social listening refers to a brand’s ability to monitor and manage their online social presence using tools that track relevant keywords across different sites and platforms. You want to know what people are saying about your brand on both the macro and micro levels. 

Social listening allows you to track just about everything being said about you, from positive online reviews on Facebook to complaints on Twitter, comments on Reddit, etc. 

Having all of this knowledge on a single dashboard allows you to organize a social media management plan, responding to all feedback in a quick and effective way.

How can you ensure targeting in your keyword tracking?

The best social listening algorithms allow for advanced targeting that goes beyond just the brand name. 

For example, if you want to focus on a specific location or region, you can input regional tags so if a customer mentions that area alongside your company name you will receive a notification. Or, if you share a name with a company in another industry, you may include keywords specific to your business operations (i.e. “healthcare” or “health”) to minimize confusion and narrow your scope of relevant information.

What’s an example of how you would segment keyword tracking into streams or topics for reporting purposes?

If you want to focus your social listening on a specific aspect of your brand, such as a certain product, feature, or service you offer, you can also segment keyword tracking into streams or topics for deep analytics and reporting purposes. 

For instance, a healthcare provider might want deeper insights into their patient accommodations in waiting rooms. 

With proper keyword configuration, you can find information regarding this part of your business and run a sentiment analysis to measure patient satisfaction in this context. 

What is social publishing and what features should you look for in a social media management tool as an enterprise brand?

Social publishing is a way of unifying your brand’s messaging across all social platforms, like Facebook, Twitter, and Instagram. Rather than publishing completely disparate posts on these various platforms at different times, social publishing allows you to streamline your publishing process. 

In other words, you can create a single post and schedule it for distribution across multiple social media sites. Certain restrictions can be set in place, too, so posts only go public after being reviewed, approved, and scheduled by a supervisor. 

These additional controls within social media management tools are especially important for enterprise brands who must manage multiple locations and their local public outreach.

What does an average workflow look like?

An example of this streamlined workflow might look something like this: A post is created and saved as a draft within the social publishing dashboard. 

Then, another employee who is tasked with reviewing and approving the post receives a notification and takes a look. They can either reject the post and send it back to the original writer or editor, or approve it for the proper social channels and schedule it. 

And finally, someone else might get notified and double-check the scheduling to ensure that the post goes out on the right date and time.

How can you use a tool like this to see and respond to reviews?

Social publishing is an essential tool for brand promotion, but it can also be useful for replying to reviews and comments. 

Your social publishing dashboard will notify you when a user has responded to one of your posts across platforms. You can then respond in a number of ways, either within the dashboard or via the social media platform itself. 

Either way, this tool provides you with the initial heads up.

What need is Binary Fountain’s Social Solutions suite filling in the marketplace?

Binary Fountain’s Social Solutions brings all elements of social media management and brand reputation management together in one simple and powerful dashboard. 

The Social Solutions Suite provides a straightforward approach to both social listening and social publishing and integrates them for maximum efficiency.

What are some best practices for social media management using these tools?

Scheduling social media posts is an important way to ensure consistency and organization for your online presence, and lets engaged users know when to expect a new post. If there are several people in your organization, limit social publishing access to a handful of employees to prevent mistakes and maintain consistency. 

As for social listening, always track your brand name as well as specific locations and relevant keywords so you have a full, broad scope of what people are saying about your company online.

For more about social media management tools, download Binary Fountain’s Complete Guide to Social Listening and Publishing for Enterprise Brands.

About the Author

Kayla Zamary
Marketing Manager

Collapse

August 06, 2019

4 Social Media Marketing Tips for Dermatologists

By: Kayla Zamary

If you are like many medical practices, you know you should be leveraging social media marketing for your dermatology practice – but you aren’t sure how. If done properly, social media provides a great opportunity for dermatologists to explore growth opportunities as well as build a relationship with their community. Unlike your personal social media…

Read Full Story

social media marketing for dermatologistsIf you are like many medical practices, you know you should be leveraging social media marketing for your dermatology practice – but you aren’t sure how.

If done properly, social media provides a great opportunity for dermatologists to explore growth opportunities as well as build a relationship with their community. Unlike your personal social media account, you should be more interested in getting people to your website or making an appointment than in how many people like your posts.

It’s also an opportunity for you to tell meaningful stories about patient successes (with their permission of course) and a way to educate perspective clients.

Here are four tips to keep in mind for social media marketing for dermatologists that will help you attract new patients and retain the ones you currently have.

1. Marketing Through Authoritative Education

Have you seen dishonest or misleading medical analysis online, like someone on Facebook claiming, “I never go outside, I can’t get skin cancer”? We obviously know that isn’t true, but there is a lot of misinformation online, especially what is being shared on social media.

While it’s easy to fall into these traps, medical providers have a responsibility to provide accurate medical information when they can to ensure myths and misconceptions about a person’s healthcare needs do not become commonly accepted knowledge.

In fact, Google came out recently and said only healthcare providers and healthcare providers as editors should be writing medical content and are actively punishing wellness websites that do not uphold those standards.

Social media should be a platform to promote factual medical content and help dispel myths people may hear.

A way to do that is to create a series of short, informative blogs or quickly posting some videos you or another provider created answering the most commonly asked questions about dermatology.

Make sure to also upload these to YouTube to generate more views.

2. Leverage User Generated Social Media Content

One great way to use social media as a dermatologist is to connect with your patients on an emotional level. Storytelling goes a long way to influencing people to choose your practice over another.

This means looking at getting some user generated content (UGC) or telling the success stories of your patients in broad terms so as to not violate HIPAA and other privacy laws.

Simply put, UGC is content that is created and shared by users including

  • Comments
  • Posts to social media accounts
  • Images
  • Videos
  • Patient reviews

The easiest way to find UGC is to monitor for when people post about your practice or about what they are going through. This sometimes means finding patients who are posting online and sharing their success stories and asking for permission to retweet, repost or share their story. When you find quality content, consider sharing it on your accounts.

Additionally, it can be extraordinarily beneficial to encourage patients to create and share content. There are a number of ways to do this, including a submission contest asking your patients to tell their story through an image or video.

Note: When sharing content from a user, you must attribute the post to them and in many cases, it is a good idea to reach out and ask for permission to use any material.

It should go without saying, but it’s important to respect the privacy of the patient. Failing to do this could result in legal action against your practice, so make sure you are taking the time to protect yourself and your patients’ privacy.

User-generated content is powerful social proof that can greatly influence a healthcare consumer’s choice in provider. When you are looking for UGC, look for testimonials that feel real, are both educational and emotional and that make the user (not your practice) the hero of the story.

3. Boosting and Paid Advertising

One of the biggest benefits of using social media marketing for dermatologists is finding opportunities to reach new audiences. While you are most likely familiar with the personal versions of these marketing platforms, if you aren’t exploring the paid side of social media you are missing a major opportunity to reach an even larger audience.

While many practice managers and medical practitioners aren’t willing to sink more costs into marketing, paid ads on Facebook and Instagram (the go-to social media platform for dermatologists) can help you boost your posts to new audience that otherwise wouldn’t see your advertisement and can be a low-cost tool for retargeting efforts for people who saw your practice online, but did not book an appointment. Ads can also be targeted to specific locations or demographics, so you can make sure your ads are getting in front of the most relevant audiences.

To get started, check out Facebook’s guides for how to set up a campaign on Facebook and on Instagram.

4. Listen to Patients on Social Media

The most important things to pay attention to on your Facebook page are the comments and reviews that people are leaving. Are they overwhelmingly positive? Are there themes you can see that may be more than little problems?

Having a feedback loop is critical for any businesses’ success, and healthcare practices are no different. Listening to what your patients are saying and making changes to improve the patient experience builds patient loyalty and leads to more good reviews. Those positive reviews, in turn, bring in more patients.

By implementing a complete feedback loop, you are setting yourself up to find out what patients really want and increase patient retention.

Be careful about how you respond to negative reviews and don’t forget to respond to positive ones by thanking them for taking the time to share their experience.

About the Author

Kayla Zamary
Marketing Manager

Collapse

July 31, 2019

Why Small Data is Beating Big Data for Understanding Consumer Preferences

By: Kayla Zamary

Can your business ever have too much data? The simple answer is, of course, no. The more data you have regarding your customers, their preferences, and wider industry trends, the better informed your decision-making will be. Big data has proven its worth in its sheer volume of information, especially when it comes to analyzing past…

Read Full Story

healthcare data analyticsCan your business ever have too much data? The simple answer is, of course, no.

The more data you have regarding your customers, their preferences, and wider industry trends, the better informed your decision-making will be. Big data has proven its worth in its sheer volume of information, especially when it comes to analyzing past trends.

We can thank the internet for this recent ability to collect such massive amounts of data. In fact, there are approximately 7 billion devices currently connected to the internet, meaning big data will only get bigger.

However, big data has its limits; or, perhaps more accurately, human beings have limits that bar us from using or analyzing much of the data we collect. While you can still gain insights from big data to improve the customer experience and increase revenue by carefully extracting smaller sets of information, less than 0.5% of big data is ever fully utilized. So, while there may be no such thing as too much information, you may want to focus less on big data and more on small data in order to understand consumer preferences and determine your optimal trajectory.

The Relationship Between Data and Reputation

In an era where most consumers look up reviews online before making a decision, your brand’s online reputation is more important than ever. And the only way to truly boost your reputation is by taking your ratings and reviews into account and acting upon them accordingly. However, a blanket number or aggregate star rating will not help you make meaningful changes, just merely indicate on average what people think of your business.

Individual customer reviews, on the other hand, will give you more nuanced data on what you are doing well and what can be improved. In this way, big and small data work together, the former providing the important, micro-level details and the latter offering a broad view of your brand’s standing. The magic happens precisely at this intersection of big and small healthcare data analytics.

Small Data in Action

To get a better idea of what small data is and how it can be used effectively, a real-world example might be useful. In an article for Forbes, Roger Dooley writes about Martin Lindstrom, author of Small Data: The Tiny Clues That Uncover Huge Trends. In the piece, “Small Data: The Next Big Thing,” Dooley outlines some of the significant moments in Lindstrom’s career that led him to realize why collecting small data is just as useful, if not more than, gathering big data.

One of the most potent examples of this occurred when Lindstrom visited the home of an 11-year-old boy, only to realize that the boy cared more about his worn down skate shoes than any other object or toy in his room because it proved his skill. This revelation helped Lindstrom rebrand Lego after it was seeing a major decline in sales, getting the company back on track and even expanding it. 

Dooley argues that “Small Data puts humanity back into marketing.” Indeed, from this example involving Lindstrom and the boy, a small piece of information that could never be extracted from a big data set turned out to be the most valuable catalyst for positive change within the company. While not all small data samples are as influential or meaningful as this one, small data as a whole can give you a deeper glimpse into the wants, needs, and behaviors of your customers and patients.

Small Data, Big Impact

As a healthcare marketer, you care about how and why small data works in the realm of healthcare analytics and improving patient experience. While Dooley’s example regarding Lindstrom might specifically involve a toy manufacturer, the lesson applies to all industries, including healthcare. Your star ratings and large data sets involving customer sentiment can give you a broader idea of how well you are doing, but these ratings derive from individual feedback. It is this feedback that gives you the ground-level information necessary to make operational changes and improve the patient experience.

Of course, whether or not you can make these changes depends upon how attuned you are to these reviews. If you are not aware of the reviews you receive, or you have no way of organizing, managing, and responding to them, these bits of small data become useless. You need proper customer engagement strategies and online review management solutions to read and reply to all feedback so you are aware of the small but significant details, like Lindstrom’s experience with the boy and his skate shoes.

Taking the Next Small Steps:

If you want to improve your healthcare facility, you need to know more about your customers and their preferences. In order to do this, you need small data just as much as big data. One way to start collecting smaller data sets is by investing in online reputation management services. These services can help you locate and organize all customer feedback in a centralized location, where you can respond and gather deep data analytics along the way. 

Understanding your customers requires both a wide and narrow approach. Big data might be all the rage, but do not take small data for granted.

 

About the Author

Kayla Zamary
Marketing Manager

Collapse

July 30, 2019

How to Handle PHI from Online Reviews and Surveys

By: Kayla Zamary

There’s no question that online patient reviews are growing more important to healthcare organizations and their providers. Why? Because of the new digitally-empowered healthcare consumer rules: 95% of patients today say physician reviews online are reliable and over 70% say reviews have influenced their choice of physician. The sheer number of online comments and reviews…

Read Full Story

PHI from online reviewsThere’s no question that online patient reviews are growing more important to healthcare organizations and their providers. Why? Because of the new digitally-empowered healthcare consumer rules: 95% of patients today say physician reviews online are reliable and over 70% say reviews have influenced their choice of physician.

The sheer number of online comments and reviews on sites like Facebook and Google plus healthcare-specific sites like Healthgrades and RateMDs make it much more likely that protected health information (PHI) will show up online.

It is vital that a healthcare organization establish a process for handling situations where a patient posts an online review or comment related to their physicians or facility – and reveals their PHI. Though it is not illegal for patient to disclose their own PHI, physicians and practices have to be careful.

The Health Insurance Portability and Accountability Act (HIPAA) imposes stiff financial penalties for privacy breaches and exposures of PHI. The legal tangle that can result is reason enough to be proactive on privacy.

What is Protected Health Information?

Protected health information, or PHI, generally refers to a variety of patient information including medical history, laboratory results, diagnoses and treatments, insurance information and other data needed to identify an individual and provide care.

How is PHI Used?

Protected health information helps medical facilities acquire a patient’s medical history in providing care and treatment decisions. But how to communicate this information is what HIPAA is all about. Generally, it requires healthcare professionals to use care in using, storing or disclosing information the patient does not want to be disclosed. If there is no healthcare need for someone to have that patient information, it must be protected!

Rules and Regulations of Protected Health Information

The Health Insurance Portability and Accountability Act of 1996, or HIPAA, is the primary law that governs the regulations around PHI. The HITECH (Health Information Technology Act for Economic and Clinical Health) act in 2009 also limited the types of PHI medical facilities can collect from patients and sets boundaries on how that information can be used.

For example, organizations cannot sell PHI unless it is for public health activities, research, treatment, services rendered, or the merger or acquisition of a HIPAA-covered entity.

Some things covered in HIPPA:

  • Gives patients the right to examine and obtain a copy of their own health records.
  • Sets boundaries on the use and release of medical records.
  • Creates appropriate safeguards to protect the privacy of health information.
  • Allows patients to know how their information is being used and distributed.
  • Establishes civil and criminal penalties for healthcare providers who violate patient privacy rights.

Online Reviews and PHI

Now that you know about PHI, you can see why it’s so important to protect patient information. Unfortunately, that has become harder with the prevalence of online reviews of medical facilities and the need for transparency with patient experience surveys.

Establishing Procedures for Monitoring Reviews with PHI?


The ‘early warning system’ for dealing with PHI is your reputation management policy and the tools you use to maintain it. Make sure you are monitoring online mentions of your facilities and providers for potential trouble: watch for addresses, names, procedures, and other signs of exposed PHI.

When it comes to managing reviews on your facility’s provider pages, Binary Fountain recommends publishing all comments from patient experience surveys, whatever the sentiment. After all, they are already published on the internet if it is on a rating site. This transparency can give patients confidence in the healthcare provider.

Comments should be monitored for PHI (along with profanity and libelous comments), with the identifying content being removed before it’s published, in accordance with the HIPAA privacy rule. This is a best-practice approach that reflects industry standards.

When monitoring third-party online rating and review sites, your editing tools should include templates that help ensure consistency of response, so that the reply is appreciated as genuine, rather than canned or robot-like. You should analyze patient feedback from a multitude of online sources to ensure maximum coverage: social media, review sites, advocacy forums, blogs and others.

Responding to PHI Leaks

In situations where there is potential PHI exposure, it’s essential to adopt and follow a written response procedure that immediately directs Legal, Patient Advocacy and Customer Care staff as appropriate to the individual case.

In coordination with them, your response should come within a couple days – hours, if possible. The longer PHI sits exposed to public view, the more troublesome it is.

Often, a patient may disclose some information and include a complaint about the physician. The physician’s immediate response is to defend themselves online. However, this is almost never the correct course of action.

Instead, apologize that the patient is unhappy and take the conversation offline rather than risking an online back-and-forth that could worsen the situation. Remind the patient that removing PHI is in their best interest – not just yours.

Also, if the PHI is disclosed in a complaint or negative review, the provider appears to the public as neglectful and uncaring. In this case continue to take the conversation offline and help them contact a patient relations staffer.

About the Author

Kayla Zamary
Marketing Manager

Collapse

July 25, 2019

The 5 Stages of Online Reputation Management [Infographic]

By: Kayla Zamary

Today’s leading marketers understand how important online reputation management (ORM) is to their business. Effective ORM strategies are essential to both promoting and protecting your brand online. In our latest infographic, we lay out the roadmap for ORM success for your business and the 5 stages of the process you’ll need to pass through along…

Read Full Story

reputation management infographicToday’s leading marketers understand how important online reputation management (ORM) is to their business. Effective ORM strategies are essential to both promoting and protecting your brand online.

In our latest infographic, we lay out the roadmap for ORM success for your business and the 5 stages of the process you’ll need to pass through along the way.

Some of the key highlights from this free infographic include:

 

  • 67% of Consumers Will Try a Product with a Good Reputation – It becomes clearer year-after-year that online reviews and reputation is key to getting consumers to trust your products and brand. Reviews are highly valuable to your success, as consumers rely on the comments of others to determine whether your brand is genuine and trustworthy.
  • The Average Consumer Will Read 10 Reviews Before Making a Purchasing Decision – One good review for your business isn’t enough–consumers demand to see a burden of proof that your products and services are reliable. They’re often willing to overlook a bad review here and there, but customers want to see general consistency across your brand.
  • 65% Increase in Review Responses Using ORM – By implementing ORM solutions and strategies, one of our clients was able to see reviews as soon as they were posted and could respond to the customer in a much faster turnaround time than when they did not have a strategy in place. Responding to reviews in a helpful and timely manner builds goodwill with customers, as they enjoy being engaged personally and having their concerns addressed in a meaningful way.

Want more insights like these and a complete roadmap to ORM? Download this infographic here.

About the Author

Kayla Zamary
Marketing Manager

Collapse

July 24, 2019

How to Approach Patient Experience in Hospice Care

By: Kayla Zamary

Hospice care and palliative care programs have been some of the fastest-growing services in the healthcare industry within the last decade, with almost three-quarters of U.S. hospitals offering hospice care programs. Caring for patients with advanced illness is a difficult calling, especially for the front-line caregivers who assist patients every day. There are many hurdles…

Read Full Story

hospice patient experienceHospice care and palliative care programs have been some of the fastest-growing services in the healthcare industry within the last decade, with almost three-quarters of U.S. hospitals offering hospice care programs.

Caring for patients with advanced illness is a difficult calling, especially for the front-line caregivers who assist patients every day. There are many hurdles to overcome when running a hospice program, including making sure the patients and their families get exactly what they need and have access to the level of care and comfort they need at any given time.

Ensuring there are enough palliative and hospice care specialists on staff only scratches the surface of what it takes to meet patient experience expectations. Unlike other healthcare fields, there has to be a special consideration for empathy and communication with terminally ill patients. The typical examination, diagnosing and treating processes that physicians are accustomed to will not help your program be successful

When it comes to excellence in hospice patient experience, there are three main things to remember: Coordination, communication and comfort.

Coordination of Care for Hospice Patients

Palliative care specialists are few and far between, and for many programs, having many on retainer simply isn’t an option.

To ensure you are getting the most out of your specialists, make sure they are taking care of the most complicated cases and training the rest of your caregiving staff on how to treat patients the right way. This will free them up to better take care of the patients hurting the most and figure out how to further improve patient care.

Training must go beyond the normal bounds of medical practice, as caregivers need to be able to meet a patient’s social, spiritual and medical needs. While this may seem like a risk or even a huge cost of time and resources, it’s the quickest way to ensure your patients’ needs are being met while ensuring your standards of care are being met.

In hospice and palliative care, many times a patient will have multiple types of specialists (cancer, dietitians and social or spiritual workers) working for the patient. This means it’s essential that everyone is at the same page at any given time.

Having a comprehensive program means you also have good standards in place so every potential situation is planned for ahead of time. Consistency of care is imperative for a successful program.

Improved Communication Helps the Patient Experience

Communication between physicians and caregivers isn’t the only area where relationships have to be strong. In order to improve the patient experience, your program has to be great at communicating with the patient and their families.

At the heart of hospice care is the deep desire to help patients during the most trying times of their lives. That means taking the time and effort to better understand their needs, and deliverer a level of empathy that most areas of healthcare aren’t used to.

Listening to the patient, and their loved ones caring for them, is by far the most important behavior that your team should focus on. While caregivers are great at diagnosing and knowing how to help patients in pain, they don’t always take the time to listen.

Pay Attention to Patient Comfort and Feedback from Loved Ones

Unlike most service lines, hospice care patient satisfaction is measured very differently than most clinical outcomes. When evaluating your program, pay attention to not only the patient, but to family members and loved ones as well.

Here are some key metrics to focus on when evaluating the success of your hospice care program:

  • Feedback from families and loved ones
  • Hospital mortality rates
  • Time from admission to palliative care delivery
  • Variety of services and specialists

When it comes to choosing a hospice care program, families and loved ones look for programs with a reputation for meeting the highest standards of patient-centric care and will ensure a peaceful and dignified passing for the patient. Almost every program has the same services, so you have to set yourself apart by providing the ultimate level of comfort for your patient and their loved ones.

One way to do this is to look at online reviews.

What people say online about your hospice care program can greatly impact which facilities advanced illness patients seek out. Take patient care analytics and family feedback seriously and look for ways to improve your service.

Remember, there is no form of care more personal and meaningful than hospice and palliative care for the patient. Developing a positive reputation is imperative to growing the program.

Having a good reputation online can help you:

  • Improve your local search engine optimization (SEO)
  • Discover areas where you can improve the quality of care
  • Open your services to deliver care to more patients in need

About the Author

Kayla Zamary
Marketing Manager

Collapse

July 23, 2019

How to Improve Senior Living with Online Listings and Reputation Management

By: Aaron Clifford

In our latest webinar, Binary Fountain’s Sr. Vice President of Marketing Aaron Clifford and Senior Living SMART‘s CEO Deborah Howard discussed best practices for senior living communities to use to get in front of their desired audiences, improve their online presence and listings as well as how to use existing online feedback to make operational improvements….

Read Full Story

senior livingIn our latest webinar, Binary Fountain’s Sr. Vice President of Marketing Aaron Clifford and Senior Living SMART‘s CEO Deborah Howard discussed best practices for senior living communities to use to get in front of their desired audiences, improve their online presence and listings as well as how to use existing online feedback to make operational improvements.

Here are some of the key takeaways from the presentation:

The conversation with residents begins online—optimizing your website and listings helps to facilitate this conversation

To discuss how listings are making an impact on senior living communities, let’s first look at how seniors are using the web and making purchasing decisions. According to the 2017 book Social, Silver Surfers, 82% of seniors use search engines for online activity and 57% of those use the web for shopping.

This information tells us that, despite differences in technology adoption and usage between seniors and younger generations, seniors are still active and engaged online at very high rates.

So how do you build a listings strategy for targeting senior audiences? In order to participate and launch a listings strategy, you need to have access to your community and property profiles on the sites you’ve identified. Without this critical first step of taking ownership, you won’t know what residents are saying, nor will you be able to engage. If you haven’t yet done this, it’s likely that listings or profiles already exist that you don’t know about or have access to.

This can be accomplished simply by Googling your business name, creating a list of all review sites your communities appear on, and claiming each profile as necessary. With this out of the way, you can assign ownership within your organization to address listings and respond to reviews, whether it’s the duty of one director or a team of people responsible for communications.

Resident reviews are an unfiltered look into the health of your organization’s operations—utilize reviews for change and growth

Now that you have healthy listings, you can begin to track changes in your reputation and start making tangible improvements to your organization

The first step is to lay your end goals and set expectations to meet them. You’ll get the most out of your reputation management solutions by setting goals and plotting out directions on how you’re going to get there.

Get organization-wide buy-in. Though reputation is largely managed by directors or a marketing team, you need to get your entire staff on board and committed to making changes based on what your residents are saying.

Don’t limit your ability to be discovered—optimize ways for potential residents to find you

Multichannel marketing works best – although more seniors are searching online, traditional marketing methods like direct mail, email, advertisements and even SMS campaigns are all effective ways to spread the word about your community

Insights from reviews can highlight what things residents like the most, which can inspire new marketing campaign ideas – if residents enjoy attending performances at their community or have access to special physical therapy services, feature these into your messaging

Find potential testimonials from resident surveys or reviews – if certain reviews stand out and highlight positive aspects of your community, share them as testimonials for greater visibility

Register here to view the complete presentation on-demand.

About the Author

Aaron Clifford
SVP of Marketing

Collapse

July 18, 2019

9 Instagram Marketing Strategies for Apartments

By: Kayla Zamary

With almost 1 billion users, Instagram has quickly become one of the most active social media platforms over the last four years. Unlike most social media platforms, however, Instagram drives significant engagement from its users. How significant? According to Hootsuite: 60% of users find a product or service on Instagram Instagram has a 2.2% engagement…

Read Full Story

Instagram Marketing Strategies for ApartmentsWith almost 1 billion users, Instagram has quickly become one of the most active social media platforms over the last four years. Unlike most social media platforms, however, Instagram drives significant engagement from its users.

How significant?

According to Hootsuite:

  • 60% of users find a product or service on Instagram
  • Instagram has a 2.2% engagement rate compared to Facebook’s .22%
  • 75% of users engage with brands by visiting a website after they find them on Instagram
  • All income levels use Instagram

Instagram is the perfect social media channel for apartment and multifamily complexes because it allows you to really showcase the visual elements of your complex, neighborhood and city. Remember, at the end of the day you aren’t just selling a place to live. You are selling the new version of a white picket fence.

Instagram, however, isn’t just posting a pretty picture. You have to know how to be effective or you will have a bunch of photos with no tangible revenue.

Using these Instagram marketing strategies for apartments will help you gain followers, attract the right kind of engagement and fill your apartment with quality tenants.

Instagram Strategy: Understand What Instagram (and Users) Want

Unlike Facebook, Twitter and other social media platforms, Instagram has been focused on making sure that users don’t leave their app. This is why they don’t allow links in their posts to outside content, otherwise known as your website, without paying an advertisement fee.

In a world that has gone crazy with link spam, many have said that Instagram has been a breath of fresh air for their social media viewing pleasure.

Of course, that doesn’t make your marketing efforts any easier.

That’s ok though because there are ways to get links to your content on Instagram. You just have to get a little creative when you create your post.

Here are the easiest ways to get clickable links on your Instagram account.

Edit Your Profile and Include a Link

When it comes to an Instagram marketing strategy, it doesn’t get any more basic than this.

The easiest (and free) way to put a clickable link into your Instagram presence is to edit your profile within the app with that link to your website. Simple enough right?

If you have a particular campaign or special, make sure you go back into your profile and change out the link copy and the link itself, so you are driving traffic to where it matters most. Do not set a link and then forget to change it! Stale links give the wrong impression about your multifamily complex, especially if you used a promo that is no longer available.

Use a Third-Party Service

There are a few third-party services that will allow you to create a clickable link. Some of them include:

Set up Paid Ads on Instagram

If you’re trying to promote your website or link somewhere through your apartment’s Instagram, the best way (though not the cheapest) is to pay for advertisements. You can boost a post for as little as $1, though you will be unlikely to get your desired results if you are stingy.

While you may feel icky about buying an advertisement on a social media platform, the reality is it is the fastest (and most effective) way of ensuring that your Instagram posts generate quality interest.

Sometimes it pays off to pay to play.

Have a Strategy for Instagram Stories

Instagram Stories is Instagram’s competitive answer for Snapchat, though they operate a little differently.

Stories came out in 2016 and are currently reaching hundreds of millions of users a day. The audience that uses Stories is also extremely engaged, with 25-year-olds and under spending 32 minutes a day on average on the platform.

At its core, Instagram Stories is a way for advertisers and users alike to string together multiple videos and images into one larger post that is erased after 24 hours.

Stories are one of those features that can be really helpful for an apartment complex, but you have to have the right strategy in place. The last thing you want to do is spend a lot of time building the content and having no results for your work.

Here are some marketing strategies you can use for Instagram Stories to enhance your apartment marketing:

  • A story documenting improvements/renovation to your units or buildings
  • A story showing how your tenants get the most out of the amenities at your multifamily facility
  • Footage of what an open house or event looks like at your property
  • Holiday celebrations at your property
  • Footage of the surrounding neighborhood to sell the lifestyle of the location

If you get enough followers on Instagram, you can also get verified on Stories, allowing you to add links in the more details section of Stories. In order to get verified, you need to have over 10,000 followers, which will be difficult, but certainly worth it.

Growing your channel by creating awesome content should be your ultimate goal.

Add Links on Instagram

If you’re not sure how to add a link, follow these steps:

  1. Take a photo with your phone’s camera or upload one to your Instagram Story, and then click the link icon at the top right.
  2. Click “+ URL” to add a link to the webpage you want. Make sure that the link is relevant to whatever content you are posting. One of the worst things that you can do to erode trust with your audience is spam links that aren’t relevant to the content you are posting.

If you wanted to link your Story to your IGTV video, you can choose that option at this time.

  1. Type or paste the URL into the text box. When you’re finished, click “Done” in the top right corner
  2. Finally, click the “+ Story” button at the bottom right of your Story to publish. Now your story is published with a swipe up link.

Optimize Your Hashtags

Like most social media networks, you can use hashtags to expand your digital footprint on Instagram. Unlike Twitter, when people want to look for content on a certain topic on Instagram, they have to search by hashtag instead of just basic keywords.

You will want to optimize your hashtag usage to focus on popular topics that make sense for your apartment complex so new people can discover you. Don’t just go for flash in the pan hashtags: focus on ones that help you attract the right type of prospective renters.

You will also want to make sure you are tying your hashtags into the kind of lifestyle you want to sell a potential tenant. If you have a location by a sports team’s stadium, use that hashtag on game day. If you are by great local restaurants, see if you can find a partnership of cross-promoting each other on Instagram.

We recommend using at least three hashtags on each of your posts for maximum impact. Make sure that the hashtags are relevant to whatever you are posting.

Post Specific Photos of Units

One of the best things that you can do to attract new tenants is post pictures of specific units you are trying to fill. This makes it easy to understand what you are offering at any given time and allows consumers to find that exact unit on your website.

Next, build a specific landing page on your site about the units in question that is easy to navigate to on your website to encourage people to look at specific offerings. Mention in your post that the unit is available and that they can find out more details by clicking the link in your bio and viewing your website.

“Regramming” Your Tenants

When developing an Instagram strategy for your apartment complex, don’t just focus on taking pictures of your property and events. Regramming photos your tenants take helps you gain exposure to their audience and shows that you are an active participant in their enjoyment of your complex.

This is called user-generated content or UGC.

Please note, it is usually industry best practice to make sure you credit the source of any photos your account regrams. You should always ask for permission from the creator before sharing it.

If you are just getting started with UGC, ask tenants to post pictures of their events that they host in the common area or out by the pool (if your property has one) and tag your apartment complex in the photo.

You can offer little incentives or even have an apartment wide contest with prizes. Instagram contests are a great way to engage your tenants and see what they most enjoy about living at your property. It can also show you what you may be missing from improving their renting experience.

Start Instagramming Today

Now that you know the strategies for promoting your multifamily property on Instagram, it’s time to go out there and build your digital footprint! We hope you enjoyed these strategies and leverage them to build your brand, build audience engagement and continue to test new ways to grow your business.

If you are interested in learning more, check out our specific webinars for multifamily facilities:

3 Best Practices for Optimizing Your Social Media Management Strategy

How to Make Multifamily Property Listings & Reviews Work for You

How to Build Your Property’s Digital Curb Appeal

About the Author

Kayla Zamary
Marketing Manager

Collapse

July 17, 2019

Ask an Expert: How Important Is Review Management for Healthcare?

By: Kayla Zamary

In this series, Binary Fountain offers its staff expertise to answer common questions about healthcare reputation management. In this post, George LaDue, Senior Director for Enterprise Sales, tackles questions related to managing reviews for healthcare providers. How important is review management in healthcare? George LaDue: In today’s world, it is a necessity for brand reputation…

Read Full Story

review management for healthcareIn this series, Binary Fountain offers its staff expertise to answer common questions about healthcare reputation management.

In this post, George LaDue, Senior Director for Enterprise Sales, tackles questions related to managing reviews for healthcare providers.

How important is review management in healthcare?

George LaDue: In today’s world, it is a necessity for brand reputation to maintain and control your online presence as a physician or healthcare provider. With almost 80% of patients now getting online to search for their provider, the impact is clear. However, the degree to which this has an impact depends on the specialty. As an example, a radiologist is seldom searched for online, compared to something more common like an orthopedic surgeon. 

How do reviews relate to brand visibility?

Reviews and ratings make up a critical component of every patient’s search. Conduct a simple search for a provider, and you will see all the different sites that will be returned in an online search. Having increased reviews on Google or your own website can also lead to increased search engine optimization and brand promotion. Review signals are one of the primary search ranking factors in any local search.

Can bad reviews and ratings ruin your reputation?

Absolutely. Think about the beginning phase of the patient journey when they need to seek healthcare options. 

Initially, they may search for their symptoms online to decide if they can resolve the issue via home remedies, or if they need to see a physician. 

Next, if they need to see a doctor, they might look at their health insurer’s website to see who is in their network. 

Additional factors include proximity, how far they are willing to travel. This may depend on the severity of the issue and if they only have access to public transportation. Availability of appointments and how quickly they need to be seen will also factor in. 

After those, if they still have options (which they most likely will), they will look to the experiences of other patients. This is where reviews and ratings come in. If physician A has a 1.2 average star rating, and physician B has a 4.3 average star rating, this can lead to a bad reputation

It’s a pretty simple decision for that patient to elect to go with physician B to make that appointment. 

It is not wise to ignore this. We often see many health systems recognize that these online ratings may not fairly represent that provider’s reputation and will take action to improve their online presence.

How should managers respond to negative reviews?

It depends on the severity of the negativity contained in the review. Make responding to patient concerns a priority and you will maintain a good online reputation.

To do this, first take the conversation offline. If you are not able to do this, remember to comply with HIPAA guidelines in public-facing responses. Most importantly, respond timely and empathetically. And lastly, remember to thank reviewers for positive feedback.

What about fake, fraudulent or bad faith reviews? How do you find them, and what can you do about them?

You are able to flag reviews as inappropriate if they fall within specific guidelines on a given listings site. How can you spot a fake review? Fake reviews sometimes have one or more of the following attributes:

  • A phone number or web address and asks readers to take an action that has nothing to do with your business.
  • Avatars with vague imagery or stock photography. Accounts with these types of visuals have often been created for the sole purpose of posting fake reviews.
  • Incorrect grammar or multiple spelling errors.
  • A review about current or past employment.
  • Contains general political, social commentary, or personal rants.
  • Contains sensational claims of harm.

What are some advantages of review management services?

Time savings is one of the biggest, most tangible results of a review management service. Another is the ability to be aware of what is being said about your provider online. Service recovery in a timely manner is another. And finally, improving your online presence – all of these lead to more visibility online, more interest, more appointments, more revenue and ultimately, a better patient experience. 

At Binary Fountain, healthcare reputation management is a major area a major focus of our organization. We work with over 300 health care organizations, including six of the top 10 health systems in the U.S. In all, we’re monitoring 900,000 physicians. 

All of that experience leads to us being able to consult with these healthcare organizations on what has the biggest impact on reputation. 

We offer a holistic platform in patient experience and online brand management that enables our clients to really handle that online patient journey through one centralized dashboard. 

That is a big component, and we commonly hear it is not just the simple monitoring of online reviews and responding centrally that matters. Any reputation management technology or tool might have that out there. But taking a step further and really learning from what our patients saying through these online reviews makes the difference. 

We can ask: What are they saying, and where can we improve? Whether it’s at a physician-level or an operational level, the location or the brand, focusing on the areas that they really need to put attention on and even comparing those against the competition can give an organization an advantage. Conversely, there are areas you may be excelling in that you should be promoting. 

There are many different strategic ways you can use the data analytics that we provide. You really will not see that elsewhere out there in the online reputation management space.

To see part 1 of this Ask an Expert interview with George LaDue, click here.

 

About the Author

Kayla Zamary
Marketing Manager

Collapse

July 16, 2019

5 Great Local Link Building Strategies for Apartments

By: Kayla Zamary

When it comes to showing up when people are searching online for an apartment complex, chances are you have felt the squeeze. There are so many multifamily complexes in your area, it’s hard to make your apartment complex stand out compared to the competition, especially in Google Search Results. So how do you win at…

Read Full Story

local link building strategies for apartmentsWhen it comes to showing up when people are searching online for an apartment complex, chances are you have felt the squeeze. There are so many multifamily complexes in your area, it’s hard to make your apartment complex stand out compared to the competition, especially in Google Search Results.

So how do you win at the game of ranking #1 in your area?

Sadly, Google isn’t going to tell you. At least not directly. There are many guidelines on what you need to do to rank, but there are hundreds of ranking factors that are taken into consideration when determining what pages should rank.

One of the very top items on the list is backlinks. These are essentially plus one votes in Google’s eyes when determining the value of a specific page. So how do you attract quality links to your site?

Here are a few link building strategies to consider for your apartment complex.

What are Backlinks?

Backlinks are links from other websites that point to your site with anchor text. The more quality backlinks you have, the more likely your site is to rank.

Anytime someone links to you on a website or in social media, it’s considered a backlink.

While the early 2000s saw Google weigh quantity of backlinks over quality, that has changed over time. Today, you want quality links (relevant to your niche market) instead of the total number of links.

In the past, you were able to pay someone for backlinks for a few hundred dollars each month and get your website to rank quickly. That isn’t the case anymore and could actually get your site blocked from appearing in Google search results with a manual action!

Having numerous relevant links will ultimately help your site gain ranking in your geographical area.

For example, an apartment complex will want links for local real estate websites because they are relevant to the industry.

You also want to make sure you have a diverse group of sites linking to you. If your links are only coming from one site, Google will have a hard time believing those are quality links.

How Many Links Does My Apartment Site Need?

At the end of the day, it really comes down to how competitive your area is, but you shouldn’t just worry about what your competition is doing and instead look at ways to improve your site.

Remember, there are few laws to link building:

  • Never pay money for a link
  • Never spam your links across the internet (using message forms or other ways)
  • Never put your link on a gambling or pornographic site
  • Always look for relevant backlinks to your industry

How Do I Get Backlinks for My Apartment Complex?

The key to linking for apartment complexes is developing a targeted approach to getting links within your community while offering great content for your users to attract more backlinks in the future.

You will want to make the right connections within your community to get the right links flowing to your site.

Build Links on Listing Sites

Building local citations on listings sites like Foursquare and Infogroup will help your site build some authority for local search results and within those third party platforms. When adding your listing to these sites, make sure the information you post is accurate and matches your Google My Business listing.

You will also want to make sure you are keeping track of your user ratings on these sites. The better reviews you have, the more likely you are to show up in search results. Binary Fountain can help with that by providing a singular place for you to review customer feedback and the actionable insights you can take to improve your tenant’s experience.

Real Estate and News Websites

 As previously mentioned, finding real estate websites (especially news related ones) is a great way for you to build links. Specifically, you want to find websites that are mentioning what it is like to live in your geographical location.

These kinds of sites are always looking for industry trends and statistics that they can use to populate their site. Potential renters are always curious about fluctuations in prices, so finding websites that talk about living in your specific city could help you be the first place they see in their research.

Similarly, local news stations are always looking for a good story. Use this to your advantage by pitching stories about local trends and when you have an exclusive story to pitch (like a new building).

Local Events and Businesses

A really great way for you to find backlinks is to look within your community.

What events are going on? What restaurants, influencers and lifestyle websites are good strategic partners for your apartment complex? Building links is all about creating great relationships.

Think about burger contests, St. Patrick’s Day events and others within your city that you can help sponsor or be part of in some capacity. All of these are opportunities for you to build a healthy relationship with your community… and help build backlinks to your website.

Additionally, reach out to the contractors, architects and others who helped in the construction of your building. Make sure they have links to your site as a way to show off their work.

Build Great Content

The best way to earn links to your site is to create great content that people want to share. This has to be quality content that sells itself (but a little salesmanship never hurt to get the process started).

Write a definitive guide on what it’s like living in your city. What restaurants do people need to check out? What do people from out of town need to know?

Depending on your market, these keywords are usually not that hard to rank for and give you the opportunity to link out to some of the people you want to link to you in the future.

Have a Great Online Reputation 

If you want to appear in more search results, backlinks are a great way to start, but you also need to add online reputation management to your apartment marketing strategies.

One key takeaway from backlinking strategies for apartment complexes is that it’s all about building good relationships with your community and having a great reputation. The same can be said for your online reputation.

Quality online reviews are one of the many ranking factors Google uses to determine what pages show up on local search, so it’s the perfect complement to your SEO efforts.

 

About the Author

Kayla Zamary
Marketing Manager

Collapse

Request a Demo