THE GUIDE TO WEB AND SOCIAL MEDIA MANAGEMENT
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WHY SOCIAL MEDIA?
Social media promotion of each center is a key aspects to attract the auto-referred patient. The following guidelines include recommendations and indications regarding social media use in order to:
- Position each ZAGA Center website as a reference in its area
- Attract patients
- Leverage the Zygoma ZAGA Centers network with combined actions.
The network effect is only reachable using standard practices among all ZAGA Centers, described in this document.
SOCIAL MEDIA STRATEGY
Social media should be an amplifier for the content generated on a website. Indeed, the content placed on a central website remains over time and may be edited if needed. On the contrary, social media content is ephemeral and loses attention over time.
To make the most of the content generated, it is advised to first publish it on the website of the Center, to further share it using social media as amplifiers of this content. The alternative of a direct publication on the social media profiles prevents accumulation of relevant content on the website, leading to SEO detrimental effects.
HOW IS MY WEBSITE PERFORMING?
Website structure and performance are critical to support social media. A well-designed, clear and sound website should be available to guide patients through the treatments in the Center, the location of the center and contact options. Furthermore, a blog/news sections should include the updates for social media purposes. The technical aspects of your website should be evaluated and taken care of, including for instance the hosting speed, website addresss, speed of loading and responsiveness.
HOW IS MY WEBSITE CONTENT LOOKING?
The content of your website is its living part. While the static content should include contact details, locations, activity, specialties and team, the website should also include a part where news and updates are published.
Both the static content and the blog should be optimized for SEO. While numerous advices may be found online to properly write a blogpost or a page that would be SEO-efficient, the most straightforward way is to use a plugin to do so. Yoast SEO allows for instance checking the SEO score focused on a keyword (example: “Zygomatic implant”) and provides recommendations to improve it.