Do you feel you’re not getting nearly enough interaction with patients on Facebook? More and more doctors are realizing there is a secret behind posting on their social media sites. In this session, you’ll learn how to make your blog postings, Facebook status updates and tweets more relevant, valuable and interesting to your patients and readers.

1. Writing for Social Media:
Why Content Matters – Part I
Presented by:
Brandon Knapp
Sesame Confidential

2. A Little About Me…
• Graduate of the Business Administration
program at the University of Washington
with a concentration in Marketing
• Specialized in developing integrated
marketing campaigns, consumer buying
behavior, and digital marketing strategy
• Joined Sesame Communications at the
beginning of 2012
• Lead Social Media Specialist on the Sesame
Search team
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Brandon Knapp
Lead Social Media
Specialist

3. Part I - Agenda
• What is content marketing?
• Why is content important?
• How to create custom content?
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4. Part I - Agenda
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Website Blog Facebook Twitter

5. CONTENT MARKETING
What? Why? How?
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6. What is content marketing?
• Creating & distributing relevant and
valuable content to attract and engage new
patients
• Communicating without selling
• Two-way dialogue; not a one-way broadcast
message.
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Share
Engage
Action

7. What are the goals of content marketing?
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8. Why is content important?
• Marketers, on average, spend over a quarter of their
marketing budget on content marketing. (B2B Marketing Insider)
• 62% of companies today outsource their content marketing —
that’s up 7% from last year! (Mashable)
• 61% of consumers say they feel better about a company that
delivers custom content, they are also more likely to buy from
that company. (Custom Content Council)
• Interesting content is a top 3 reason people follow brands on
social media. (Content+)
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9. Why is content important?
• Meet your patients where they are – Online!
• 1.11 Billion monthly active users – 23% increase year-over-
year
• 751 Million active ‘Mobile’ users
• Americans aged 18 – 64 y/o spend an average of 3.2 hours
PER DAY on social media networks
• Average of 67% of online adults use Facebook
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10. Before you start…
• What are the goals of your campaign?
• What social networks will work to
accomplish your goals?
• What are the best practices of different
social media networks?
• Sesame Social makes it turn-key and
simple
• What makes your practice unique?
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11. WEBSITE BLOG
A blog (a contraction of the words web log) is a discussion or
information…
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12. What is the impact of having a website blog?
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13. Creating content for your website blog
• Think of your blog as your office news
page.
• Use your blog as the hub of all your
networks
• Difference between ‘On-Site’ vs. ‘Off-
Site’ blogs
• Frequency: At least once a week
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Blog Content:
• Articles
• Posts over 100
words
• Newsletters
• Office Events
• Community

14. Creating content for your website blog
• What should I blog about?
• What makes your practice unique?
• Become a resource to your community
• What are the best practices?
• Sesame Search Weekly
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Blog Content:
• Articles
• Posts over 100
words
• Newsletters
• Office Events
• Community

15. Tips for effective blog content formatting
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1
2
3
4
5

16. Tips for effective blog content formatting
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Compelling Headline

17. Tips for effective blog content formatting
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Visual Content

18. Tips for effective blog content formatting
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Subheadings

19. Tips for effective blog content formatting
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Line Breaks

20. Tips for effective blog content formatting
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Bulleted & Numbered Lists

21. FACEBOOK
An online social networking service with the mission to make the world
more open and connected.
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22. Creating content for Facebook
• What should I be posting about?
• It’s all about engagement, not just your number
of Likes
• When is the best time to post?
• What are the ‘rules’ for Facebook posts?
• Frequency: 2 – 3 times per week
• How do I know what I am posting is effective?
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Facebook Content:
• Pictures
• Videos
• Office updates
• Emergencies
• Special Occasions

23. Facebook – Contest & Giveaways
• A great way to engage patients online is through contests/
promotions/ giveaways, however as of last year Facebook has
enforced new rules and regulations:
• E: Promotions
• Promotions must now be run through an authorized partner, such
as Sesame Sweepstakes
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iv. You must not use Facebook features
or functionality as a promotion’s
registration or entry mechanism. For
example, the act of liking a Page or
checking in to a Place cannot
automatically register or enter a
promotion participant.
https://www.facebook.com/page_guidelines.php

24. Facebook – Graph Search
• Graph Search will now allow
users to search based off the
‘likes’ of their friends on
Facebook
• Engaging content will be a
key part to ‘ranking well’
when someone does a
search using
• Roll-out of Graph Search has
been slow, so you have time
to ramp up the engagement
of your Facebook Likes
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25. Tips for utilizing Facebook effectively
• “Like” and “Share” other page’s content
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26. Tips for utilizing Facebook effectively
• Use Facebook’s built-in scheduling feature
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27. TWITTER
Twitter is an information network made up of 140-character messages
called Tweets.
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28. Creating content for Twitter
• Twitter now has more than 140 million active
users, sending 340 million tweets every day
• Twitter is a conversation, focused on nurturing
relationships
• Give people a reason to follow you. Tweet and
Retweet interesting things.
• Twitter vs. Facebook: Breaching the two-degrees
of separation
• Frequency: Daily - VERY high level of
engagement
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Twitter Content:
• < 140 Characters
• Share KOP leaders
tweets
• Retweet
Community
Tweets

29. Quick Twitter 101 Tips
• DISCOVER SOURCES: Find and follow others
• CHECK IT OFTEN: Pay attention to what’s
happening
• BUILD A VOICE: Retweet, Reply, React
• MENTION: Include others in your content
• https://business.twitter.com/
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Twitter Content:
• < 140 Characters
• Share KOP leaders
tweets
• Retweet
Community
Tweets

30. Quick Twitter 101 Tips: “Hashtag”
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31. PART I - RECAP
Writing for Social Media: Why Content Matters!
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32. Part I - Recap
• Write for patients, not search engines
• Content should ultimately expand awareness
• Be cautious of posting too often – Be strategic
• Don’t post to post – it will come off as
‘spamy’
• Don’t forget that social media is about having
a two way conversation.
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33. YouTube
Part II - Agenda
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InstagramGoogle+

34. solutions@sesamecommunications.com
www.sesamecommunications.com
877·633·5193
solutions@sesamecommunications.com
www.sesamecommunications.com
877·633·5193
Writing for Social Media:
Why Content Matters – Part I
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