“Our hospital’s Facebook page’s likes and engagement have been flat for three months,” the hospital’s director of marketing said. “Can you create some contests and ads to spice it up?”

When the question was posed during a client call, I felt an internal yecch.

Not because Facebook advertising isn’t important – it is essential for building audience. Not because fun, creative contests don’t engage fans – they are a wonderful tool to do so. But because quick tactics to juice likes are not an editorial strategy.

And without an editorial strategy, you won’t solve a hospital’s marketing problem, either. Continue reading Do You Know This Hospital Facebook Marketing Best Practice?