It is important to have engaging content on social media. Social media is successful because it is a place where people can go to engage with one another; whether that is through laughing at a shared video, or commenting on a shared post. In order to create engaging content, you must first know who you are trying to engage as an organization...who is your content for?  Knowing who your audience is—what they like, their interests and their passions—will help you generate content that will keep them wanting more.

When people follow a business on social media they want to see the face of that business, no matter how big or small. No one wants to follow a lifeless, boring, never-ending lecture. People want to see content that engages them and makes them laugh. Entertainment will have your followers coming back for more every time and will allow them to see the sense of humor your company possesses.

Everyone wants to feel empowered, right? Well as a matter of fact they do; that is as long as it is done correctly. As a brand, you can have a lot of power and a lot of influence over your clients and followers. With this in mind, it is important to create content that will empower or encourage your followers. Sometimes that can just be a comforting post to let your patients know that you appreciate them and that you care.

Education is the last of our four E's. You should include generated content that educates your audience. For your healthcare organization it could be the latest information about an infection that is in your area, or a warning about how to protect against the common cold. Either way, your job as a medical practice is to educate those in your community. Be the thought leader and let people check your page because of the trust that you have built through your knowledge and expertise.