Scan any of the hundreds of articles and blogs about healthcare and hospital online marketing, and more than likely, social media will the hot topic—which usually includes a mention of Facebook.

However, despite the frequency of recommendations, understanding how to actually use Facebook as a marketing tool is something that chronically confounds many hospital marketers.

• What actually can be done with Facebook?
• What are some of the real benefits of using it?

The Uncharted Waters of Social Media
Most of the challenge in using Facebook as a marketing tool is because social media in general is still in its infancy. Further considering that social media wasn’t necessarily intended for commercial marketing, the methods for effectively using it are often difficult to conceive, much less locate.

Additionally, a lack of universally accepted best practices for social media marketing—either for using it or measuring it—contributes to speculation that maybe there aren’t any effective methods.

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