MD Anderson's Facebook page facilitators strive to create both a resource and a community for cancer patients, caregivers, and survivors. They do this, in part, by being there for their followers every single day.
"Since May 2011, we have posted and monitored Facebook seven days a week," Nathan-Garner says. "We do this partly to increase page engagement, but mostly because our followers—largely patients and families for whom cancer doesn't take a day off—appreciate that we're online and accessible every day."
Nathan-Garner and her team post two to three times a day, sharing content in the form of patient stories, tips for dealing with treatment side effects, and inspirational quotes. They strive to provide exceptional customer experience, addressing concerns on everything from scheduling appointments to parking.
"We 'like' every comment, with rare exceptions, and respond to each question immediately, working with our patient advocacy department, if necessary, to resolve problems," she says. "We hope our page's supportive environment will lead prospective patients to schedule an appointment at MD Anderson and lead others to become advocates for us."
At least one post a day comes from the hospital's Cancerwise blog, which also shares videos, podcasts, and other content. This brings us to the next key factor in a successful hospital Facebook presence— great content.