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    Content drives social media

    Patricia RedsickerWhether you’re writing a 100-character teaser on Twitter, a compelling blog, an attention-grabbing post or a short video script, content is what drives social media interaction, says social media expert Patricia Redsicker.

    READ: How to choose the right social media platform for your pactice

    Social media is about content and content is about having conversations, according to Redsicker, social media manager for U.S. Pharmacopeial Convention (USP) and a former social media consultant for dermatologists and others.

    “It’s a vehicle for transporting content. If you don’t have content, then social media is a useless tool,” Redsicker says.

    It’s about social listening and solving problems

    Social media content shouldn’t be blatantly self-promotional. Rather, it should strike chords with the audience and solve problems, according to Redsicker.

    “Anytime, as a dermatologist, you post a blog, you always have to ask yourself: How is this article helping somebody solve their problems? If it is not, then just strike it immediately because nobody is going to read it,” Redsicker says.

    For example, blogging or posting about a new technology at a dermatology practice offers no value to readers unless the dermatologist explains how the technology solves patients’ problems.

    NEXT: Engage people with your content

    Lisette Hilton
    Lisette Hilton is president of Words Come Alive, based in Boca Raton, Florida.

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