4 tips to increase audience engagement on social media

The integrated media team at MD Anderson Cancer Center defines its audience and finds its voice.

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Before you can expand your social media audience, you have to know your audience.

If you don’t, your social media efforts will languish and new opportunities to communicate with customers will be lost, said Megan Maisel, director for integrated media communications at University of Texas MD Anderson Cancer Center in Houston.

“We didn’t have a lot of growth over several years, because our audience wasn’t fully defined and we weren’t really targeting that audience in our communications,” Maisel said in this Ragan Training session, “How to write for social media consumption.”

Though the cancer center was known for having a good social media program, the reputation was not deserved, she said. With just 13,000 “likes” on Facebook and 8,000 followers on Twitter two years ago, “the presence was not that big,” she said. “There was not a lot of strategy behind it.”

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