Avow Banner
Brand News Updates and Information
interplanetary communications
In This Issue: Businesses Are Smiling On Facebook
Horizon BCBS Cries "Uncle" After Our Last Newsletter
Join Our Mailing List
Visit
 
Businesses reach beyond traditional media, integrate Facebook into their communications programs
Bill CarlosFacebook's latest growth is coming from  businesses who are integrating their messages to reach beyond website traffic and traditional forms of communications.

Why should businesses that have a website also have a Facebook page? Your website is your company's encyclopedia, where visitors can find what they're looking for because of intuitive navigation.  Facebook offers a different experience, more timely updates and interactive communication.

And the numbers are compelling
In addition to the oft-quoted 500 kajillion members, the number of daily fan page "likes" has doubled in the past year, to 100 million a day. When a visitor "Likes" or better yet, "Shares" something on your page, it then appears on their own page and is visible to all of their friends as well.

In addition, a business Facebook page offers connections with customers, prospects and other stakeholders:
  • It allows real conversations to take place between any or all of your stakeholders.
  • It provides authenticity, allowing people to identify themselves and speak candidly about their experiences.
  • It provides an immediacy that websites generally don't achieve.
  • The cumulative effect of its "friends-of-friends" feature offers an online reach that rivals other media.  
  • It supports all other media programs.
New features expand Facebooks usefulness
Facebook's latest updates bring it even closer to a website by allowing tabs ... check out this example from the Alabama Vision Center using full tabs.  Closer to home, Summit Medical Group incorporates a less intrusive Welcome tab and Physician Finder tab in the left navigation column of its Facebook page.

It's hard to think of a reason that Facebook should not be part of any core communications strategy.  Websites, local advertising, public relations, newsletters all still serve specific purposes and should not be ignored ... tying it all together for a smooth brand experience is the goal.

If you're going to add a Facebook page, don't turn it over to already busy staff members and expect them to fit it into everything else they do.  This rarely works, as is witnessed by numbers of sites that display content that is painfully out of date.  Developing timely information that people want and building a fan base takes time.  

Keep the page fresh by regularly posting news and helpful information. And if you need help, just send us a note and we'll be glad to pitch in.   

Bill Carlos
President
Horizon Blue Cross Blue Shield Says "Uncle,"
Makes Peace With Bayonne Medical Center
In our last issue we reported that New Jersey health insurers were facing a challenge to its hospital network in Hudson County.

The owners of Bayonne Medical Center, who have operated independently of Horizon BCBS and Aetna for three years, were approved to buy the failing Hoboken University Medical Center.  The presumption was that they would also remove HUMC from the health insurance networks if they did not receive significantly higher reimbursements.

The situation looked even more grim for the insurers when a California hospital company known for jettisoning insurance networks (and that had provided inspiration to the BMC owners) was attempting to buy Christ Hospital in Jersey City.  Potentially, three out-of-network hospitals in one county, was more than Horizon BCBS was willing to bear.

Since our report, Horizon Blue Cross and Blue Shield has ended its three year battle with BMC and has agreed to pay the higher reimbursements after all.
Avow Communications is a brand-building communications agency with more than 20 years in business and healthcare communications.  If you have a question about branding, email us here and we'll answer your question in an upcoming newsletter.

Avow Communications is a member of the New Jersey Chamber of Commerce and the New Jersey Advertising Club.
� Copyright 2009-2011 to Avow Communications.  All rights reserved.  Avow Communications is located in Berkeley Heights, NJ.  Tel. 908.499.7862.  Email:[email protected].