Facebook – Brand Characteristics

✓ Do:

• Demonstrate knowledge in an engaging way through a question.

• Convey passion with “!”, as opposed to a monotonous statement.

• Show experience and expertise through succinct, soft-selling by providing link to further medical information and services on website.

• Convey empathy through everyday language like “do not delay treatment”.

✘ Don't:

• Present information in a lengthy and formal tone, which lacks empathy and hard to relate to audience in the casual setting of Facebook.

• Demonstrate prestige, authority and sophistication of service in a hard-sell manner, that is more suited for traditional media platforms such as print or F2F consultations.

• Lack of empathy, care or emotional element to emotionally connect, or inspire the audience.

• Use graphical organ photos or bloody photos.

✓ Do:

• Convey confidence and coolness with succinct sentences/words with clear context, but without being lengthy. Include relevant health information/data to boost credibility.

• Demonstrate knowledge in a modern way through trending and fun topics such as superfoods.

• Witty usage of trending formats such as hashtags or click-to-expand formats.

✘ Don't:

• Short sentences without context and emotional connection, which may sound curt or random.

• Incorrect/random usage of social features such as hashtags that may portray lack of savviness.