Social media is transforming the way patients engage with healthcare providers. Platforms like Facebook, TikTok, Instagram and Reddit are now being considered go-to sources for health and wellness information. In this edition of Vital Signs, we’ll explore how healthcare organizations can cut through the noise on social media and restore trust with patients.

In today’s digital age, bad news can go viral in minutes. A single misstep—a social post gone wrong, a supply chain hiccup, a partnership backfire—can quickly spiral into a crisis. Without preparation, these moments can be disasters. With the right strategy, they can instead showcase resilience, authenticity, and creativity. In this edition of Plain Talk, we explore how brands can move beyond crisis management to build trust and long-term loyalty.

Long gone are the days when people whispered about a healthcare provider’s reputation while sitting in their waiting room. Now, all you need is Google and a computer or cell phone. In this digital age, trust in healthcare is shaped by online reviews, social media, and a provider’s ability to communicate with empathy and transparency. In this edition of Vital Signs, we’ll explore how reputation shapes patient confidence and trust, why digital perception matters more than ever, and what healthcare providers and systems can do to earn (and keep) that trust in a review-driven world.

Keeping up with social media trends and updates sometimes feels impossible. Algorithm changes, new features, and even entirely new platforms are popping up regularly. From the uncertain future of TikTok in the U.S. to the rise of artificial intelligence (AI) and augmented reality (AR) reshaping the digital landscape, 2024 saw its fair share of changes to social media. In this edition of Plain Talk, we’re diving into the most significant social media shifts of 2024 and sharing our predictions for what’s on the horizon in 2025.

For the past dozen years or so, the advertising industry has been pushing the value and effectiveness of social media influencers hard. There’s been some pretty solid logic backing those recommendations up too. Influencer product pitches and endorsements, everything from unboxing to live demos, have helped businesses in many verticals see significant improvements from brand affinity to sales. But are times changing? Recent data, driven largely by Gen Z and younger millennials, shows new attitudes toward influencer authenticity, dwindling engagement rates, and increases in private micro-communities. In this edition of Plain Talk, we’ll look at what these changes may mean to how you balance the social media plan in your marketing mix and when it still makes sense to work with influencers.

Change is a constant in public relations and social media, but the emergence of artificial intelligence (AI) isn’t just another change – it’s a revolution. Generative AI goes beyond automating tasks. It has become a creative collaborator for many communication and public relations professionals, sparking fresh ideas for content creation, building media lists and helping overcome hurdles like writer’s block.

The relationship between social media and organic search engine optimization (SEO) has become increasingly intertwined. Social media platforms serve as more than just channels for connecting with friends or sharing cat videos – they have evolved into powerful tools for increasing visibility while driving referral traffic to your website. Couple this with Google serving up social media profiles in search results, and you have a match made in brand awareness heaven. In this edition of Plain Talk, we will explore how savvy use of social media can help increase your SEO rankings.

In the dynamic world of digital marketing, platforms continually evolve. With over 140 million monthly active users, Twitch has emerged as a powerhouse for brands seeking to engage with diverse audiences under the age of 45. In this edition of Plain Talk, we’ll explore Twitch marketing in depth and help you decide if it’s right for your brand.

You may be as surprised as I was to find out that the infomercial industry is said to have generated nearly $250 billion in sales globally in 2022. Why are brands still resorting to decades-old sales tactics when there are so many options to promote their products online and through social? And why is this throwback approach still working for some brands? In this Plain Talk, we’ll look at old-school infomercials and how you can leverage the benefits of using infomercials for your brand.

For most of us, social media is an integral part of our daily lives, and it certainly plays a pivotal role in shaping public perception of brands and businesses. While positive feedback and glowing customer reviews can boost a company’s reputation, negative reviews and customer complaints can spread like wildfire and lead to a full-blown crisis. Effective crisis management for social media reviews and customer complaints is crucial for preserving a brand’s image and ensuring its long-term success. In this edition of Plain Talk, we will examine the importance of social media crisis management for businesses on social media. We’ll discuss effective strategies to combat negative reviews, with examples on both local and national levels. We may also uncover some valuable lessons.