We are trying to decide if TikTok would be a good fit for our cancer center. Are any of your organizations using it? Is it working well for you?
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We aren't using it, but there is interest from some of our locations. I keep hearing there are security issues with the app. Maybe someone here can address or explain those issues? Thank you.
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Here are some articles about security concerns and Tik Tok:
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My two cents, plain: I often notice organizations rushing into apps or the newest trend, forgetting what I believe are two key issues to address first. One, do staff have enough time to devote to a new social media channel. Not everything good on Twitter is good on Insta, FB, or TikTok, etc. Two, are you creating enough good, solid content to expand to creating new content for a new channel/app?
I prefer an organization/brand that picks a channel (or two) and commits to it, providing quality content as opposed to those who do a so-so job on five. Worse are those on 5, who start gangbusters, then due to lack of staff time, content, etc. they just go crickets.
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From an innovation perspective, I think it’s important for individuals within an organization to explore new technologies, such as TikTok, but, as discussed above, I would be very cautious in making it a new primary channel.
For example, there is an element of spontaneity and unprofessionalism with TikTok- heck that’s part of its appeal- so I would be very wary of it as an organization channel, but I certainly would want 1-2 of my innovative folks playing with it and understanding it at a deeper level to see where it might apply (for example, teenage healthcare outreach, etc).
We have created an account/reserved our username on the platform so if we decide to use it in the future, we won't have to worry about someone already having our organization's name.
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Last I was looking at the Tik Tok platfrom, I found this article – https://www.omnicoreagency.com/tiktok-statistics/#:~:text=TikTok%20Demographics,spent%20using%20TikTok%20in%202019.
41 percent of TikTok users are aged between 16 and 24. 56% of TikTok users are male and 44% are female. Roughly 50% of TikTok's global audience is under the age of 34 with 26% between 18 and 24. Chinese users account for 80% of the total time spent using TikTok in 2019.Feb 12, 2020
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200 days. Wow.
"It took 200 days for the Chinese development team to create the original version of Douyin / TikTok."
"Just 4% of U.S. social media marketers use the platform" – that seems a little lite. Perhaps we do need to take a more critical look at it?
Thanks for the great link!
@amyolsen circling back on this conversation, as the health system I am working for is looking into TikTok, what did your team ultimately decide?
we have a TikTok account (sheba.medical) in which we try to shoot a combination of educational content (For ex. Not to do dangerous TikTok challenges, To wear a mask), and to show our organizational culture.
The account's audience was supposed to be the public but a lot of employees are exposed to the content as well.
At the moment, we were recommended a few times in the "For You" section on the app and we have over a million views in our videos.
The content first evolved from our children's hospital, as this is a social network for kids and teenagers, but now as the app became more popular, we shoot soft-content videos from all the departments.
All in all, we find this platform very reachable for the younger generation on the one hand and make our employees happy on the other.
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that's excellent! Mask Wearing seems to be just made for Tick Tock ( and Vice versa)! Have you ever thought about a youth context ( regional, or perhaps children of staff?) for best mask-wearing video? I suspect that next years covid mortality numbers at the regional level will be determined by % vaccinated AND apriori % mask use.
We ultimately decided it wasn't a good fit for us right now. But it is something we will continue to assess.
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I feel Cleveland Clinic did a nice job at growing their account and posting relevant content about Covid19 and safety protocols. I also agree above, you don't always have to be on every platform, but innovation and experimentation are necessary when trying to expand your reach and audience. The way we consume is changing daily as the pandemic has shifted all of our behavior, something to keep in mind as we put together digital strategy, while being mindful about IT and legal protocols with using different apps.
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