Turning Ordinary Moments Into Extraordinary Content on Social Media

Behind-the-scenes and day-in-the-life posts reveal everyday, extraordinary happenings at hospitals.  

// By Melissa Sher //

In her newsletter about social media, writer Rachel Karten shared advice from Dan Titmuss, a marketing expert who helps arts organizations connect with audiences: “Your brand’s ordinary is your audience’s extraordinary.”

This advice cuts to the heart of why behind-the-scenes content works. On social media, this content lets you show your audience who you are, rather than just telling them. We’re all curious about how things work — whether it’s on movie sets, in museums, or behind the curtain of a musical. The same applies to hospitals. 

Instead of saying your hospital offers only the most innovative procedures, cutting-edge care, or world-class physicians, you demonstrate it. Whether it’s sharing the arrival of a new 6,500-pound MRI machine or showing how the hospital tests its generators to avoid service disruption in a storm, this storytelling is in the details. 

If you manage social media and haven’t yet shared these “ordinary” moments, your organization likely has a treasure trove of untapped stories waiting to be told.

Keep reading for behind-the-scenes or day-in-the-life examples from other hospitals. They may inspire you to share something extraordinary about your hospital. 

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