That’s the off-the-cuff formulation that emerged from the blogging session at our Mayo Clinic Social Media Residency on Monday.
But especially with the declining organic reach of brand Facebook posts and the increasing need to supplement good content with paid advertising, a Facebook page can grow up to be a dog.
In the context of our Residency discussion on Monday, it seemed the pony analogy captured the even more intense involvement required with a blog.
You need to ride ponies regularly. You need to build or rent a barn to house them. Vet bills are more expensive. And as far as care and feeding goes, a pony eats like…well… a horse.
That’s why a blog is at the peak of the SMUG Social Media Pyramid. It requires a more significant commitment than most other forms of social media
None of this is to say that you shouldn’t have a Facebook brand page or a blog. But you might want to consider sharing one, just as my dad and his friend Jim Sorgine decided to get a pony together during my youth. They each had two kids, and one pony was plenty for the four of us.
Or you might consider contributing to an existing blog or Facebook page. That’s how we counsel many of our stakeholders who are interested in a social media presence:
Send us your posts for Facebook, and we’ll put them on the Mayo Clinic page. Write guest posts on one of our Mayo Clinic blogs. See if this is something you can keep up in the long term, and whether it’s something you’re really committed to building.
If so, you’ve built great momentum, and we can help you create your own site.
If not, you’ve gotten a bigger audience for your limited series of posts than you would have reached on your own. And you don’t have the long-term commitment.
So, in a sense, the Mayo Clinic Center for Social Media is in the pony rental business.
If you’d like to go for a ride, and your topic is related to social media in health care, you could join the Social Media Health Network and write a guest post.
Or if you want to write something that’s about social media but not necessarily health-related, you could become a visiting professor at SMUG.