Is Threads the place to be or, uh, boring and not worth it?The latest loud social media splash is Threads, a direct Twitter – now X – competitor from Mark Zuckerberg’s Meta. It was the fastest social media platform to 100 million users, but since then engagement has dropped precipitously. Which all leads to the question above. More specifically, how much should healthcare provider marketing and communications teams be investing in any given social media platform? Is Threads worth diving into? Even beyond Threads, there’s the deeper issue of too many platforms and channels and not enough resources within hospital marcomm offices to be present everywhere.So, where do you invest?This week it’s an all-Jarrard podcast, with Abby McNeil, Meghan McCarthy and Tommy Barbee bringing their extensive background in healthcare marketing, communications and digital strategy to the Threads debate.Key Insights

Threads doesn’t make sense for most organizations. Not worth it. Borin, even. Today, it’s a better spot for individuals and influencers.

That said, it may be worth having a couple of people on your team to sign up and keep an eye on the platform as it evolves

A few healthcare organizations are in a good position to use Threads. Namely, academic medical centers and research institutions that are known for cutting-edge innovation and that are looking to engage and recruit students or researchers – the people who might have that personal account.

In the end, it’s crucial to know what you’re trying to accomplish and where your target audience is before investing in any social media platform. Otherwise, you’re just stressing your social media managers.

Also, just to be clear, Jarrard Inc. is not on Threads. But you can find all of our thinking at jarrardinc.com/subscribeLearn more about your ad choices. Visit megaphone.fm/adchoices