Writing for the Web:Session IV

Richardson

July 2011

Compelling communication…

Videos for social good

Social media allow you to define who you are, who is with you, what is happening now, why it is important, and how others are responding to you in real time.

Why engage in social media?

It’s where YOUR patients, clients, family members, employees, donors, friends and competitors are communicating about you and with each other.

It activates key communities and promotes engagement with you and within your publics.

It is an educational tool. It is highly timely and easily accessible. It is almost always free or low cost—except for time.

A Case Study in Engagement

Chick-fil-A

Your goal is to look for ways to build two-way communication

with followers and friends.

Case Study: Special Olympics "End the R Word”

Special Olympics

Strategic decisions

What publics are important to you?How may you best connect with your

key opinion leaders, friends and stakeholders?

Where are they engaging in social-networked conversations?

What is your competition doing?What is your engagement strategy?

Strategic implementation

Connect your tactics with your strategies (remember: tactical grid).

Choose appropriate platforms: Facebook, Twitter, Linkedin, YouTube, foursquare…

Develop a consistent brand image across platforms.

Develop a content and posting strategy: Who? What content? How often?

Develop a policy document approved by management to guide your decisions.

Assign responsibility for creating and monitoring the most strategic platforms.

Develop a strategy for linking and cross-promoting between and among platforms.

Monitor the results—and change and adapt as needed. Flexibility is key.

Promoting engagement

Social-media release

First steps… Cross tag all links

Twitter resources Facebook nonprofits Shorten the URLs for your stories

bitly.com Create a hashtag or tags (#FloydMedical;

#FMC; #WarrenCancer) Show, don’t just tell

St. Jude's Hospital

Reward involvement

Sponsor a competition or contest Crash the Super Bowl The Truth Campaign

Focus on human-centric questions, and post some when your friends or followers do not Shepherd Center

Respond to posts-ASAP Vanderbilt University Medical Center

Offer a “top 10” list or a “5 ways to…” list (or link to one that is online) Lupus Foundation

Use your strengths

Address specific posted questions Dr. Laura Coleman

Interview experts HCA Virginia

Introduce your leadership team or your physicians to a broader audience Emory Healthcare Dr. Disaia's blog

Developing your SM policy

Purpose Statement

DefinitionsObjectivesPrinciples

GuidelinesLegalitiesPenalties Eric Schwartzman 3 Great Social Media

Policies to Steal From: Mashable

PRSA Toolkit

Policy examples

Mayo Clinic Employee Policy

Vanderbilt University Medical Center

American Red Cross Social Media Handbook