Writing for the Web: Session IV Richardson July 2011.

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Presentation transcript:

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 "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 resourcesFacebook nonprofits Twitter resourcesFacebook 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 Definitions Objectives Principles Guidelines Legalities Penalties Eric Schwartzman 3 Great Social Media Policies to Steal From: Mashable 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