Create More Value Through Your Healthcare Social Media Program: 10 Important Questions To Answer
Create More Value Through Your Healthcare Social Media Program: 10 Important Questions To Answer
Apr 24, 2015
One of your goals through your social media program might be more meaningful brand engagement. But in the sea of content that already exists, it’s not likely that a lot of people are waiting for your healthcare organization’s social media content.
So you need to ask: What’s in it for your audiences? Are you worth their precious time? And what’s in it for you (are your efforts aligned with your strategic goals)?
Here are 10 important questions you need to address as your healthcare organization considers, shapes and executes your social media program. Addressing them now will avoid you having to explain a lot of things later on.
So you need to ask: What’s in it for your audiences? Are you worth their precious time? And what’s in it for you (are your efforts aligned with your strategic goals)?
Here are 10 important questions you need to address as your healthcare organization considers, shapes and executes your social media program. Addressing them now will avoid you having to explain a lot of things later on.
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Create More Value Through Your Healthcare Social Media Program: 10 Important Questions To Answer
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
Approximately…
70,000,000 total videos on YouTube
100,000,000 YouTube videos viewed per day
13 hours of video uploaded every minute
133,000,000 blogs indexed by Technorati since 2002
900,000 blog posts every 24 hours
1,111,991,000 Tweets to date
3,000,000 Tweets each day
200,000,000 active Facebook users
100,000,000 users logging on Facebook at least once a day
Net: no one’s waiting (at least probably not) for your content
So ask yourself…
Are you worth their precious and limited time?
What’s in it for them?
And what’s in it for you?
Are your social efforts aligned with your strategic goals?
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
1. What are your goals, and how might social fit…
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
research
growing awareness
Investorrelations
publicrelations
prospecting& leads
thoughtleadership
education
positive brand
associations
recruitment
corporate socialresponsibilty
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
2. What type of community are you trying to engage…
who are they
what problems are they trying to solve; whether in business or their personal lives
where do they currently go for information
3. How familiar are each of these communities with your organization…
existing or new relationship
frequency of interactions
your reputation among them, etc.
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
4. What is your niche or singular message…
where’s your expertise/your greatest value
what’s your laser-like focus that keeps fanscoming back
how obtain search traffic through your specific niche keywords
5. What’s your big-picture strategy…
thought-leader driving category debate
education channel for information,
knowledge, resources
entertainment avenue for fun, memorable,
sticky experiences
empowerment inviting audiences to participate in,
and promote initiatives © 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
6. How approach your content and conversations…
type, e.g. articles, white papers,
video, presentations… style, e.g. controversial,
interactive, descriptive… sources, e.g. inside company,
third-party… keywords that you want to own guardrails
frequency quality legal implications authenticity, etc.
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
7. Types of outreach channels you’ll employ…
based on answers to previous questions:
what are the vehicles you'll use to gain maximum participation; and that best support one another
how will you use traditional media to compliment and pull audiences to social
8. How will you resource your effort…
how much internal time and resource do yourequire, e.g. content and conversations team,technical team, research team
who will be your social face and voice, e.g. CEO, marketing, cross-functional teams
how will you get employees on-board, e.g. internaltraining and simulations
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
9. What policies are in place for…
employee participation brand consistency handling confidential and proprietary
information
crisis situations, etc.
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
10. How will you monitor progress and performance…
ongoing internal monitoring agreement to performance criteria
agreement to metrics
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
Summary
1. What are your goals and how might social media fit in?
2. What type of community are you trying to engage?
3. How familiar are each of these communities with your organization?
4. What is your niche or singular message?
5. What’s your big picture strategy?
6. How will you approach your content and conversations?
7. What types of outreach channels will you employ?
8. How will you/can you resource your social media effort?
9. What policies are in place?
10. How will you monitor progress and performance?
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission
Trajectory
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Morristown NJ 07960
973-292-1400
www.trajectory4brands.com
Contact: Eric Brody, President
973-292-1400 x201
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