Transcript Writing for the Web: Session IV

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?
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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
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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 socialnetworked conversations?
 What is your competition doing?
 What is your engagement strategy?
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Strategic implementation
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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 crosspromoting between and among
platforms.
 Monitor the results—and change and
adapt as needed. Flexibility is key.
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Promoting engagement
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Social-media release
First steps…
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Cross tag all links
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Facebook nonprofits
Shorten the URLs for your stories
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Twitter resources
bitly.com
Create a hashtag or tags (#FloydMedical;
#FMC; #WarrenCancer)
Show, don’t just tell
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St. Jude's Hospital
Reward involvement
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Sponsor a competition or contest
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Focus on human-centric questions, and post some
when your friends or followers do not
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Shepherd Center
Respond to posts-ASAP
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Crash the Super Bowl
The Truth Campaign
Vanderbilt University Medical Center
Offer a “top 10” list or a “5 ways to…” list (or link to
one that is online)
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Lupus Foundation
Use your strengths
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Address specific posted questions
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Interview experts
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Dr. Laura Coleman
HCA Virginia
Introduce your leadership team or your
physicians to a broader audience
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Emory Healthcare
Dr. Disaia's blog
Developing your SM policy
 Purpose
Statement
 Definitions
 Objectives
 Principles
 Guidelines
 Legalities
 Penalties
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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