Ideally, every health organization that’s on Twitter, Facebook or YouTube would have a comprehensive social media strategy that aligns with its strategic plan. Realistically, limited time and money often stand in the way of that.
That’s why Vancouver, Canada-based communications and design firm Signals developed this “cheat sheet” to help healthcare organizations develop a framework for their social media activity.
A social media strategy starts with knowing your audience and identifying influencers, advocates and critics in your area of specialty. Where are these people – both physically and online? Do they talk about your subject areas using Facebook pages, hashtags or LinkedIn groups? What can you tell them that they want to know?
Next comes defining clear goals and deciding how to measure them. Then, Signals recommends creating three key messages and one call to action that will guide your social media activity, as well as creating a voice and character that will be unique among competitors.
Creating a content calendar will help organize posts around events, press releases and conferences. Scheduling time to regularly check social media feeds will ensure that you have time to respond and engage with your audience.
The firm recommends writing a variety of Facebook posts that tell stories, ask questions and share defining moments in the organization’s history. Use Twitter to monitor hashtags and share snippets of information and links.
Finally, have a social media policy in place that includes guidelines for the team, as well as a plan for negative feedback.
Click on the infographic below to see it in full size at Signals’ blog.
[SEO & social media chart photo from BigStock]