Social Media Strategies: Content Development and Proactive Solutions
PART 2: Social Media Strategies: Content Development and Proactive Solutions
August 15-19, 2016 | 24/7 Access
Module 3: Producing Engaging Online Content through Social Media
Tuesday, August 16 | Noon–1 pm Central
Presented by Brooke Hess, Marketing Manager, Content Strategy and Promotions, Henry Ford Health System and Emily Solecki, Social Media Strategist, Henry Ford Health System
When your patients visit your Facebook page or web site, is what they see and read representative of the experience they have in your hospital or clinic? As marketers and communicators, we know the importance of producing engaging content online and using the tools of social media to promote service lines and enhance brand awareness. But the day-to-day challenge of making it happen can be daunting. The pressure to post frequently can sometimes overwhelm the need to ensure that the content is high-quality and focused on the key performance indicators that your leadership is using to evaluate success. The marketing team at Henry Ford Health System shares how they strategically use digital content – from social media messaging to health and wellness blog posts – to tell the story of the Henry Ford brand and help achieve their engagement goals and drive online traffic
The team will share insights from their experience in the past year, including:
- Launching a health and wellness blog from the ground up on limited budget, which routinely receives 5,000 page views per month
- Consolidating multiple hospital Facebook pages into one unified page, resulting in a page growth of 81 percent while maintaining a consistent engagement rate
- Integration of a new health system tagline and branding campaign into their existing workflow
The presentation will include practical tips on:
- Developing a style guide and graphic standards (and advice for sticking to them)
- Planning and maintaining a dynamic, strategic editorial calendar that serves multiple business entities and various audiences
- Working across departmental silos to develop and share content
- Responding to consumer feedback (both positive and negative) with humanity and transparency
- Focusing on the digital metrics that matter
Learning Objectives:
- Understand how a health and wellness blog can increase brand trust and drive content creation across multiple channels
- Understand how a comprehensive social strategy can help provide clear objectives and a foundation for tactical decision-making
- Understand how maintaining consistent messaging and visuals creates brand loyalty
Module 4: Strategies for a Proactive Reaction to “Challenging” Social Media Situations
Thursday, August 18 | Noon–1 pm Central
Presented by Ashley Johnson, Corporate Communication Specialist, Deaconess Health System
A bad situation can quickly spiral out of control on social media. Seemingly-insignificant stories (true or not) can grow tentacles and fangs before you are even aware that the topic is being discussed. Being proactive with your social media strategies can help you prevent, manage, and when necessary, react, to some sticky social situations. As the communication expert for your organization, the pressure is on you to handle the situation well and preserve your brand and reputation.
Topics will include:
- Having the right team members—from several disciplines--in place for managing your social media.
- Developing ready-responses and proactive options for dealing with an escalating situation—or when possible, to prevent it from escalating.
- Deciding whether to, when to and how to respond to negative posts or comments.
- Building full-organizational support and trust in your social/media relations processes.
- Writing social media policies that are clear, reasonable, and are approved by internal audit.
- When to notify—or involve—the C-Suite. They don’t like surprises and sometimes decisions need to be made that are out of your scope.
- Collaborating with local authorities for crises that develop via social media.
Case studies of challenging social media situations and their handling will be shared throughout the presentation, as will specific examples of easy-yet-effective actions that any organization can take to be prepared for the next trending topic.
Learning Objectives:
- Take home specific, easily-implemented actions that will significantly improve their organization’s preparedness to effectively handle negative social media.
- Know who should be included in the organization’s social media team.
- Develop or further enhance their organization’s social media policies.