Social media war rooms (and why you need one) – iMediaConnection.com
How do you keep a million posts and retweets from doing irreparable damage to your brand? Follow these five steps to stay ahead of the bad news. Learn more.
The new marketing hybrid
Integrating Traditional Skills with New Media Savvy
As hospital marketing departments address evolving new media channels, new skill sets are needed to supplement traditional marketing expertise. This may mean reconfiguring the responsibilities and job description of an existing staff member, or if the budget allows, hiring a new staff person solely dedicated to new media. Elizabeth Scott, President and Principal Strategist, Raven New Media and Marketing, Louisville, KY, shares the following insights for developing and deploying this new “hybrid marketer.”
- Define the role: This person will be responsible for implementing and monitoring the organization’s new media strategy. That includes creating and managing web-based content in new media formats, in accordance with usability principles for content and navigation, site standards, and posting policies.
- Identify the required skills: Skills are specific and dynamic, and include expertise in creative writing; online project management; e-business; search engine optimization; CRM; microsite development; and web monitoring, metrics, and analysis. When work includes social media, expert-level experience with blogs, communities, wikis, RSS, mobile media platforms, multimedia online film and audio management, and other social media tools as they emerge is also required.
- Create an appropriate job title: Consider web-themed titles such as “Interactive” or “Online” Marketing Manager; those focused on media types such as “Multimedia” or “New Media” Manager; or those targeted at social media such as “Social Media” or “Community” Specialist. Avoid using the term “manager” for social media titles since, by definition, social media or communities are not managed internally by the organization.
- Recruit candidates from non-traditional sources: Experts in this field are “wired” so look for them on web job boards, social media user groups, and networking sites like LinkedIn. They are attracted to creativity, fun, and a gaming mentality, so consider posting a recruitment video on YouTube. And don’t assume that anyone with a MySpace page is fluent in new media—work with an expert to develop a skill test for this role.
- Invest in ongoing training and education: “Groom and grow” your expert by engaging a consultant with new media expertise or a seasoned expert from another health system as a coach or mentor. Have your staff person attend conferences or complete online courses. Sites such as eMarketer.com are also helpful.
- Integrate the new role into the department: Make it clear that this is a collaborative role that feeds and supports other marketing team members. Create “share” sessions with colleagues on a regularly-scheduled basis and don’t allow silos of information. Insist that the new role demonstrate value to the system quickly and regularly in order to maintain and grow the program.
Source: Elizabeth Scott can be reached at escott@ravennewmedia.com
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Most U.S. companies are not taking full advantage of the B-to-B and B-to-C opportunities that Twitter and other social media outlets can offer. Find out more about the hidden advantage of well-executed social media programming.
10 small business social media marketing tips
This is a nice overview of several social media platforms and their basic business use.
10 Small Business Social Media Marketing Tips
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Developing a Social Media Marketing Plan
Developing a Social Media Marketing Plan – www.healthleadersmedia.com
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What is collaborative media?
Lately, I’ve been asked to provide some information about collaborative media and its role within social media. It is best defined by example and misuse is important to understand. I really like Derek Powazek’s discussion, in “Rule 1 for Collaborative Media: Ask First.”
Social Influence Marketing Strategies & Tactics to Win Customers
Lots of helpful hints for using social media to win business.
How do you see social media marketing for hospitals progressing over the next few years and what can hospitals do now to get a leg-up on their competition?
As a professional who is actively involved in helping hospitals and health care systems develop social media programs and policies, I am happy to address this topic.
I fundamentally believe that social media will transform communications and revolutionize hospital public relations. If hospitals embrace social media in the relatively early stages, the advantages over their competition will last for years to come. The later a hospital waits to get in the game, the more work, money and time it will take to make social media effective.
To get a leg-up on the competition:
1. Treat social media as a “program,” not a project. Build a plan. Learn about the multitude of social media options – there are thousands of channels. Become well-versed in the business advantages and disadvantages of the different types of social media – video sharing, social communities, micro-blogging, virtual worlds, etc.
2. Establish your organization’s name on social media channels. There are a limited number of identities out there. If yours is taken, you may have to resort to unintuitive options. Stake your claim.
3. Educate everyone – your C-suite, your employee population and your department. Social media is new to many. It is also misunderstood. It is your job to educate everyone appropriately and build advocacy from within first.
4. Test. Don’t do everything! Experiment and discover what works and what doesn’t. Be smart and selective. Don’t post every video to YouTube or spread your messages too thin among channels. Move quickly and stay nimble.
5. Commit to reporting your findings. Treat this program with the importance it merits. If you report your success or report choices to drop channels or convey specific messaging, it will help you map your program and support your planning strategy. You will also discover that by building awareness of your fans’ comments, you will find even more support for your program (internally and externally).
6. Use with care and take the high road. Do not use these channels casually. You are representing your brand. Don’t fall into the trap of marketing to your listeners. This is a conversational medium. Never use this as a gorilla tactic to slight the competition. Always be honest and transparent.
7. Understand the business value and use of the channels. It is fundamentally different establishing your organization’s identity in social media from your own casual social use. It is a business tool with measurable value.
8. Create a policy. Don’t leave your organization unprepared. Every hospital or health care organization has to understand the proper use of social media and how an employee should represent him or herself online.
9. Be creative and sincere. The public can sniff out a professional and will quickly lock you out. Speak as a person. Ask, ask, ask what they want to know or track about your organization. The public is in charge. Remember, they are bombarded by messages, so creativity counts.
10. Jump start your program with a professional. It is a challenge to get started and maintain momentum for your social media program. Bring someone in to help you with workshops, planning and even internship programs.
Drop me an email if you’d like more information, Elizabeth L. Scott escott@ravennewmedia.com.
