1. Social Media DefinedSocial media is all about leveraging
online tools that promote sharing and conversations, which
ultimately lead to engagement with current and future customers and
influencers in your target market.The key to social media working
is having a content marketing strategy that involves the
distribution of valuable, relevant and compelling content that
promotes the behavior you are looking for that will ultimately
drive your business. Most businesses start with the tools.
2. Why Social Media? Helps with SEO Allows control of online
presence Connect with patients Patient recruitment Gives physicians
a voice Share commentary on research/reports Create awareness
Research
3. Levels of Engagement Low Level Defined as physicians office
that had no previous social media presence with the goal of
establishing at least one primary social media identify for the
purpose of publishing announcements, news, and information about
the physicians office. Medium Level Defined as a physicians office
that already had some social media involvement and was willing to
increase activity of content sharing, monitoring, feedback and
response to a weekly minimum. High Level Defined as a physicians
office that was utilizing social media on a regular basis (several
time a week) that could consistently share information and promote
activities, integrating social media into specific office
activities and events (educational seminars as an example). Office
staff is involved and actively engaging audience.
4. Getting Define goals and objectivesStarted In-house,
outsource or both? Who will manage accounts? Budget? Time, finances
Which social media outlets will we use? Do what youre comfortable
with Progress at your own pace Decide on brand
5. What Works What Doesnt Dos and DontsDecide who you Robotic
responseswant tobe, conversationaltoneKnow when to join Retracting
whenin dialogue under attackKnow when to Ignoring feedbackescalate
or ignoreEstablishing Ignoring issuesguidelines and rulesof
engagementResponse strategy Taking comments personallyAlign
stakeholders Not having a plan
6. In-House and OutsourcingOutsourcing Role Strategy
development Editorial calendar Content development Counsel
Messaging and content support, Posting and Listening Time
Management
7. In-House and Outsourcing In-House Role Strategy development
Content editing Information/expert resources, Direct client
response and listening
8. Social Media Education: Content Management Confidentiality
and patient privacy is the first thing that has to be accomplished.
Its easy for doctors to inadvertently disclose patient info.
Getting more physicians to use social media professionally gives
value. In terms of liability, doctors should never give personal
information. Its best to offer general information. Dont engage
patients in one on one conversations online. As a general rule, in
terms of a content strategy, use population-based terms and speak
on populations versus individuals. Speak to topics as a whole and
in generalizations. Dont want to give medical advice.
10. Medical Network for Education and ResearchDevelop your
social media and comprehensive marketing strategy. Call us at
770-210-0726. Services: Content Strategy Strategic Communications
Marketing Strategy/Plan Social Media Plan Strategic Planning
