Not sure where to start with your social media efforts? It’s always useful to read case studies of how other organizations are tackling similar challenges. On the one hand, it’s great when you can pick up a few valuable tips. On the other hand, it’s nice to confirm that you’ve already been doing things right.
That’s how I reacted to the lead article in the September/October 2009 issue of Spectrum, SHSMD’s bimonthly member newsletter, “Launching Our Hospital’s Social Networks: An Insider’s Perspective.” It tracks the steps that Swedish Covenant Hospital in Chicago took to develop a social media presence. Written by two of the hospital’s marketing professionals, Leigh Ginther and Laura Prusik, this case study presents an intelligent process and meaningful observations.
The Process
Convene a strategic group to develop an informed social networking plan. The team, limited to less than 10 members, consisted of representatives from outside and inside the hospital. Those from the outside came from a range of professional backgrounds and brought diverse expertise. They were expected to bring an intelligent perspective about how consumers seek health information. Hospital representatives included the CEO, CIO and two representatives from the marketing department.
Listen. Observe. Analyze. Members of the group listened and observed what was taking place online. They studied and analyzed. They tracked conversations about their hospital through Google Alerts and Yelp reviews. They browsed Facebook and Twitter to learn how they work and how their consumers use them. They read articles about how social media technologies are being used successfully by other marketers.
Build a cohesive plan and a project team. From carefully listening, observing, and analyzing, the team was able to specify what they needed to focus on, who needed to do it, and how it should be done. They identified the primary topic areas that their consumers seemed most drawn to on the web—weight management, pregnancy, and parenting. They set rules for themselves about how they would interact with their audience. There would be no screening of blog comments—they would let people speak their minds. Their attorneys approved a disclaimer to be posted on all social networking sites. They didn’t try to create communities—instead they joined in on existing conversations. They picked three clinicians who were well respected in their specialties and effective communicators—one blogger, two on Facebook and Twitter. The team agreed on goals and guidelines. They went to work.
Measure results regularly. By comparing weekly data, they learned what worked best at driving traffic. For example, they found e-blasts to be much more effective than printed fliers. Google Analytics confirmed that Facebook, Twitter, and the blogs were referring significant traffic to the hospital site. Within four months, they attracted around 500 followers on Twitter and Facebook combined, and the blogs attract 700-800 visits per month.
Delve deeper. Wanting to go beyond the numbers and learn more about their followers’ expectations of their social networking sites, they partnered with a market researcher to conduct online focus groups, held on a message board, to delve deeper. From this effort, they learned that consumers are looking for more interactive media and more comprehensive content. They’re on it.
Meaningful Observations
- Don’t expect results to come overnight. View social media as a long term plan.
- Everything online evolves quickly so be open and flexible.
- Combine a small team of outside experts with a carefully selected internal team, including at least one executive.
- Swedish Covenant Hospital’s biggest challenge was “letting go of the desire to control public messaging so we could have an authentic conversation with consumers.” Their policy is to, “Intervene only when conversation is a personal attack or vulgar in nature.” This is a critical step to making social media work for consumers.
- Leverage established networks rather than trying to create a bunch of your own networks from scratch.
- Invest the time and money to figure out what consumers really want from you and then invest the time and money to deliver it to them.
Click here to view Swedish Covenant Hospital’s social networks.
It's quite interesting stuff.
get more twitter followers
Posted by: Stella | February 03, 2010 at 02:32 AM