I’d just finished writing a social media strategy for a rather large healthcare company when my client asked: how are we going to implement this?
One step at a time.
A week later I think we have a solid plan for launching the network, first with employees, then with their customers and prospects. While developing those tactics I’ve come to a few conclusions—three to be exact.
- Promote the network. If you build it, will anyone show? Not unless you publicize it. Actively connect to, follow or like the key opinion leaders and media in your industry. And don’t rule out help from the other marketing disciplines—media planning, web development, public relations and direct marketing. Depending on your industry, an integrated, balanced campaign can drive traffic more effectively than an all-digital approach.
- Create your own content. Once you’ve attracted an audience you’ll need to work to keep visitors engaged. Providing original content, and allowing visitors to add their own material, will give them a reason to return.
- Measure the results. Whether you’re working with for-profit or non-profit organizations, buy-in is essential. Senior management looks for progress over time. Define realistic metrics and deliver them.
Jeff Widmer is a PR and social media strategist.