Your guide to social media
How to get the most from each site
When Papa John's wanted to improve its Internet presence, the pizza company hired teenagers to manage the social media, says Merrily Orsini, MSSW, managing director of Corecubed, an integrated marketing, design, and public relations company based in Louisville, KY.
"Exponential growth followed the move into social media as the customer fan base grew and online promotions were more effective than traditional methods," she says.
The move worked for Papa John's because teens and young adults are a key target audience, but some of the techniques the company used can also work for hospice, says Orsini. "Their web site and social media were all kept up-to-date, with information that changed frequently," she says. "It was all interactive and offered coupons and invitations to join groups for discounts."
Although you might not think of hospice as an organization that can offer coupons, Hospice of Palm Beach County in Palm Beach, FL offers coupons on its web site for use at the hospice's consignment stores. The Resale Shops are an important source of funds for the hospice, says Margaret Chatham, webmaster for the hospice. A Facebook page for the shops as well as coupons and shop information on the main web page increase awareness, Chatham says.
Other ways to increase the interactivity of social media sites is to enable visitors to comment on your postings and to allow people to request information from the site, says Orsini. "The ability to interact should also apply to your web site," she points out. "If you set up an online RSVP list, you'll be able to use the list to contact those people for similar future events, classes, or volunteer activities."
When evaluating your strategy to use social media, keep the differences in mind to make the best use of each, suggests Orsini:
Facebook.
"Facebook is a very interactive, user-friendly media that agencies can effectively use," says Orsini. "Keep postings positive and focused on your marketing goals."
Pay close attention to comments posted on your Facebook to ensure you respond to questions, requests for information, and compliments, in a timely manner, she says. "Also, monitor the site to remove any inappropriate comments," she adds.
Customize your tabs on Facebook to make sure people can find your information, your events, blogs, or other pages easily," suggests Orsini. "You want people to browse through all of your pages and go to other sites you have established."
Twitter.
"Twitter is a great way to see what people are talking about," says Orsini. "All types of people are sharing experiences on Twitter, and it gives you a chance to adjust your messages to respond to questions that occur most frequently."
Blogs.
The key to a successful blog is to keep it relevant and current, says Orsini. "It has to be written about topics that are important and interesting," she says.
To enhance the credibility of your agency blog, have in-house "experts" write the articles, Orsini suggests. "The writing should be personal rather than clinical, and photos help establish a closer relationship," she says.
Use links within the blog's text to take readers back to your web site for more information about seminars on the topic, Orsini adds.
Executive summary
Hospices that incorporate social media into their overall marketing strategies find that it can be an effective way to reach people with whom they normally have no contact.
Develop policies that guide the messages, the oversight, and the responsibility for maintaining the social media sites for the hospice.
Keep information on sites positive, and focus on services or events that are of interest to your audience.
Link the social media sites to your web site and vice versa.
Be prepared to monitor the sites daily to respond to questions or requests for information, as well as to remove any negative or inappropriate posts.
Sources
Jennifer Martinez, Communications Manager, Hospice of Palm Beach County, West Palm Beach, FL. Telephone: (561) 273-2194. Fax: (561) 227-5198. E-mail: [email protected]. Web: www.hpbc.com.
Merrily Orsini, MSSW, Managing Director, Corecubed, Louisville, KY. Telephone: (800) 370-6580, Ext. 1 or (502) 425-9770. E-mail: [email protected].
When Papa John's wanted to improve its Internet presence, the pizza company hired teenagers to manage the social media, says Merrily Orsini, MSSW, managing director of Corecubed, an integrated marketing, design, and public relations company based in Louisville, KY.You have reached your article limit for the month. Subscribe now to access this article plus other member-only content.
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