It has baffled me how many webinars and research articles
come out that discuss “making social media work for you”. So here is one more.
But, I want to give a tool, that can be applied, rather than just talk about “social media”.
I am laying out a simple quadrant that will
help you and your institution, small or large, come up with a workable plan for
social media. This is a tool that could be applied to an individual as well.
From a handyman to a healthcare institution, this could be used as a starting
point.
Step 1:
List what type of engagement you are trying to get along the “x axis”.
List what type of engagement you are trying to get along the “x axis”.
Step 2:
List who you are trying to reach along the “y axis” –
Audience.
The picture gives you an example that shows a starting
point for a hospital (or any other organization)
Step 3:
Fill the quadrants with goals that fall under the cell. In
the picture above, you will see Ambulatory marketing falling under “patient and
patient family (audience) and informational outreach (type of engagement)”
Step 4:
The final step is to identify the technologies that will be
used to accomplish the appropriate need identified in step 3. See picture
that clearly shows what technology to use to accomplish specific goals. In some
cases, it lists the “success” models that we could emulate, like Khan Academy.
Using this model, helps you have a meaningful conversation
with the marketing department and help navigate the technologies meaningfully,
rather than starting with “OK, now we have Pinterest, what are we
doing with it?”.
