Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The Big Brand Theory: How Johns Hopkins Hospital Became Approachable on Social Media
Posted on June 4th 2013
Stacy Poliseo is the social media voice for Hopkins Medicine. With a background in marketing and advertising, this is Stacy’s first foray into the healthcare field and I asked her how she found healthcare social media marketing different from other industries.
“It’s challenging. The healthcare industry is conservative and respects privacy ... a lot. Healthcare providers tend to be afraid that they will have much less control over social media than they did with traditional marketing.”
Stacy listens to the patient voice at Hopkins. “Patients want to share and they do trust websites, especially the well-known ones like Hopkins, The Mayo Clinic and WebMD. At Hopkins, regulations and privacy are paramount and we are always thoughtful and respectful in our responses. And we immediately move offline if we think there is an issue with sensitive information.”
When asked what the Hopkins approach was to social media marketing, Stacy said that she tries to take in all that is happening in Hopkins Medicine and share it. She wants to show the depth of the institution from research to patient care. Hopkins has a local audience and also an international one. Stacy wants to reach out with social media and give a human touch to the brand, becoming part of the conversation. She wants patients to think of Hopkins as an interactive and conversational trusted resource.
When asked to give an example of an interesting use of social media at Hopkins, Stacy told me about the social media campaign promoting the new Sheikh Zayed Tower and The Charlotte R. Bloomberg Children's Center. These buildings were under construction during the campaign and Stacy used a special interactive Facebook application to create the page, “A New Era is Here” on the Johns Hopkins page. Anyone could go to the page and learn about the new buildings, take a video tour, take a quiz about the buildings’ construction. There was a count-down clock to opening day, a timeline and detailed information about the buildings.
“This page drove over 20% of new Facebook likes,” Stacy said. “Patients wrote congratulation posts and we generated a lot of excitement about the buildings. It was a great example of the public integrating with Hopkins Medicine.”
Stacy told me that she learned two very valuable lessons about social media marketing at Hopkins:
1) “You have to think beyond YouTube, Twitter and Facebook and look to other communities where patients are, in order to listen to them and get a feel for what they want. Go to photo-sharing sites and sites like Daily Strength and just listen and monitor. This is a big part of my job.”
2) “Don’t make assumptions about your audience or demographics. The Facebook audience may be different from the Twitter audience or the YouTube audience. It’s not only younger people that watch YouTube. Be familiar with your audience and your community. You have to really research this.”
In closing, I asked Stacy what advice she would give other healthcare social media managers. “Listen, listen, listen and then test and retest. See what seems to be effective. Listen to your audience and then try different things and test them. Number of posts, content format, and so forth. And this is not a static project. It is always changing and you have to change with it. My advice would be to listen, learn and adapt.”
The Big Brand Theory is a weekly, exclusive column for Social Media Today that explores the social media strategies of big brands, both B2B and B2C. Look for the next installment next Monday morning. Logos by Jesse Wells.