So my good friend Olivier Blanchard shared a post I wrote on Facebook (seen above) and this generated a pretty interesting discussion. So I thought I would share a few of the comments and my responses.
Cémanthe – you know…I 100% agree…I am tired of the industry using this buzzword –> “Storytelling”…it actually pisses me off…thus the point of this article.
It is possible…it is possible to measure success. I have been surrounded by groups that want to bring a visual context to their story. They enlist me to help find and tell those rich elements creating a meaningful story.
The idea of storytelling has become such a passé term. Each day I receive an email, see a pr strategy, get a insert in the my home mailbox advertising how to tell better stories. From rich pr strategies to complex marketing initiatives…we all want to tell better stories.
Groups invest tons of money into these initiatives yet sometimes measuring success is not part of the initial thinking. The hardest question…what is success. Or…is the term “success” an inappropriate representation for the need to see how the audiences interacted with the media.
Let’s think through the term “success” and consider a different lens. When I think of measurement and storytelling, I think in terms of impact and how the audience experienced the media.
From the very beginning, before the creative stage is implemented…we have to set goals. What do we want the media, (the story) to do and how can we measure the impact based on those goals.
Then, we have to identify the story that needs to be told. What is the message and how do we want it to influence the audience. Is this an awareness initiative or is it a marketing initiative?
Here are the fun questions: 1) Can we actually associate measurement to these goals? Well this mathematics graduate knows you can associate numbers/measurement to anything. 2) But, do we really care about all the data we want to collect? 3) Can we experience data overload? So much measurement we are not even sure what to do with the information…often times leaving us overwhelmed and less interested?
Maybe we should just focus our expectations…thus focus our data collection. OR…maybe we should focus on telling better stories?
What is our social/digital strategy in a 2.0 world or even a 3.0 world. Is it one of social/digital practicality or is it just trying to begin to pull all these elements together? It is more than just having a social presence, having a website(s), having blogs, etc…how are we using these tools in our overall strategies as we communicate. What do we want to measure and how do we want to starting tracking “success”? I break this concept into two categories:
1) Community Building 2) Marketing
Community Building Community Building is a huge portion of this social/digital initiative…and will always be when we are using social/digital tools. This includes all our PR efforts, community activities, blogging, give-aways, sharing, promotions, etc.
So let’s think about what we do when we are building our community: 1) We share to grow our followers (build our tribe). 2) We share to build digital awareness (spread our brand) 3) We share to engage conversation (get people to comment, like, retweet, etc.)
We leverage this community from a Community Building perspective when we have something exciting that is happening, crisis communication, event engagement, etc. But if you look above, each one of those three points is trackable.
So let’s look again:
1) We share to grow our followers (build our tribe).2) We share to build digital awareness (spread our brand)3) We share to engage conversation (get people to comment, like, retweet, etc.)
OK…let’s shift gears to Marketing…
Marketing In the marketing world, this works hand-in-hand with community building. How can we leverage the community that we have built to create downstream revenue opportunities. Many hospitals talk about number of patients, so we have to decide what the “bean counters” consider the most important. How can we create social/digital initiatives that we can track over a period of time to find increase in downstream revenue opportunities.
Here is an example from my friend and colleague Reed Smith in Austin, TX. St. Davids in Austin has an an initiative called the HeartSaver CT…a simple example to consider. The goal is to promote this initiative using social, digital, and traditional means to get individuals to sign-up and have a HeartSaver CT. Basically, you sign up a form inside the website to come in for a $200 evaluation and chat with the doctor.
They used specific Facebook, Twitter, YouTube, and traditional marketing efforts to direct people to this page, to fill out the form, and come in for this HeartSaver CT. This is done so they can track the following:
1) How many clicks to the page 2) How many of those clicks came from social outlets (Facebook, Twitter) 3) How many impressions in social outlets 4) How many filled out the form (Collected trackable information like name, address, etc.) 5) How many came in for the HeartSaver CT (immediate revenue opportunity of $200 per person) 6) Track downstream revenue from those individuals that had broader services from this visit (Track over a longer period of time)
Each of those items are trackable. Each of those gives us an idea how our digital efforts worked and if it create immediate and downstream revenue opportunities. From a social/digital perspective…you have to have built an online, social community. So when you share, there are people there to click and hopefully re-share. You are not only measuring the revenue, but you are measuring the value of the online community. You also measuring the value of their reach…so to speak.
So…you all are just as smart (if not smarter) than me and probably are already creating initiatives in our digital/social space that integrates marketing opportunities like this…so we can ultimately measure some success. In my most humble opinion (as we look at all of our social/digital outlets) I think we should ask ourselves the following from each of our outlets social/digital outlets:
1) What is the mission/purpose of this outlet? (social sites and web sites) 2) Who is our audience in this online community or digital outlet? (social sites and web sites) 3) How/what are we going to communicate to build community? 4) How are being a good steward of the larger community? (sharing to make the online community a better place) 3) How/what are we going to promote (initiatives) that we can track downstream revenue opportunities?
We want to build a strong online community. We also want to contribute to this larger community to make it a better experience. But we also want to share opportunities that create revenue as well…or do we?
In an article by the Orange & White, Clemson University’s President James Barker looks at Social Media from a different position. He is looking at the strong tie between academics and athletics by using the main university Facebook fan page growth during the football season.
Question from reporter: “Are athletics and academics at odds?
“We are not going to choose between one or the other. We are going to be strong in both, and, in fact, where one is strong, it helps make the other strong. The number of applications this year are up and hopefully attributed to our success academically, but I’m fairly sure some factor in that is a result of the football team. Applications are up five percent. They were up last year, too, but not that much … Our Facebook fans number at 84,000 and increased 1,000 per week during football season. That gives us some idea of the exposure football gives to us … I think success between the two is linked together.”
Interesting comparison especially when you are looking for ways to show success in numbers. Facebook here is the barometer of measurement for some indicator of success.
CLICK HERE to read the complete article by the Orange & White.
CLICK HERE for Clemson University’s Main Facebook Page.
Recently…I have become increasingly irritated with rubric’s and how-to’s that are consistently floating around the social space. It is driving me up a wall. Most of this is inside the world of blogging and the social space…that we must find a way to create a path for the perfect blog, that we must create the perfect social “strategy”, and there is a formula for social media messaging.
It is my humble opinion that those that are preaching these strategies, rubrics, and methods are in the business for their checkbooks. Each time I watch the tweets come down the timeline, “5 ways to do…”, “how to measure…”, the perfect blog must have…”, it is all about generating revenue for the person writing the posts.
Writing from the heart and creating great content is not “BS”. You cannot put a path to success when it comes to writing, connecting, and building an online community around a social outlet. There is no magic cookie cutter. Anyone that is selling this, pushing this, or tweeting this is selling it to generate their own income streams and not bringing value to this initial open source community.
If you do not have a passion for writing…then while the hell are you blogging? If you do not have a passion for exploring ideas, generating genuine creative thoughts, and connecting with others online…then why are you interacting in the social space.
I have read more and more tweets and blogs screaming to re-define the word marketing in this social space or 3.0. Many of which are searching to create a whole new space based on consumer trends and big company strategies. Why are they are re-defining this…well it is helping them land the next retainer deal, speaking engagement, big corporate marketing gig. But those same folks who surround themselves in chats an online discussions pushing what they deem is innovation…well they are actually trying to put this social space of user created content into a cookie cutter, placing a marketing dollar to each tweet, blog post, youtube video, and Facebook update.
These same “innovators” are actually stifling the social space right back into the same old marketing channels. Each of these spaces are becoming distribution points of corporate generated content specifically geared to track and generate a metric. Why, because the CEO’s and the VP’s of Finance who sign-off on these initiatives need a metric. We are right back where we started when the social space was beginning to appear.
Twitter is now the AP Newswire, Facebook is the new email chain, and YouTube is now our living television set. Just distribution points for those pesky marketers to generate a strategy for ads, product placement, and sponsorships. WTF…hashtags that are sponsored? Great…can’t wait. Sign me up.
“Because hashtags are important, packing tweets with them defeats their purpose. It muddies communication – of all people, Comms peeps should know the vitality of clarity, and the cost of clutter and noise. Why so many Healthcare pros don’t understand such a simple concept is beyond me, but I digress.
I’ve thought to myself: you know, Twitter once had so much promise, and now it’s becoming all serious business and so-called marketing. What a shame. We’ll all lose in the end.”
Thanks Phil, I do not think we will all loose…but there is a big ole shift.
Several months ago, I was talking with a very smart lady, Robbin Phillips after she came and spoke to some students at Clemson. She says it so nicely…(i am paraphrasing): “there is just so much noise out there in this space.” I have to agree.
I blame us…us marketing people have gone out and screwed it up. We had to find a way to put in some sort of cookie cutter system so we can track it and metric the crap out of each profile and communication channel online. Hell, we are even spending hundreds if not thousands of dollars for companies like Radian6. We want to track those conversations. And we will pay top dollar to analyze the heck out of those conversations.
All of this stifles innovation. It stifles passionate writing. It stifles true connection. It prohibits individuals to use places like blogs, YouTube, and other creative outlets to become pioneers. We want each of them to think there is a rubric for using these channels then track the success. Why can’t success be simply creating content, writing passionately, making a cool video. What if the only person that you were communicating to was just one person. If that person read it, listened to it, connected with the message…then led to see life through the authors eyes…then success? Right?
I remember when I was working on my thesis for graduate school and some of the many academic articles that followed. Each person in the academy I spoke too told me that getting an academic thesis or academic article approved was like jumping through hoops. My mother calls it “Hoop Dreams.” Yes…it was almost like social construction of knowledge. My genuine ideas were shaped to meet the expectations of those academic gate keepers whose agenda’s were played out in each word that was written. Some argue this process is necessary to form true scholarship…to meet the expectations of the academic world. I see the value in this process, but I also see the value in allowing true innovative writing and thinking to shine.
The connection here is that regardless where we go, where we write, what we create….someone wants to fit it into a cookie cutter paradigm. The social space is starting to shape-up to be just that. We marketers and new media people are trying to force clients, organizations, and small businesses into a framework that meets the needs of our pocket books. Why not just teach the technology and how them to utilize this framework as a place to share our inner thoughts, a place to express our inner beings.
Content is King. Communities grow as content and ideas are created. In order to connect we must share our thoughts and communicate.
I think there is a true progression in the way people create innovative content and connect through their ideas.
Idea —> Content Creation –> Content Shared —> Ideas Consumed –> People Connect … then the cycle starts over again.
A blog is just a place to hold thoughts. A video is visual representation to share motion, action, sounds that represent our creativity. These are just technological theaters for others to engage with our ideas. If we are thinking, writing, sharing in a way that the people that are truly interested in reading, listening, watching, understanding…then their peripheral vision will disappear and become completely engaged in the passionate content we create!
Can you do it? Can you spend one week not looking at hits, clicks, followers, “Likes”, etc? Can you do it? Can you stop tracking for one week how many people from some geographic location clicked your blog post. Try it…it is liberating.
We have succumb to content creation based on metrics. Yes, all those tracking mechanism we pay for, install, monitor…any thing with numbers. Those numbers influence the content we create. Yes, if we see a post, an update, a spike…then we re-focus what we are creating to try to generate the same if not bigger spike.
How about this, spend a month not looking at these metrics and write, tweet, connect, “Like”, record content that is inspired from within and a community around you. Now some may argue that the community influences the content creation based on the metrics and numbers recorded. JUST SAY NO!!!! HELL NO!!! Lock that idea up for a few weeks.
Have you ever watched the show “Undercover Boss” where a companies’ leadership wears a disguise and immerses themselves inside their company. The purpose is to really see and hear what is truly happening inside the company. Many major company bosses do this to listen inside the community they lead. I like this idea.
What if we as content creators took this approach and immersed ourselves in the places where our inspiration drives our content. Not in the numbers, almost like and ethnographical study. Get away from the blogging, writing, video creation that is driven by metrics and immerse our creativity with the community were are seeking to connect. Listen and engage. Create content with them not for them. Hell, let them create the content for you.
We must challenge ourselves as marketers to step away from the metics and numbers and allow community inspiration drive our content creation and innovation.
If you think back to 2008, well many of us do not want to go back in time. It is October 2008 and in one single week, we witnessed a financial fallout of epic proportions. I remember sitting in the office of a business we just started; our fresh new furniture, big ole office, watching on the 52 inch HDTV as the market crashed. I knew right then and there, we were in trouble.
At that same time, we were in the upswing of one of the biggest online movements we have witnessed since the web was WWW. Yes, the Social Media Revolution. Twitter was growing faster and faster…here is a video in June 2008 of CEO/Founder Jack Dorsey presenting the idea of Twitter and actually beginning his talk by explaining Twitter as an idea.
Now most of you know that Twitter is not the only outlet that has defined this Social Media Revolution…but while Twitter was ramping up, gaining users…Facebook was growing just as fast. YouTube was growing and getting ready to become the second largest search engine behind Google.com. So how did all of this happen, well I have a few theories…and it is this premise that I think has totally shaped how Social Media influences marketing efforts today.
It comes down to jobs. Yes…jobs. It also comes down to community based innovation. As the stock market crashed, millions of American’s lost jobs. Businesses closed their doors. More American’s began using online resources to connect with friends, look for jobs, become entrepreneurs, and connect with opportunities. The job market was bleak so many groups around America began having social events, finding ways to connect and leverage relationships in the search for work. So we began seeing more and more groups created…and Twitter, Facebook, and other Social Media outlets were the connectors of these networks.
These groups were teaching each other how to connect with others, using technology to connect; building new spheres of influence, and generating innovative ideas. These social media connectors were “new” and fresh. The numbers on these networks began to shoot up, more and more people were using these networks and learning the in’s and out’s of how to leverage them.
At the same time, big box businesses were suffering. If you remember…there was a huge scare around Christmas shopping. Were people going to shop for gifts in 2008. I remember we bought most of our gifts that year using American Express points. No one could afford to buy cars, buy houses, buy gifts, etc…so big box companies were struggling with ways to connect with the consumer with their brand, then turn it into dollars. At the same time, Social Outlets were growing in numbers and they became a hot bed for consumers…a place to “hang out.” This is the critical point where those who were looking for new income streams began to realize…they could market how to use these Social Media outlets to big box businesses. Social Media entrepreneurs were being born left and right. They understood the consumer and how the consumer used these Social Outlets.
As the market began to recover, business began to recover with more dollars to spend. These dollars could be spent with people that understood these social communities and the technology that supported these same communities. Big and small business were being formed with the sole purpose of helping organizations use Social Media outlets. We began seeing more people speak at big conferences about these outlets, and small civic groups were entertained by local advocates for this community and technology.
Now as we fast forward to 2011, the market is flooded with individuals, plans, strategies, and businesses that implement social media strategies for companies. The numbers have grown so much with this big shift with more online engagement of social exchange. Now in 2011, there are social outlets that measure other social outlets, measuring the influence of individuals and communities. This velocity has completely shifted the way many organizations market their goods and services.
This Social Media Revolution created a culture, a series of communities, that now command the perception of brands. So why should we care? It is this culture, the Social Media entrepreneurs that are now influencing how many people are doing business. It is shaping the way we broadcast news and information. Everyday, someone else wants to figure out how to measure the success of a community in dollars in cents. But we have to think back…how did all this happen. How the hell did Twitter, Facebook, YouTube begin to shape the way we communicate?
Some of the best and brightest innovation comes from a time of economic recession. I am not a Rhodes Scholar…but I think it because people are forced to find ways to generate revenue to support life, and they have time on their hands to generate these ideas. This time leads to new market ideas that leads to new innovation. This culture was a community of innovation that is shaping the way we communicate and do business today.
There is this big trend that has been going on for a while, especially when promoting our Twitter accounts, asking people to follow you. You see it on CNN, on blogs, in marketing collateral…it is the common jargon when asking individuals to join the community.
I guess it all started with the fundamentals of Twitter with “Following” and “Followers.” But are we a community of leaders. Following suggests we are leading the pack, heading in a direction and the people in our community are right behind us as we dive through our social conversations.
Are we really followers or we just a part of a community of social exchange. When you are interacting in your social communities, do you choose to follow someone. Think about it for a second. Let’s say you go to the grocery store and meet your next door neighbor for the first time. You have a conversation and realize you have something in common. Maybe it is a football team or your kids are in the same algebra class. You choose to continue the relationship, choose to get to know the person. Are you clicking the follow button? Or are you joining a community of conversation that is ultimately building a relationship wrapped around trust.
Twitter has created a discourse wrapped around “Following.” It is a community of fun conversations, interactions, and relationships. But there are many who have chosen to take on the “Follower” discourse as literally as many interpret the Bible. It is the golden truth. We as marketers even leverage the discourse as we build campaigns for our clients. The goal of this literal discourse, create a “Thought Leader.” We build these accounts, set-up blogs, create fan-pages, develop YouTube channels to become “Thought Leaders.” But who are we leading?
Are we really thought leaders in this wide approach to social media communities. Do we really have followers? Is it necessary to tout that we have so many followers? Is it really ego driven and not about community? Do we let it get to our head so much that it has become a pecking order, like the high-school popular crowd. It almost builds a dichotomy, a distinction between the haves and the have nots as we watch individuals/organizations rack up big “Followers” numbers. Or is it really about sphere of influence. We want to increase our followers so we can influence more and more people with our message.
It can be addicting, where everyday we click to see if our numbers have changed. Is it mass media or is it a definitive way to measure success. We use the numbers as a ROI metric which helps marketers calculate value for the dollar. Followers…and interesting choice of words.
Have you sat back and really thought what it means to have “X” number of followers on Twitter. I kind of like Facebook’s approach to the whole thing…”Friends.” We have connected with our “Friends” and we have an exchange of conversation. We get to sit back and watch our friends enjoy their day, and we just say hello or even “Like” something when it strikes our fancy.
Building a community of conversation is not about followers, it is about like minded individuals that chose to engage with one another. The discourse of “Followers” will always be there but we should interpret the language in a different way. We should “Engage.” We should rethink how we interpret the number of “Followers” and “Friends” in our social networks, remember it is a community of people and they are humans.
If these social networks are supposed to be the digital metaphor of our human, social interactions…would you walk up to someone, shake their hand, share a story, then ask them to follow you? Maybe if you are politically minded. Instead you would listen and try to find another time to meet and chat again. To bad we have to chose online to “Follow.” I still like the idea of clicking to find a “Friend.” It makes more literal sense.
Why not take the Dalai Lama approach to our constituency bases and and let them lead the pack?
Well it is a two days after the South Carolina Hospital Association’s Social Media Revolution and day two of synthesizing a ton of good conversations. One thing that has been re-affirmed…it is still Social Media and it needs to stay social. Seriously, they are media’s and they are controlled by the social masses.
Reed Smith finished with this parting question,” Who Owns Social Media?” My opinion, the masses. The people that are using these media’s to socialize, share information, connecting with others are the ones that own social media. Organizations are just one of the many people in this vast paradigm interacting with other colleagues, constituency bases just like my mother sharing pictures of her Vegas trip. She has an audience, she engages with her audience, shares information, receives a level of response, and continues to engage in conversations. If people were not responding, commenting, engaging, sharing, and generating conversation…then Facebook would not be the Number One website jumping over Google (Via Ed Bennett)
We as marketers, hospitals, organizations should understand and respect the paradigm, or we will find one more way to shape a vastly growing medium into a form of one-way conversation…one more time! So, it comes back to audience…knowing our audience and finding ways to join the convesation instead of creating one more marketing stream, hoping that some mom from the age 25-34 is going to by into our poorly created message as we cram it into a medium with a sledge hammer. We have big sledge hammers!
Social Media is no longer an after thought when it comes to hospitals marketing strategies. VP’s and Marketing Directors are quickly trying to evaluate staff resources and figure out how to staff the shift. The shift is not just Social Media, but New Media and Rich Media. We are asking questions to those large organizations how they are staffing a marketing/pr and comparing it the numbers of the web/media staff. Some do not have a web/media staff, outsourcing to a vendor in the hopes it will create a band aid until the next fiscal conversation.
Ed Bennett told the crowd of 125 at SCHA’s Conference Center that his staff at the University of Maryland Medical Center is 8 web/new media professionals servicing all social media and web outlets compared to the marketing/pr staff has 8 members as well. They are making the shift and taking control of creation and distribution of the their message. Amen brother…preach it to us, we will follow. Trust me, every decision maker in that room was jotting down that number and thinking about integrating those stats into their strategic capital requests! Bottom-line, that is where the ROI discussion should be located.
Social Media efforts are now being integrated into every aspect of a hospital’s and physician’s marketing efforts. They are learning that Social Media has another ROI point of interest, it is generating direct hits to their web portals, directing audiences to the message, reducing bounce rates, and creating strategic linkage systems that bolster rankings in the search engines. It is a search engine war as hospitals in the same geographic areas are competing for the search engine space. Not only with Google but with YouTube…why, because YouTube is the Number 2 search engine right now, today! (Via Ed Bennett) Hospitals are creating rich media that gives audiences palatable information that helps potential clients make decisions from service lines to which ER (ED) to choose.
Social Media efforts are being integrated daily into all campaigns. It is no longer the game of just creating a billboard and “brochure” and then create a totally different message for web/social media/new media outlets. Now, these efforts are being combined, where there is a conversation of consistency in design across the whole board. You no longer see the Facebook and Twitter logo as an after thought at the bottom of a print piece, it is taking over as a major position in the design and including the exact URL to find this social media outlet. Oh yeah…we are in a mode of securing our domains before someone takes over our message. Look at what happened to BP, someone created a Twitter account (@BPGlobalPR) to post off color messages about the oil spill in the gulf. Is it really a pr nightmare?
And…OH…AND…TWITTER AND FACEBOOK ARE NOT THE ONLY SOCIAL MEDIA’s! Conversations are being created on Flickr and YouTube. People like to share pictures and video. They like to be creative and find others that share their vision. So campaigns are being created so that audiences can take part in the media creation. Organizations are creating campaigns allowing audience to submit videos and pictures that lead to idea generation and community building. We all have a way to express ourselves so why not capitalize on user generated media. Plus, marketing departments know they are biased based on strategic messaging (that waters down the social conversation), it makes more sense to let the audience lead the way. Once again, the masses own Social Media.
Policies and Procedures…oh yeah, that too. It is time to dust off that HR generated web policy that we have employees signed, the one that was created in the 1980’s. It is time to realize that we cannot close the pipes much longer inside hospitals and organizations. There is this new little nifty thing called a mobile device. Yes, those phones that are now media generators and media distributors. We can now walk around hospitals until we find that service bar on the phone, take a picture, and upload it to Facebook. Do not mind the fact that I cannot log onto Facebook from my company issued computer…we will show them. Do not mind that the hospital’s Wifi is in and out, we can get close to a window, get service, and send a picture of Uncle Harry that just got out of surgery and is ok now! Oh, there is this new thing called an iPad and a Netbook that does not need Wifi anymore and it has a the ability to do more than the mobile phone. So we need to generate a policy that is more than just a social media policy, it is Media Communication Policy for not only employees but patients as well. Signs need to be put up around hospitals to remind of best practices when taking pictures and sharing information.
IT IS A SOCIAL MEDIA REVOLUTION!
So where are we now and where are we going? Heck if I know, but I know this…location based technologies like FourSquare and Gowalla are hear and gaining traction. They are the real Social Media ROI generators, when people check into a location, it provides an exact location for all the masses to see. We now can start targeting information and strategies based on where the masses (or audiences) are checking in. We should, because Starbucks is doing it, providing incentives for those who check in the most…DISCOUNTS! Hmm, this could work well for hospitals that have wellness programs integrated with work-out facilities.
I tell you what, that Reed Smith and Ed Bennett are smart peeps…and Micheal Shetterly of Ogletree Deakins Law Firm got me thinking about this Social Media Revolution. It is about audience, purpose, delivery, engagement, and right to privacy. Yes, Right to Privacy…and what is your expectation to privacy. These new policies and procedures need to include how, when, and where information is created and distributed, especially if the company is footing the bill for that Balckberry, iPhone, or Android you are carrying. If they pay, they might have a right to access the information you generate on that device.
Social Media is here to stay and we cannot avoid it…AT ALL. So it is time to find ways to staff it, generate best practices, follow the audiences that own it, and be prepared for it’s evolution. This Social Media Revolution is going to evolve into the next media revolution that has the acceleration of an “E” ratio…forward and fast!
Thought leaders Ed Bennett and Reed Smith will be leading the discussion and providing the platform for hospital discourse to flow freely…the conversation: what does Social Media mean for my hospital. If you want to follow the conversation on Twitter…Click Here or use the hashtag #smrev via Twitter.
I have been asked to lead a panel discussion in the afternoon, so I thought I would spend a few minutes to refine some notes for the discussion.
Marketing – How did you get started? – What are your successes? – How did you get started operationally/organizationally – How do you manage your outlets? – How do you find the resources to manage? – How does SM fit into overall strategy – Georgetown – Why did you wait “so long” to integrate? – Dr. Geier – How do you use it under the umbrella of a bigger organization?
HR/Careers – How is SM being used as a HR/recruitment tool – How do you manage conversations inside an organization? Or do you? – Can it be used to recruit nurses? – How are you using to promote career paths? – Is recruitment a part of your strategy? HIPPA/Patient Information – How do you deal with privacy? – How do you deal with SM Diagnosing? – Do you want to be a thought leader online but not physician online? – How do you use SM to create conversations as a physician?
General – How can a small bed hospital use SM to engage a community? – How do you monitor conversations and address audience concerns/complaints? – How do you manage accounts? – Who wears the “Company” hat or who keeps it personal? – What is the strategy from an aesthetic branding perspective?