We did it. We created a printable handout to explain our social media assets.
Isn’t there a digital way to communicate that information, you ask. In a digital world where the laptop case replaced the briefcase, the iPad replaced the notepad and social media replaced socializing, we picked good, old-fashioned paper to communicate our digital assets.
The Mayo Clinic social media team regularly meets with physicians and staff to provide guidance and consultation on the professional use of social media. Through these meetings, we discovered a hitch in the system. We were sharing Mayo Clinic on social media, but we weren’t sharing social media to Mayo Clinic.
While Mayo Clinic has 1.3 million Twitter followers, staff didn’t know we had an account. Powerful opportunities and extensive resources were unknown and, hence, unused by staff who can and should be maximizing these inroads to target audiences.
To remedy this lack of awareness, we developed the social media assets handout to distribute to all new employees during orientation, at leadership events, all-staff meetings, and individual consultations.
While there is likely a trendy, digital way to communicate our various social media networks and sites, sometimes paper wins. Our strategy: don’t get technical, get practical. The world of social media is already a jungle of countless platforms and tools all with a unique purpose and use. It can be intimidating.
By organizing the social media options and providing clear and concise direction on how to use each channel, we facilitate understanding and encourage engagement. Our goal is to empower staff to capitalize on their social influence for our brand, not force them to muddle their way through the social media maze.
Please leave us a comment letting us know what tools or resources you use to help encourage employee engagement on social media.
Taryn Offenbacher, Communications Specialist, joined Mayo Clinic in 2016 as a member of the Social and Digital Innovation team at our Arizona campus.