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June 15th, 2017

Finding Time (and Content) for Social Media Sharing

By Audrey Laine Seymour, Communications Specialist

Using social media effectively can help you establish yourself as a thought leader while also promoting your organization.

But getting started and staying active on social media can be daunting.

In this post I’ll show you how you can spend just 30 minutes each week curating content and have at least one post per day on the platform(s) of your choice. And that’s without coming up with anything on your own!

How?

At Mayo Clinic, we have a team of talented writers and producers who publish articles, patient stories, audio clips, videos, and news releases daily on the Mayo Clinic News Network. We also have a robust website, mayoclinic.org, with an abundance of information, including pages on conditions ranging from abdominal aortic aneurysm to Zollinger-Ellison Syndrome. These sites are like giant supermarkets full of content. Go shop for information you’d like to serve to your followers.

If home delivery is your preference, there are several sites that allow you to sign up for emails, delivering sharable content directly to your inbox!

  • In The Loop is a blog and email newsletter that gives a unique perspective on what’s happening around Mayo Clinic and beyond. Use the “Share this” buttons for 2-click sharing. Subscribe for a weekly email.
  • Sharing Mayo Clinic is a blog for patients, families and Mayo Clinic staff to share their experiences. Use the “Share this” buttons for 2-click sharing. Sign up for email notifications so you get an email when there is a new post to share.
  • Mayo Clinic Connect is the home of Champion’s Corner, where the latest inspiring stories, news, and discoveries are shared. Use the “Share this” buttons for 2-click sharing. Sign up for email notifications so you get an email when there is a new post to share.

If you’d rather go through a drive-thru, visit the Mayo Clinic account on your platform of choice and share content that’s been recently posted. Mayo Clinic has accounts on Facebook, Twitter, Instagram, YouTube, Pinterest, LinkedIn, and Google+.

Ahem. Time?

Now that you know what to share, the big question is when? Start by blocking 5-10 minutes on your calendar 3 days per week for social media. During this time, you can copy and paste the URLs of two or three articles into a new post, or schedule them for posting later.

  • You could look through your most recent email from In the Loop and share a few of those stories.
  • You could browse the @MayoClinic Twitter feed while in the elevator and retweet your favorites.
  • When you’re eating lunch, visit the Mayo Clinic News Network to see what stories are featured that day. Share one or two on LinkedIn.
  • When you need a break from your daily tasks, navigate to the mayoclinic.org page of a disease or condition you heard of recently. Share that page on Facebook with a short intro, like “I’m thankful we have the top experts for this disease at Mayo Clinic!”
  • While watching TV at home, instead of fast-forwarding through commercials, use that time to browse the Mayo Clinic pages on the social media platforms you’re on. Set a goal to share one post each day. Or maybe even one post per show.

Tools

You can use social media management software like Hootsuite, Buffer, TweetDeck, SocialOomph or similar services to link multiple personal social media accounts. We use Sprinklr for all official Mayo Clinic social media accounts. Many of these systems offer free versions that, with few limits, allow you to manage all of your accounts in one place.

You can schedule your posts in advance, so if you spend 15 minutes scheduling posts twice per week, you’ll easily have a post every day of the week.

A management system also allows you to create one post for multiple platforms. For example, in the Hootsuite Publisher, you select LinkedIn and Twitter, then type: “Great advice from Mayo Clinic. http://newsnetwork.mayoclinic.org/discussion/something-to-think-about-a-physical-workout-with-laughter/.” You could then select the date and time you wish to publish the posts, or choose to publish it now. The content is published to both your LinkedIn and Twitter accounts without typing it twice!

Before you know it, you’ll be more active than you could have anticipated. And by sharing this trusted content, you’re not only elevating Mayo Clinic’s brand, but your personal brand as well!

Editor’s Note: We’ve put all this into a one-page reference document you can download from the Mayo Clinic Resources page. It's intended for our Mayo staff and is an example of a resource MCSMN members from other organizations can develop to help their employees get and stay active.

Audrey Laine Seymour is a Communications Specialist at Mayo Clinic in Florida, and is a member of the Social and Digital Innovation (Star Wars) team.

Tags: Facebook, LinkedIn, Platforms, Software, & Tools, Sharing Mayo Clinic, Strategy, Tactics & Best Practices, Twitter

Liked by Marie Ennis-O'Connor, Kathy Winter

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