Serena Ehrlich’s May 25 MCSMN webinar, Converting Coverage Into Actions – Search, Social and the News Release, was packed with practical tips for using social tools to generate and amplify news coverage.
So our Mayo Clinic Social and Digital Innovation (SDI) team, a.k.a. the "Star Wars" team, decided to conduct a LinkedIn experiment using the tactics Serena had recommended.
Essentially, we staged a LinkedIn flash mob to maximize the reach of our post. Lee Aase had asked me to coordinate the experiment, so here's what we did:
- Last Friday, I sent a 5-minute meeting request for 8 a.m. CDT Tuesday morning to members of our Star Wars team, inviting them to post a link to this Jacksonville TV interview with Gianrico Farrugia, M.D., CEO of Mayo Clinic Florida.
- Several of us did post the updates personally on Tuesday morning (it was completely voluntary), and Margaret Shepard also posted an update to the Mayo Clinic LinkedIn page.
- Five minutes later, my “network was talking about this.” (See image at right and click to enlarge)
- At 5:58 p.m., “people" were talking about it. (See image below)
We extended the reach of the story through this coordinated approach, because LinkedIn algorithms recognized that it was being shared by multiple people in overlapping networks, and therefore placed in more users' news feeds.
We definitely will be using this tactic in the future, particularly for priority news stories. We'd love to hear about you experience with this and other tactics Serena suggested.
Editor's Note: Audrey Laine Seymour is a member of Mayo Clinic's Social and Digital Innovation team, based in Florida.
Editor's Update: In the "going Meta" department, we published this post just before our Star Wars team meeting, and thought it would be fun to do a LinkedIn Flash Mob about the LinkedIn Flash Mob. People in our network are already talking about this!