Discussions

How has your social media calendar changed with COVID-19?

Posted by Anthony Pafford @apafford, Thu, Apr 2 8:47am

Is the calendar out the window or is it all COVID-19 topics?

With all of our events and travel pushed back to tentative future dates or outright canceled (most of them), uncertainty about office availability, and both holidays and national health recognition days being suddenly very different experiences, it's very diffcult to plan past today.

The exception has been Telehealth which is is very busy with Project ECHO sessions and educational webinars, but many programs for other groups are simply offline with no clarity around when they come back.

Liked by Matthew Rehrl

Since we are a specialty healthcare system, we are balancing COVID-19 content with our own related content and "regular" content (stories on our website, reusing videos about our care, patient success stories, etc). The way I've always approached health recognition days is to share staff highlights, staff in action photos, stories about care in that area..so I don't see any huge changes on my end (I'm at an HQ office, not a facility).

I am taking things in day by day or a few days ahead, because news changes quickly and I don't want to seem tone deaf with posts. I'm still not sure what to do about donor-related posts. Would love to hear what others are doing with donation posts right now. Thanks!

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We create calendars a month in advance. All our clients are independent urgent & family care clinics. We are reviewing all the posts for the week each Monday morning to make sure everything is still relevant. While we want to keep the content flowing, we don't want to be tone-deaf either. We can review more often than once a week, but right now that's sufficient. We are talking about managing other health concerns during this time and how to access telehealth options in place. All those relate to COVID-19 but they aren't directly about the virus.

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Thank you for your discussion on this, our team has been asked to post primarily COVID-19 content. We have a couple items a week that may not be related to COVID, but mostly they are and directed to our News Feed on here: https://newsnetwork.mayoclinic.org/category/covid-19/.

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Many, if not most, healthcare organizations are going to be hurt financially from CoVid, potentially resulting in layoffs.

With that in mind, I think it’s appropriate to think strategically, rather than just tactically and mission based.

Specifically, how can you help out your local patients/population/customers right now through CoVid (tactical/mission) while possibly significantly growing your digital platform?

For example if you can successfully double your local platform reach (through expanded email newsletters, increased local social media follows, increased website visits, podcasts, blogs, etc then in 6-12 months you will be better positioned to bring in new patients/business.

As an aside, personally, I think the greatest risk to financial survival will be physician retention and recruitment, especially for the orgs that are laying off physicians now, and I would (am I am), spend significant time thinking how the organizational digital platform and network can help address this over the next 1-2 years.

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Hi Anthony, I participated in a terrific webinar with social media thought leader Jay Baer who addressed this very topic. Here is a link to the Zoom recording: https://content.convinceandconvert.com/webinar-11-things-to-adjust-in-social-media/.

Liked by Stacy Theobald

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@kathywinter

Since we are a specialty healthcare system, we are balancing COVID-19 content with our own related content and "regular" content (stories on our website, reusing videos about our care, patient success stories, etc). The way I've always approached health recognition days is to share staff highlights, staff in action photos, stories about care in that area..so I don't see any huge changes on my end (I'm at an HQ office, not a facility).

I am taking things in day by day or a few days ahead, because news changes quickly and I don't want to seem tone deaf with posts. I'm still not sure what to do about donor-related posts. Would love to hear what others are doing with donation posts right now. Thanks!

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I am drowning in donor related photos, as we are a community hospital in an epicenter of COVID cases in NJ. I'm having to find creative ways to thank large groups of donors in a weekly general thank you. Our managers have been taking photos of staff with the free girl scout cookies, meals, handmade masks etc. By sharing those images, I'm able to thank the groups at the same time, show the world how our staff is doing on the inside. People seem desperate to connect.

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@jamierauscher

Hi Anthony, I participated in a terrific webinar with social media thought leader Jay Baer who addressed this very topic. Here is a link to the Zoom recording: https://content.convinceandconvert.com/webinar-11-things-to-adjust-in-social-media/.

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oh this was super helpful. thank you Jamie.

Liked by Jamie Rauscher

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@kathywinter

Since we are a specialty healthcare system, we are balancing COVID-19 content with our own related content and "regular" content (stories on our website, reusing videos about our care, patient success stories, etc). The way I've always approached health recognition days is to share staff highlights, staff in action photos, stories about care in that area..so I don't see any huge changes on my end (I'm at an HQ office, not a facility).

I am taking things in day by day or a few days ahead, because news changes quickly and I don't want to seem tone deaf with posts. I'm still not sure what to do about donor-related posts. Would love to hear what others are doing with donation posts right now. Thanks!

Jump to this post

I wanted to add this to the thread. We wanted to be sure to add happier/lighter posts across platforms, in addition to COVID-19 information (note: we do not provide testing or care in this area) and "regular" content. We started the #SHCBrightSpot "campaign" across the system and our locations have really embraced it. In addition to the hashtag, we created a visual identifier to use. On Instagram, I've added it to our highlights, too. So far, it's been received well by our audiences and I hope to increase engagement and hopefully, fans will submit or post their own #SHCBrightSpot posts. I hope this helps someone with more ideas.

SHC_BrightSpot_Final

GreenvilleSocialDistancingBright400

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Kathy, I really love that idea. Do you mind if we borrow the “bright spot” part of the hashtag?

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@kathywinter

I wanted to add this to the thread. We wanted to be sure to add happier/lighter posts across platforms, in addition to COVID-19 information (note: we do not provide testing or care in this area) and "regular" content. We started the #SHCBrightSpot "campaign" across the system and our locations have really embraced it. In addition to the hashtag, we created a visual identifier to use. On Instagram, I've added it to our highlights, too. So far, it's been received well by our audiences and I hope to increase engagement and hopefully, fans will submit or post their own #SHCBrightSpot posts. I hope this helps someone with more ideas.

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Having an identifier like this shows you're intentionally providing a mood-lifting moment for your followers. It gives you a way to post positive, non-COVID-19 content without coming off as tone deaf to the times. Great idea, Kathy!

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@mkregs

Having an identifier like this shows you're intentionally providing a mood-lifting moment for your followers. It gives you a way to post positive, non-COVID-19 content without coming off as tone deaf to the times. Great idea, Kathy!

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oh that's really nice. I've been doing hopeful quotes of the day #quoteforhope, formatted for FB and Insta that I can schedule a week out. It's been super unpredictable with our COVID numbers so high. We hope to plateau this week.

Liked by Kathy Winter

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@lizatillman

Kathy, I really love that idea. Do you mind if we borrow the “bright spot” part of the hashtag?

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Not at all! Glad the info was helpful!

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@mkregs

Having an identifier like this shows you're intentionally providing a mood-lifting moment for your followers. It gives you a way to post positive, non-COVID-19 content without coming off as tone deaf to the times. Great idea, Kathy!

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Thank you!

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@matthewrehrl

Many, if not most, healthcare organizations are going to be hurt financially from CoVid, potentially resulting in layoffs.

With that in mind, I think it’s appropriate to think strategically, rather than just tactically and mission based.

Specifically, how can you help out your local patients/population/customers right now through CoVid (tactical/mission) while possibly significantly growing your digital platform?

For example if you can successfully double your local platform reach (through expanded email newsletters, increased local social media follows, increased website visits, podcasts, blogs, etc then in 6-12 months you will be better positioned to bring in new patients/business.

As an aside, personally, I think the greatest risk to financial survival will be physician retention and recruitment, especially for the orgs that are laying off physicians now, and I would (am I am), spend significant time thinking how the organizational digital platform and network can help address this over the next 1-2 years.

Jump to this post

Completely agree. In addition to employee recognition, we're creating content around what transplant, cancer, heart, etc. patients need to know about coronavirus. We're also thinking about how we can reach, say, the person who was researching knee replacements before all this began. Our goal is to keep this audience engaged now and build trust, so they will feel comfortable getting their care at our hospital when we're ready to begin elective procedures and routine appointments again.

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@MeganRowe

Completely agree. In addition to employee recognition, we're creating content around what transplant, cancer, heart, etc. patients need to know about coronavirus. We're also thinking about how we can reach, say, the person who was researching knee replacements before all this began. Our goal is to keep this audience engaged now and build trust, so they will feel comfortable getting their care at our hospital when we're ready to begin elective procedures and routine appointments again.

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oh I love this, where are you sourcing your information from? the CDC?

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