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Mon, Feb 24 9:17am · FB/Insta ads promoting blog email signup in Give & Get Advice

Hi Megan! We have a consumer facing email newsletter that is sent out monthly. Being a cancer center, the focus of that newsletter is topics related to cancer that are still relevant to a general healthcare consumer. We also use Facebook and Instagram ads to gain email subscribers and the incentive to "sign-up" for the newsletter is our downloadable "Cancer Screening Guide". Screening/prevention is a message that is relevant to a wide audience and also ties in our mission of preventative care.
I wonder if there is a way to tie the ad copy into the mission of your center. Maybe something geared toward the importance of encouraging health through building healthy habits. I'm assuming that you are also creating a landing page where people will be able to choose to subscribe and then download the cookbook. On the landing page, you could tie in the relevance of healthy recipes to the mission of your center in a way that allows people to preview what the content of your blog/newsletter will be? Out of curiosity, what is the content focus of your blog/email?

I'm attaching an example of one of our Facebook ads for you to take a look at and here is the landing page that it drives to:

Hope that helps! And be sure to link to what you end up doing. I'd love to check it out!

Thu, Jan 23 10:02am · Philanthropy content on FB in Give & Get Advice

Hi Rory!
I can sympathize, for sure. About a year ago, we were faced with the same sort of situation. It is a tough one because promoting philanthropy efforts is certainly important. What it came down to for us is that the percentage of space it was taking up in our content calendar (noting that these posts were not as engaging as the others we were posting) did not reflect our strategic objectives for that channel. So, we were able to re-evaluate where the best place to promote this content over and over was. I'm not sure that our answer was the best, but it certainly has helped. We created a separate Facebook page directed at ambassadors of our organization. The goal of this page is to build and deepen relationships with current ambassadors of our center and future ones. It is a great space for check presentation content, volunteer activities, talking about the incredible people working to raise money for cancer research, and events such as the one you are talking about. We still post about these sorts of activities on our "Main" FB account, but we do so when it makes sense strategically instead of feeling like we have to. It may be one post about the event instead of 5. Which makes a big difference since historically our overall audience has not been engaged with seeing that content over and over. One downside that we have found which isn't surprising: It takes time. You are adding a page and an account to manage and develop content for. For us, it is our philanthropy team that is responsible for the content and posting, but they do not have a dedicated social media manager to do so. Therefore consistency is an issue.
Dana Farber and The Jimmy Fund do this side by side style Facebook strategy well. That said, they are a HUGE organization that does an incredible job with their philanthropy efforts.
I hope that helps! But really, I feel your struggle! Looking forward to hearing what others have to say and keep us posted on how you tackle this.

Thu, Jan 16 7:56am · Social Media Policy - Photography in Strategy, Policy & Best Practices

Thanks for jumping in and sharing that, @mattlara! We have a similar release that we use for the photos that our Marketing and Communications teams use.
@matthewrehrl Thanks for that link! A classic article and incredibly thought provoking with evergreen points regarding ethics when creating and thinking about the information that we direct to the public. As we enter 2020 and think about the ways that people gather information these days, I find it to be a fine line. You want people to be educated with factual information so that they can make the best choice for their healthcare needs BUT we also want to make sure that the information you are giving them is not in place of the advice from a medical professional, rather to supplement it. In the case of the department that I mentioned above, their goal is to: spark conversation between patients and their physicians so that they can make the right decision for them about where to have their cancer reconstructive surgery performed and additionally to let people know that there are options out there. Both goals I (and they) find to be extremely important. So, it's ever present underlying question of: Is it any better if we don't put that information out there when we have the means to both educate and let people know they have options on the platforms where they are spending the majority of their time and where they looking for information? A tough one! Agree with you about the ethics of before and after photos not being fleshed out yet in terms of benefits and risks. And the article you shared just further reinforces that it is one that needs to be navigated carefully with a very thoughtful approach!
Thank you again for sharing!

Mon, Jan 13 9:13am · Social Media Policy - Photography in Strategy, Policy & Best Practices

Hi all!
I am sure this has been asked before, but I'm having trouble finding the information I am looking for, so figured I would start a new thread. We have a number of physicians at our organization that are interested in using social media (more specifically Instagram) to reach an audience of healthcare consumers. The specific group is our plastic surgery department. Being that this a very visual department and Instagram is a very visual platform, the topic of photography has been at the forefront of this conversation. Our photography policies are fairly outdated in regards to social media and we are working with our legal team to update them. I am wondering if anyone in the group has an example of a separate photography policy that references use of photos on social media or language in their social media policy that references the *consented* use of patient photos on social media by physicians. I've looked over the Mayo Social Media Guidelines for Employees and see that there is a photography and video policy referenced – does this policy mention social media, by chance? Thanks!

Mon, Jan 13 8:36am · Welcome our new friends from the Middle East in Give & Get Advice

I am late to this welcome party, but I wanted to jump in and say I am really looking forward to learning from each other! It is always exciting to see this group expand. Each and every person has so much to add! Welcome!

Oct 4, 2019 · How to Wow Leadership at Your Next Social Media Discussion

Bummer, Jordi! I'm sure there will be opportunity to connect on this subject sometime in the future!

Oct 2, 2019

Great article!
One additional thing to keep in mind, specifically for YouTube, is the SEO benefit that comes along with accurate captions! Or maybe think about it the other way – how inaccurate captions can be detrimental to your SEO strategy if Google flags it as spam. Just another reason (as if accuracy in healthcare captioning isn't enough) to spend time making sure the captions are properly done.

Oct 2, 2019

@kellybussanich, take a look at I've had huge success with them (in terms of accuracy) and they are pretty reasonably priced.