We are growing our team and trying to plan for system growth in the future. Curious to know how social is structured in other health care organizations. Team size, where the team lives in the org chart, reporting structure, etc. Thanks!
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I attend Seattle Interactive Conference every year because it's close to my office and our entire team goes. It has a good mix of speakers and topics which I appreciate. I also attended Girlboss Rally for the first time this year. I chose that because of the content mix (leadership, negotiation, investment, astrology and more!).
Jen Rittenhouse will present “Evidence-Based Social Media: How to Support Your Organization on the Internet without Selling Your Soul“ at the Mayo Clinic Social Media Network 2019 Annual Conference. To learn more from Jen and other expert speakers, please join us!
It sent chills down my spine
the first time I heard our Chief Marketing Officer use this word about evolving
the approach to our social media program.
My head immediately went to a swirl of encounters that had accumulated over my five-plus years managing social media for a large health system.
If you work on the Internet for
a health care organization, I know you feel me.
“We need an Instagram account
for our cafeteria.”
“The pharmacy wants a
“Doctor so-and-so Googled
himself and didn’t like what he saw.”
“What about a ‘dogs of our
urgent care clinics’ account to show our fun side?”
Decentralization sounded like
open season on social media. To make it work, we needed process laced with
strategy and access powered by parameters. We — the social media team — also
needed to loosen our grip on the hashtags and be open to experimenting for the
sake of experimentation.
So, what did we do? Perhaps
more importantly, how did we do it in a way that maintained the integrity of
our social program and kept the social media team out of therapy?
To start, we had to listen. Our CMO was moving us in a new direction that was about scale, education, and access. Our team was on top of how social media was evolving for our industry and our community, but we didn’t fully understand how it was evolving internally. So, we asked questions, developed goals, and brainstormed approaches that would make everyone happy.
Next, we had to set
participants — and the system — up for success. We did this by developing a
two-phased Pilot Program and worked with a small set of stakeholders to launch.
Phase One leverages our
existing channels to help participants find their sweet spot for audience and
content. Phase Two gives participants a social media account. The goal for
participants in each phase is support and discovery. To support the
participants we created guidelines, reporting and calendar templates, and
decision-trees to help participants navigate the wilds of the Internet.
Chances are, if you are in
the health care marketing game long enough, you too shall be faced with a
similar charge that challenges your strategy and approach. Here’s my hot take
on how to turn trepidation into professional and personal success.
- Take a deep breath. It’s not open-heart surgery or a neck tattoo. It’s also normal to feel panic when organizational charges challenge your professional philosophies. Ask questions and listen for opportunities in your leaders’ answers.
- Stay true to the strategy. Sometimes things in life let us down (I’m looking at you, Facebook algorithm) but you can always count on your strategy to catch you and be your guide. If the work can tie back to the strategy, your leaders will be happy and you’ll be able to sleep at night.
- Measure, report, repeat. Numbers never lie. Use your analytics to track the performance of everything you do on the Internet. Report the performance to key stakeholders and involve people and numbers in planning your next move.
- Create parameters you can believe in and trust. Guidelines and decision trees aren’t sexy — but they set everyone up for success. Make time at the front end of any major change to get your support documents dialed in.
- Find and love your sources. This is by far my favorite lesson. Find your internal sources and creatives and make them feel like a part of your team. Celebrate their successes and figure out how to amplify the content they create to help tell the big brand story.
We are a few months into our
Pilot Project. The results are encouraging. Our NICU team is sharing content
with us and as a result families in our NICU are beginning to share with us (hello, user-generated content). In one
month, our facility dogs Instagram account had almost 300 followers and is a source for our children’s hospital Instagram account and system Instagram account.
In summary, despite the
emotional rollercoaster that launched this project, our team is at peace today
because we are engaging our communities in ways that we never imagined
possible. I’ll have more insight and stories to share at the 2019 #MCSMN Annual Conference. See you there.
Jen Rittenhouse is an industry-agnostic copywriter and social marketer. If there’s magic in a moment, she’ll find it and turn it into content that will make you slow your scroll. She has managed the social media program at MultiCare Health System for more than five years. Her biggest accomplishments in health care: learning to make audacious and creative moves in a conservative and cautious environment while applying best practices and demonstrating lip gloss leadership. Find her on the Internet @YennyPie.
Thu, May 23 12:48pm · Ask Lee Aase (Almost) Anything
Everybody loves a good ROI story. What kinds of things has Mayo done on social to move the needle for a business objective such as boosting volumes to a call center, appointment bookings, etc.?
Thu, May 23 12:43pm · Ask Lee Aase (Almost) Anything
Negative comments and reviews. How does your team manage those externally and internally? What's the process for service recovery and reputation management? How do you manage expectations with, say, physicians who Google themselves and then freak out when they see a one star review?
Thu, May 23 12:31pm · Ask Lee Aase (Almost) Anything
Is there data or evidence or case studies to show the impact social media has on consumer choice?