Items Tagged ‘case study’

September 20, 2017

Defusing Controversy through Social Media Engagement

By MakalaArce MakalaArce

A few weekends ago I was on comment monitoring duty for Mayo Clinic and started to see displeased tweets rolling in about a research study. Someone tweeted the following concern to about 18,000 Twitter followers: That tweet resonated with people, evidenced by 180 retweets and 147 likes. A follow-up tweet said:  Another person called the […]

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Tags: case study, engagement, negative feedback, research, Social Media


August 10, 2017

How OSF HealthCare Used Social Media to Boost Patient Traffic (Preview)

By Katie Whitt katiewhitt

Two years ago, my job didn’t exist. Neither did my team. Nor, for that matter, did my entire department – at least as it exists today That’s because two years ago, OSF HealthCare underwent a major transformation. Instead of 15+ marketing and communication teams spread across the system, we now have one large team that […]

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Tags: Annual Conference, case study, digital-first, Katie Whitt, OSF HealthCare, strategy


August 2, 2017

Newsjacking: The Rewards and Risks of Leveraging Breaking News (Preview)

By Jeff Calaway JeffCalaway

We take the term “newsroom” quite literally at Cook Children’s in Fort Worth, Texas. Every morning at 9:15, our small PR group of four gathers in a tight conference room to discuss what we will be covering for that day. Just like newsrooms all across the country. Our goal is to find something informative and […]

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Tags: Annual Conference, case study, Cook Children's Health Care System, Jeff Calaway, Newsjacking


July 26, 2017

How NOT to Launch the Biggest Campaign of Your Career (Preview)

By Jess Columbo jesscolumbo

Have you ever made a mistake at work? One that made you look foolish in front of your boss or client? Maybe you hurt someone’s feelings – a dismissive comment or premature judgment. In the Spring of 2013, my team made a really big mistake. In the process of launching what would be one of […]

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Tags: Annual Conference, case study, Jess Columbo, Med|Ed Digital, Oregon Health & Sciences University


July 19, 2017

Social Media, Your Hospital and the Threat of Suicide: A Matter of Life, Death and Liability (Preview)

By Carol Vassar vassarradio

Social media still has a “wild west” feel to it sometimes. Wired’s Steve Levy recently described it this way: “First, the thrilling feeling of possibilities — anything goes, and that means even the most febrile imagination cannot envision the opportunities in this virgin turf. (Second is) a scarier feeling that comes from the lawlessness of a […]

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Tags: Annual Conference, Carol Vassar, case study, suicide threat


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