QuickStart Social Media Modules

Social Media Strategy

Social media is not a stand-alone tactic. To be effective, social media tools and programs should support your overall marketing objectives. We will review your marketing and communications plans and develop a social media strategy that complements and reinforces your broader goals.

Social Media Channels

We will design and activate the specific social media channels that you require. Whether YouTube, Facebook, Twitter, Ning Networks, leadership blogs or other channels, we will assure that each is consistent with your organization’s graphic standards, your brand strategy and supports your objectives.

Social Media Policy

Many health care providers fail to utilize social media channels for fear of violating HIPAA regulations or inadvertently creating privacy issues. Others have found themselves embroiled in such issues, simply for failing to establish and communicate a social media policy to their employees. For this reason, we strongly recommend that every provider establish a social media policy that clearly defines acceptable online behavior by employees. We’ll work with you to develop a policy consistent with your corporate culture as well as your marketing goals.

Content Development/Posting

Many organizations use social media channels to push information to their audiences. However, social media are inbound rather than outbound channels. Therefore, organizations must first build a following of interested individuals and then engage them in an ongoing dialogue. Networks dedicated to specific chronic illnesses or Mommy blogs are excellent vehicles for engaging people in online dialogue on topics of deep personal interest. We will work with you to develop a regular posting schedule, create and post content and engage your followers on a daily basis.  When you are ready to take over, relationships will be in place for you to cultivate and engage.

Video Production

YouTube is the second largest search engine in the world – behind only Google. For this reason, we often produce and incorporate video elements which can be embedded on your Facebook page, your organization’s website and hosted on your YouTube channel for maximum exposure. The Gagnon Partnership can assist you to produce, edit and post videos at two production levels:

• informal video interviews/bios that project a raw authenticity and/or

• formal videos with higher production values and professional voice over for multiple applications from presentations to TV spots.

Tracking

Once your social media channels are activated, we will prepare regular reports of relevant online activity including changes and trends in volume, sources, number of active participants, etc.

Monitoring Online Comments

People who are active social media participants share both good and bad experiences with the online world. If a patient had a bad experience with your organization, the news can spread quickly. By actively monitoring online comments, we can immediately address problems – often turning a bad situation into a good one. We also monitor comments about your competitors or concerns about health care issues – proactively offering assistance to those who have an immediate need.

Customized Response Protocol

When people post questions, comments or complaints, it’s critical that they receive a prompt reply from the right person. A trained social media correspondent can address most comments. However, some require a clinical or a management reply. We will work with you to identify those individuals, train them how to properly respond and establish a protocol to assure that replies are issued promptly.

Training

Our QuickStart Modules are designed to activate and manage your social media program quickly and efficiently. However, the very best programs are ultimately managed internally. As soon as you and your team are ready, we will train you to take over the process yourself. Moreover, we’ll remain available until you’re comfortable on your own.