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 AUTHOR INFO: Matthew Ranson has over 15 years experience in branding, marketing and communications. He is a partner of RANSON, a branding consultancy based out of the Middle East. Specialising in healthcare, RANSON builds and unites brands behind a visible, common cause, known as The Guiding Principle™. You can visit RANSON at ranson.co


roles of social media in our business?  How can we capitalise on any benefits or advantages to the healthcare business? These two questions give companies an opportunity to experiment and deliver new content. By using new and perhaps unorthodox methodology, it is time for organisations and the industry alike, to reach out with conversations that engage and enrich consumers in new and meaningful ways. When looking to devise a strategy, the


‘Integrating social media into health communications and activities helps leverage social dynamics to encourage participation, conversation and community


following steps are by no means exhaustive. They will, however, start you on your journey to implementing a strategically focused, comprehensive and fully integrated social media plan:  Think strategy. Strategy comes first. Make sure it is clear before embarking on any social media tactics. Social media should be aligned around your marketing plan. If you don’t have a marketing plan – go home.  Be crystal. Be clear about the value social media tools will bring to your healthcare consumers. The purpose is to create engaging conversations. You have to understand what type of information and content your consumers want. Without that knowledge you might as well be shouting in the darkness.  Integrate. Make sure all the various social media platforms pull together as an integrated solution to communication. The information from your website should also be available on your Facebook page. Twitter should be used to drive your customers to your website. I’m sure you get the idea.  Don’t just say it. Do it. Actions speak louder than words. Businesses must act. Once the door to social consciousness is opened, bring the spirit of your company through it to affect change.  Humanise the brand and define the experience. Remember at all times you are building brand perception. It is time for organisations to relearn how to communicate. Understand that you lose control of your messages the moment they are introduced into the real world. The story migrates from


consumer to consumer. This chain forms a powerful connection that reveals true reactions, perception, and perspectives.  Know your limits. This is not a part-time job. It requires a full-time position to manage the channels, content and distribution. It won’t be long before the traditional title of Marketing Manager is replaced with Social Media Manager. Your challenge is to keep in front of your healthcare consumers with relevant information. Attention spans are short. If someone sees no changes on your Facebook page or blog, they will shop elsewhere.  Learn to measure. In order to measure the true effects of social media, we need the numbers behind the activity – at every level. Evaluate and then adjust based on your findings.  Be creative. Don’t limit yourself to the tried and true or what a competitor is doing. Be an innovator. Social media is all about new ideas and ways of thinking. No one is an expert – no matter what highly paid consultants tell you!  Build communities. Community is an investment in the cultivation and fusion of awareness, understanding, agreement, self- interest, attitude change, intent to act, behaviour change and advocacy. Community isn’t established with the creation of a social profile. Community is earned and fortified through shared experiences. But beware! It takes time and commitment. Build excitement. Build excitement around


what you are doing, then start all over and begin again. Practice makes perfect. Social media is as transformative as it is


evolutionary. At last, 2011 is expected to be the year that social media goes mainstream for business. In working and advising many organisations and executives, it has become apparent that the path towards new media enlightenment often hinges on the corporate brand and culture as well as specific marketplace conditions. Full social media integration often happens in stages - it’s an evolutionary process for companies and consumers alike. HB


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