How has your client engagement changed in the last five years? I don’t know about you, but even as the owner of a cutting edge mHealth communications and marketing firm, my world has changed tremendously … right along with the social media landscape. I don’t think my firm even offered social media training for clients five years ago (actually, I KNOW we didn’t) but it’s a huge part of my business now. And I don’t see it slowing down.
What companies often have trouble with is coming to terms with “how” they will engage in social media … not “if” they will do it. Part of the concern is how much time employees should dedicate to the company’s social media platforms. I admit I am biased in my belief that most companies could use a little help and training in this area … at least to get started. But if you don’t have the ability to hire outside help, here’s some good advice from Samantha Stone on how you or your employees can manage the social media beast at your company:
mHealth Social Media Made Simple
Schedule it! (Two 15-minute increments per day)
The nature of social is fluid, and so we fool ourselves into thinking to be effective we must be engaged all the time. Physically block two 15-minute sessions on your calendar to do nothing but monitor priority social channels at least three days a week. Pick times that work for your schedule, even if it varies from one day to another. Just make a routine and stick to it.
Collide social and “non-social” work
You can and should re-use content. In fact, the busiest marketing professionals I know do exactly that. Each week I take a look at my to-do list. I carefully evaluate what needs to get done, and I toss to the bottom of the list items that are only to be used once. I physically write down what can be connected. Lesson learned: Forget the notion of “separate” disciplines of marketing. There is no social vs. traditional, there is only marketing. Plan to maximize integration.
Lower your expectations
When we expect instantaneous results, we disappoint ourselves and take focus off the outreach. Instead, set realistic goals and celebrate success. If I only looked at blog comments as a measure of my effort, I’d be sorely disappointed. My blog in general doesn’t get a lot of comments. However, I do get a fair amount of engagement on my blog posts via Facebook, Twitter, and often through email and in-person engagements. Not everything we do is going to go “viral,” and that’s OK. Small victories really do count.
Have fun with social
There is a reason these communication channels are called social networks. People engage through networking because they enjoy spending time connecting with other individuals who share common interests. If you think of it only as “another to-do on my daily list,” you’re missing a tremendous opportunity to expand your world in new and exciting ways. Let yourself enjoy it by celebrating company wins, giving sneak peaks into your unique corporate culture, rallying around client causes, and showing your sense of humor.
One word of caution about the last tip: humor is good, but make sure you use it with your audience and your corporate “voice” in mind. In the mHealth industry, you might want to be especially considerate when using humor, making sure it’s consistent with your brand’s image.
