Reasons for social media engagement

We may accurately convey a message to our audience; however, the message will be discussed online. It’s the discussions among friends and peers that will provide the credibility.

• 100% of the message control is impossible in today’s world
• Trust is shifting towards consumers’ peers
• We need to improve the quality of the healthcare information on the Internet to remain credible by the consumer
• Transparency and less control over the message = greater credibility.

The digital health marketing landscape

• Content development will focus on the message and how it will be leveraged across multiple platforms (internal and external) to maximize audience engagement
• User experience and metrics will drive best practice approaches to development
• Time to market and integrated campaigns will be more important than quantity and unfocused activities
• Web development will be focused on improving and leveraging the distribution of content across multiple platforms
• Mobile development will be essential to geo-locational, relational and transactional brand experiences
• CRM campaigns and content creation will be closely aligned—with video integrated throughout
• Patient and Physician portals will be at the heart of relational messaging with engagement, loyalty and retention as key metrics
• Cross-departmental collaboration and shared digital platforms will eliminate silos and wasted resources

Social Multimedia Today: What's Different? What's New?

For those of us who have been involved in the Internet business for nearly two decades, real-time video chat on Skype closely resembles the real-time chat video conferencing technology that was taking virtual collaboration to the new levels in 1995. 

In '97,  I remember being invited to my alma mater, Bryant University, where there was a live demo of a video conferencing room, where we could see and chat with another person, who was located in another part of the campus. WMediae were amazed!

So here we are today, 14 years later, using Web based tools (much cheaper and easier to use) to collaborate and socialize... So what's different?

Obvious differences:

• Costs
• Ease of Use
• Reliability
• Access
• Innovative progression

Intrinsic and "new" values:

• Authentic feedback - We all know that 80% of communication is non-verbal. We also know that not everone can write like Mark Twain. Much like the Jetsons, we can know feel the emotional weight behind conversation.
  
  
• Anticipation of immediate action - People are connected in many ways. Remember the days before cell phones? Conversations like, "I'll see you when you get there" have become "Text me when you're near." It's just the norm (lately) to communicate in concert with one's active thoughts.
  
  
• Portability of resources - Growing up in the 80's, many of us today were inspired by the communication transponders of Star Trek and remote access to technology via wrist-wear, featured in Knight Rider.
  
  
• Social online etiquittes - from keyboard shortcuts, like LMAO and =) to commonly excepted (micro) keyboard typos, there is more tolerance for speed than written accuracy. 
  
  
• Normalization of thought leadership - Today we see self-proclaimed experts sparring with award-winning journalists on common themes and topics. Who has more credibility--a well-followed Twitterer, or a syndicated columnist? I think the answer IS a matter of perspective.

Three guiding principles for better results

1) Choose the right thing to do for your customers... 

• Put them first and invest in their trust. 
  
• Continue to advertise, promote and share.
  
• Keep your Web site (and staff) fresh...

When consumers are ready to make a purchase or decision, they will think of you.

2) Don't add more to the plate. 

• Focus the limited resources you have on an initiative that has value for the customer.
  
• Take the time to think about the audience, impact and expectations of both consumers and stakeholders.
  
• Meetings should be used to create an idea, solve a problem, review/revise a strategy.

3) Build new synergies and a larger alliance. 

• Enlist colleagues, associates and nearby resources and make them your new partner.
  
•  Find ways to innovate with new processes or develop new initiatives as a joint venture.
• Think of the means to distribute the message when developing one.
  

Social Media: For the Many, yet Focused on the Few

Organizations are becoming frantic about social media. It's almost poetic... as if there will be nothing else the Internet Gods will offer us in the future.

While some organizations are deliberating on 'What is it?', others are well adept to embracing and harnessing this change. For the majority in between, here are some observations that may help you understand-- before you embrace (with unrealistic/or appropriate expectations):

1) Social media can benefit the masses, however it is at a individual level.

2) Control is a matter of perception- with social media

3) Investing in people and time, is more important than the technology, by itself

Although social media is for the many, the conversations are centered on the few. Personal references and shared experiences on social networks have more influence on personal perception than a traditional one-way print advertisement; however, don’t expect the same awareness impact as a home page story on WashingtonPost.com.

We should consider these social media channels as ways to build relationships, knowing that control of the message is not our role– sharing it is. And for the 2% (those who express their bad experiences and non-favorable opinions), we can use it as a free market research, a way to improve customer service, and an opportunity to share a solution.

Within culture of the organization using these tools- it should help make us more humble and realistic about improving.

Price Should Not Prevent Progress

It seems that the current economic environment is not helping people think outside the box. Here are some quick tips to help marketing professionals be successful by thinking differently.

1) Choose the right thing to do for your customers. Put them first and invest in their trust. Not advertising or not building a Web site can put you further away from them when they are ready to make a purchase or decision.

2) Don't add more to the plate. Focus the limited resources you have on an initiative that has value for the customer. Take the time to think about the audience, impact and expectations of both consumers and the stakeholders.

3) Build new synergies and a larger alliance. Enlist colleagues, associates and nearby resources and make them your new partner. Find ways to innovate with new processes or develop new initiatives as a joint venture.

Let the Teams Talk

Very often, visionary leaders assemble a team, or group of teams, with the intent of having them execute a strategy. It's easy to bark out orders and set deadlines for execution.

Recently, I've woken up to the following pre-existing opportunities:

- Having a team requires allowing ALL members to add their perspective.
- Asking recommended actions is better than asking for opinions.
- Allowing the team members to build their own synergies and relationships with each other is important.
- Understanding those synergies and relationships is even more important.
- Reading the team stress-levels is second to communicating with the team that you are interested in (and will actually) help them through their stress.
- Celebrating success often and without being overt is always the way to go.
- Having members within the team take risks in leading others builds better relationships and respect with all.
- Share their success with others (over yours).