SOCIAL MEDIA STRATEGY
Brief
Society for Healthcare Strategy and Market Development (SHSMD) is the premier organization for 4,000 healthcare professionals responsible for strategy development and implementation in a wide array of healthcare organizations.
SHSMD was interested in expanding their annual conference communications to include social media efforts and turned to Priority to develop a plan.
Solution
Priority Integrated Marketing began by listening to members already engaging with SHSMD's existing social media, and then put together a comprehensive strategy.
- Distinct strategies and messages were built for each platform based on the timeline, and goals were set for each platform – Facebook, Twitter and LinkedIn.
- A budget was defined to drive traffic to the conference's Twitter profile using LinkedIn paid advertising.
- A promotional budget was defined to encourage participation with the Facebook event page.
Results
Results were measured by absolute numbers and a post-conference survey. The effort surpassed all goal metrics:
- The goal of 20 percent visibility with conference attendees was exceeded overall and individually by platform.
- Hundreds of #shsmd tweets were sent during the conference.
- 20 unique attendees posted pictures to the Facebook event, beating the goal of having 15 unique attendees post pictures.
- The crowning achievement was the 612 new members added to the SHSMD group on LinkedIn – the goal was just 15 new members.
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