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Social Media Plan for Healthcare Company

Social Media Plan for Healthcare Company

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  • 1. Social Media Plan – Prepared by Scott Brand – 5/29/2012veEDIS’ Social Media PlanPrepared by Scott BrandMarketing/Project ManagerJune 29th, 2012“More and more CEOs are recognizing thepotential for social media to change howtheir companies and organizations cancommunicate with the world.”Mashable Magazine
  • 2. Social Media Plan – Prepared by Scott Brand – 5/29/2012Table of ContentsIntroduction ..................................................................................................................................................3Why veEDIS needs Social Media?.................................................................................................................3Getting Started..............................................................................................................................................4Start with a Bang...........................................................................................................................................4Phased Approach..........................................................................................................................................5Objectives .....................................................................................................................................................5Goals .............................................................................................................................................................5Tactics ...........................................................................................................................................................6Crisis Communication ...................................................................................................................................6Social Media Opportunities ..........................................................................................................................7Facebook...................................................................................................................................................7YouTube ....................................................................................................................................................8Blogging.....................................................................................................................................................9SEO............................................................................................................................................................9Email Marketing......................................................................................................................................10Google+...................................................................................................................................................11On-line Public Relations..........................................................................................................................11Social Media Bookmarking......................................................................................................................12Twitter.....................................................................................................................................................13Pinterest..................................................................................................................................................13Linkedin...................................................................................................................................................14How can we determine if veEDIS’ Social Media Program is working? .......................................................14Analytics..................................................................................................................................................14ROI...........................................................................................................................................................15Requirements..............................................................................................................................................16Calendar......................................................................................................................................................17Budget.........................................................................................................................................................17Executive Recommendation .......................................................................................................................17Conclusion...................................................................................................................................................18
  • 3. Social Media Plan – Prepared by Scott Brand – 5/29/2012IntroductionSocial Media is a major component behind any fully-integrated marketing campaign. It serves toprovide a communication conduit that has the potential to reach a company like veEDIS‘intended audience through non-traditional marketing channels. It also allows veEDIS toaggregate a community of clients, prospects, and leads to communicate veEDIS core messagepoints, increase customer loyalty, and ultimately, lead to sales conversion.In simplest terms, Social media provides a company with the tools to not only connect with awide audience quickly, but also to interact with them. Each instance of engagement, provides agentle nudge towards the prospect evolving into a paying customer.Why veEDIS needs Social Media?It is not a matter of keeping up with the Jone‘s or McKesson‘s or Meditech‘s for that matter as towhy veEDIS needs to implement a highly tactical and industry specific Social Media campaign.Here’s why veEDIS needs Social Media and Social Media needs veEDIS: The ability to exponentially distribute news like a recent veEDIS Go Live via a channelthat continues to grow as a viable marketing tool Create an army of ambassadors that evangelize veEDIS and promote the brand andproduct in their circles ultimately expanding the communication reach More and more healthcare editors have incorporated Social Media into their newsgathering job. For example, Modern Healthcare reporters all provide their Twitterhandles veEDIS‘ competitors have already entered the Social Media space and are known movingto the next level Many of veEDIS‘ clients have started using Social Media. In fact, many rural hospitalsalready support a Facebook page As veEDIS becomes more active in the rural conference circuit, the company can drivetraffic to their booth location or attendance with Social Media Social Media creates engagement and accelerates the sales funnel processMost importantly, by not engaging in Social Media, acompany is missing out on a multitude of leadssome of which could be converted into contracts
  • 4. Social Media Plan – Prepared by Scott Brand – 5/29/2012Getting StartedBefore engaging in a Social Media campaign it is imperative to decide on a few things: Who will be the team to support the program (Community manager, developer,administrative assistants) The actual layout of all Social Media platforms in order to communicate a consistent line-look How much time is veEDIS willing to invest in the Social Media campaign.Start with a BangIf veEDIS decides to dive into Social Media, after developing Social Media profiles, the nextstep should be to promote the company‘s page heavily to its existing customers, who are mostlikely to be its initial followers, perhaps through an email blast.veEDIS needs to start the Social Media campaign with a blockbuster promotion to driveexcitement and gain followers quickly. So many companies, some of which are sizable, quicklycreate a Facebook Page and allow it to loiter. As a result one can see one alarming statistic asyou glance through the page – a paltry number of followers. This becomes more of a detriment tothe company than a facilitator.The best way to avoid this trap is for veEDIS to get out of the gate quickly by launching aFacebook promotion directed towards its existing email client database in order to buildmomentum right from the onset.Facebook T-shirt Promotion – Here is a tried and true promo that has worked for manycompanies to increase their fan base in a short period of time. The promotion involves creating aFacebook contest for all veEDIS‘ client hospitals to participate by sending a designated teamleader an ―I Love veEDIS,‖ T-Shirt. The goal of the contest is to solicit a quote asking thequestion: ―Why do I love veEDIS.‖ The winner will receive a free trip to South Florida to tourthe veEDIS‘ facility and meet the team behind the product. Finally, a prerequisite for eachentrant is to not only like the veEDIS Facebook Fan Page, but convince five others (ED staff) todo so as well.
  • 5. Social Media Plan – Prepared by Scott Brand – 5/29/2012Phased ApproachIt is recommended that the Social Media plan be rolled in a phased approach which allows theSocial Media community manager to build a strong foundation in each Social Media platformbefore entering the next phase. This will also enable the Social Media community manager andsupport staff to create a workflow that does not conflict with other tasks.Objectives The primary Social Media marketing objective should be to increase lead generation andconversion by tying most Social Media efforts specifically to sales escalation. This meanshaving lead generation calls to action through all Social Media channels The secondary objective is to create a buzz and or viral opportunities around the veEDIS‘world through Social Media. This in turn will attract new customers, shift legacy clientsto the cloud as well as aggregate testimonials to be used in future marketing endeavors The tertiary objective is to increase media exposure through Social Media channelsGoals Increase the number of: Likes on veEDIS‘ Facebook Page, Twitter followers, Linkedinconnections, Google+ 1‘s, YouTube and blog subscribers, among others Create compelling content through blogs and by authoring articles. Then distribute thiscontent throughout the Social Media network in an effort to have it shared with decisionmakers and existing clientsA Facebook T-shirt promo toincrease Likes
  • 6. Social Media Plan – Prepared by Scott Brand – 5/29/2012 Move veEDIS to page one in all Search Engine Results Page (SERPs) for the followingSearch Engines: Google, MSN, Bing, Windows Live, and Yahoo Select search terms that are search engine friendly and rank high. Terms include: ClinicalSystems, EHR, EDIS, Emergency Department software to name a few Identify actionable web analytics data that can determine future strategies to transformwebsite visitors into prospects into converted sales and finally lifetime providers Match the industry benchmark of 2% conversion rate to encourage prospects to providecontact/lead information when visiting the website through targeted Social Mediastrategies Build a Social Media community with a standard brand look where all Social Mediaplatforms link to each other. Twitter links to Facebook to YouTube to Google+ andLinkedin for startersTactics Use Twitter for lead generation - The next hospital that goes live with veEDIS should betweeted a press release to all the company‘s stakeholders Link to veEDIS‘ social media pages from the company‘s website veEDIS email signatures should include Social Media banners to each of the company‘sparticipating Social Media sites As the cover photo is the main focus when someone visits veEDIS Social Media page,use something that gains attention and elicits a favorable reaction. Host a sweepstakes competition, where users have to answer a question about veEDIS inorder to participate and win prizes Change up the profile photos to match company news. If veEDIS is exhibiting at theQPA Vendor Fair – use a trade show image as the banner photo Respond to requests for information within a 24-hour periodCrisis CommunicationGiven the fact that with every consumer driven business like veEDIS, there exist dissatisfiedcustomers or simply mean spirited individuals that have the capacity to post negative commentsor opinions about the company on its Social Media site(s). It is for this reason that it is absolutelyimperative for the veEDIS‘ community manager to scan the Social Media air waves on a dailybasis to perform the following functions: Immediately remove unfavorable posts on Social mediums like Facebook Tighten the grip and block previous negative posters from participating on all of yourSocial Media channels In the case of the blog, set up controls where the administrator has the control to approveall comments first before having them published
  • 7. Social Media Plan – Prepared by Scott Brand – 5/29/2012Social Media OpportunitiesFacebookFacebook is a Social Media site that is known for allowing it members to upload graphics andrich media as well as post text content. Its collaborative architecture enables its members toeasily share their content with their network. As of May 2012, Facebook has over 900 millionactive users, more than half of them using mobile devices. Users must register before using thesite, after which they may create a personal profile, add other users as friends, and exchangemessages, including automatic notifications when they update their profile. Additionally, usersmay join common-interest user groups, organized by workplace, school or college, or othercharacteristics, and categorize their friends into lists such as "People From Work" or "CloseFriends".Recently Facebook launched Facebook Timeline for businesses and companies large and smallare posturing their profile to add a new dimension to their Social Media marketing mix. Theearly data creates a promising picture, with one report suggesting that brands are getting anaverage 46% more engagement with Timeline.veEDIS Benefit – Facebook serves as the gateway between all forms of Social Media andwithout it veEDIS would simply operate its Social Media program rudderlessveEDIS Facebook Strategies include: Develop Facebook Timeline Brand Page Promote conference presence Create incentives such as contests to engage customers Provide a vehicle to solicit testimonials and use cases through targetedcommunication and post them on the page as well as reuse them in many otherchannels Integrate Facebook with other Social Media i.e. YouTube, Twitter, Linkedin,Blogs Post recent article links to the Facebook page such as the Weston Democrat piece Feature a ‗client of the month‘ with their name and profile picture based on theiractivity on the page Include photo of the company headquarters and veEDIS team standing in front ofthe building Populate the timeline with achievements such as 1991 – when ProMed begancollecting Quality Measures data Include the blog on the Facebook page
  • 8. Social Media Plan – Prepared by Scott Brand – 5/29/2012YouTubeYouTube is the third most visited website on the Internet allows companies to personalize theirmessage through video posting. By definition it is a video-sharing website, in which users canupload, view and share videos. The company displays a wide variety of user-generated videocontent, including movie clips, TV clips, and music videos, as well as amateur content such asvideo blogging and short original videos.veEDIS Benefits – 1). Increase search rankings 2). Communicate veEDIS‘ benefits in a moreappealing medium. 3). Serve as an excellent placeholder for client‘s testimonials. 4). Educate theclient through ―How to,‖ videos to offload customer support volume.veEDIS YouTube Strategies include: Post ―How To‖ videos on YouTube which is one of the most effective methods ofincreasing Search Engine Optimization (SEO) rank Integrate YouTube videos into other veEDIS‘ Social Media programs includingEmail blasts Link YouTube to veEDIS Facebook profile or Tweet a link to new YouTubevideo demonstration video Produce corporate video – ―The veEDIS story,‖ and post it on YouTubeAn example of an impressiveFacebook Timeline Page
  • 9. Social Media Plan – Prepared by Scott Brand – 5/29/2012 Discover high-ranking keywords through for a veEDIS video through YouTube‘sInsight analytics tool to ensure videos are easily found when queriedBloggingA blog often resembles a newspaper article and allows the author to publish content that is ofinterest to its audience and allow subscribers to comment and develop a dialogue. This creates ahigh level of interaction with the audience. An active blog can be a phenomenal lead generator. Itis relatively easy to start. The technology is now widely understood and it can be up and runningin a few hours after its conception, all by using free or nearly free tools and software. Entries canbe short as in a few paragraphs with a graphic or video and it could be ghost written once perweek.veEDIS Benefits – 1.) Increase search rankings due to the fact that subscribers comment on yourblog and continue to visit your website. 2.) Instill viewpoints indirectly that can ignite the leadgeneration process.veEDIS Blogging Strategies include: Develop a blog that provides content that offers value to veEDIS potentialsubscribers and subtlety promotes the company Subjects could include entries that talk about EHR providers that offer empty boxservice offerings or rural hospitals that are not taking advantage of MeaningfulUse stimulus funds Content can also embed links to relative articles with a brief introduction veEDIS‘ social media campaign can be communicated to its followers to provideintegration with other channels Other Social Media banners need to inserted into the blog to maximize exposuresuch as a retweet and Facebook share icons Utilize existing email mailing lists to email the blog to spread the content Insert a subscribe button on the right panel near the top of the blog. This featurecan be powered by Feedburner which is a free service and also provides a RSSsubscriber option as well Maintain the veEDIS blog or you will lose existing subscribersSEOWhile SEO is an Internet marketing methodology; it interacts and profits from practically allSocial Media efforts. Its ultimate goal is to increase a website‘s presence on the Internet.veEDIS BenefitsThe higher a company ranks the better chance prospect will find veEDIS.veEDIS SEO Strategies include:
  • 10. Social Media Plan – Prepared by Scott Brand – 5/29/2012 Keywords - Improve ranking by researching, testing and selecting keywords foreach page. Search Engines index popular and relative keywords and rankcompanies higher that use them on their website Tags: Select tags that relate to all aspects of veEDIS‘ business. Tags are littlepieces of information that tell searchers what the content subject. Some tag titlescould include: Clinical Systems, Emergency Department Software, and EHR Title Tag - Craft a high-ranking title tag to make it clear and consistent. The titletag has been – and probably will always be – one of the most important factors inachieving high search engine rankings. It sits atop of each web page Meta Tags –Meta Tags lie inside the HTML code. Choosing the highest rankinghealthcare Meta Tag terms is crucial to a high Search Engine ranking Links - Increase links with other websites. Create link equity by having blogs linkback to your site, Do not discount the value of internal links as well. It isrecommended to have approximately 100 internal links on your website Content - Publish content like a Blog, a SEO optimized press release or industryarticles. Tweeting your content actually helps it get indexed faster (especially vitalif posting time-sensitive material). Set articles to automatically post on Google+,Linkedin, etc. and veEDIS will get indexed even quicker Social Media SEO – Activity on veEDIS‘ Social Media sites will increase thecompany‘s rankingEmail MarketingEmail marketing in the form of email blasts can be one of the most cost effective and efficientInternet Marketing tools. It is inherently linked to Social Media as banners of all of a company‘sSocial Media sites should be included in the email to maximize ROI and synergy.veEDIS BenefitsEmail marketing can target decision makers and encourage trial with relative content in the formof themes like veEDIS Attaining Quality Measures 2012. Go a step further by embedding a linkinto the Email to request a WebEx demonstration.veEDIS Email Marketing Strategies include: Strategic use of the Subject Line - Create subjects that encourage recipients toopen the email Master the art of Segmentation - Segment lists into categories and changecontent depending on the audience. Potential veEDIS‘ segments can includeClinicians, CEO‘s/CFO‘s, CNO‘s, and IT professionals Relevancy - It sounds obvious, but it is often overlooked. Make sure all emailsare relevant to the specific audience in which veEDIS is addressing. A CEO
  • 11. Social Media Plan – Prepared by Scott Brand – 5/29/2012shouldn‘t be sent an email about Data Incongruity, but you would send him or heran email on veEDIS‘ 150 customizable reportsGoogle+Google+ is Google‘s version of Facebook with a few unique features. Despite the fact thatGoogle+ resembles a ghost town in comparison to Facebook in terms of sheer membership sizewith just 175 million users to Facebook nations 900 million conglomerates, Google+ isprojected to continue to grow leaps and bounds by leveraging its global brand equity andrecognition.veEDIS BenefitsBy remaining active on Google+ in the form of posting photos, videos, etc a company‘s SearchEngine ranking is positioned to rise precipitously on Google.veEDIS Google+ Strategies include: Sync up with Twitter and YouTube to integrate the campaign By simply creating a profile and remaining active by posting and networking onGoogle+ veEDIS‘ SEO ranking will improve more than other Social Media sitessimply because Google owns Google+On-line Public RelationsPress releases should be drafted using keywords that rank high in Search Engines such as EHR,Clinical Systems. Other factors to optimize a press release include using anchor text links to theveEDIS‘ website.veEDIS BenefitsBy optimizing press releases a company gains two-fold. It increases SEO rankings and theanchor text pushes readers to the veEDIS website.veEDIS On-line Public Relations Strategies include: Embed a YouTube video in veEDIS‘ press release to stand out and increase thecompany‘s Search Engine rankings. When veEDIS releases its iPad version - a videoshowcasing it in action - should be incorporated into the press release.
  • 12. Social Media Plan – Prepared by Scott Brand – 5/29/2012Social Media BookmarkingSocial bookmarking is a method for Internet users to organize, store, manage and search forcontent on a dedicated Social Media site. Social Media Bookmark members can syndicatecontent like articles, whitepapers, and press releases to leading bookmark sites such asStumbleUpon, Digg, Reddit, and Delicious. As a member gains more connections on thebookmark site, their network members will not only read veEDIS‘ content, but share it withothers.veEDIS BenefitsWhen a Social Bookmark member reads veEDIS‘ content they are automatically linked back tothe company‘ website which in turn optimizes SEO rankings and increases the opportunity forleads and conversions. These bookmarking sites are a great place to share veEDIS‘ content.veEDIS Social Bookmarking Strategies include: Author an article on how veEDIS has leveraged Cloud Computing to develop a productthat can be deployed within 60-days.An example of embeddedYouTube Press Release
  • 13. Social Media Plan – Prepared by Scott Brand – 5/29/2012 Place Tags on the user generated content such as the term Cloud technology. Tagplacement further increases the likelihood Social Media Bookmark members gravitate tothe article veEDIS can also upload videos and other rich media content to Bookmarking site that areknown for being easily searchable by categoriesTwitterTwitter is an online social networking and micro-blogging service that enables its users to sendand read text-based posts of up to 140 characters known as "tweets". Twitter is the trigger thatgets things going. By tweeting it can bring traffic to your website as well as other leading SocialMedia sites. The key is to develop a relevant following of media, decision makers, and existingclients to tweet interesting content.veEDIS BenefitsTwitter is the second highest ranked Social Media site behind only Facebook. If veEDIS createsa Twitter account the company will have access to many key decision makers and communicateits message points. The migration to Twitter is trending as more and more mid-term adopters aresigning up for the popular service.veEDIS Twitter Strategies include: Tweet press releases to the media. It will have more of an impact and provide anotheravenue to distribute the press release Tweet links of articles such as ―Chasing the Meaningful Use Money Trail,‖ to theveEDIS‘ prospects. Cold leads can heat up if veEDIS stays in front of decision-makersby tweeting to Hospital CEO types Encourage Twitter followers to like your Facebook page by sending an occasional tweet Utilize Twellow, the Yellow pages of Twitter, to create targeted listsPinterestPinterest is a pinboard-styled social photo sharing website. The service allows users to create andmanage theme-based image collections. Pinterest now ranks in the top 10 of Social Media siteswith 11.7 million Unique Visitors per month. Pinterest‘ powerful SEO arm sends nearly as muchreferral traffic as Twitter (and more than YouTube, Google+, and Linkedin combined).Furthermore, Google now crawls Pinterest‘ pins and boards where Facebook does not haveaccess.veEDIS’ BenefitsGiven the fact that a core part of veEDIS prospects are women and Pinterest is overwhelminglyoccupied by females, the company is efficiently targeting a gender that may not be reachedthrough other Social Media channels.
  • 14. Social Media Plan – Prepared by Scott Brand – 5/29/2012veEDIS’ Pinterest Strategies include: Invite relevant followers to your Pinterest billboard such as contacts accrued fromveEDIS website banner Coalesce the staff from each veEDIS client hospital to create their own billboard withphotos of the team. This will help unify veEDIS with its existing customer-base By participating in Pinterest, veEDIS will show a lighter side to the companyLinkedinWhile Facebook is the social network, Linkedin is the business network and, it can be a hugeasset to a company like veEDIS. 150 million+ members reside in the world‘s largest professionalnetwork and it‘s growing rapidly. Linkedin connects member contacts in every industryincluding health care. Its powerful search engine allows users to segment their list to the lowestcommon denominator such as zip code.Another Linkedin opportunity involves the numerous groups that can be developed whereveEDIS can discuss health care topics with its peers. These discussions can lead to businessrelationships that are instrumental in securing a contract for the next veEDIS installation.veEDIS’ BenefitsAs veEDIS is trying to forge a relationship with a cold lead such as a CEO at Hood MemorialHospital in Louisiana and is not gaining any traction through a cold call, the company salesrepresentative can invite the executive to his or her Linkedin network. A relationship can grow asveEDIS pushes relevant content to the CEO from time to time. In the event the hospital is readyto make an EDIS move, veEDIS will be in the forefront of their candidate list.veEDIS’ Linkedin Strategies include: Join Linkedin health care groups to learn about your industry as well as forge newcontacts Develop a healthcare Linkedin Group to increase veEDIS sphere of influence Create a Linkedin company profile to further market veEDIS services within itsexpansive Social Media marketHow can we determine if veEDIS’ Social Media Program is working?AnalyticsUsing analytical tools from companies like Google which are free, provides insight how acompany‘s Social Media efforts are performing. It is also goes a step further by providing asnapshot on the website‘s overall effectiveness in gathering leads and converting sales. In thecase of veEDIS the most important web analytic is lead generation or how many prospectsprovide their name to sign-up for Email Blast or webinars.
  • 15. Social Media Plan – Prepared by Scott Brand – 5/29/2012veEDIS’ BenefitsHow many people opened up a veEDIS email blast? Who shared veEDIS tweets with whom?Which pages are visitors leaving (bounce rate) veEDIS website? All these questions can beanswered by utilizing Google Analytics tools.veEDIS Web Analytics Strategies include: Determine which part of the website has the highest number of Page Views, BounceRates, etc. Competitive Intelligence – See what veEDIS‘ competitors are doing. What keywords dothey use, where are their website visitors coming from?ROISocial Media Marketing does not conform to traditional forms of ROI calculation since for themost part there is limited cost. It is free to create a YouTube video, it is free to do a Twitter feedand it is free to create a blog. All the ROI tools that were created in the past, were created tomeasure the numbers and the amount of money that was spent. You do not have to spend muchmoney in social media with the exception of salary overhead and modest software licensing.There are some measurement tools that may provide some form of measurement including: Lead conversion rate SEO ranking Qualitative data - Facebook Likes received after rolling out a promotion Qualitative Attributes – Tracking Social Media mentions after a specific Facebook postor Tweet through analytic software Email open rate Future customer purchases resulting from successful CRM practices recorded throughCherwell
  • 16. Social Media Plan – Prepared by Scott Brand – 5/29/2012RequirementsRequirements to support the Social Media campaign are as follows: IT support to assist in the design of a stylish Facebook Fan page interface IT support to create an app that allows users to sign up for a veEDIS newsletterfrom the Facebook Page. Administrative support for assistance in launching and maintaining Social Mediapromotions A community manager responsible for creating the campaign, the strategy,managing the roll out and executing the tactics
  • 17. Social Media Plan – Prepared by Scott Brand – 5/29/2012CalendarJune2012 Design Facebook page Plan the Facebook launch by developing a contest toencourage clients and decision makers to Like veEDIS’Facebook Page Begin SEO campaignJuly2012 Maintain Facebook page Manage Facebook contest Begin SEO campaignAugust2012 Launch Twitter profile Conclude Facebook contest Start developing a YouTube channel Prepare a YouTube video testimonial contest Maintain the Facebook Page and SEO rankingSeptember2012 Launch a YouTube contest Create a Blog Maintain all active Social MediaOctober2012 Create a Linkedin Profile Culminate the YouTube contest Maintain all active Social MediaNovember2012 Launch Google+ profile page Maintain all active Social MediaDecember2012 Create Social Media Bookmark profile Maintain all active Social MediaBudgetThe only charge to veEDIS is the company employee‘s time managing all the Social Media sites.Social Media is virtually free.Executive RecommendationAfter extensive analysis, veEDIS should embark on a fully-integrated Social Media plan due to thefollowing factors: More and more companies are embracing social media‘s strength in engaging businessand customers Social Media marketing now falls within the hierarchy of connecting to a company‘scustomers. Here are the rankings 1.) Face-to-face interactions 2.) Websites 3.) Channelpartners 4.) Call centers 5.) Traditional media 6.) Advisory groups, and then, finally,Social Media
  • 18. Social Media Plan – Prepared by Scott Brand – 5/29/2012 Social Media is expected to jump to the number two spot within three to five years —and traditional media will plummet to the bottom of the list — according to an IBM study Dynamic social networks harness collective intelligence to unlock new models ofcommunication Social Media flat out will personalize it relationships with customers due to its highlycollaborative architecture Social Media can also be used as knowledge platform to obtain information aboutcustomers and receive testimonials for repurposing content Social Media provides more personalized interactions with customers Social Media is a great way to reinforce veEDIS brand and websiteConclusionIt is important to point out launching an impactful Social Media program is a journey and not adestination. The mantra should be continuous improvement every day as technology moves at alightning pace. Innovators are constantly coming out with new apps to improve your audience‘ssocial media experience and the best part of it is they are mostly free.