One of your goals through your social media program might be more meaningful brand engagement. But in the sea of content that already exists, it’s not likely that a lot of people are waiting for your healthcare organization’s social media content. So you need to ask: What’s in it for your audiences? Are you worth their precious time? And what’s in it for you (are your efforts aligned with your strategic goals)? Here are 10 important questions you need to address as your healthcare organization considers, shapes and executes your social media program. Addressing them now will avoid you having to explain a lot of things later on.

1. Create More Value Through Your
Healthcare Social Media Program:
10 Important Questions To Answer

2. Approximately…
70,000,000 total videos on YouTube
100,000,000 YouTube videos viewed per day
13 hours of video uploaded every minute
133,000,000 blogs indexed by Technorati since 2002
900,000 blog posts every 24 hours
1,111,991,000 Tweets to date
3,000,000 Tweets each day
200,000,000 active Facebook users
100,000,000 users logging on Facebook at least once a day
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission

3. Net: no one’s waiting (at least probably not) for your content
So ask yourself…
Are you worth their precious and limited time?
What’s in it for them?
And what’s in it for you?
Are your social efforts aligned with your strategic goals?
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission

4. © 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission

5. 1. What are your goals, and how might social fit…
thought
research leadership
public
relations
corporate prospecting
growing social & leads
awareness responsibilty
positive
brand
associations
recruitment Investor
education relations
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission

6. 2. What type of community are you trying to
engage…
 who are they
 what problems are they trying to solve; whether
in business or their personal lives
 where do they currently go for information
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission

7. 3. How familiar are each of these communities
with your organization…
 existing or new relationship
 frequency of interactions
 your reputation among them, etc.
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission

8. 4. What is your niche or singular message…
 where’s your expertise/your greatest value
 what’s your laser-like focus that keeps fans
coming back
 how obtain search traffic through your specific
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission

9. 5. What’s your big-picture strategy…
 thought-leader
 driving category debate
 education
 channel for information,
knowledge, resources
 entertainment
 avenue for fun, memorable,
sticky experiences
 empowerment
 inviting audiences to participate in,
and promote initiatives
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission

10. 6. How approach your content and
conversations…
 type, e.g. articles, white papers,
video, presentations…
 style, e.g. controversial,
interactive, descriptive…
 sources, e.g. inside company,
third-party…
 keywords that you want to own
 guardrails
 frequency
 quality

 legal implications
authenticity, etc.
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission

11. 7. Types of outreach channels you’ll employ…
 based on answers to previous questions:
 what are the vehicles you'll use to gain maximum
participation; and that best support one another
 how will you use traditional media to compliment and
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission

12. 8. How will you resource your effort…
 how much internal time and resource do you
require, e.g. content and conversations team,
technical team, research team
 who will be your social face and voice, e.g. CEO,
marketing, cross-functional teams
 how will you get employees on-board, e.g. internal
training and simulations
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission

13. 9. What policies are in place for…
 employee participation
 brand consistency
 handling confidential and proprietary
information
 crisis situations, etc.
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission

14. 10. How will you monitor progress and
performance…
 ongoing internal monitoring
 agreement to performance criteria
 agreement to metrics
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission

15. Summary
1. What are your goals and how might social media fit in?
2. What type of community are you trying to engage?
3. How familiar are each of these communities with your organization?
4. What is your niche or singular message?
5. What’s your big picture strategy?
6. How will you approach your content and conversations?
7. What types of outreach channels will you employ?
8. How will you/can you resource your social media effort?
9. What policies are in place?
10. How will you monitor progress and performance?
© 2010. This work is the property of Trajectory LLC, and no part of it can be used without our permission

16. Trajectory
20 Community Place
Morristown NJ 07960
973-292-1400
www.trajectory4brands.com
Contact: Eric Brody, President
973-292-1400 x201
eb@trajectory4brands.com