This document provides guidelines for MultiCare's social media channels and strategies. It discusses MultiCare's presence across major platforms like Facebook, Instagram, and blogs. It aims to drive community engagement and share positive messages about MultiCare's excellent patient care. The social media team works to craft quality, engaging content while maintaining a consistent brand voice. Proper use of images, a conversational tone, and community focus help social media extend MultiCare's patient experience and support its reputation and marketing goals.

1. MultiCare on Social Media
Channels, strategies and guidelines

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Cars, ambulances and Ubers
drive people to MultiCare
locations – social media is how
we drive the message of
excellent care to our
community.

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▪ 20 pages
▪ 138,059 total
followers
▪ 12 accounts
▪ 12,966 total
followers
▪ 5 accounts
▪ 6,061 total
followers
Where is MultiCare?
▪ 268 location listings
▪ 462 provider listings
▪ 65 location listings
▪ 803 reviews in 2018

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MultiCare’s Social Media Team
▪ MultiCare has 3 full-time people monitoring social
accounts
▪ 2 team members for Puget Sound Region & 1
team member for Inland Northwest
▪ The social media team also works with agency
partners and subject matters experts across the
system
▪ Marketing Support Services team helps develop
content and imagery
▪ Tools to assist with listening, publishing & reporting
▪ Sprout Social & Simply Measured
▪ MultiCare also supports Facebook pages and groups
that are managed by stakeholders across the system.

5. With the right content social can drive action.
▪ The MultiCare Vitals blog is a pillar of the social strategy
▪ In 2018, Facebook drove 88,706 to Vitals and 17,285 to Kite Strings
▪ Social media drove 32% of blog traffic in 2018
▪ Social media drives traffic to our website, too
▪ In January 2019, for example, social drove 5,010 pageviews to
Vitals and 9,521 visits to multicare.org
▪ Social media posts have also lead to appointment
bookings for Indigo Urgent Care, coffee donations to Tree
House and local and national media stories for Mary
Bridge and Tacoma General Hospital.
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Social + content

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2018 greatest hits - Facebook

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2018 Instagram highlights
We shared 511 post and 49 stories across five Instagram accounts (Mary Bridge,
MultiCare, MultiCare INW, MultiCare SC, Sound to Narrows). That resulted in
2,004,634 impressions, 57,697 engagements and 2,238 new followers.

8. Social media approach and
philosophies
▪ Consistency and clear brand communications are essential
for unifying our organization with a clear, positive message
across all MultiCare-owned channels.
▪ Social media is an extension of the MultiCare brand and
patient experience
▪ Crafting quality content that aligns with the MutiCare voice
and brand standards will help social media content be
engaging, as well as support system reputation and brand
strategies
▪ For MultiCare, social media is about being social. Our goal
is always to grow community, add value to our audiences
and spark engagement.
The social media team is here to help. Email us
socialmedia@multicare.org
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9. Approach and philosophies continued
▪ Sharing > selling.
▪ The goal of social media is to guide the conversation, offer value, be a
part of a community and give people something to “like.”
▪ Social media is not a silver bullet solution to your marketing
challenges.
▪ Consider Facebook a tool in your marketing kit. Real life experiences
drive online conversation.
▪ Before you write that post, think: How can Facebook bridge what your
patients/customers/partners experience in real life? Remember, Facebook
is one piece of your marketing efforts and it works best in conjunction
with other tactics.
▪ Just because you post it or create a page, doesn’t mean
people will engage or follow.
▪ The rules of Facebook are changing. Quality matters and you have to pay
if you want people to see your content.
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Tone
Friendly, trustworthy
Like this: Today is National Wear Red Day.
Employees in our hospitals, clinics and offices are
wearing red to help raise awareness about heart
disease in women. Together we can help spread
the word — heart disease is the number one killer
of women — and save lives.
Not this: All over MultiCare, people are wearing
red for National Wear Red Day. Heart disease is
the number one killer of women.
Language
Clear, direct, smart
Like this: Sudden hearing loss can be a sign of a
medical emergency. Here's what you need to
know.
Not this: Millions of Americans experience
sudden hearing loss, holy cow! This article is
super awesome and was written by one of our
really cool docs about sudden hearing loss.
Voice & tone
Be conversational and show the human side of health care
with a bit of personality. Social is a place where we can
showcase our brand personality and have some fun — within
the boundaries of our brand.

11. Best practices: Words
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▪ Keep it specific and concise.
▪ Use details rather than generalities to explain a main point.
▪ Eliminate repetition, remove unnecessary words and condense long
phrases.
▪ Avoid jargon, clichés and wordy prepositional phrases.
▪ Limit exclamation points to one per lifetime.
▪ Avoid using a scholarly tone.
▪ Inform, teach and inspire.
▪ Choose verbs carefully. Strong, descriptive verbs add color
to copy and eliminate the need for wordy phrases.
▪ Check, double check and triple check for typos and
grammar

12. Best practices: Photos
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▪ DO
▪ Feel free to contact the social media team any time you need help
finding a good image, socialmedia@multicare.org
▪ Take one yourself. Smartphone photos can be relevant and 100
percent safe to use
▪ Share images with links to content or calls to action. Example: Check
out these tips for exercising at home, with or without equipment.
▪ Make sure you have permission and a media release signed before
sharing an image
▪ Share what is going on in your community that relates to your page
purpose
▪ Share and interact with what customers are saying about you
▪ Share and engage with MultiCare pages
▪ DO NOT
▪ Use images from Google
▪ Save and use images you find on Facebook
▪ Use stock images
▪ Use blurry images

13. Social media facts
▪ Facebook has 65 million local business listings
▪ Facebook has 2 billion active users
▪ Instagram media engagement rate is 1.73% per post for
brands
▪ Brands see a median engagement rate of 0.16% per
Facebook post
▪ Organic reach on Facebook for brands is 2% on average
▪ .9% average click through rate on Facebook for an ad
(healthcare is .83).
▪ Social media is a pay to play space. Boosting posts
increases delivery and engagement.
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Source: https://sproutsocial.com/insights/social-media-statistics/

14. Questions?
▪ Contact the social media team at socialmedia@multicare.org