Build the framework: It’s obvious but it bears mentioning — if you haven’t made the time and effort to build the infrastructure in the first place, you can’t move quickly or take advantage of a story or topic that could bring positive attention to your hospital. Take, for example, Mayo Clinic‘s most successful post, a video of an elderly coupleperforming a piano duet at the hospital. The video racked up more than 2 million YouTube views in less than two months, with total views now in the neighborhood of 8 million. “If we don’t have a presence on Facebook, our blog and Twitter, it doesn’t take off like that,” said Lee Aase, director of Mayo’s social media center. “Prepare the framework. Then when something like that comes along, it can take off.”
For the other four tips, including my second contribution, see the full article.