Cynthia Floyd Manley (@cynthiafloydmanley)
Content Strategist | Passionate about social media | Still a journo at heart | Native Tennessean | Vanderbilt University Medical Center | @cynthiamanley
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When considering use of social media to meet business objectives, there are two pieces of information that are critical to understand:
The first data point may be constant, but the second assuredly is not. While 73 percent of online adults in the United States report using social networking, adoption and use vary by social media platform and shift over time.
The old saying “fish where the fish are” has never been more true than when developing a social media strategy. If you have the luxury of time and budget, consider primary research directly with your target audience to find out what social media platforms they use. However, there is a great deal of information available from secondary research sources to inform your selection of platforms. A web search for social media statistics can yield insight; refining the search with time periods or specific platforms can make the research more fruitful.
Some secondary sources you may find helpful include:
Attempts at "newsjacking" -- attaching your brand or organization to a news story or event in real time -- can be brilliant successes a la Orea's Super Bowl blackout tweet or equally spectacular failures depending on how well conceived and executed the efforts.
In health care, as perhaps few other industries, newsjacking must be approached with care, sensitivity and sound judgment.
At Vanderbilt University Medical Center, we have a long successful track record of positioning our experts as sources with national news media, and over the past year, have added newsjacking to our strategies for social media engagement as well.
When a news story gets you thinking, "Can we leverage this?" here are some questions to ask yourself before stepping [...]
Hi. So glad to be joining you here. I am from Vanderbilt University Medical Center, in Nashville, where a major focus of my work for the past 12 years has been in support of our NCI-designated Comprehensive Cancer Center. We have used Facebook for almost 2 years to engage with survivors and champions of research and survivorship. We also recently joined OMNI Health Media, along with Roswell Park and Memorial Sloan Kettering, in Cancer Connect, a new national social networking site for patients and caregivers that provides access to folks from across the country. It is in its infancy but I look forward to sharing it with you, getting your feedback and working together to use social media to improve cancer care and care for [...]