why social media matters - himss case study
DESCRIPTION
How does a Health Care Industry Association leverage social media? See how the Healthcare Information and Management Systems Society has approached social media--and what results they are seeing from their efforts.TRANSCRIPT
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@MeltwaterBuzz /MeltwaterBuzz
1
Why Social Media Matters
…from a Client Perspective
Jason AricanManaging DirectorMeltwater Buzz, Client Relations
Healthcare Information and Management Systems Society
buzz.meltwater.com [email protected]
Social Media World ForumNovember 1, 2011
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@MeltwaterBuzz /MeltwaterBuzz
buzz.meltwater.com [email protected]
@himss
• Not-for-profit org committed to improving healthcare through IT and management solutions
• 38,000 members including doctors, nurses, and hospital executives
• Promotes discussion of key issues through research, events, and content expertise
mBuzz
Engage
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@MeltwaterBuzz /MeltwaterBuzz
buzz.meltwater.com [email protected]
Three Platform Approach
HIMSS is mainly active on three platforms, each with a distinct
purpose… not unlike how we use them as individuals
mBuzz
Engage
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@MeltwaterBuzz /MeltwaterBuzz
buzz.meltwater.com [email protected]
Social Media Objectives
Play a support function to organizational objectives:
Encourage progressive and open dialogue
Position HIMSS as a thought leader
Promote and support events
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@MeltwaterBuzz /MeltwaterBuzz
buzz.meltwater.com [email protected]
Encouraging Discussion
• Targeting of key influencers • Discovery through keyword/hashtag searches
• Defining an influencer as someone heavily engaged in discussion
• Sharing content developed internally
• Sharing content found through external sources
mBuzz
Engage
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@MeltwaterBuzz /MeltwaterBuzz
buzz.meltwater.com [email protected]
Positioning HIMSS as a Thought Leader
• Tracking healthcare-related keywords• Joining conversations where appropriate
mBuzz
Engage
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@MeltwaterBuzz /MeltwaterBuzz
buzz.meltwater.com [email protected]
Event Promotion and Support
A combination of marketing and customer service
mBuzz
Engage
Facilitating conversati
on on event topics
Answering questions on
logistics, issues
Spreading the word
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@MeltwaterBuzz /MeltwaterBuzz
buzz.meltwater.com [email protected]
Goals and Reporting
We’re working to help HiMSS formalize their strategy
mBuzz
Engage
While some metrics are being tracked, HiMSS is still developing their core KPIs
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@MeltwaterBuzz /MeltwaterBuzz
buzz.meltwater.com [email protected]
Next Step- Empowerment
mBuzz
Engage
“We want to engage HIMSS' content experts in the social media
strategy next, as we are the experts in effective use of social
media...”
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@MeltwaterBuzz /MeltwaterBuzz
buzz.meltwater.com [email protected]
Empowerment
mBuzz
Engage
SM Team
Experts
Execs
PR and Comms
Members
1. Guidelines and best practices
2. Training on tracking and engagement tools
3. Reporting protocols
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@MeltwaterBuzz /MeltwaterBuzz
buzz.meltwater.com [email protected]
In Summary…
mBuzz
Engage
• Your social media objectives are not too different from your business objectives
• Genuine, honest engagement > promotion
• With the proper rollout, SM can be most effectively utilized across the organization