We’ve been very active on social media with our registered charity, Fighting Strokes – Fighting Strokes, @Fightingstrokes, Youtube and Instagram – which has resulted in raising awareness, engagement, followers and #strokerecovery interaction online. So being the sharing type, I thought I’d impart my knowledge of a health care social media ‘charity’ marketing.
1. Identified our audience:
Fighting Strokes is attempting to inspire, empower and influence all types of stroke survivors, their friends and family, clinicians, researchers and therapists. We have an interest in promoting stroke recovery issues which affect younger #strokesurvivors and acute brainstem stroke with locked in syndrome survivors. With so many voices banging the drum about #stroke prevention and our experience, we instead choose to try to practically speak up about issues in stroke recovery.
2. Identifies and set up the social media platforms
3. Then, we decided what we wanted to achieve in social media!
We wanted to raise awareness of the #stroke treatment and stroke self-management options and to grow our Twitter followers & Facebook likes by 15 per week.
4. We agreed our budget
5. We decided how much TIME to commit to SM
We tried scheduling our tweets to reach more followers, to drive traffic to our blogs – Stroke Recovery Tips & Arockystrokerecovery - to reach new followers and make more efficient use of our time, but we couldn’t get on with Buffer (other ones include Tweroid, SocialOomph, Hootesuite, Tweetdeck).
6. Informative, informal content – are us!?
We decided that dynamic, informative and interactive content would distinguish us from other stroke charities. There would be a place for humour if appropriate also.
7. We look at what key opinion leaders in healthcare are doing
We look at other organisations we respect to see what they are doing well, not doing well and how they interact with their followers and established a hashtag on symplur.
8. Set up a Symplur Hastag
We established the #strokerecovery hashtag and use monthly tweetchats to grow our audience with @StrokeTattler. We plan to establish webinars later this year too.
9. Monitoring social media
We use Tweetchat and symplur although Sumall is another type of monitoring app.
9. Google Analytics measures our activity
There are many ways to measure activity but we found Google Analytics as the best free software to use. Some measuring apps track the number of follower you attract, retain and what people are saying about our charity too. Other free sites include addictmatic, google alerts, hootsuite and howsociable
10. Mobile phone friendly
We plan to create a mobile friendly website and build an ‘opt-in’ subscriber list.
11. Headline: ‘What did Churchill and Thatcher have in common?’
We know people prefer to look at impactful pictures and short videos so we try to incorporate into our posts with links. We also try to use engaging headlines. eg
‘Clinical patient dignity is not equal to real patient dignity, trust me!‘
12. Shorten links
We try to shorten our links to make it easier to refer to on Instagram and to write more on Twitter. We use bitly.com.
13. Cross link with Instagram, linkedin and Facebook
It makes a lot of sense to use the same posts across different platforms using software like Hootsuite, Tweetdeck and Seesmic.
14. SM profiles
We try to maximise our word count in our profiles with specific description, hashtags, links and pictures. We always try to play with our profiles and update pictures reasonably regularly.
15. Real time posts
We only post in real time and have started trying to ‘pin’ tweets. Twitter allows you to pin one tweet at the top of your timeline. You can use this to make sure your important messages are seen or if you want a specific tweet to get more retweets.
So, I hope my social media strategy summary is useful and helps you to drive followers, traffic, engagement and interaction to your non-profit organisation too!
I Am Still The Same -Self help stroke recovery tool