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Josef Bookert

Digital and Social Media Strategist
Yale Medicine

Josef Bookert is the Digital & Social Media Strategist at Yale Medicine, the clinical practice of the Yale School of Medicine. In his role, he coordinates the workflow for all Yale Medicine social feeds, develops marketing policies and best practices, and drives the overall strategy for the brand.

Yale Medicine is the largest academic multispecialty practice in New England. As part of its patient outreach initiative, Yale Medicine creates and shares regularly updated information on treatments, conditions, patient stories, and additionally houses an extensive library of digital resources for patients. As part of the content marketing strategy, Josef helps drive online readership through social media and digital channels with the goals of informing patients, increasing brand awareness and publishing best-in-class content.

Before joining Yale, Josef spent eight years driving social media strategies within ad agencies, working with clients in disparate industries including several Fortune 500 companies. He holds a bachelor’s degree in English from Whitworth University and a master’s degree in Rhetoric from Carnegie Mellon University. Outside of the office, Josef enjoys woodworking, brewing, and traveling.

Josef Bookert’s Session

12:00 p.m.–12:45 p.m. PDT — Monday, October 18, 2021

Using Metrics to Build Support and Advocate for Social Media Resources

When budget season comes around, we often see social media getting the smallest slice of the marketing pie. A single billboard may gain more funds than the entire social media budget. Nevertheless, your highly targeted social media campaigns show exactly how many people were sent to the website, how users engaged with the school, or the precise number of leads gained. And while it can be frustrating to see these successes juxtaposed to the often ambiguous or inflated metrics associated with traditional media, there are actions you can take to create internal advocates to help support and elevate your social media efforts.

This presentation will focus on two elements of social media: metrics (how you measure social media success) and translation (how you express this in terms others will understand).

  • The metrics portion will show you how to identify key metrics, how to strategize your efforts towards increasing them, and how to engage in ongoing tracking and optimization
  • The translation portion will review tactics on how to present these metrics to internal audiences who may not be well versed in digital marketing. The goal is to express your social media success in ways that allow others to speak clearly and effectively on your behalf
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