Professionally: 13+ years' experience specializing in social media, external communications, and marketing strategy, at employers in health care, retail, and two top-15 broadcast news markets. Personally: Minimalist lifestyle/travel blogger, full-time nomad, and aspiring memoirist.
9:45 am–10:30 am PDT —
In 2018, CommonSpirit Health’s social media strategy shifted from a content-first to an engagement-first strategy. A first-of-its-kind response and escalation protocol was put into place, allowing social media teams across multiple geographies and locations to follow a consistent process and rationale when responding to social media inquiries. As a result, we increased our reply rate by 220% YoY and began responding within one business day.
When the pandemic hit in March of 2020 and the volume of inbound messages on social media more than doubled, CommonSpirit was uniquely positioned to communicate with and serve its community – delivering hope, humankindness, and building trust at scale – utilizing social media as its primary communications channel. The strategic approach to social response and timeliness resulted in a 50% increase in unique fans engaged and a 28% increase in total engagements YoY. Positive sentiment comments also increased by 67% YoY.
Learning objectives of this talk include:
1. How do you approach social media consistently… in a hub and spoke model?
2. How do you define the key social metrics that ladder up to your business objectives?
3. How do you best utilize modern communication channels to exemplify your brand promise?