Tag Archives: social media

Using Social Media to Support Hearing Health Advocacy_5

Part 5 of 5

In Part 4 of this series, I provided tips on how to put the “social” in your social media. In this edition, the conclusion, I’ll talk about how to analyze your performance and adjust if you find you’re off-track in reaching your goals.

Analyze and adapt

All social media platforms offer statistics you can use to track the performance of each post you’re making. You’ll want to keep an eye on Engagement in particular – the number of Likes/Shares/Comments on Facebook and LinkedIn, retweets and comments on Twitter, and “regrams” and comments on Instagram. By reviewing and tracking this data you can make informed content strategy decisions based on which items performed well or not. Expect that you’ll have to periodically tweak your topics, balance of post types, post release times, and more over time as audience makeup and preferences change.

You’ll also want to keep an eye on your Reach to make sure your audience is even seeing your posts. This is especially true now that Facebook has made it all but impossible to reach your entire (or even the majority of) your Fans/Followers list without paying to boost a post. You might need to strategize and decide which posts you should boost and how much money you can afford to put behind these to reach as many people as possible. Obviously, anything boosted should include a clear call to action in support of your goal.

Nothing succeeds like success

Ultimately, you will know your online strategy is working if you attain that defined and measurable goal you set. Whether it’s an increase in donations or number of event attendees, gaining more advocates for your cause or influencing legislation, skillful utilization of social media can go a long way toward helping advocates like you achieve your goals.

Do you or a loved one need your hearing tested? Find a clinic near you now!

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Hildy Silverman is the Manager of Digital Online Marketing for Oticon Medical US. She has nearly 30 years of experience in corporate training, traditional and online marketing, and professional/technical communications for a wide array of industries, most recently at a global hearing aid manufacturer.

Using Social Media to Support Hearing Health Advocacy_4

Part 4 of 5

In Part 3 of this series, I provided suggestions on how to choose the right social media channels to maximize your digital reach. This week, in Part 4, I offer tips on how to put the “social” in your social media.

Sharing is caring

The point of social media is interaction. You want to draw visitors to your content, engage with it (and you), and ideally take an action that supports your established goal. The best way to do this is make sure whatever you share is interesting and relevant to your target audience and includes an engaging visual element (photo, .gif, or video).

Regularity is also key, so make sure you establish a content release schedule you can manage consistently. This rewards audience loyalty to your properties, which in turn allows you compete against all the other social outlets vying for their attention. Examples of good schedules include one post on Facebook or three-five daily tweets on Twitter per day. Remember, you can utilize a content management platform like HootSuite to schedule posts/tweets in advance so that you aren’t overwhelmed by a frequent need to post. Even without one of these platforms, you can schedule ahead on Facebook from the platform itself.

Don’t forget the hashtags

Make sure you learn how to use hashtags on all your platforms – they’re not just for Twitter anymore! “Ride” popular hashtags related to your cause so that more of your potential audience can discover your content. Using single-sided deafness (SSD) as our model cause again, you could include #deaf, #hearingloss, or #hoh regularly with your posts, which makes them show up when someone performs one of these common searches for content. Additionally, if you see a hashtag is trending that relates to your cause (e.g., #WorldHearingDay) you could include it in a post linking SSD to the importance of getting your hearing checked. Just make sure you don’t go crazy with the hashtags – using too many in relation to the amount of content provided in a post has been shown to reduce engagement.

One more post to go in this series! In my next post, I’ll provide an overview on how to analyze the results of your online efforts and tweak them to achieve your goals.

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Hildy Silverman is the Manager of Digital Online Marketing for Oticon Medical US. She has nearly 30 years of experience in corporate training, traditional and online marketing, and professional/technical communications for a wide array of industries, most recently at a global hearing aid manufacturer.

Using Social Media to Support Hearing Health Advocacy_3

Part 3 of 5

In Part 2 of this series launched last week, I provided suggestions on how to set S.M.A.R.T. goals for your online activities. This week, in Part 3, I’m going to take you through how to choose the right social media channels to maximize your digital reach.

Choose the right channels

I recommend setting up a “home base” online first — a website if you have a larger organization with multiple goals or a blog page if your organization is small or a solo effort. WordPress and Wix are two examples of free, user-friendly site builders available to help you establish a basic web presence. Your site or blog will provide a source of regular content to share through your social media properties. It will also give you a central location to which you can drive online visitors and get them to take an action (e.g., donate, learn more, sign up for emails and events, etc.), which you will need for tracking purposes.

Research your target audiences and where they tend to gather online to assess which social media platforms will best support your efforts. Focus on developing one or two properties first. Most activists and advocates start with Facebook and Twitter, but platforms like Instagram, Pinterest, and Snapchat can be quite effective as well.

A YouTube channel is a powerful tool, as videos increase engagement with social posts. They can be shared from your channel by friend, fans, and followers through every social media platform, and are the content likeliest to go viral. However, you (or someone in your organization) obviously needs the expertise and time to create them.

LinkedIn tends to draw a more career-focused, professional audience, which may or may not suit your goals. Reddit gets tremendous traffic, but many find it complicated, riddled with trolls, and too much of an attention drain to manage. Tumblr is popular, especially with younger audiences (tweens, teens, and 20-somethings primarily) — depending on your goal, that audience might be worth your effort to cultivate but go in knowing that it is a constantly updating outlet. Plus, you’ll be competing with extremely active fandoms and similar lighthearted content for attention.

Managing multiple social properties

If you do reach a point where you want to utilize multiple platforms, it’s a good idea to learn a social media management tool (a couple tried-and-true options offering free basic versions include HootSuite and TweetDeck). These allow you to schedule multiple posts across platforms even in advance, plus they let you monitor comments and messages, so you can interact with your audiences in a timely and consistent fashion. If you’re willing to invest in upgraded versions, you can use them to track valuable performance statistics like audience engagement all in one spot.

Hope this information is helpful! In my next post, I’ll provide tips on how to put the “social” in your social media.

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Hildy Silverman is the Manager of Digital Online Marketing for Oticon Medical US. She has nearly 30 years of experience in corporate training, traditional and online marketing, and professional/technical communications for a wide array of industries, most recently at a global hearing aid manufacturer.

Using Social Media to Support Hearing Health Advocacy_2

Part 2 of 5

In Part 1 of this series launched last week, I provided suggestions on what to consider before establishing your online presence. This week, in Part 2, I’m going to guide you through how to define the goals you hope to reach by taking your advocacy online.

Be S.M.A.R.T.

Continuing with single-sided deafness (SSD) advocacy as an example cause, let’s say you start with a goal of, “To raise awareness of single-sided deafness”. That’s a fine start, but you should further define what you hope to achieve online in order to track your progress and results. Most social media professionals utilize the S.M.A.R.T. method to establish clear and attainable goals. Let’s look at how this works by using this method to refine our sample goal:

  • Specific. The more precisely defined, the better. If you’re defining an online presence, here are some examples to help you set specific goals:
    • Who — do you want to reach by taking your advocacy online?
    • What — do you intend to accomplish for your cause?
    • When — what milestones do you want to reach on your way to the goal?
    • Where — do you want your online reach to extend (local, countrywide, global)?
    • Why — are you choosing to expand your advocacy to include online efforts?
    • How — are you going to use social media to achieve your goal?

This leads to a clearer, more precisely defined goal, e.g., “To raise public awareness in the U.S. of the issues affecting those living with single-sided deafness in order to increase donations this year.”

 

  • Measurable. How do you know if you’ve increased donations? Set a measurement, such as, “Double the number of donations received over last year.”
  • Attainable. Look closely at that number and make sure it’s achievable. It’s usually wise to start smaller and then build over time. In this case, perhaps something more attainable would be, “Increase donations by 10 percent over last year.”
  • Relevant. Consider whether social media provides an opportunity you wouldn’t have otherwise. If so, then ask yourself, “How?” Adjust your goal to focus on what you plan to achieve using tools uniquely available online, such as, “Increase donations by 10 percent this year by driving Friends/Fans/Followers to GoFundMe campaign.”
  • Time-based. Goals bound by specific timeframes are easier to track and attain. Rather than a vague “this year”, try, “Increase donations by 1-2 percent each month in 2019 by driving online audiences to GoFundMe campaign, with year-end goal of increasing overall donations by 10 percent.”

Still with me? Great! In my next post, I’ll discuss how to choose the best social media channels for your advocacy outreach.

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Hildy Silverman is the Manager of Digital Online Marketing for Oticon Medical US. She has nearly 30 years of experience in corporate training, traditional and online marketing, and professional/technical communications for a wide array of industries, most recently at a global hearing aid manufacturer.

Using Social Media to Support Hearing Health Advocacy_1

Part 1 of 5

Everyone here at Oticon Medical is so impressed by the advocacy efforts we see online in support of the deaf and hard-of-hearing. Whether the focus is on raising awareness of related health conditions or the benefits of bone-anchored hearing systems, social media has made sharing information and events easy, immediate, and far-reaching. But how do you develop an effective social media presence and then track whether it is helping you attain your goals as an advocate?

Over the next few weeks, I’d like to provide you with tips to help you define (or refine) an effective social media strategy in support of your generous efforts. Let’s begin at the beginning — establishing your online presence.

Set yourself up for success

Before you do anything else, think about what you can offer an online audience with your advocacy.  For example, do you have personal experience with a specific health condition?

Let’s say your cause is single-sided deafness (SSD) — perhaps you have it yourself or have a child who does. Maybe you are an audiologist or lobby on behalf of those with SSD. Whatever personal and/or professional experience you have to offer, evaluate how to best express your knowledge and expertise in your social media profile so visitors to your online property will feel confident that you know what you’re talking about.

Will going online enhance your “live” efforts?

In parallel, consider why you want to take your efforts online. Developing and maintaining an effective online presence will take significant time and effort, so you want to make it worth your while. Ask yourself what you hope to accomplish that you can’t achieve through your real-world efforts alone.

Continuing to use SSD as our example cause, here are some things you want to consider:

  • Will you significantly increase your ability to reach your target audience (e.g., affected communities, other advocates) by moving some of your efforts online?
  • Will social media shares and promotion increase the general public’s awareness of the impact of SSD and understanding of those living with it?
  • Might online platforms help you raise more money for SSD research or donations in support of people who don’t have insurance coverage and can’t afford a BAHS?
  • Will promoting events like marches, meet-ups, and similar activities online improve your ability to organize them, and increase attendance beyond what you’ve experienced using traditional mailings, flyers, and word-of-mouth alone?

If the answer to one or more of these is “yes” then it’s time to move forward with establishing your online presence. In the next post in this series, I’ll guide you through how to establish “S.M.A.R.T.” goals for your social media campaigns.

Questions? Please ask yours in the comments!

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Hildy Silverman is the Manager of Digital Online Marketing for Oticon Medical US. She has nearly 30 years of experience in corporate training, traditional and online marketing, and professional/technical communications for a wide array of industries, most recently at a global hearing aid manufacturer.

Share Your World on Instagram This Summer!

This summer, we’re getting more active on Instagram, and you can too! We want you to share your story and experience the stories of others, so we’re offering some Instagram tech tips.

Instagram is a fun and quirky way to share your life with friends through a series of pictures. Snap a photo with your mobile phone, then choose a filter to transform the image into a memory to keep around forever.Screenshot_2016-07-05-23-27-08

1. Download and Register
First, download the Instagram App onto your smartphone. Once you’ve downloaded and open the app, you’ll be prompted to create an account. After you create your account, you’ll be directed to this screen.

2. Choose or Take Your Photo
To get started taking your first picture, hit the middle icon on the toolbar at the bottom of the screen. Or, you can select a photo from your photo library. Change the orientation of the photo from portrait or landscape by tapping the expand icon (two outward facing arrows) in the lower left hand corner before editing.

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Here’s How Ponto Users Show Their Advocacy with Today’s Top Online Tools (Plus: Meet the Winner of the Patient Advocacy Contest)

At our Patient Advocacy Workshop this year, we left our advocates with a challenge: utilize the tools we shared to create a designed social media post or video that expresses how you feel about your Ponto.

We were so incredibly impressed as the submissions rolled in. Here are some of the submissions from our incredibly creative community members—including the first place winning submission below!

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Community Tech Tip: Two Easy Ways to Share to All of Your Social Networks

You asked, we listened. You asked for more information on how you can help spread the word about your experience. So, we’re offering regular tech tips. Each tech tip shares a free and unique social way to share your story and experience the stories of others. This week, we’re covering HootSuite’s Hootlet and Buffer, two apps that make sharing to social media so much easier.

Are you constantly sharing stories with friends via your social media accounts? Tired of how long it takes to log in to each one and post updates? You’re going to love these tools.

HootSuite’s Hootlet

HootsuiteHootSuite is a social media dashboard that allows you to monitor all of your social media feeds from a single place. It’s a great way to keep on top of what’s going on, and it’s also a great way to share the stories you love – especially with Hootlet.

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Community Tech Tip: Share Your World on Instagram

You asked, we listened. You asked for more information on how you can help spread the word about your experience. So, we’re offering regular tech tips. Each tech tip shares a free and unique social way to share your story and experience the stories of others. This week, we’re covering Instagram, a service that enables users to tell their story through photography. 

Instagram is a fun and quirky way to share your life with friends through a series of pictures. Snap a photo with your mobile phone, then choose a filter to transform the image into a memory to keep around forever.

1. Download and Register
First, download the Instagram App onto your smartphone. Once you’ve downloaded and open the app, you’ll be prompted to create an account. After you create your account, you’ll be photodirected to the screen below.

2. Choose or Take Your Photo
To get started taking your first picture, hit the middle icon on the toolbar at the bottom of the screen. Or, you can select a photo from your photo library.

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