Sometimes the most challenging—and the most fun—part of public relations is building strategy from the ground up. That was the case with our work for Catalysis, a leader in lean healthcare education. Catalysis wanted to reach and connect with its audience in a new way—social media—but didn’t have processes in place to get started or the confidence in enacting social strategy to keep anything going. That’s where we stepped in.
Getting Catalysis up to snuff on social media policy and strategy was a three step process. The first step was simply establishing the structure and processes the organization needed to keep things running day-to-day. We equipped them with a single, unified spreadsheet and encouraged experts in a variety of subject matters to contribute ideas for content in an organized fashion. Not only did we get them thinking, we coached them in the basics of social media, such as what type of content to post, when to post, how to craft that content and how to track impressions and interaction.
After the coaching phase, it was time for Catalysis to define what kind of content it wanted to share. Using their newfound knowledge, Catalysis members started creating content and tracking metrics, looking for what worked and what didn’t. We helped out by getting them to lay out guidelines for what type of content would be most valuable and teaching them how to engage followers who respond.
Finally, we helped Catalysis further define its social media content by branding it visually to associate it with the organization. The organization is still currently in this stage and has become both competent and confident in coming up with content and sharing it on social media.
With help from Bottom Line, Catalysis went from having no social media presence or experience to confidently managing profiles on several social networks. The organization is still producing its own visually-branded content using the processes that Bottom Line helped set up. It has more than 3,000 LinkedIn followers and nearly 4,000 Twitter followers, as well as having a presence on Facebook, YouTube, and Google+.
Read the whole case study here.