To complete any task successfully there must be a strategy that you follow to ensure the results you desire. When soldiers go into wars zones they don’t just shoot blindly hoping they hit the bad guy, they have a plan of action. The same goes for you when making you blog, especial when it consist of cause you care so much about. When staring and maintain a health organization’s blog there are for easy steps that must be your main focus.
- Identify you target audience: If your cause is to ending texting while driving, you would got after those between the ages of 16-28. The types of audiences organizations are Senior citizens, Parents, College students, teenagers, and children. Other things also come into play when choosing an audience like race, household income, education level, and location.
- Determine your objective: You have to know how your going to go about supporting your cause. Will you use pictures to persuade and inform then, short videos to entertain and inform, or go post short facts and statics. For each method there are social media sites dedicated to it, so your choices are plentiful.
- Select the appropriate channel your message: For example say you decided to take the picture route, you would have to choose the site that caters to photos and has more uses in your demographic. Which would be the app Instagram.
- Decide how much time and effort to invest: When using social media sites you get what you put out. You have to have eye catching material; that not only catches their attention but makes them want to know more. However it is possible to overload your audience with to much subject matter. Going back to the photo example when using a site like Instagram, people do not respond well when is constantly uploading photos. So instead making 3-5 post a day, you would just have one a day.
“Each channel is different and has differing engagement, content, and community norms. Understanding the way people naturally use or participate in social media channels is also very helpful in determining your strategy,” (The Health Communicator Social Media Tool Kit pg. 5).
The Health Communicator Social Media Tool Kit in basically the guideline that any health organization should go by to insure that they have a successful social media presence. They provide several simple yet effective tips like, using colorful images, simple yet catchy health messages, and including a URL on images that links back to your website.
Below are some links to examples of Health Organizations that used these tips successfully:
American Red Cross does a good job in keeping there audience engaged. By sharing the stories of people’s lives they have affected, it gets audience emotional and gives information about the organization. A.R.C also stays relevant by using trends like “Throwback Thursday or Tbt”. T.B.T is when people would post old pictures of themselves online. A.R.C does the same showing how organization made a difference in WW2.
Susan G. Komen Foundation is an organization that spreads breast cancer awareness. The organization’s Instagram is full of images of breast cancer survives, how to conduct self checks, motivational quotes. As far as followers go they have over 19,000, but what they lack in is comments. When organizations use sites like Instagram the comments are important, it shows your audience is engaging in your content and with each other.
At&t does a great example of knowing your audience, with the cause of stopping texting and driving they aim to teenagers and young adults. They are good when it comes to what content to post getting a good number of likes and re tweets, ensuring the information is shared. The only problem they have is consistency. The organization post from everyday to every other day, to a few days in between. They key is to get a consistent flow, everyday or every other as long as its consistent.
By using these examples and the tips provided in your organization’s strategy, you will be running a successful page in no time.