Does your health brand social media program create value for all your potential fans?


How social is your social media program? Beyond your current and prospective customers, consider whether you’re creating something of value for:

1. Employees: such that they are more/fully engaged; proud of your/their collective contributions; are more aware of the world around them; and seeing new and different opportunities to help make lives better
2. Shareholders: are you engaging the ones who care not only about financial return, but about the long-term (sustainable) impact of that return; and who increasingly are investing in companies that are balancing purpose with profits and making a difference in the world
3. Society: are you creating value for society at large at the same time that you’re helping customers move forward; hopefully, melding these two (increasingly compatible) concepts together
4. Company: beyond your financial worth to creating value such that the whole of your contribution exceeds the sum of your individual parts

Challenge yourself to think more expansively about your social media program. You have the opportunity to create new value for audiences you might not otherwise be able to engage through traditional channels.

Eric Brody

Eric Brody is President of Trajectory, a brand and marketing firm specializing in creating momentum for businesses across the health + wellness continuum. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

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