As part of our “Insider Insights” series, I feature the personal perspective of a health brand CEO, senior marketer, digital or social media expert. I’m pleased to have Lee Aase, manager of Syndication and Social Media for Mayo Clinic, as this month’s participant.
Here’s what Lee has to say about the future of health brands and social media:
1. The organizations and brands that will thrive in the future are those that…
Are trustworthy and transparent with key stakeholders, whether they be employees or customers or patients. In this regard, social media will be a force for good because it enables open communication. When organizations don’t treat people well, word will get around even faster than in the past. In the broadcast era, companies could buy gross tonnage of advertising to try to buy a consumer perception, and if they managed media relations skillfully they could pitch positive stories about their organizations to journalists.
There’s still some place for that in the conversational era, but it will be decreasingly effective.
On the positive side, if organizations provide a fantastic, remarkable experience to most customers, social media will enable that word to spread more quickly, too.
2. Specific to social media, how has it impacted the way your organization conducts business?
Social media enable Mayo Clinic to provide in-depth information to patients and consumers, with little production cost and virtually no distribution cost. We can talk in depth about relatively obscure medical conditions, for example, without worrying about turning off the mass audience. The new market has now been called “a mass of niches” and through social media tools we can provide the specialized information people crave, particularly when they’re facing a major medical issue.
We also are much more able to listen, both internally to employees and externally to patients and consumers, and to have discussions with them. This gives us great opportunities to learn and improve.
3. What are the key challenges your organization is grappling with as it considers participation?
We’re pretty well along the road to participation, so now we’re into the phase of seeing how we can incorporate social media into everything we do, and making all of our communications more conversational. It’s really an exciting time now. Early on, we had some understandable organizational trepidation about these tools, but as we understood that social media are just the way word of mouth happens in the 21st century, and that word of mouth has been the most important factor in building Mayo Clinic’s reputation for more than 100 years, we knew we needed to engage. And as we have had positive feedback we’ve been able to extend our social media presence even further.
4. What are your top lessons learned for implementing a social media strategy?
Don’t let strategy become an excuse for inaction. Often organizations wait to become involved in social media until they have thought through every imaginable scenario, and that’s fine, to a point. But too frequently they go way beyond due diligence to a social media form of hypochondria or paranoia.
Realize that if your organization is worth talking about, people are already discussing you online, so it would behoove you to join the conversation. And if you’re not being discussed online, that’s actually worse: it means you’re irrelevant, not worth talking about. That’s all the more reason to get engaged.
Social media are just another way of communicating, and are cheaper and more cost-effective than traditional means. In a twist on the defense department supercomputer’s line in the Matthew Broderick movie, “War Games,” I would say the only way to lose is not to play. It’s great to think about strategy in using social media, just as it’s appropriate to have a strategy for use of the telephone. For example, you may ask whether you will have a voice mail system or whether every call will be answered by a real person, or whether you will have a toll-free number for incoming calls. But it would be extremely odd for a company to decide it wasn’t going to install phones until it had its complete strategy decided.
So by all means, give a little thought to creating a potential growth path for social media in your organization, but don’t let the perfect be the enemy of the good. The sales trainer Zig Ziglar used to say that if you wait until all the lights are on green before you leave the house, you’ll never get out of the driveway. If you spend any money to communicate with employees or customers, why wouldn’t you take advantage of free tools that help you do it better?
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