Engage Employees and Leaders as Part of Your Digital Strategy
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Your employees and leaders are vital parts of your organization and perhaps your greatest untapped asset. How do you incorporate them into your social media strategy and create ways for them to engage with your brand while you simultaneously stimulate their thought leadership?
NewYork-Presbyterian, one of the nation's largest academic medical centers, decided early to build its 21,000+ employees, 6,000+ physicians and executives into its social media strategy. The Hospital now counts more than 700 employees, 100+ physicians and 30+ senior leaders active on Twitter alone.
Gina Czark and Jessica Fillinger, the social media team at NewYork-Presbyterian, reveal how employee engagement played a critical role in their award-winning social media program.
- Develop social media brand advocates and employee ambassadors
- Create chances for employees and leaders to engage on social media
- Build an ambassador program that encompasses employees of all ages, backgrounds and departments (clinical vs. non-clinical)
- Put physicians in your content calendar and key awareness months
- Gain social business buy-in from senior leadership and clinical chiefs
- Educate employees on social media and create training opportunities
Gina Czark is a strategic communications expert with more than a decade in crisis management, social media, brand building, executive visibility and consumer awareness campaigns. As the first head of social media at NewYork-Presbyterian, Gina created the social media department for one of the nation's largest not-for-profit hospitals that's also affiliated with two Ivy League medical schools. A former PR executive and journalist, Gina engages her communities through storytelling. She's passionate about improving the quality of life for both patients and staff through social media channels and content.@gczark
Jessica Fillinger is a community manager with experience in mobile strategy, crisis communication, content development and digital analytics. Jessica spends her days liking, RTing, hearting and sharing content for New York's #1 hospital, NewYork-Presbyterian Hospital. As a community manager, Jessica specializes in service recovery and developing multimedia content to increase community engagement; her phone is never off. Before joining the #hcsm space, Jessica served the City of New York under the Bloomberg Administration for two years, overseeing online communications and social strategy for the Department of Education. @jessicafill