7 Tips To Rockin' Facebook Engagement A La Frank Somerville

07/03/2014

Frank Somerville _Facebook 7_3_14During my time heading social media at Cox Media Group I had the pleasure of working with some great folks.

There was a special journalist, from California Bay Area KTVU, that was an inspiration when it came to understanding the importance of social media, how to build community and the critical nature of engagement ... especially on Facebook.

Frank Somerville, main news anchor, topped 100K Facebook Likes; in fact as of this moment he has 120,059k Likes. As anyone who has built out a social network page can tell you this is no small feat.

However, as we also have come to understand, Likes without engagement are simply a bunch of numbers. Left alone Likes do not necessarily lead to significant shares, community or brand loyalty. Which makes the extent of engagement Frank has nurtured even more impressive.

How did he do it? Why did he do it? And how does it relate back to the brand? Frank tells his back-story in this video interview.

Frank's 7 Tips To Succeed In Social Media

1. Be Authentic

2. Be Honest

3. Let people see who you are behind the camera… or behind your 'business face'

4. Respond to people

5. Don't follow all the rules...take a risk. This is new stuff don’t be afraid to experiment.

6. Try to find your own way and what works for you.

7. If people like you it will carry over to your brand creating a win-win-win (for your customer, the brand and you).

And I'll add one more ... have fun! It is quite evident that Frank is having a great time. The energy carries over to his relationship with the community and back again to their involvement with Frank and with each other.

Any brand, media or not, can benefit from Frank's insights. The video is worth a click and a watch.

Frank - congrats! Well deserved.

Social Share Shopping Dance

05/08/2014

Mobile shopping

The interweb and smart phones forever changed how we buy, what we buy, where we buy .. and who we take along on our shopping adventures. 

What makes social shopping work is something so simple but at the same time it’s often a challenge for brands to achieve. The Social Share. Sounds like the next viral video dance!

One of the new ways to shop is taking your virtual entourage along. Your friends can be part of your shopping experience for seconds, a la SnapChat, or participate in in-depth discussions in Google Hangouts.

For some folks social shopping is an amazing adventure. Still don't know if it's really worth the extra money for the souped up camera?  You have a way to bring friends, as the marketers might say, into the purchase decision. Girlfriend, are you in a quandary about which cute dress to buy? Through a few Snapchat photos of you modeling the potential new dresses you might justify buying them all! 

If after their real time feedback you still can’t decide you can always create a Pinterest board, post on Instagram or start a Facebook or Twitter conversation. Upside:  lots of opinions. Downside:  lots of opinions.

If you can’t find the right ‘expert’ feedback from your family and friends, well there’s always the kindness of strangers. Odd as it seems, review sites like Yelp (www.yelp.com) influence purchase from the very important, your 27th pair of black shoes to the mundane, which dryer to buy. And then there is something in the middle .. Jelly a mobile app "knowledge search" from Twitter Founder Biz Stone. (It's my new favorite time suck.) Jelly combines your social network and your friends' network. 

Retails both online and offline are launching mobile apps to complement our digial shopping experiences. Reseach from Internet Retailer indicates that in 2013 consumers on both major mobile platforms increasingly relied on mobile apps as part of the shopping process.

For others on-going opinions and reviews are a confusing maze of babble often resulting in a digital nightmare. Add to the mix input from brands and you have an over abundance of expert opinions.As Jimmy Fallon might say, “ew!”

Online and offline worlds collide in creating an important 360’ customer experience. For brands that have not built a digital community of people who will pass along reviews, photos, videos to their friends, social media is just another distribution channel. I ask you... why bother to invest resources in something that your website should accomplish?

Social Savvy Tips For Brands: It’s critical to monitor what customers and prospects are saying about their entire shopping experience from digital, in-store and of course the product. Often overlooked are hidden insights in comments on your own social platforms.

  • With those insights gained take action beginning with thanking your customers for sharing.

Social Savvy Tip For Customers: Before you take out the plastic to make a major purchase read reviews from multiple sources. A Twitter search on a brand may turn up some interesting insights too.  So many opinions, so little time.

How do you do The Social Shopping Share Dance?

Interview with Tamar Rimmon: Analytics Without The Glazed Over Look

03/24/2014

Part Two of a series of interviews with Adobe Digital and Social Media Summit Speakers & Attendees. 

Tamar Rimmon, Conde Nast, tells us how her team provides meaningful insights to senior managment and internal clients that support the brand's goals. 

Tamar Rimmon _ Conde NastAbout Tamar Rimmon - Tamar is Senior Manager of Analytics and Audience Development at Conde Nast. She works with Conde Nast’s brands – including The New Yorker, Glamour, and WIRED – helping them deliver unique brand experiences for their audiences and drive engaged users to their sites. Tamar’s career spans the television, publishing and digital media industries.

Toby/Diva Marketing: As Senior Manager of Analytics and Audience Development your days are filled with numbers. Often the people that ask for analytic reports may not live in your world. How do you tell the story of the numbers so your internal clients don’t get the ‘glazed over look?’

Tamar Rimmon/Conde Nast: My team’s goal is to help guide brand strategy by providing meaningful insights to our internal clients. I found that the best way to bring value is to get into my clients’ shoes and understand what matters most to them.

The story should not be about the numbers in and of themselves – it should be about what the numbers tell us regarding the things that are important to our clients, and how they can make better decisions by leveraging these learnings. I’m also a big believer in data visualization.

Presenting the numbers in a visual way is a great way to convey insights and make the data accessible and easier to grasp even to those who are not experts in analytics.

Toby/Diva Marketing: We understand that measuring success starts with goals/objectives. However, sometimes is seems like “data data everywhere and not a drop to drip.” (Apologizes to  Samuel Taylor Coleridge). How have you determined which analytics to focus on in terms of demonstrating value to senior leadership?

Tamar Rimmon/Conde Nast: It's easy to get overwhelmed by data overload, but we have to be in control of the data instead of letting the data control us. Analytics must be derived from and aligned with the goals of the organization.

Conde Nast has always been focused on creating high quality content that caters to valuable audiences, so we structure our analytics around this objective. My focus is on harnessing the analytics to understand who our high-value audiences are, how they behave, and what we need to do to engage and delight them.

Toby/Diva Marketing: What is a must bring to Adobe Summit for you?

Tamar Rimmon/Conde Nast: A notepad! (mine is digital, though…) Adobe Summit is a great opportunity to meet fellow analysts and marketers and learn about all the innovative things they are doing. I like to keep track of the new ideas that I hear about and the thoughts they inspire in me, and I make sure to bring it all back with me to the office when the Summit is over.

Tamar's Adobe Social Sessions: Social ROI all star panel & The rise of the social analyst

This Diva Marketing post is part of an influencer Adobe Insider program for Adobe Summit. I receive incentives to share my views. All opinions are 100% mine.

Social Media - Courageous Miracles

12/25/2013

Miracle on 34th street"We'll be known as the helpful store. The friendly store. The store with a heart. The store that places public service ahead of profit. The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before."

Nope, it's not a new innovative social network strategy (that would be a miracle of miracles!). In the classic film, Miracle On 34th Street, Mr. Macy took chance on a different way to conduct business.

Customers would not be coerced into buying what they did not want; however, the real courage was if another store had a better or less expensive product Macy's would refer customers there. 

Fast forward 66 years. It is now 2013, and as we close out this year, we face similar challenges of how to provide value for our customers. Technology can be the gift that opens the new digital door to an exciting way to build relationships with customers .. if we can be as couragous as Mr. Macy.

Pull off the pretty red bow and you'll find social networks with funny names like blogs, Twitter, Facebook, Foursquare, Google+, LinkedIn, Instagram and Pinterest. It's a world where to succeed we have to go beyond a one-off sale to opportunities where three entities: company, employee and customer create the brand experience together. That takes courage. 

The miracle of social media is its impact reaches beyond just one customer. Digital relationships with the people who are the heart of your brand, both customers and employees, can set off a unique chain reactions.

My favorite act of couragous miracle making this season is from the Canadian airline Westjet that surprised passengers with presents that they wanted (not swag from the airline). Video is well done and worth a watch.  

  • Continuous listening -> learning -> understanding -> results in trust ->  leads to loyalty -> leads to the cash register bells ringing. And every time a cash register bell rings a marketer gets a bonus or gets to keep her job (!) .. oops wrong film.

Corner grocery store digital relationships that are build not only with you and your customers, but among your customers and your employees could never have been imagined when Kris Kringle entered Macy's Santa Land in 1947. However, even as we approach 2014, for many organizations open conversations still seem like a Miracle on (insert organization name here) or like the ghost of Xmas future (oops wrong movie again.)

The plan sounds idiotic and impossible... consequently, we'll make more profit than ever before.

As we begin 2014, technology developments spin even faster taking digital business into areas that were impossible in '47 or '57 or even '2013.

Imagine a digital destination where you can include your review of the product, service or customer care that influences your or your friends' buying decisions.

Imagine a digital destination where you can talk to a brand employee who doesn't respond with a scripted answer.

Imagine a digital destination that allows for product and service customization.

Imagine a digital destination where you can start a conversation with a real person about what matters to you regarding a product or service.

Imagine a digital destination where you can actually help change the direction of a brand before it's even launched.

Imagine multiple digital devices from mobile to tablet and computer to wearable. How will you create unique content for all that is relevant? How will you respond on mulitple channels?

Imagine a digital destination where you can chat with people about their experiences and learn from each other .. in real time during your shopping experience. The result is smarter purchases.

Imagine an authenitc conversation, in real time, with your favorite actor, politician, author or reporter who responds to your comments not with platitudes but with thoughtfulness and courage. 

Imagine an authentic conversation with your senior managmenet or an admired corporate executive where ideas are transparently exchanged. 

Imagine an organization that works in partnership with its customers and employees to create a brand experience that is relevant, innovative and imaginative across multiple devices.

Imagine an organization that places its customers in the center of all decisions. 

The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before.

What a funny world we live in. It's interesting to compare a 1940's film, where finding solutions to customers' problems was perceived as unique, to 2013 where finding solutions to customers' problems is considered ingenious. 

The techniques may have changed. New buzz words may be added to the mix. Bells and whistles may be a little louder. However, after all is said and done, the premise remains the same:

-Listen

-Understand

-Add value

-Do what it takes to go the extra mile to delight your customer

I believe that as we learn how to use social media it will change how we conduct business .. leading to  creating an environment where people truly matter. And that my friends, is as courageous and innovative as Mr. Macy's Miracle on 34th Street.

The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before.

Max_dec_07_1And with that Max and I wish you a very merry holiday!

A classic Diva Marketing Holiday Post. 

BlogPaws ~ Beyond A Tweet

05/27/2013

 BlogPaws 2013BlogPaws ~  Turn corner - a cute puppy. Turn a corner - a cute kittie. Turn a corner - a cute ferret named Snotface (really!). 

BlogPaws ~ Turn a corner - hundreds of people passionate about sharing their love of animals and pets. 

BlogPaws ~ Turn a corner - talking pets and social media. Turn a corner - talking pet rescue. Turn a corner - talking pet  Heart

So when BBF Yvonne DiVita asked if I would join in the 2013 BlogPaws festivities and present a session on Twitter for pet businesses .. how could I say no?   Especially when the press was in attendance! 

Blogpaws press

 The challenge: to step-up a presentation for a group of folks using Twitter. I wondered. I wanted to share a few ways to identify customers and followers, bring some tools to the party and remind that no mattter how great your content .. they will not come unless they know you exist. 

Perhaps I could created a simple strategic model that could be used for any social network. Examples would be Twitter-based of course. What if we worked the model during our session and attendees left with the foundation of a plan specfic to their business? Might work.

Here's the model.

BlogPaws_twitter model

What did we talk about? Since this was a Twitter session seems appropriate that inBloombuzz, laurabennett and AimlessAndru tell you what they got out of the session.

BlogPaws_Twitter 2
BlogPaws Tweet_Aimless AndruAs promised, to the amazing people who kindly attended and tweeted the session, here's the deck. 

BlogPaws _ Tom Yvonne CholeMore about BlogPaws

Tom, Yvonne, Chole walk the BlogPaws red carpet. 

Max Approved!

Max twitterville

Social Sharing

02/11/2013


Share with puppy dogRemember the all important word we were taught in kindergarten? Share.

We shared crayons, books and sometimes our PB&J sandwiches. Through sharing we made new friends. 

What we didn't understand, at least at five I had not a clue, was that from these small interactions we were creating a unique 'classroom community' that was a little different from the other kindergarten classes.

Taking that idea into the social web .. each social network and digital community we particiapte in has its own culture influencing our experiences.

In the social web we're sharing like mad. Some people might say we're sharing too much. (Perhaps that's a post for another day!) There are lots of different social shares from product reviews on sites like Yelp to retweets, repins and of course Facebook and post/article shares. 

The social web has brought friends and strangers together in a way that would have been difficult to image 10 or even 5 years ago. I wonder why it seems we've become obsessed with sharing. I came across an interesting study, conducted by the New York Times,The Psychlogy of Sharing. Passing along to you.Ok .. so I'm sharing!

Why People Share?

1. To bring valuable and entertaining content to others

2. To define ourselves to others

3. To grow and nuture our relationships

4. Self-fulfillment

5. To get the word out about causes or brands

What Influences A Social Share?

1. Appeal to consumer's motivation to connect with each other not just with your brand

2, Trust is the cost of entree for social shares

3. Keep it simple and it will get share .. and won't get muddled

4. Appeal to their sense of humor .. I might add carefully 

5. Embrace a sense of urgency

Social sharing goes beyond an nice to know. Twitter, Facebook, Pinterest, Yelp, MySpace have forever changed what and how we buy. We've always sought opinions from family and friends. It may seem odd, but we now also depend on the reviews of strangers to shape our purchase decisions from the most important products .. like your 27th pair of black shoes to the mundane .. which dryer to buy.

The Advertising Research Foundation recent study - Digital & Social Media in the Purchase Decision Process -calls this type of shopping a winding journey where the shopper is “always on” because of the constant interaction with brand. 

Social Sharing Tips

For Brands - Invest resources to monitor and track what people are sharing about your brands especially on your own social network pages like Facebook, Pinterest or Instagram. Go beyond counting the number of shares. The gold is in the details of the extended sharing and conversation. 

For Customers - Before you take out the plastic read multiple reviews from more than one source or site. A Tweeter search on the product name might pull up some interesting insights and links. 

Social sharing takes your unique, personal  brand experience and turns it into a brand experience for anyone who happens to come across your comments. You could be more influencial than you ever imagined!

Super Bowl 2013 Lights Go Out But Oreo's Twitter Team Has A Light Bulb Moment

02/03/2013

Oreo Superbowl Lights Go OutWhen The Baltimore Ravens might be walking way with the 2013 Superbowl win, but when it came to social media marketing Oreo won the viral prize with a simple tweet.

When the lights went out in the Super Dome tonight the savvy Oreo Twitter team had a brilliant light bulb moment.

Within minutes their tweet ~ "You can still dunk with the lights out" was was being shared across social networks, on blogs and picked up by main stream media. When I first checked there were 10,521 retweets within 41 minutes. 

 Let's do a little sideline analysis.

The Plays

Content: relevant, creative, fun, supported customers' activity with the product "oreo cookie dunking" 

Contextual: perfect timing, leveraged social web buzz re: the Super Dome lights going out. I suppose it didn't hurt that people were bored waiting for the game to start.

Twitter Team: agile, content created in real time in response to an unexpected opportunity

The Fumble 

Oreo missed the opportunity to integrate the tweet into it's social web eco system. 

Now, I'm not necessarily a fan of automatic social network insertion. I believe we should take advantage of the unique features and culture of each platform. However, often it makes sense to cross post content modified for the platform.  

Oreo's Facebook page shows 31,534,863 Likes. The community is failry engaged. I can help but wonder .. 

~The extent of sharing, liking and commenting if the tweet were Facebook posted.

~The type of conversation that might have occured .. might it have been different from Twitter?Oreo Facebook 2_13

~ What the ROI comparison was in terms of its TV ad, other social initiatives and this one unexpected little tweet.

Lessons Learned: Real time contextural content can not be pre programmed but the impact can be huge.

 Your Thoughts?

 

 

Audience: 

 

A Social Media Gift of Little Miracles

12/25/2012


Miracle on 34th street"We'll be known as the helpful store. The friendly store. The store with a heart. The store that places public service ahead of profit. The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before."

Nope, it's not a new social commerce strategy. It was an innovative sales program

launched in 1947 by Macy's Department Store. In the classic film, Miracle On 34th Street, Mr. Macy took chance on a different way to conduct business.

Customers would not be coerced into buying what they did not want; however, the real courage was if another store had a better or less expensive product Macy's would refer them there. 

Fast forward 65 years into the future and we struggle with similar issues of how to provide value for our customers. Technology has given us an amazing, let's call it a gift, that provides a new way to for us to build relationships and nurture with our customers.

Pull off the pretty red  bow and you'll find digital platforms with funny names like blogs, Twitter, Facebook, Foursquare, Google+, LinkedIn and Pinterest. It's a world where to succeed we have to go beyond a one-off sale to opportunities where three entities: company, employee and custome can create the brand experience .. together. That takes courage too. 

Unlike the impact of Macy's initiative, social media impact reaches beyond just one customer. For the first time, the entire enterprise has skin in the game. The digital relationships that the people who are the heart of your brand can set off a unique chain reaction.

  • Continuous listening -> learning -> understanding -> results in trust ->  leads to loyalty -> leads to the cash register bells ringing. And every time a cash register bell rings a marketer gets a bonus or gets to keep her job (!) .. oops wrong film.

Corner grocery store digital relationships that are build not only with you and your customers, but among your customers and your employees could never have been imagined when Kris Kringle entered Macy's Santa Land in 1947. However, even as we approach 2013, for many organizations open conversations still seem like a Miracle on (insert organization name here) or like the ghost of Xmas future (oops wrong movie again.)

The plan sounds idiotic and impossible... consequently, we'll make more profit than ever before.

As we begin 2013, technology developments spin even faster taking digital business into areas that were impossible in '47 or '57 or even '2012.

Imagine a digital destination where you can include your review of the product, service or customer care that influences your or your friends' buying decisions.

Imagine a digital destination where you can talk to a brand employee who doesn't respond with a scripted answer.

IImagine a digital destination that allows for product and service customization.

Imagine a digital destination where you can start a conversation with a real person about what matters to you regarding a product or service.

Imagine a digital destination where you can actually help change the direction of a product or service before it's even launched.

Imagine multiple digital devices, moblie, tablet, computer, television not "or" but "and" ... and one day even your glasses! 

Imagine a digital destination where you can chat with people about their experiences and learn from each other .. in real time during your shopping experience. The result is smarter purchases.

Imagine an authenitc conversation, in real time, with your favorite actor, politician, author or reporter who responds to your comments. 

Imagine an authentic conversation with your senior managmenet or an admired corporate executive where ideas are transparently exchanged. 

Imagine an organization that works in partnership with its customers and employees to create a brand experience that is relevant, innovative and imaginative across multiple divices. 

Imagine an organization that cares not simply about for for its customers. 

The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before.

What a funny world we live in. It's interesting to compare a 1940's film, where finding solutions to customers' problems was perceived as unique, to 2012 where finding solutions to customers' problems is considered ingenious. 

The techniques may have changed. New buzz words may be added to the mix. Bells and whistles may be a little louder. However, after all is said and done, the premise remains the same:

-Listen

-Understand

-Add value

-Do what it takes to go the extra mile to delight your customer

I believe that as we learn how to use social media it will change how we conduct business .. leading to  creating an environment where people truly matter. And that my friends, is as couragous and innovative as Mr. Macy's Miracle on 34th Street.

The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before.

Sidebar: A Classic Diva Marketing post based on an article written for American Marketing Association Marketing News.

Max and I wish you a year of little miracles, joy and all things wonderful and bright.

Maxie Santa 2012

Remember Where You Came From When Traveling Social Media

09/18/2012

Hull Beach_water trailOne of my all time favorite things to do is walk-the-beach in the morning. (I also like to walk-the-city.)

A few weeks ago I was visiting my family in Massachusetts. Lucky me that my cousins have a beautiful home a block from the ocean. 

The beach is a wonderland of tactical sensations that helps me quiet my mind: sound of the ocean surf, the touch of the waves and sand on your toes, the smell of salt water and the gentle comraderie as people nod their hellos and exchange smiles as if to say .. "Welcome to our world."

As artist Maria Kalman says, "Wonderful things happen when the brain is empty."

As much as the walk can be a 'rebooting' experience, eventually you do have come off the beach. That's where it can get tricky. Walking a few feet away from the path that set you on your adventure you suddenly realize there are few signs to mark your return destination spot.

You have to make an effort to remember from whence you came.

Walking along I wondered .. how does a brand approach social media without getting lost in the wonderland of new sensations and shiny toys? To put it in marketing terms, do we even remember to take brand values into consideration? Or do we skip onto the social platforms and never look back from whence we came and one day realize that we are totally lost and that our customers are totally confused?

Seemed to me that there were two critical issues to consider content and voice. Here are a couple of examples including B2B, B2C, Twitter, Pinterest and Blogs.

1. Content -- While social media content can and should relfect the 'human side' of your authors, to be part of a business initiative it must align with your brand.

IBM's Pinterest bio positions the company as "forward thinking." Boards about a computer (IBM Watson) that played Jeopardy, building a smarter planet, smarter cities and more support that brand value. IBM gets a check for consistency. IBM Values Statement 

IBM _Pinterest

 

 

 

Just asking .. do you want to talk trvia with your bank? Suntrust gets a question mark.

Suntrust Twitter Trivia

 

 

2. Voice - Employees writing for your brand should be encouraged to develop their unique 'voices' while maintaing brand values and promise. Keep in mind "voices" may not always be text .. video, podcasts, images count too.

One of my favorite CEO blogs is Marriott On The Move written by Bill Marriott. His posts, seem like personal letters direct to me from a charming man who I'd love to sit across the table from and share a meal or a glass of wine. Mr. Marriott wraps his post around personal experiences that always lend insight into the company or himself.

I must admit, if I were to learn that a PR manager or an out-sourced agency was ghost writing for Bill Marriott I'd be more than sad. I'd feel a break in trust between my friend Mr. Marriott and myself. Trust is a hard won prize not to be taken lightly.

Marriott on the move_bill marriott

 

 

 

 

Not all content or voice tonality will be right for every brand. While a funny cat post on Facebook may result in a bunch of likes and shares is that what you really want your customers and prospects to keep top of mind about your brand? Humor can be a great content direction but can you create it to be both relevant and fun? Are a few easy, off-brand wins worth a wobble to your brand image? 

No one said ths stuff would be easy.

You have to make an effort to remember from whence you came. 

Toss of a pink boa to Fisher for the inspiration.  

Bayler Healthcare System Takes A Leap Into Pinterest: Interview with Ashley Howland (Part 2)

08/15/2012

The secret to success in any social network, or blog, marketing strategy is elevating the content direction to beyond just messaging about the brand product. The challenge is to ensure that this value-added, or what I call "selfless content", supports the brand promise and values. 

Ashley Howland_baylorAshely Howland, Bayler Healthcare System's social media manager,talks about how she and her team are executing a successful Pinterest strategy.  Part One of Diva Marketing's interview with Ashley Howland

Diva Marketing/Toby: In any new social media endeavor, they will not come unless you tell them. How is Baylor creating awareness for its Pinterest boards?

Ashley Howland: We recently created a tab on our Facebook page where fans can peruse our Pinterest page without ever leaving Facebook. We have also added the Pinterest button to our website, business cards and will soon be adding it to our email signatures.  Baylor _Facebook

Occasionally, we feature a Pinterest recipe of the week on Facebook and Twitter or showcase holiday ideas from our “Healthy Holidays” board (that’s my favorite board by the way!). We are also planning to experiment with Pinterest contests in the near future which will cross over to our other communities.

  • I’m a big believer that content doesn’t have to stay on the site it originated in. It’s natural to compartmentalize and segment your communities, but you don’t have to! If you have an awesome pin or a compelling blog post, share it across the board. 

Don’t keep a pin on Pinterest, a post on Facebook or a tweet on Twitter. Share it amongst your other communities. Cross over is key. At the end of the day, you are managing one big community of people.

Diva Marketing/Toby: Pinterest provides interesting consumer insights.  Is Baylor doing any analysis beyond a quantitative count of pin, comments, repins, etc?  If you what have you learned about your community?

Ashley Howland: Measurement is huge when it comes to Pinterest! You can count repins and likes all day, but it won’t give you an accurate picture of what’s really going on. Measuring click-throughs is critical.

We use Pinerly.com to measure our Pinterest activity. It’s been a great tool not just for measurement, but as a workaround for pinning static content on our website that may not have a compelling image to accompany it (as I mentioned above).

We have learned that just because something isn’t repinned, doesn’t mean people won’t like it. We have also learned that like almost everything else in life, presentation is everything. You have one image to communicate your message and grab their attention so make it count! In this case, people do judge a “pin” by its cover.

Diva Marketing/Toby:  Let’s talk about docs. Are you seeing any physicians successfully using Pinterest?

 Ashley Howland: Not yet! But that doesn’t mean we won’t. Physicians have been very slow to adopt social media. Some are very sceptical of it and fear that it will put them at risk for violating patient privacy laws.

  • As I mentioned above, all social media sites have their risks, but training and education is key.

Have you seen Dr. Oz’s Pinterest page? It’s a natural fit for him and he’s doing a great job!

Q:  To wrap this, what lessons learned can you share with us about healthcare in the world of Pinterest? Baylor _pinterest _2

1. Don’t be afraid to stick your toe in the waters of Pinterest…it’s exhilarating!  J

2. Good content is all around you. It’s a matter of making it “pinable.”

3. Think visually.

4. Don’t be a self-serving brand. Make sure you’re pinning things that are useful or interesting to other people.

5. Pin frequently, but not excessively. I’ve heard pinning up to 20 times a day (both original content and repins) in the evenings and on weekends is the key. However, there is no scheduling app for Pinterest just yet so that may be difficult. (Pinerly promises that it’s coming soon!)

Join Ashley and the Bayler Healthcare Sysem social media team ..

Pinterest Facebook Twitter-@baylor health YouTubeGoogle+ Ashley on Twitter

Join me on Pinterest!

Pinterest Pinning For Business Learning Series