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Use a branding 70-20-10 strategy

by The NonProfit Times - December 6, 2012

So your organization has finally jumped on the bandwagon and decided to join social media. What now?

Jasmine Hoffman, director of communications at Emory University’s Nell Hodgson Woodruff School of Nursing in Atlanta, Ga., offered some tips for launching a social media campaign during a presentation at the Association for Healthcare Philanthropy’s 46th annual international conference in Atlanta. They included:

  • Target the top networks your prospective donors and patients are using. For example, Hoffman said, Twitter is becoming the leading social network for healthcare organizations.
  • Develop a social media strategy: What are your goals? Who will manage your pages? Create measurable objectives and review and update your strategy.
  • Use a scheduling and monitoring service, like Hootsuite or Sprout Social.
  • Focus on the impact of giving and the transformational work that your organization is doing.

Hoffman also encouraged using the 70-20-10 rule with social media: 70 percent of the effort should be focused on building brand awareness and providing meaningful information to your audience; 20 percent is sharing useful links about articles, events, and 10 percent of effort should be dedicated to soliciting donations.


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