"We work hard to provide valuable content that will engage patients and other key audiences—referral sources, peers, media, and stakeholders—in a conversation about what is important to them," says Terry Cavanaugh, vice president and director of marketing for the health system. "Social media also allows us be part of a larger conversation regarding particular clinical areas."
For example, Continuum nutritionists participate in a weekly diabetes tweet chat, which has resulted in some great exchanges of ideas and social relationships, Cavanaugh says. This is an innovative way to put a real face on your social media effort.
"Social media is all about engaging with your audience, and consumers have come to expect that personal connection from every company and organization," says Stacy Speicher, account supervisor for Wilmington, DE-based agency ab+c, one of Continuum's strategic partners.
"People base many of their actions and choices on relationships, and that's the beauty of social media. It allows you to nurture and grow a relationship with the very audience you are trying to reach."