2. Engage consumers with content
Another benefit of social media is that you can truly engage the audience with pure content, rather than hitting them with a rapid-fire messages as if often the norm with traditional marketing.
For Continuum, and most organizations with successful social media programs, content is the core of their online strategy.
"The content is about our services and clinical expertise, but it is delivered in a genuine way," Cavanaugh says. "We have found that working closely with the clinical experts helps produce content that captures the personality of the individual programs."
Cavanaugh and her team have worked with ab+c to create a social media editorial calendar, choosing topics that are relevant to the audiences while also contributing to their overall communications objectives.
"Content is king. It must be at the heart of an organization's relationship-building strategy," says Kajsa Haracz, senior PR account executive for ab+c. "Truly great content will help turn your audience into brand ambassadors, making them willing, and even excited, to share your information with their own friends and connections."