In today’s edition of USA Today, Jon Swartz writes about the use of social-media tools — Facebook, MySpace, Twitter, blogs and Wikis — to mobilize “forces.” Swartz references the virtual grass-roots movement that President Obama embraced to raise millions of dollars in donations and recruit millions of volunteers for his presidential campaign. This work was spearheaded masterfully by Russo Partners’ alliance partner Blue State Digital.
As more clients ask us about how they can use social-media tools to mobilize their target audiences, we emphasize two points:
1. It all begins with an action-oriented Web site.
Flat brochure-like Web sites don’t cut it. Unfortunately, too many healthcare companies have developed pretty Web sites that certainly look nice but don’t do anything to engage visitors. In response to this, we are working with our Web partners Blue State Digital and BFW to help clients optimize their sites. This work involves in-depth site audits and modifications that enable clients to get started with social-media activities at whatever scale that is comfortable.
2. Social media alone is not the answer. Social media must be viewed as another way to engage audiences as part of overall communications strategies.
This is one that is overlooked. Clients and prospective clients frequently ask us for help in developing Twitter and Facebook strategies. We make it clear that these tools are just that — tools! — that we should consider when we develop our master communications plans. Any other way doesn’t make good business sense.
Check out Jon Swartz’s article by clicking here.
