Leslee's IMC Blog

(Photo Illustration by Chesnot/Getty Images) As the social media manager for a mid-sized, non-profit organization, Akron Children's Hospital, I have the luxury of thinking about the topic of social media participation on an ongoing basis. We all use social media – personally, professionally, and for our brands – to inform, entertain, communicate, build relationships, and manage our reputations with key audiences. Akron Children’s Hospital’s marketing/PR team, as well as departmental staff, uses nearly 30 social media channels to inform and engage in conversations with the organization’s patient families, the general public, peers, donors, and employees. Our ultimate goals are to engage and excite our online audiences as well as improve customer service and satisfaction. My biggest concern as the manager is the amount of channels, therefor, causing our team to be spread too thin. This is a very realistic concern for an organization developing its ongoing social media strategy....

Image source: Triad Retail Media Organization/Platform : MasterCard on SamsClub.com Objective : MasterCard-branded experiences encourage signups and customer retention across multiple mediums. Scenario : Triad Retail Media reports assisting MasterCard meet this objective with the following tasks (n.d.):         Content strategy and planning          Design and imagery          App integration          In-store TV custom video          Copywriting and copy-editing          Advanced analytic reporting Chosen metric : Conversion rate, which is the ratio of conversions (the number of times a desired outcome was accomplished) over a relevant denominator. A conversion metric is valuable because it enables the business to evaluate many different call-to-actions as described in the above tasks – app integratio...

Image source: iStock Organization : Akron Children's Hospital What : Traffic to pediatric-focused educational articles on its blog. ( see example )  Scenario :   The marketing team at Akron Children's began to question consumers’ continued interest in its monthly educational e-newsletter, called iGrow. Parents sign up online, at special events or via a brochure/flyer. It was slightly customizable in the fact that they could choose categories of pediatric health articles based on the individual needs (asthma, diabetes, fitness, nutrition) and age groups (pregnancy/infant, toddler, school-age, adolescent, teen) of their children. If birthdates were provided, the database would revise subscriptions as the child(ren) aged to ensure the content continued to be relevant to the reader. Children were aging out. New enrollment was declining. Open rate was declining. (Smith, 2018). Advantages : The e-newsletter’s articles allowed the hospital to highlight and market ...