Maximize social media through integration
Maximize social media through integration
Friends and potential patients of Hospice of Palm Beach County have no problem finding the agency on the Internet. A combination of their agency web site and the use of Facebook, Twitter, blogs, and e-newsletters means that an Internet search for "hospice and Palm Beach" turns up more than 200,000 results, with most results on the first page directing you to the Hospice of Palm Beach County sites.
Improving their visibility on the Internet is not just the result of setting up social media sites, but it is also the result of tying together everything on the Internet, says Margaret Chatham, webmaster for the hospice in Palm Beach, FL. "When you visit our web site, you see links to Facebook, Twitter, and blogs, and when you are on those sites, we include links back to the our website," Chatham explains. People who visit the hospice website not only have the option to choose Facebook, Twitter, and blogs, but they also can sign up to receive the hospice's e-newsletter, which expands upon information included in all of the sites, she says. All of the lists that are built through RSVPs and newsletter registration are used to target communication to specific audiences, based upon the type of information they originally requested or indicated as an area of interest she adds.
Even though each type of Internet site presents information in different formats, the information is consistent throughout the sites, points out Jennifer Martinez, communications manager for the hospice. All information on the sites is designed to complement all marketing activities, including fundraising, community outreach, and volunteer recruitment, she says. Types of postings on the hospice's social media sites include:
Promotions for upcoming fundraising events.
The site doesn't just list a date and description of the event, but it also offers visitors a chance to RSVP online. "If the person is unable to attend the event but they want to donate, we include a link to our online donation form," says Chatham.
Promotions for seminars and workshops.
Facebook postings on Facebook are short but include a link to a more detailed page on the hospice web site that gives visitors information about days, times, locations, and registration directions.
Recognition of staff members.
Through links to newspaper articles or hospice newsletters that mention employees, the Facebook page gives visitors an opportunity to see what employees and physicians are doing in the community and the hospice, says Martinez.
"We will include stories about employees who go over and beyond the normal job duties, and we'll announce awards," she says.
Recruitment notices for volunteers.
By describing new volunteer programs or profiling volunteers, the hospice gives visitors a chance to learn more about opportunities, says Chatham. The hospice provides a link to the web site so they can start the process to become a volunteer.
Educational information.
Blog postings by key hospice staff members and physicians provide valuable information to readers, and links within the text connect the reader to the hospice web site for more resources, says Martinez. Articles written by and about staff members personalize the hospice and give readers a chance to learn more about hospice services and the people providing the services, she points out.
Friends and potential patients of Hospice of Palm Beach County have no problem finding the agency on the Internet. A combination of their agency web site and the use of Facebook, Twitter, blogs, and e-newsletters means that an Internet search for "hospice and Palm Beach" turns up more than 200,000 results, with most results on the first page directing you to the Hospice of Palm Beach County sites.Subscribe Now for Access
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