By Chris Carchidi, Marcom Manager
By Laura Pearce, MarCom Coordinator
"Consistently healthy organizations create more engagement opportunities in areas with strategic value for the organization.The opportunities to create engagement fall on a continuum of value, from low to high. From a strategy perspective, plot out what lower-value engagement activities and options will feed into higher levels and how you can progress people through them."
By Karli Horn, MarCom Coordinator
The Wound, Ostomy and Continence Nurses Society™ (WOCN®), an AH client partner, has experienced excellent member engagement over the past year through social media, conference focus groups and online forums.
WOCN is a professional nursing society that supports its members by promoting educational, clinical and research opportunities to advance the practice and guide the delivery of expert health care to individuals with wounds, ostomies and incontinence.
By implementing a social media strategy along with the AH MarCom (Marketing and Communications) team, member engagement is at an all-time high for the society. The WOCN Facebook page has over 3,000 likes and, with about 5,000 members, that’s an incredible number. Twitter and LinkedIn are hovering around 1,300 and 2,000, respectively.
The MarCom team interacts with WOC nurses through Facebook, Twitter and LinkedIn with contests, information sharing and more. Conference information is posted to each social network along with contests like “guess the keynote,” which keep attendees abreast of who will be present and may even entice them to register.
In 2014, the society participated in WOC Nurse Week. WOC Nurse Week creates awareness about the care that WOC nurses provide along with the exceptional outcomes they receive with patient care. The society recognizes this special week by creating brochures and posters and mailing them to their members to display in their offices. Through social media channels, the society is able to promote and encourage participation in WOC Nurse Week which shows a lot of engagement.
From April 1, 2014 through April 10, 2014 WOCN members were asked to submit stories highlighting how they show compassionate care in their current role and/or a patient story that showcases exceptional outcomes and results based on the care they provided.
After the stories were gathered, the AH MarCom staff chose five finalists and each of their stories were posted on the society’s Facebook page during WOC Nurse Week, urging individuals to “like” or “share” their favorite story. At the end of the contest the stories with the most likes and shares were chosen as the winners.
This activity drew a lot of attention to the Facebook page with the winner receiving 140 likes and second place receiving 108 likes.
During Nurse Week, the WOCN society received 84 new Facebook page likes and had 8,800 impressions on one post alone. Twitter and LinkedIn also experienced significant audience growth during WOC Nurse Week.
Social Media is an integral part in the marketing strategy as it’s the easiest way to keep in touch with members and prospects and allows people to interact with the society on a personal level.
During the WOCN annual conference, focus groups are organized and individual members are invited to participate to idea-share about specific topics relating to the society’s growth and success.
In 2014, focus groups included Future Leaders of the WOCN Society, Annual Conference (for 2015) and WOCN Education and Member Benefits. Feedback gained during the sessions is relayed to the board to help them plan accordingly when it comes time to create their strategic plan.