Physicians for Peace would be to engage their audience through story-sharing across all social media platforms. Social media should always be a two-way communication street and posting about real-life stories about how the organization is helping others on an international scale is a great way to get people talking. The first step in implementing this strategy would be by identifying the target audience—families, health practitioners, potential donators, hospitals, or other medical organizations. By choosing your public, Physicians for Peace can then tailor its content and stories. Once that is established, choosing strong platforms and building from that is the next step. It’s important to stay consistent among all platforms. Of course, the way the content is delivered depends on the platform, but overall, having similar posts shows a cohesiveness and that the content is being posted by the same organization.
Alex is in charge of Facebook. Their “about” section on their Facebook page is fairly weak. It does have contact and location information fortunately. They even have a statement about their goal and a link to their website. I think they could add links to their other platforms as well as a bit more information on who they are and what they do. Their linkedin has a great example of how their Facebook bio should be written. Their Facebook posts certainly aren’t bad. They almost always include a picture and use their catchy hashtag. They share interesting articles and stories on the patients they are helping. They don’t receive many likes and almost no shares, though. People might enjoy following the stories of particular patients that the doctors who were taught by Physicians For Peace have treated, so that they feel like they are getting to know them through the posts and find an attachment to them that encourages them to get involved more. They should be posting to Facebook at least once a day but engaging with their audience as much as possible. Asking questions, prompting conversation, replying to comments, etc. Asking for people to share a post is never a bad thing! They never mention needing donations either. While building relationships with their audience, they should remind their followers of how to donate and most importantly WHY. They should show the struggles the company is trying to fight and remind people that their help is still needed. They need to build that relationship, ask for help, thank their donators, and repeat.
Connor is going to be in charge of Instagram. Many young people are on Instagram so becoming active on this platform will be great help in reaching that audience. There is a lot they can do to improve their presence on Instagram because as of now they basically aren’t using it. Their last post was 82 weeks ago and they have a small amount of followers. They only follow 21 people so it isn’t surprising. With that being said, the first thing they need to do is follow many more users. Doctors, medical professionals, anyone related to the field or interested in it. They can search hashtags relating to their cause and “like” photos under that hashtag to get people to notice their account. More hashtags can be used across all platforms so we will be brainstorming new ones for them to use because as of now they are only using a couple consistently. When they post photos that other professionals/people/companies are in they should tag them. That way followers of those people/companies may find the post and follow their account for more. As for what the actual content should be, we think they should post more powerful stories along with the events they are involved with. Showing the happy times is great, but to get people active and donating they need to show the areas they need help in. By just showing success, people may assume they don’t need anymore help. They should put a link to their website/donate button in their bio and remind people that it is there while asking for donations. The audience will be more inclined to donate if they see what their money is actually going to. They should mention what their specific goals are so when the person donates they feel good about knowing exactly where their money is going.
Twitter will be handled by Jada. Physicians for Peace joined Twitter in 2009. Despite this, they only have 3,500 followers and only a 2,300 tweets. This is pretty infrequent usage. As of now, they have not posted in over two days. If they wish to appeal to more people on Twitter, they need to be as active as possible. This means trying to tweet at least 2-3 a day. Not every tweet has to be award winning, but being active is the very least they can do. Information on Twitter can get pushed back if they are not actively present on their followers’ respective timelines. So not tweeting and staying on their followers’ feeds could be comparable to not even having a twitter account. For PFP to reach women 45+, they can use hashtags that are about moms or directed towards them. Hashtags also quickly travel to other platforms that women over 45 might be more active on, like Facebook, Instagram, or Pinterest. Another way for the organization to gain followers is to engage with other organizations that are successful on Twitter, in hopes that those accounts would retweet or reply to Physicians for Peace. This would spread the name and stir conversation. It’s sort of negative to always tweet about only your own organization. It can be viewed as selfish. By tweeting at and engaging with other organizations, those organizations may do the same back to them thus sharing their audiences.
Kristina is focusing on Linked In. Their bio on LinkedIn is super! However, we aren’t seeing any posts on their account. LinkedIn is a great place to connect with other organizations and also to find volunteers and such so they should definitely start getting active here. Their goal here should be to make “connections” with other organizations in the medical field (nonprofits especially.) What’s great about this platform is it doesn’t require a lot of their time because it’s okay to post here once a month if that’s all you can do with a small staff. So there’s no reason not to update it occasionally! Posts here would be updates of what the company is up to, where they need help, and of course keeping up to date with the organizations they’ve connected with. They can also link their social medias to their profile.
Pinterest is going to be my responsibility. This is an important platform for Physicians For Peace to do well on because they want to target the very audience that is most active on this platform, women of ages 45+. With that being said, it is unfortunate they have not posted to this platform in years. The content they were working with wasn’t bad. They posted stories and good information. They should start this up again. At the risk of sounding repetitive, they should be celebrating successes as well as highlighting struggles. They can do this with visuals and statistics. Occasionally, they can create posts that are bit more “artsy” to please that pinterest audience. Rather than your typical iPhone photo posts, maybe their photographers could find a different angle to what they are looking at. Something that pinterest users would really want to share because it is both inspiring and aesthetically pleasing. Data/statistics that are usually boring can be spiced up with cool graphics and different designs. What they were doing in their “A Dose Of Inspiration” folder is a good example of using different designs to attract people to their message. Pinterest users really love aesthetically pleasing things so having that to promote their cause will be a good step forward. They can expand their Pinterest following by re-pinning things that are related to the medical field and even good motivational quotes with similar design inspirations. That way people who enjoy that type of aesthetic content will want more of it and can find it through Physicians For Peace’s posts.
For measurement, Victoria will be researching which analytics tools will be best for Physicians for Peace. Currently they are using sumall but there is always room for improvement to be sure they are getting the most information out of their posts as possible. Hootsuite is a very popular tool used for measuring social media engagement across many platforms. This could offer them extra information they weren’t already getting from sumall so that they can determine what posts work and why.
Alex, Connor, Jada, Kristina, Mandy, Victoria