Follow your brand strategy, especially while on the road of social media.
Lots of terrific feedback and post-posting comments about social networking from the last blog entry ("Is your social networking strategy a portal or a porta-potty"). In fact, several requests for a follow-up on how hospitals can differentiate their social networking strategies, much like they do their brands. Raises a very interesting point. Your social networking strategy using tactics such as Twitter, YouTube, Facebook, and others, should stay the course of your brand strategy and become yet another demonstration of your brand promise in the marketplace. Not veer off, exit, or take a sudden turn from your brand pathway. At the time of this writing, as researched by Ed Bennett (ebennett.org) , 277 hospitals are involved in social networking. Here's a breakdown of how many are using what: 135 YouTube Channels 101 Facebook pages 201 Twitter Accounts 25 Blogs The list is growing fast and, predictably, so is the "vanilla flavor" (aka undifferentiated) of m...