How to develop a social media communication strategy

If you’ve been trying to understand social media and what it can do for your communication, a new e-book by Fard Johnmar will enlighten you and help you understand the role of social media as part of an effective communication strategy.

Fard, who writes the excellent HealthCareVox blog on healthcare communications and marketing, has published From Command & Control To Engage & Encourage: A New Healthcare Communications Strategy For A Social Media World which is available on free download.

If you’re in the healthcare industry, you will certainly find this resource of distinct value. Yet it is relevant to anyone in almost any industry – just about where ever you see the word ‘healthcare’ in the e-book, you could substitute any other industry.

Here’s what the e-book will help you understand:

  • Why traditional “command and control” communications is slowly becoming less relevant
  • How to develop communications campaigns that will help you:
    – Engage social media appropriately
    – Encourage social media to communicate your messages accurately
  • How to produce social media and retain ownership of your content

Toby Bloomberg has a good overview of the publication.

I found Fard’s thinking on this topic pretty compelling, and it reflects much of how I see social media as part of an organization’s communication mix.

One thing I do in presentations, workshops and seminars that I lead about social media and communication is to help people see what social media actually is in terms of ‘enabling technologies.’ In the context of broad and deep discussion, this is helpful in seeing how and where social media fits in terms of organizational communication.

I use this slide or variants of it:


The key point I make when using this slide is re the bold text in the last paragraph on the right – social media tools can be powerful aids to building and developing relationships when used by organizations who recognize the social characteristics of effective communication.

That point is well covered by Fard in the e-book.

Finally, think about Fard’s conclusion:

Remember, we may live in a new world, but the old rules still apply. Powerful communications has always been about getting people to pay attention and take action. The engage and encourage strategy is just another means of achieving the same objective.

Don’t delay – get your copy now.

Neville Hobson

Social Strategist, Communicator, Writer, and Podcaster with a curiosity for tech and how people use it. Believer in an Internet for everyone. Early adopter (and leaver) and experimenter with social media. Occasional test pilot of shiny new objects. Avid tea drinker.

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