The keys to social media success in a professional environment: Develop shareable content and build brand ambassadors

Jason Carlton
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Jason Carlton: Intermountain Medical Center, USA

Journal of Digital & Social Media Marketing, 2018, vol. 6, issue 1, 6-16

Abstract: A quick look at social media can leave the user overwhelmed. There is a lot of stuff – otherwise known as content – being thrown on to the web. Getting one’s message through the clutter can be a daunting task when faced with the competition. Nevertheless, taking the time to think differently about one’s content and deliver the right message in a way that will hit the right audience on the right platform will build brand awareness and position one’s organisation as a main player in its respective industry. But beyond developing content, it is vital to identify and nurture brand ambassadors – both internal and external – that will help spread these messages to their respective audiences and thus increase reach. The following case study examines the efforts of a team of communication experts from Intermountain Medical Center as they coordinate social media efforts (in addition to numerous other marketing and communication strategies and tactics) to build brand awareness of the Intermountain Medical Center Heart Institute among other physicians and researchers in the cardiology space.

Keywords: social media; brand ambassador; Twitter; social influence; internal audiences (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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