This action might not be possible to undo. Are you sure you want to continue?
BAOT/COT Social Media Strategy
This strategy directly supports the strategic aims of the organisation: member engagement, leadership and sustainability. The developing social media channels support internal and external communications of the organisation and provide online platforms for the organisation to engage with its members and for members to engage with each other. This strategy aims to establish the organisation as a leader among Allied Health Professions and non-profits. The social media channels will actively demonstrate the dynamism of the profession to the general public, supporting high demand for OT services and training. If you have questions or would like to arrange a training session about social media, please contact Hassan Mirza Website Communications Officer 020 7450 2350 www.cot.org.uk firstname.lastname@example.org Join us on Facebook: www.facebook.com/baotocot Follow us on Twitter: www.twitter.com/baotocot Annual Conference photo gallery: www.flickr.com/baotcot Join our professional networking group on LinkedIn: http://bit.ly/5vkU1D
Page | 1
10. 4. 2010 Contents This document outlines the social media strategy of the British Association and College of Occupational Therapists. It includes: 1. BAOT/COT social media objectives Why BAOT/COT is engaging with social media BAOT/COT on Facebook (including achievements and objectives) BAOT/COT on Twitter (including achievements and objectives) BAOT/COT on Linked in (including achievements and objectives) BAOT/COT on Flickr (including achievements and objectives) Appropriate tone/ language Proposed strategic recommendations Recommendations to COT staff and OTs Social media reading list Page | 2 . 6. 7.BAOT/COT Social Media Strategy March 18. 5. 3. 8. 9. 2.
2010 1. BAOT/COT social media objectives The BAOT/COT social media strategy supports the development of a thriving online OT community. members and non-members Increase traffic to the BAOT/COT website Increase Google search ranking of the BAOT/COT website Provide best practice guidance on social media strategy to other AHPs Employ proactive engagement ʹseeking out activity in related sectors not directly linked to the company and engaging with that information Employ reactive engagement ʹ responding to direct dialogue about occupational therapy and the organisation Page | 3 .member communication Improve communication between COT staff. The social media strategy can support membership recruitment and retention by providing new opportunities for promoting membership and ensuring that BAOT/COT is visible on social media sites where OT staff is already present.BAOT/COT Social Media Strategy March 18. BAOT/COT encourages OTs and COT staff to make full use of social media tools as a means of promoting the profession and the organisation and building new professional networks. Other key objectives include: y y y y y y y y y Encourage members and non-members to discuss OT on BAOT/COT social media channels thereby expanding the public presence of the profession and the organisation Establish BAOT/COT as a contributing and leading community member of the health and social care and public sectors Facilitate member-to-member and member-to-non.
Why BAOT/COT is using social media It is important for BAOT/COT to be outward looking in its overall web strategy. Links. uploaded on a planned BAOT/COT branded channel on YouTube where they can be streamed and shared by people around the world who might search for ͚occupational therapy͛ Social media enables OT staff to create online content about occupational therapy Social media facilitates connections between those of similar professional and personal interests Social media allows us to understand what stakeholders are saying about the organisation and our related issues. 2010 2.departmental communication and understanding. Anyone who witnesses this exchange can benefit from transparent Q&A COT Discussion forums provide a valuable membership benefit but exclude the public. This in turn will drive traffic to the BAOT/COT website and help raise the profile of the profession and the organisation.BAOT/COT Social Media Strategy March 18.g. We can then use this information to support our marketing goals BAOT/COT social media presence meets the expectations of students and new graduates Social media allows us to conduct qualitative member research As a charity the organisation has an obligation to address public benefit. This is one of the main aims of the BAOT/COT website and is also a main priority its social media strategy Social media complements COT͛s web presence and has increased our visibility and prominence in internet search engines Social media allows BAOT/COT to respond directly and openly to member queries. thereby improving the cohesiveness of the organisation BAOT/COT can promote new consumer videos. and news with existing networks and potential members) Staff participation in the social media strategy has already increased cross. Social media allows BAOT/COT and its members to raise awareness of work and ask questions and receive answers from each other BAOT/COT can communicate using targeted updates (e. calls to action. The discussion forums have little impact on improving the organisation͛s search results Social media is cost-effective y y y y y y y y y y y y y y Page | 4 . By using social media sites the organisation can expand the online presence of the profession by encouraging OTs to discuss occupational therapy online and develop their professional and social networks.
g. ͚New wall questions need answers. Facebook is no longer just for students as its fastest growing demographic between 35-55 years old and is doubling in size roughly every 2 months2. This page is becoming a place fans ask questions and receive answers from other fans and COT staff. 2010 3. After just five months the fan page has over 2500 fans. Users can add friends and send messages. ͚Participate in The Big Care Debate͛ Highlighted website content.ly/cMIcWQ Page | 5 . Charities have been developing ͚fan pages͛ to communicate with supporters and members.BAOT/COT Social Media Strategy March 18. The organisation and the fans can all learn from these conversations. ͚Why do you value your BAOT membership?͛ Highlighting activities of other non-profits y y y y y y y y All updates are intended to be a springboard for discussions.ly/d9TscT Achievements More than 2500 fans by February 2010 OT staff use the Facebook page as a resource and a way to keep in contact with COT͛s activities OT staff use the Facebook page to get feedback from COT BAOT/ COT receives fast and easily shared feedback Encouraging feedback from members and non-members y y y y y 1 2 Facebook blog ʹ 300 Million and on http://bit. BAOT/COT on Facebook was launched in September 2009 and is consistently thriving. BAOT/COT fan page on Facebook Facebook has over 300+ million active users and is experiencing significant growth1.g. school. Can you answer them? Questions to fans e.g. and update their personal profiles to notify friends about their activities and insights. based upon suggestions from Communications group and staff Press about occupational therapy staff in the UK Relevant membership benefits Social media guidance Encouragement for fans to answer fan questions e. and region. users can join networks organised by city. The ultimate goal is for updates to inspire conversations. meaning all fans are receiving our updates and viewing conversations taking place on the page. All Links posted on BAOT/COT͛s Facebook page: http://bit.ly/dvG3Xn iStrategylabs ʹ Facebook 2009 Demographics and Stats report: 276% Growth in 35-54 Year Old Users http://bit. Additionally. workplace. and share links and multimedia. Our updates include Calls to action to members e.
and Membership Development and Marketing teams Promoting Annual Conference 2010 via updates. podcasts. 2010 Objectives for 2010 Further developing multimedia content ʹ videos . Advertising posts are deleted with a notification email. Facebook events. working with new Communications Manager. video content Creating Facebook groups/fan pages for Specialist Sections and regional groups Encouraging COT staff to create profiles and contribute to discussions y y y y y Management All activity is carefully cultivated by the Website Communications Officer.BAOT/COT Social Media Strategy March 18. A conversation on BAOT/COT͛s Facebook fan page Page | 6 . images. Referrals are directed to professional enquiries and membership departments when appropriate. referring advertiser to COT Advertising manager. wikis to share Further promotion of membership . Staff members are always encouraged to participate or start discussions.
BAOT/COT Social Media Strategy March 18. 2010 BAOT/COT͛s Facebook fan page Page | 7 .
search ͚vocational rehabilitation͛. Membership Development Manager http://twitter. Allied health and social care groups. Once registered with Twitter. and policy makers participate on Twitter. Twitter is a social networking and micro-blogging service that allows its users to send and read messages known as tweets.com/home#/list/BAOTCOT/cot-staff Beriah Chandoo.com/COTSnrOfficer Fiona Fraser. For example. Growing numbers of occupational therapy staff are becoming active on Twitter. Marketing Manager http://twitter. which list valuable/authoritative profiles. linking to upcoming events. Education Manager ʹ Lifelong learning and CPD http://twitter. It now has over 450 followers and has been included in 23 user-created ͚lists͛ created by Twitter users. Education Manager.com/cotcpd Lee Roach. Website Manage http://twitter. Live updates can be seen here: https://twitter. Growth of the Twitter presence has been complemented and encouraged by active staff participation on Twitter. You can also search terms found in tweets at any given moment.BAOT/COT Social Media Strategy March 18. Student Services http://twitter. related organisations and publications. The following grows steadily. BAOT/COT on Twitter Twitter is the fastest growing online community site for consumers and corporations.com/vanditachisholm Louise Cusack. you can search for organisations and individuals to follow.com/ louisecusack Zoe Parker.com/Annakapitanec Tracy Samuels. BAOT/COT on Twitter was launched in June 2009 at Annual Conference. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers. OTN editor http://twitter. Specialist Sections Manager http://twitter.com/OTnews Genevieve Smyth. Developing the Twitter presence also involves 3 Bit Briefs ʹ Largest age group on Twitter is 35-49 year olds http://bit.com/COTstudents Vandita Chisholm. potential members. Professional Affairs Officer http://twitter. Membership Development Officer http://twitter. 2010 4.com/cotpubaffairs Stephen Little.com/StephenBAOT y y y y y y y y y y y Developing BAOT/COT͛s Twitter presence involves daily tweeting by the Website Communications Officer in collaboration with the staff listed above.com/GenevieveSmyth Greg Stafford. journalists. COT staff already using Twitter. With its largest user age group between 35-493. Membership Development Officer https://twitter.ly/97ymqb Page | 8 . local government.com/baotmember Anna Kapitanec. new publications and announcements. Twitter represents a golden opportunity to communicate and connect with members. Public Affairs Officer http://twitter.
BAOT/COT Social Media Strategy March 18.g. On Tuesdays.g Disability Now. The ultimate goal is for updates to inspire conversations. Participating in Twitter activities known as Follow Friday and Charity Tuesday can help maximize exposure of the company profile.pr/2cOOv9͛ y Highlighting activities of other non-profits Similarly to Facebook updates. meaning our messages are being re-shared with their followers.g NHS Choices.g. Tweets include hashtags to be included in relevant feeds . social media experts. public figures. students. jobs board and public publications y Suggestions for Twitter profiles to follow y Suggestions for charities to follow y Highlighted content on the COT website y Deadlines e. ͚Wanted: Men for Occupational Therapy.g. Autism Today COT receives easily shared feedback that informs our customer service and engagement with members y y y y y y Page | 9 . ͚OT perspectives and opinions? @nprnews: Mental Health Disaster Relief Not Always Clear Cut http://su.g ͚Contribute to the latest consultations͛ y Links to external articles e. events. allied health and social care groups and linking (known as ͚tagging) individuals and charities who have posted relevant tweets. 2010 following non-profits. Our tweets include y Calls to action to members e. charities tweet suggestions for other charities to follow and on Fridays users are encouraged to suggest useful profiles for its users to follow. Guardian Weekly We are being followed by members. policy experts etc The organisation is networking daily with non-profits and health related charities e. tweets are intended to be a springboard for discussions and give our followers useful information.ly/5TVRI9͛ y Links to COT͛s latest news. OTs from the international community. Achievements 450 followers by February 2010 Followers regularly ͚Retweet͛ our tweets. for submission of COT awards.#FollowFriday #CharityTuesdays. National Rehab Information Center. OT is one of the many health related jobs growing! http://bit. non-members. increasing our influence Prominent charities and publications suggest for their followers to follow us e. consultations y Press about occupational therapy staff in the UK y Social and health care press y Ret-tweets of COT staff y Social media guidance y Open ended questions e.
schedule one-on-one sessions with the Website Communications Officer and respond to member queries. Page | 10 .BAOT/COT Social Media Strategy March 18. working with Membership Development and Marketing teams Encouraging COT staff to create profiles. 2010 Objectives for 2010 Incorporating a Twitter strategy for Annual Conference 2010 Learning how to effectively measure success and evaluate how we compare in influence to other non profits Further promotion of membership . Staff are regularly reminded and encouraged to update their Twitter profiles. nurture their Twitter presence and contribute to discussions. The aim would be to help staff also develop a new way of communicating y y y y Management All activity of BAOT/COT͛s corporate Twitter page is managed and edited by the Website Communications Officer to ensure consistency of communication. COT staff on Twitter are advised to use Tweetdeck. a downloadable application that helps organise tweets.
BAOT/COT Social Media Strategy March 18. 2010 BAOT/COT͛s Twitter page Page | 11 .
LinkedIn profiles are in a CV format including current professional interests and employment history. receive and archive references and testimonials from colleagues and managers. 2010 5. and keeping abreast of job opportunities.g. receiving feedback for professional queries.BAOT/COT Social Media Strategy March 18. which would be ideal for Specialist Sections and regional groups. the LinkedIn group encourages online discussion around professional issues and career progression. BAOT/COT members only group on LinkedIn LinkedIn is a business-oriented social networking site mainly used for professional networking. Of our social networks it is member-only and requires users to submit their membership number for verification. Links. Membership to the subgroup is done via membership to the general BAOT/COT LinkedIn group. connect in a professional way with colleagues. Joining Linkedin is a useful way of expanding your professional network. Membership Development Manager. research companies and career opportunities. Joining the group is a great way to develop good working relationships with COT staff and BAOT/COT members. Achievements 26 members by February 2010 Launching the group and connecting it with other professional networks Growing network of business and member contacts COT staff contribution y y y y Objectives To expand the size of this group Marketing this group at Annual Conference Encourage member-to-member professional linking Promote the colleague testimonials feature Promote the COT jobs board y y y y y Page | 12 . and learn lifelong learning networking skills. LinkedIn allows you to build a professional online presence. LinkedIn enables users to maintain a list of contact details of people they know and trust professionally. BAOT/COT Linkedin group started in November 2009 with the help of Lee Roach. In future we will also use the group to suggest related groups for the members to join as well as highlight popular content/news from the COT website and its social networks. The LinkedIn group also has the capability of adding subgroups. alumni and other contacts. calls to actions. While the Facebook and Twitter pages use updates/tweets to inform their networks. LinkedIn also provides a way for its users to give. This group enables us to communicate with members using targeted updates (e. announcements).
2010 y y Pursue with Specialist Section ʹ Independent Practice how they could benefit from Linkedin referral and recruiting capabilities Promote consultancy service with client testimonials Management All activity is overseen by the Website Communications Officer with support from the Membership Development Manager. BAOT/COT͛s LinkedIn group page (members only) Page | 13 . COT Staff members in the BAOT/COT LinkedIn group are encouraged to help promote the members only group as well as take part in discussions.BAOT/COT Social Media Strategy March 18.
BAOT/COT Social Media Strategy March 18. Achievements Professional slideshows available for COT staff to share with their networks Search-friendly images from BAOT/COT Image publishing complementing COT website Good digital marketing material e. View slideshow of Annual Conferences http://www.g. Plans are in place to feature the slideshows in the Annual Conference pages on the COT website. These images have been used for promotional materials and are also used on the COT website. BAOT/COT on Flickr Flickr is an image-sharing website. the service is widely used by bloggers to host images that they embed in blogs and social media. Flickr is a user friendly way to share images without incurring additional costs. 2010 6. Photo albums created can be viewed in slideshow format and can be embedded on the COT website easily.com/photos/baotcot/show/ y y y y Objectives Encouraging Flickr profiles for Specialist Sections and regional groups More frequent uploads and more photography at COT events Greater integration of photo sharing on COT website Explore how Specialist Sections could make use of Flickr Expanding picture library for OT News and promotional materials (with appropriate clearance) y y y y y Page | 14 . BAOT/COT on Flickr was launched to publish professional photographs from COT͛s Annual Conferences. If these images were hosted on the BAOT/COT website we would incur additional bandwidth charges. In addition to being a popular website for users to share and embed personal photographs. and online community.flickr. web services suite.
2010 Flickr slideshow of COT annual conference Page | 15 .BAOT/COT Social Media Strategy March 18.
standards of behavior are usually high. Politeness and responsiveness are also appreciated. and because users of social media sites value those sites and their own reputations. Tone / Language on social networks Conversational language works better rather than focusing purely on conveying information. which preclude anti-social behavior. We tweet thanks to those who ask their followers to follow us and we also thank those who Re-Tweet our tweets.BAOT/COT Social Media Strategy March 18. We aim to find a balance between being professional and social. yet approachable. Because so much of what is said is public. We also thank Facebook contributors and highlight activities of OT staff active on social networks e. We want the organisation to be trusted.g. Social media involves the same discretion that we all bring to our daily interactions with others. Sharing a list of OTs on Twitter created by Claire Hayward of the Membership and External Affairs Board. 2010 7. Occupational therapy staff using social media sites agrees to terms and conditions of use. BAOT/COT has never had to delete any inappropriate or insulting comments from its social media channels. The key to getting people to respond is to use language our members use. whether you are an individual posting or posting on behalf of an organisation. Page | 16 .
Social media planning for Annual Conference 2010 8. Programming social media seminars for members hosted by Website Communications Officer 8.11. Launch a company blog to link with all existing social networking channels and website 8.10. All marketing materials should display logos of and invites to social networks 8. 2010 8. Mandatory contribution from COT staff in social media activity. Investigating resources and training needs 8.9. Enhance discussion forums and CMS to support social media integration 8.1.8. Provide relevant staff (especially those who are less desk-based and travel more for BAOT/COT) with internet-enabled mobile devices to enable them to maintain contact with professional networks while on the move.5. Appropriate IT support for staff participation in social media strategy 8.3.6. 8. Proposed strategic recommendations 8. Contribution to social media activity should be included in job descriptions of o New Communications Manager post o All members of Membership Development team o Key members of Marketing Team o Key members of Education Team o Key members of Professional Practice o A representative from Research and Development o A representative from Human Resources o OTN editor and OTN journalist 8.2. Develop communications strategy to promote social networks Page | 17 .4. at conferences. events etc.7. Mobile Video recording equipment and training for online video resources and testimonials 8.BAOT/COT Social Media Strategy March 18.
Recommendations to COT staff and OTs Start a professional profile on Facebook. colleagues. and explore topics you are passionate about Discuss individual questions with the Website Communications Officer Schedule one-on-one training sessions with the Web Communications Officer Take action! Your ability to engage with others online is directly related to how much you input and how responsive you are to other people Read social media guidance (See next item) y y y y y y Page | 18 . LinkedIn or all three Explore BAOT/COT social media channels and connect with the organisation.BAOT/COT Social Media Strategy March 18. 2010 9. Twitter. Connect with friends.
com ʹ Blog of prominent thought leader in new media. 2010 10.BAOT/COT Social Media Strategy March 18.ly/aIJLiH 5 Must-Do Twitter Style Tips via: http://bit. and futurist Nonprofit Tech 2.ly/aX8jyZ 8 Guides for Becoming a Power Business Social Networker http://bit.0: A social media guide for nonprofits : http://nonprofitorgs.com . social media marketing agency specialising in Facebook. sociologist.ly/11402 5 Must-Do Twitter Style Tips via Harp Social http://bit..com ʹ UK based social media/online PR agency Briansolis. Social media Reading list The following links and websites are excellent social media resources Mashable.ly/aX8jyZ Creating Your Organization's Social Media Strategy Map: http://bit.ly/8qxTu5 Social media trends for business in 2010: http://bit. A digital analyst.Social Media news blog covering cool new websites and social networks Harpsocial.ly/aW7cBq y y y y y y y y y y y y y Page | 19 .com .com How to use Twitter for marketing.full-service.. Twitter and WordPress for businesses Wearesocial.ly/aTKG1v A social media Strategy checklist: http://bit.ly/aoQ1Cf Strategies to Ensure an Engaged Social Presence: http://ow.wordpress. http://bit.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.