Remember my blog posts about talking to clients about Twitter and how we have helped manage Digital Brands? This is the story of how we began the process with one of our long time clients.

BioTechnical Communications is in the beginning stages of a Social Marketing Campaign (link to our service). We discussed the need for our client to embrace Facebook and Twitter. I came up with a quick list of the reasons why they needed to branch out into the social media landscape.

The Journeytowellness.com site needed to:

• Build awareness
• Build community
• Increase distribution channels of the message (broaden reach)
• Increase frequency of message

We identified the need to use social media but we couldn’t sell our client on the concept unless we had a strategy. Below is a brief outline of that plan.

• Use the web site as a monthly outreach vehicle for the existing user base
• Continue to publish monthly articles via email to the existing list
• Use Facebook to publish weekly health disparities articles with links to Journeytowellness.com
• Use Twitter to post daily health related information and be the voice of health disparities among African Americans

See, we’re driving traffic to the main site with each channel we use. So there is always a home base- a destination. Facebook helps to build and support the site’s existing community but also promotes the brand and message by capitalizing on the viral nature of FB. Twitter promotes the brand and supports the organization’s goal of spreading the word by providing relevant links to articles on and off of the Journeytowellness.com site.

We’ll keep you updated about our progress but briefly we are already seeing double digit increases in referrer traffic from Facebook!

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