Lessons Learned from the 2012 Digital Health Communication Extravaganza
With all of the different social media platforms and campaigns, success and effective communication remain difficult to quantify. This theme emerged in the workshops preceding the conference, with a conversation led by the FDA Center for Tobacco Products on the measurement of social media.
There are no easy answers when it comes to measuring what works in social media, no numbers that simply convert to return on investment, especially in the context of public health. Well-defined and measurable goals go a long way in the creation of a successful strategy, but it seems that listening, not just engaging, was at the heart of the most dynamic moments in social media over the past year – the ability to capitalize on a secondary or tertiary topic to create relevance and connection to a broader message.
Success in digital media comes through building communities and conversations, not through retweets or likes. Both Craig LeFebvre
Sekou Andrews
DHCX challenged all health communicators to rethink their own methodology and metrics for success.
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