Page 95 - Social Media Marketing

In health care or any other business vertical for that matter, what you’re discov- 73
ering is the routine mix of conversations that typify social media. So you get interested,
and you begin monitoring Twitter in real time, using a free tool like Tweetdeck. One ■ ╇ E mployees as C hange Agents
day you notice that a patient and her husband have checked in: They seem to like your
hospital, as you note in the tweets you see in real time via Tweetdeck as they enter
your hospital. By the way, this is an entirely reasonable scenario (and in fact actually
happens). When I fly on Kingfisher or Continental, I routinely post to them via Twitter
and very often hear back soon after. People do exactly the same thing when they enter
a hospital and many other business establishments: Remember that if a mobile phone
works on the premises, so do Twitter and Foursquare.

A few more tweets from your newly arrived patient and spouse pop through as
they head from your hospital check-in to the waiting area and finally to pre-op. And
then you see the following actual tweet, posted from inside your hospital, shown in
Figure€3.8.

Figure€3.8╇â•A‰ n Actual Hospital Tweet: What Would You Do?

Looking at Figure€3.8, if you saw this tweet, in real time, what would you do?
By clicking into the profile data on Twitter and then searching your current admit-
tance records, you could probably locate the person who sent it inside your hospital in
minutes. Would you do that, or would you let the opportunity to make a difference in
someone’s life, right now, just slip away?

It’s these kinds of postings that take social business to a new level. Beyond out-
bound or social presence marketing, social business demands that you think through
the process changes required within your organization to respond to the actual tweet
shown in Figure€3.8. It’s an incredible opportunity that is literally calling out to you.
Don’t let it slip away, which in this case is exactly what happened. That is not only an
opportunity lost, but a negative story of its own that now circulates on the Social Web.

The conversations that form and circulate on the Social Web matter to your
business, obviously through the external circulation they enjoy and the impact they
have on customers and potential customers as a result. But they also have a potential
impact inside your organization: Each of these conversations potentially carries an idea
that you may consider for application within your organization, to an existing business
process or a training program or the development of “delight” oriented KPIs. You are
discovering the things that drive your customers in significant numbers to the Social
Web where they engage others in conversations around the experiences they have with