One of the biggest reasons I took the job at Health Alliance was the opportunity to run their social media. While they had a Facebook, Twitter, Pinterest, and LinkedIn before I got there, none of them were really being maintained. At most, Facebook and Twitter were getting a post a week. Customer service issues sometimes went unaddressed, and if they did get a response it took weeks.
Taking over their presence was essentially starting from scratch, and I did almost all of it without putting money into the platforms. Most importantly, I developed a process for working with our customer service to get online issues addressed quickly and effectively. I had a 100% response rate and usually sat around an average 23-minute response time.
I also developed a social media brand by focusing on more than just insurance to transform us into an expert source of health and wellness information for our members.
After taking it over in August, 2014, I was able to:
- Increase our Facebook:
- Likes by over 1,000, an over 90% increase
- Unpaid impressions to an average of over 68,000 per month, a nearly 952% increase
- Increase our Twitter:
- Followers by over 433, an 88% increase
- Impressions to an average of 19,700 per month, an over 245% increase
- Increase our Pinterest:
- Followers by over 6,528, an over 2,510% increase
- Average daily impressions to 4,533, a 1,016% increase
- Average daily viewers to 1,587, a 430% increase
- Average daily repins to 32, a 1,500% increase
- Increase our LinkedIn:
- Followers by over 543, a 57% increase
- Average monthly reach to more than 20,000, a 3,233% increase
- Build our Google+, Flipboard, Instagram, Issuu, Yelp, and Foursquare presences from scratch.
I also built a series of gifs for a #KnowWhereToGo campaign to help teach people when they should use the ER and when they should use urgent care. I wanted to use viral or recognizable gifs to make the lesson quick, interesting, and funny.
See more of this series on the Health Alliance Giphy account.
In 2015, I was given a budget to run paid Facebook ads for the Annual Enrollment Period (AEP). (In the past, external marketing agencies were creating paid ads.) By bringing the creative in-house, I was able to raise the weekly reach of my posts by nearly 3,000 over the reach of our last paid campaign with the exact same daily spend, and I ran their Facebook ads permanently after that.
In 2016, I ran a series that played on nostalgia for the Medicare generation targeting people who were aging in and shopping for a Medicare plan for the first time. It also had a second touch campaign using the Facebook pixel that drove people who clicked through the link on the first set to helpful resources to start signing up, like getting more information or attending an educational seminar.
I also broke down graphics from our newsletters into digital infographics I could share on social media.