PROJECT OVERVIEW
My project was to audit The Rehabilitation Hospital of Montana’s Facebook page and recommend how to grow their audience and increase their overall engagement. They gave me access to their Meta Business Suite so I could analyze their historical posts to see what was working well and what opportunities there were for improvement to the RHOM Facebook page.
I developed an annual content calendar for 2024 as part of this project. The social media calendar incorporated ideas for patient stories, culture around their mission, vision, and values, how they use technology and innovation, how they demonstrate social responsibility, and lastly, open jobs they would like to promote.
One of the things that the hospital monitors is their online reputation score through an independent company called Reputation.com. One of the key drivers in the overall reputation score is engagement with the page and positive Facebook reviews. Having a more consistent and active presence on social media will help drive this score.
PROJECT PURPOSE & OBJECTIVES
The project’s purpose was to gain further experience in health care, as the industry is very interesting to me, while also gaining additional social media experience from a Business-to-consumer audience. The objectives I achieved were gaining insightful information for the hospital about their current online presence in social media, and I was able to deliver a 2024 Social Media Content Calendar that they can utilize in the upcoming year and also use as a template for years to come.
THE PROJECT – SOCIAL MEDIA CALENDAR
I developed a content calendar in Canva for scheduled content for 2024. I did a lot of research on the different health holidays and added them to the calendar. I also added in fun holidays, open jobs postings, mission vision and values posts, and community engagement posts.
PROJECT CHALLENGES
The project, fortunately, did not have any challenges, and it went very smoothly. Since this was my second time working with The Rehabilitation Hospital of Montana, I knew what to expect, and the key leaders’ relationships were already established. If you would call it a challenge, I finished the project objectives and tactics/deliverables sooner than I had anticipated. My mentor and I had to brainstorm additional social media tactics so that I was able to complete the required amount of hours for my project. This challenge ended up being a really fun opportunity to write additional content about staff and patients in their Thankful and Grateful campaign and begin working on their December Holiday Spirit campaign.
PROJECT PROCESSES
For my project, I used Meta Business Suite to analyze The Rehabilitation Hospital of Montana’s current Facebook page. I also used Microsoft Excel to put their calendar together and Canva to create some images to accompany some of their posts. Also, my mentor and I had a process to meet every week when possible to go over the work I had completed from the prior week to provide feedback and offer direction. I found this to be very helpful.
PROJECT OVERVIEW OF EXPERIENCES
The experience of working to strengthen The Rehabilitation Hospital of Montana’s Facebook presence was very positive. My mentor was very helpful to me in approaching the project strategically. Oftentimes, business Facebook pages lack strategy in what they are trying to accomplish online. My recommendations for bucketing of content for social media include Patient Stories, Culture (Mission/Vision/Values), Health Holidays/Health Tips, technology/Innovation, Social Responsibility, and Open Positions, which really paved the way for the hospital to accomplish its goals online of telling their story to build brand engagement.
I really found reviewing prior content, consistency of prior content, and overall engagement of the content to be very helpful in planning different ways to approach the project.
PROJECT INSIGHTS GAINED
Measuring results is very important; this was a big insight I gained while working on the project. Watching the posts and ensuring the content was meaningful and captured engagement paved the way for future content as I worked on October and November 2023 content while planning the 2024 calendar. Providing RHOM with a solid plan that the leadership team supported and approved was meaningful and gave me valuable experience. Having the opportunity to work in the Meta Business Suite was also a very valuable experience and provided me with a lot of insight, which I had not had access to as much in my past experiences.
Overall, the opportunity to work with The Rehabilitation Hospital was purposeful and allowed me to utilize the skills I have learned to achieve growth of their social media presence.