It started with a desire to connect with people via social media and platforms like LinkedIn. As a result of his early adopter experience, Michael Yoder ended up at Spectrum Health guiding the digital communications efforts. One of his major projects involves working with communications, marketing and social media ambassadors to develop and execute a detailed content plan. He has helped Spectrum Health transition from a traditional communications department to a Brand Journalism team.
Follow our conversation below:
[01:18] Michael Yoder – Spectrum Health
[01:43] Michael’s background
[04:00] Brand Journalism
[05:11] Traditional news coverage
[05:44] Intense competition to be “first”
[07:10] How will the transition impact the team
[08:20] “News jacking”
[09:06] Creating a digital newsroom
13:25 Technology tools – Kapost
[14:40] Sign-off process
[16:00] How did the digital transition come about?
[18:19] How does the team manage content assignments?
[30:50] LinkedIn strategy
[32:50] Hospitals lagging behind in Showcase Pages
[25:10] LinkedIn thought leadership
[26:10] LinkedIn analytics
[27:00] Publishing daily
[27:30] LinkedIn publishing platform
[30:09] Getting physicians involved
30:40 Using analytics to create content – Brandwatch
[33:30] Elevating communication
34:20 Social Media Tip: Ahava Leibtag of Aha Media. Use 4 pillar topics for content development
[35:12] Closing remarks
Visit our resources page for more valuable (and free!) resources on social media and digital health.