Social Media

Social Media Storytelling

It’s a common misconception that the University of Kansas Medical Center is the same as The University of Kansas Health System — understandably so — the two organizations are intertwined on a shared campus. To help distinguish the medical center from the hospital, I created the People and Students of KU Medical Center campaigns to tell the stories of the people who work and study within the medical center. The primary goal of the campaign was to educate people on the differences between the two organizations.

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This campaign increased engagement by reach an average of 5% more than other posts. In total, the campaign had 17,895 engagements and achieved an engagement by reach of 19.43%. Further, misdirected messages and reviews decreased by 18.75%, indicating that this campaign reached its goal.

In the chart below you can see where the campaign engagement ranked when compared to overall engagement.

Social Media Guide

The University of Kansas Medical Center has more than 50 social media accounts managed by various users across campus. To provide guidance on how to follow the KU brand as well a general best practices, I created a social media guide. You can learn more about my social media management philosophy by pursuing the guide, just click the image below.

Favorite Social Post

My all-time favorite social media post wasn’t planned. It started when I received a message from Maxton’s mom, Tara. Maxton’s dream is to go to KU Medical Center to study neurology. Tara asked if we could send some pamphlets or admissions materials to Maxton so he could learn more about the medical center. I gathered several pamphlets and magazines, but also included pins, keychains and a plush Jayhawk with a handwritten note inviting Maxton to visit our campus for a special tour.

A few months later, Maxton, who lives in Texas, came for a visit. His first stop was to visit Gary Gronseth, M.D., professor and vice chairman of Neurology, to look at models of brains and learn more about the field of neurology. His next stop was to the Zamierowski Institute for Experiential Learning where he dressed in surgical attire to perform surgery on a simulation mannequin. The surgery went well and his patient was pleased with Maxton’s excellent bedside manner! Next, Maxton visited Heather Wilkins, a postdoctoral researcher in Neurology who works in Dr. Russell Swerdlow’s lab researching brain energy metabolism for the treatment or prevention of Alzheimer’s disease.

It’s been a couple of years since Maxton’s visit, but his mom stays in touch with our staff. Maxton still dreams of studying at the medical center and occasionally sends a note to Dr. Gronseth to say hello.

Social Media Integration

Social media is a good marketing medium, but to make a campaign go from good to great, it needs to reach audiences everywhere. That’s why integrated campaigns work so well. The case study below is a perfect example of how integrated marketing can improve results. I served as the copywriter on this campaign, which included social media, direct mail and more. Check out our results!