In Part 4 of this series, I provided tips on how to put the “social” in your social media. In this edition, the conclusion, I’ll talk about how to analyze your performance and adjust if you find you’re off-track in reaching your goals.
Analyze and adapt
All social media platforms offer statistics you can use to track the performance of each post you’re making. You’ll want to keep an eye on Engagement in particular – the number of Likes/Shares/Comments on Facebook and LinkedIn, retweets and comments on Twitter, and “regrams” and comments on Instagram. By reviewing and tracking this data you can make informed content strategy decisions based on which items performed well or not. Expect that you’ll have to periodically tweak your topics, balance of post types, post release times, and more over time as audience makeup and preferences change.
You’ll also want to keep an eye on your Reach to make sure your audience is even seeing your posts. This is especially true now that Facebook has made it all but impossible to reach your entire (or even the majority of) your Fans/Followers list without paying to boost a post. You might need to strategize and decide which posts you should boost and how much money you can afford to put behind these to reach as many people as possible. Obviously, anything boosted should include a clear call to action in support of your goal.
Nothing succeeds like success
Ultimately, you will know your online strategy is working if you attain that defined and measurable goal you set. Whether it’s an increase in donations or number of event attendees, gaining more advocates for your cause or influencing legislation, skillful utilization of social media can go a long way toward helping advocates like you achieve your goals.
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Hildy Silverman is the Manager of Digital Online Marketing for Oticon Medical US. She has nearly 30 years of experience in corporate training, traditional and online marketing, and professional/technical communications for a wide array of industries, most recently at a global hearing aid manufacturer.
In Part 3 of this series, I provided suggestions on how to choose the right social media channels to maximize your digital reach. This week, in Part 4, I offer tips on how to put the “social” in your social media.
Sharing is caring
The point of social media is interaction. You want to draw visitors to your content, engage with it (and you), and ideally take an action that supports your established goal. The best way to do this is make sure whatever you share is interesting and relevant to your target audience and includes an engaging visual element (photo, .gif, or video).
Regularity is also key, so make sure you establish a content release schedule you can manage consistently. This rewards audience loyalty to your properties, which in turn allows you compete against all the other social outlets vying for their attention. Examples of good schedules include one post on Facebook or three-five daily tweets on Twitter per day. Remember, you can utilize a content management platform like HootSuite to schedule posts/tweets in advance so that you aren’t overwhelmed by a frequent need to post. Even without one of these platforms, you can schedule ahead on Facebook from the platform itself.
Don’t forget the hashtags
Make sure you learn how to use hashtags on all your platforms – they’re not just for Twitter anymore! “Ride” popular hashtags related to your cause so that more of your potential audience can discover your content. Using single-sided deafness (SSD) as our model cause again, you could include #deaf, #hearingloss, or #hoh regularly with your posts, which makes them show up when someone performs one of these common searches for content. Additionally, if you see a hashtag is trending that relates to your cause (e.g., #WorldHearingDay) you could include it in a post linking SSD to the importance of getting your hearing checked. Just make sure you don’t go crazy with the hashtags – using too many in relation to the amount of content provided in a post has been shown to reduce engagement.
One more post to go in this series! In my next post, I’ll provide an overview on how to analyze the results of your online efforts and tweak them to achieve your goals.
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Hildy Silverman is the Manager of Digital Online Marketing for Oticon Medical US. She has nearly 30 years of experience in corporate training, traditional and online marketing, and professional/technical communications for a wide array of industries, most recently at a global hearing aid manufacturer.
In Part 2 of this series launched last week, I provided suggestions on how to set S.M.A.R.T. goals for your online activities. This week, in Part 3, I’m going to take you through how to choose the right social media channels to maximize your digital reach.
Choose the right channels
I recommend setting up a “home base” online first — a website if you have a larger organization with multiple goals or a blog page if your organization is small or a solo effort. WordPress and Wix are two examples of free, user-friendly site builders available to help you establish a basic web presence. Your site or blog will provide a source of regular content to share through your social media properties. It will also give you a central location to which you can drive online visitors and get them to take an action (e.g., donate, learn more, sign up for emails and events, etc.), which you will need for tracking purposes.
Research your target audiences and where they tend to gather online to assess which social media platforms will best support your efforts. Focus on developing one or two properties first. Most activists and advocates start with Facebook and Twitter, but platforms like Instagram, Pinterest, and Snapchat can be quite effective as well.
A YouTube channel is a powerful tool, as videos increase engagement with social posts. They can be shared from your channel by friend, fans, and followers through every social media platform, and are the content likeliest to go viral. However, you (or someone in your organization) obviously needs the expertise and time to create them.
LinkedIn tends to draw a more career-focused, professional audience, which may or may not suit your goals. Reddit gets tremendous traffic, but many find it complicated, riddled with trolls, and too much of an attention drain to manage. Tumblr is popular, especially with younger audiences (tweens, teens, and 20-somethings primarily) — depending on your goal, that audience might be worth your effort to cultivate but go in knowing that it is a constantly updating outlet. Plus, you’ll be competing with extremely active fandoms and similar lighthearted content for attention.
Managing multiple social properties
If you do reach a point where you want to utilize multiple platforms, it’s a good idea to learn a social media management tool (a couple tried-and-true options offering free basic versions include HootSuite and TweetDeck). These allow you to schedule multiple posts across platforms even in advance, plus they let you monitor comments and messages, so you can interact with your audiences in a timely and consistent fashion. If you’re willing to invest in upgraded versions, you can use them to track valuable performance statistics like audience engagement all in one spot.
Hope this information is helpful! In my next post, I’ll provide tips on how to put the “social” in your social media.
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Hildy Silverman is the Manager of Digital Online Marketing for Oticon Medical US. She has nearly 30 years of experience in corporate training, traditional and online marketing, and professional/technical communications for a wide array of industries, most recently at a global hearing aid manufacturer.
At 10 years old, Kim Russell was diagnosed with a chronic ear infection that could not be helped with antibiotics. She underwent a mastoidectomy to remove the infection, resulting in permanent hearing loss in her left ear. Her mother, having had the same issue when she was younger, also lost her hearing and therefore single-sided deafness (SSD) was a normal part of life in her family.
“School, work and social situations were hard, and the options were not as robust as they are now,” Kim said.
Kim became accustomed to living life with one good ear and didn’t receive intervention or aid until she was 25. Her job had hearing aid coverage and she looked into what options were available for her hearing loss. She discovered BiCROS hearing aids and wore them for 30 years. Although the hearing aids helped, no solution is perfect. Crowds were still difficult and loud places like bowling alleys and restaurants made it impossible to hear people speaking and know where sound was coming from. Her audiologist had never mentioned any other options, so she believed BiCROS was the only type of hearing loss solution available to her.
A chance encounter with a bone anchored hearing system
Kim stumbled upon a bone-anchored hearing system (BAHS) on Facebook when a friend happened to post a video at the right time. “One day on Facebook, a friend of mine who is a nurse posted a video on her Facebook page and normally it wouldn’t be anything I would pay attention to. It was something about a surgeon performing a surgery for the first time in West Michigan. They were doing a MIPS procedure (Minimally Invasive Ponto Surgery). He’s the only MIPS surgeon in this part of Michigan and they mentioned single-sided deafness. I did some research and realized this was for people like me!”
Kim searched for the name of the doctor’s office online and learned it was located in the building next door to her dentist. She scheduled an appointment, and learned she was a great candidate for the Ponto System. After trialing a Ponto BAHS on a softband for a week she had the MIPS surgery in July of 2018 and received a Ponto 3 SuperPower. “It was easier than a dental procedure. I was in, out, dressed and drinking coffee in about 58 minutes,” she said.
A new world of sound emerges with the Ponto 3 SuperPower
After Kim’s MIPS procedure and Ponto 3 SuperPower activation a new world of friends, advocacy, and interaction opened up to her.
“For the first time since getting my Ponto, I went for a walk with a friend. I’ve always kept people on my good ear (right side) so we put her on my left to see what would happen. I about jumped out of my skin. Her voice was clear and crisp, even with the radio blaring in the background.
The sound quality from trying the Ponto on a softband vs. an abutment is so much better, so crisp. I call it ‘organic’,” she explained.
As Kim has learned more about Ponto and become more involved in the hearing loss community, she has learned just how important advocacy is. “How did I go so long being hearing impaired and not knowing there were other options? This BAHA World Hearing Facebook group was where I received most of my education. It’s important for people to look into all of their options, and do their research.”
Kim’s advocacy and education came full circle last year after she attended Oticon Medical’s yearly advocacy conference. She met fellow Ponto users and collaborated with Oticon Medical staff.
“Before, I had never told anyone I wore any kind of hearing aid. This time, as soon as I got my abutment I shared it on Facebook because it’s important to get the word out. Knowing what was available made a difference in my life. Every now and then I notice the crispness of something I haven’t heard before. I hope advocacy and sharing my story can do the same for someone else.”
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In Part 1 of this series launched last week, I provided suggestions on what to consider before establishing your online presence. This week, in Part 2, I’m going to guide you through how to define the goals you hope to reach by taking your advocacy online.
Be S.M.A.R.T.
Continuing with single-sided deafness (SSD) advocacy as an example cause, let’s say you start with a goal of, “To raise awareness of single-sided deafness”. That’s a fine start, but you should further define what you hope to achieve online in order to track your progress and results. Most social media professionals utilize the S.M.A.R.T. method to establish clear and attainable goals. Let’s look at how this works by using this method to refine our sample goal:
Specific. The more precisely defined, the better. If you’re defining an online presence, here are some examples to help you set specific goals:
Who — do you want to reach by taking your advocacy online?
What — do you intend to accomplish for your cause?
When — what milestones do you want to reach on your way to the goal?
Where — do you want your online reach to extend (local, countrywide, global)?
Why — are you choosing to expand your advocacy to include online efforts?
How — are you going to use social media to achieve your goal?
This leads to a clearer, more precisely defined goal, e.g., “To raise public awareness in the U.S. of the issues affecting those living with single-sided deafness in order to increase donations this year.”
Measurable. How do you know if you’ve increased donations? Set a measurement, such as, “Double the number of donations received over last year.”
Attainable. Look closely at that number and make sure it’s achievable. It’s usually wise to start smaller and then build over time. In this case, perhaps something more attainable would be, “Increase donations by 10 percent over last year.”
Relevant. Consider whether social media provides an opportunity you wouldn’t have otherwise. If so, then ask yourself, “How?” Adjust your goal to focus on what you plan to achieve using tools uniquely available online, such as, “Increase donations by 10 percent this year by driving Friends/Fans/Followers to GoFundMe campaign.”
Time-based. Goals bound by specific timeframes are easier to track and attain. Rather than a vague “this year”, try, “Increase donations by 1-2 percent each month in 2019 by driving online audiences to GoFundMe campaign, with year-end goal of increasing overall donations by 10 percent.”
Still with me? Great! In my next post, I’ll discuss how to choose the best social media channels for your advocacy outreach.
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Hildy Silverman is the Manager of Digital Online Marketing for Oticon Medical US. She has nearly 30 years of experience in corporate training, traditional and online marketing, and professional/technical communications for a wide array of industries, most recently at a global hearing aid manufacturer.
Everyone here at Oticon Medical is so impressed by the advocacy efforts we see online in support of the deaf and hard-of-hearing. Whether the focus is on raising awareness of related health conditions or the benefits of bone-anchored hearing systems, social media has made sharing information and events easy, immediate, and far-reaching. But how do you develop an effective social media presence and then track whether it is helping you attain your goals as an advocate?
Over the next few weeks, I’d like to provide you with tips to help you define (or refine) an effective social media strategy in support of your generous efforts. Let’s begin at the beginning — establishing your online presence.
Set yourself up for success
Before you do anything else, think about what you can offer an online audience with your advocacy. For example, do you have personal experience with a specific health condition?
Let’s say your cause is single-sided deafness (SSD) — perhaps you have it yourself or have a child who does. Maybe you are an audiologist or lobby on behalf of those with SSD. Whatever personal and/or professional experience you have to offer, evaluate how to best express your knowledge and expertise in your social media profile so visitors to your online property will feel confident that you know what you’re talking about.
Will going online enhance your “live” efforts?
In parallel, consider why you want to take your efforts online. Developing and maintaining an effective online presence will take significant time and effort, so you want to make it worth your while. Ask yourself what you hope to accomplish that you can’t achieve through your real-world efforts alone.
Continuing to use SSD as our example cause, here are some things you want to consider:
Will you significantly increase your ability to reach your target audience (e.g., affected communities, other advocates) by moving some of your efforts online?
Will social media shares and promotion increase the general public’s awareness of the impact of SSD and understanding of those living with it?
Might online platforms help you raise more money for SSD research or donations in support of people who don’t have insurance coverage and can’t afford a BAHS?
Will promoting events like marches, meet-ups, and similar activities online improve your ability to organize them, and increase attendance beyond what you’ve experienced using traditional mailings, flyers, and word-of-mouth alone?
If the answer to one or more of these is “yes” then it’s time to move forward with establishing your online presence. In the next post in this series, I’ll guide you through how to establish “S.M.A.R.T.” goals for your social media campaigns.
Questions? Please ask yours in the comments!
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Hildy Silverman is the Manager of Digital Online Marketing for Oticon Medical US. She has nearly 30 years of experience in corporate training, traditional and online marketing, and professional/technical communications for a wide array of industries, most recently at a global hearing aid manufacturer.
On February 26, Ear Community was invited to be a part of the 2019 Advocacy Day on Capitol Hill. This annual event invites advocates on behalf of dental, oral, and craniofacial research to speak directly with federal policymakers about how insurance coverage and research funding would improve the lives of those living with these conditions.
Organizer Melissa Tumblin founded Ear Community and has a daughter, Ally, with Microtia and Atresia who wears a bone-anchored hearing system (BAHS). Melissa was able to arrange the meetings with House and Senate representatives because she sits on the Patient Advocacy Council for the National Institute of Dental and Craniofacial Research (NIDCR).
Melissa and Ally were accompanied by eight other Ear Community families, including one medical doctor, to Washington, D.C. representing the states of Washington, Colorado, Tennessee, Maryland, and Virginia.
Lobbying on behalf of families living with hearing loss and related conditions
On Monday, February 25, Melissa met with directors from the National Institute of Health representing the NIDCR, American Association for Dental Research (AADR), and International Association for Dental Research (IADR) to discuss collaborative efforts regarding children and adults affected by craniofacial challenges due to Microtia and Atresia and Goldenhar Syndrome.
The next day, the Ear Community families met with the following representatives and staff members on Capitol Hill:
Staff members for Senator Lamar Alexander’s (R-TN) office
Legislative staff members for Congressman Joe Neguse’s (D-CO), Senator Cory Gardner’s (R-CO), and Michael Bennet’s (D-CO) offices.
Legislative staff members for Senator Chris Van Hollen (D-MD), and office staff for Congressman John Sarbanes’ (D-MD) and Senator Ben Cardin’s (D-MD).
Legislative staff and the press secretary for Congressman Denny Heck’s (D-WA) office and an Appropriations representative for the NIH staff for Senator Patty Murray’s (D-WA) office.
Senator Tim Kaine (D-VA), Congresswoman Abigail Spanberger (D-VA), and legislative staff members for Senator Mark Warner (D-VA) and Congressman Ben Cline (R-VA). Sen. Kaine was celebrating his birthday and signed a little girl with Microtia and Atresia named Mazie’s cast. Both Sen. Kaine and Rep. Spanberger tweeted about the Ear Community visit.
Melissa also scheduled phone meetings with Congressman David McKinley (R-WV) and Congressman Michael Thompson (D-CA), as they both serve as co-chairs of the Congressional Hearing Health Caucus. Rep. McKinley is a cochlear implant user, and his grandson wears a bone-anchored hearing aid.
Each family left behind a detailed packet of information with the story of the Ear Community organization, an explanation about the need to wear bone-anchored hearing systems, and a sample of anaudiogram along with other helpful facts and figures. Each family explained to legislators and their staff that a bone-anchored device is their only option, because they don’t have the same hearing challenges that qualify others to wear cochlear implants or benefit from traditional hearing aids. Therefore, wearers need lawmakers to work toward mandating bone-conduction hearing device coverage by insurers nationwide. Otherwise, insurance companies are effectively discriminating against thousands of children and adults with hearing loss by not covering these medical devices.
A Stranger Things star gives back
The Ear Community families also received an exciting treat: thanks to the NIDCR and AADR, they were given the opportunity to meet actor Gaten Matarazzo from the hit TV show Stranger Things! He was part of the Advocacy Day non-profit organization lobbying to bring awareness to Cleidocranial dysplasia (CCD), a rare genetic mutation affecting the growth and development of teeth and bones.
Melissa expressed her appreciation to Oticon Medical for lending her two Ponto 3 SuperPower BAHS on soft bands. During her visits, representatives tried on the Pontos and listened to her talk during their meetings, so they could experience for themselves what it’s like to hear through bone-anchored devices.
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Ear Community hosts a series of picnics where Microtia and Atresia families can learn more about Oticon Medical’s Ponto 3 SuperPower. Please click through this link for the 2019 picnic schedule.
Ready to try your first Ponto BAHS or upgrade to our latest model? Click below to get in touch with an audiologist in your area who can help you choose the best option for your hearing needs.
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Pfeiffer Syndrome is a craniofacial disorder that affects one in every 100,000 people and impacts the way bones grow. Nine-year-old Nova Cox was born with Pfeiffer Syndrome, and in her case her head, neck, and arms have been affected resulting in hearing loss in both ears.
Because hearing loss is common with Pfeiffer Syndrome, her parents Elizabeth (Liz) and Jason connected with other families, utilized Facebook groups for bone conduction wearers, researched online, and consulted their audiologist before Nova was fit with a bone-anchored hearing system (BAHS) on a softband.
That’s a new sound
After wearing a bone-anchored hearing device on a softband for 7.5 years, Nova began advocating for abutment surgery. After doing research with her family, they consulted an audiologist and were able to try on different types of BAHS before her surgery.
“Nova made the decision to have the implant surgery and was able to ask her questions and be a part of the decision-making process. When she learned more about it she advocated for it and we moved forward when she was ready. When she tried on the Ponto, she didn’t want to take it off,” Liz explained.
Nova chose the Ponto bone-anchored hearing system because she experienced less feedback and better sound quality after trying different devices. She had bilateral abutment surgery and was fit with two Ponto 3 SuperPowers. On the day her Pontos were programmed it was raining and her mom recalls she asked, “Does the rain always sound like this?”. Nova’s parents knew they had made the right decision and for the first few weeks of having her Pontos on abutments they liked to play a game called That’s a new sound, where Nova shared new sounds she was experiencing.
Life with Ponto
It’s been a year since Nova’s bilateral abutment surgery. Today, she is a fierce and mighty force of nature advocating for herself, her health, and her life as an active kid.
She says she loves her Ponto BAHS and enjoys using the Oticon Medical Streamer in class and when she’s in the hospital so she can watch movies to pass the time. And like lots of kids her age she likes Legos, Star Wars and Pokemon and spends her free time playing music, soccer, Taekwondo, and watching movies with friends.
Nova hiking
Nova practicing Taekwondo
Empowered to tell her story
Inspired to share her story especially with young children, Nova created the video below as she was preparing to give a talk in Washington, DC advocating for high-quality accessible healthcare for children.
Nova and her family have learned a lot in just nine years. A few important pieces of advice that they want to share with other families is to try multiple hearing devices in order to find the right solution and make decisions when the time is right for you or your child. As for Nova, she has the best advice — “Judge Less, Love More”.
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Last month we partnered with Ear Community, a charitable nonprofit devoted to helping children and adults born with Microtia and Atresia, to donate a Ponto 3 Superpower hearing device in honor of Denise “Dee” Marie Inman. Dee, who had bilateral hearing loss stemming from the side effects of cancer treatments, was herself a recipient of a donated Ponto Power sound processor back in 2016 after her insurance provider denied coverage. As a member of Ear Community, Dee remained a staunch advocate for other individuals with hearing loss until she sadly lost her battle with cancer in 2018. Shortly thereafter, we contacted her husband Ken Inman and arranged to have a Ponto device donated in Dee’s honor.
A legacy of better hearing
Dee Inman and Eisen Witcher.
Ear Community helped identify the perfect recipient: Eisen Witcher, Ocean Rescue Chief Director for Brevard County Ocean Rescue Division, which ensures safe swimming and beach protection to residents and tourists. Witcher was born with grade 3 Microtia and Atresia of his left ear, yet like Dee was denied coverage for a bone conduction hearing device by his insurer. Fortunately, having been encouraged by his audiologist to apply for a donated device through Ear Community, he was chosen as the perfect recipient of Dee’s gift. Besides hearing loss and a mutual devotion to helping others in their communities, Witcher and Dee have something else in common — he also battled cancer and is now a three-year survivor.
In January 2019, Witcher was fitted with his new Ponto Superpower device at Space Coast Audiology Hearing and Balance. Witcher expressed his joy and appreciation, saying, “So this is new… I love it!” He also shared that his young son loves the stuffed monkey we gave him that wears its own Ponto device just like daddy.
A fitting memorial
Dee Inman and Ken Inman.
Ken said, “I am very honored about this donation in Dee’s name. I know this is something she would have really wanted. Thank you again for this honor. She left quite a legacy and will never be forgotten.”
We would like to thank Melissa Tumblin of the Ear Community organization for assisting in providing this donation in Dee’s memory. While we continue to mourn her loss, we are pleased that her legacy will live on through her good works and this life-changing gift to Eisen Witcher.
Click to visit Ear Community and learn more about their mission on behalf of individuals born with Microtia and Atresia.
Dee and Melissa Tumblin.
Eisen receives Ponto Superpower.
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Priscila Soares creates works of art that tell the stories of real people behind hearing loss. After losing her hearing on both sides when she was young and advocating for her son, she began creating art that empowers and advocates for the hearing loss community.
Advocacy through art Priscila is a hard of hearing artist and mother of three living in California whose hearing loss journey began when she was 17 years old. After undergoing surgery to remove a Cholesteatoma, a destructive skin growth that develops in the middle ear, problems with the surgery rendered her deaf in her right ear. At 24 years old, her left ear showed the same Cholesteatoma condition. She underwent surgery again which was successful, however, they discovered the bones had already been corroded resulting in hearing loss on her left side.
It wasn’t until her second son, Jason, was born with a moderate to severe hearing loss that Priscila began meeting other people within the hearing loss community at his preschool for deaf and hard of hearing children. It was within this environment that she met others with Bone Anchored Hearing Systems.
“I wanted to get the best quality of sound I could. It was hard to participate in group conversations. I couldn’t keep up with what everyone was saying, and I was trying to put together the missing words in between,” she explains. Priscila was bilaterally implanted with the Ponto Bone Anchored Hearing System four years ago.
“Ally Is Looking Out for Microtia”
Hearing loss portrayed through art
As Priscila became more involved in the hearing loss community, she was inspired by the people she encountered and the knowledge she was learning and sharing. This led her to combine her two passions, hearing loss and art. Primarily using acrylic paints, dry pastels, and homemade clay she began to document her own journey – My Luckyears.
“It was two years ago that I decided to take my art seriously and my Ponto was a part of that. As I’ve felt more confident in my hearing, I’ve had the courage to pursue things I didn’t think were possible.”
This year, in recognition of National Microtia Awareness Day, Priscila created an art piece called “Ally is Looking Out for Microtia” – inspired by Ear Community Founder Melissa Tumblin’s daughter, Ally.
“The piece ‘Ally is Looking out for Microtia’ is part of a series of pieces I’ve been creating based on real children with hearing loss. I first created the piece because I wanted to honor all children with microtia and atresia. I added the butterfly to land on the Ponto, for good luck.
Different from my more personal paintings and sculptures, these sculptures are not about me and my personal journey, rather I just become the catalyst of what connects the child’s journey to the rest of the world. I like to portray children because those are the foundational years of a person’s life and I want them to feel empowered!” she says.
Priscila Soares in her studio
Priscila Soares and her Ponto Plus
A new addition to the Oticon Medical U.S. office Priscila’s work revolves around acceptance and helping those with hearing loss overcome hardships which is why we are proud to now have “Ally is Looking Out for Microtia” displayed at our U.S. headquarters.
“My most powerful way of sharing what I have learned for those starting their journey is through art. I hope this piece at the Oticon Medical U.S. office will be a reminder and an inspiration to look out for each other, advocate, and not be afraid to be who you truly are.”
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Nova hiking
