Social Media Strategy Refresh – Healthcare Industry
When I stepped into the role of Social Media Manager, my first priority was to evaluate the organization’s tools and strategy. The team was investing in an expensive platform that lacked the reporting capabilities we needed, so I vetted three alternatives, presented my recommendation to the CEO and leadership team, and implemented Sprout Social. With stronger reporting, I was able to analyze our audiences, identify engagement gaps, and set measurable growth goals.
Key Contributions:
- Platform Optimization: Researched, vetted, and presented three social media management options to leadership; secured approval to implement Sprout Social, reducing costs and enabling advanced reporting
- Audience & Analytics: Leveraged reporting tools to define audience demographics, set growth goals, and identify engagement gaps across platforms
- Content Strategy: Built a year-long content calendar incorporating healthcare themes, go-to-market strategies, and event promotions
- Messaging Alignment: Identified confusion between B2B2C and B2C audiences; shifted strategy to focus content on supporting providers as the primary audience, rather than patients
- Channel Strategy: Analyzed platform performance and reallocated advertising spend to LinkedIn and Instagram, where provider engagement was strongest
- Creative Development: Designed social media assets using Canva, ensuring consistent brand presence across channels
Results:
- Increased social media audience by 40%
- Improved engagement and strengthened alignment between messaging and the customer journey
- Optimized ad spend by focusing on platforms with highest provider engagement (LinkedIn, Instagram)
Strategic Partnership Webinar Campaign – Technology Industry
As Social Media Manager for an audiovisual distributor, I led the promotional strategy for a webinar series focused on the future of procurement in education and government during COVID. The series brought together expert panelists from key strategic partners, and the campaign was designed to maximize reach, engagement, and registrations through co-branded promotion.
Key Contributions:
- Co-Branded Content: Collaborated with SMART Technologies, NCPP, Logitech, Christie Digital, and Telestream to design branded webinar assets in Canva and distribute them across partner channels
- Paid Campaign Strategy: Developed and executed targeted paid social campaigns to increase webinar registrations and broaden reach
- Social Media Management: Used Hootsuite to schedule, publish, and monitor campaigns across multiple platforms
- Partner Enablement: Provided partners with ready-to-use assets and tailored messaging to ensure consistent promotion
- Performance Tracking: Implemented UTM codes to measure engagement by channel and partner, capturing campaign effectiveness
- Optimization: Analyzed performance data to refine messaging, identify top-performing partners, and inform future collaborations
Results:
- Increased webinar registrations through a mix of paid campaigns and partner amplification
- Expanded visibility by leveraging the reach of multiple partner networks
- Delivered actionable insights into channel and partner performance through UTM reporting
Kelsey Richardson 