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Evolution Key to Onslow Social Media Success

August 17, 2011

We’ve written a lot about our Onslow Social Media program, MomTalk (for those of you who are new to the blog, MomTalk is the award-winning, mom-centric, multi-channel social media program launched just under two years ago for Onslow Memorial Hospital). What we haven’t shared is the recent evolution of the program, as well as the latest results. Read on for more.

One of the keys to success with any social media program is the ability to adapt and evolve around your target’s needs, wants and habits. Technologies changes, habits and preferences change, and there is always room for improvement. It’s important to keep a pulse on your target so you know how to keep you social media efforts relevant and meaningful.

We took this to heart, and after a survey of local moms about the program, decided to make the following improvements to MomTalk:

  • Redesign the blogs to improve the user-experience and accommodate a higher than expected number of bloggers
  • Add a fifth blog to better align with the needs of parents of elementary aged-children
  • Rename “TweenBeat” to better align with the needs of parents of middle schoolers
  • Redesign the community site to improve the user experience and bring the most relevant content to the forefront
  • Create a new landing page for MomTalk that will give users greater insight into the overall activity across all blogs and discussion threads
  • Rethink the role of health-care information and hospital experts
  • Improve the Facebook experience and create a MomTalk specific page

All of the changes were implemented in March but we are just now getting around to sharing the final results – you can see the comparison below.

Response to the updates has been very positive both among our own bloggers, as well as the community at large. In response, we saw a surge in both new visitors and pageviews.

Better yet, the most recent PRC Community Perception study showed additional gains in both positive quality of perception and preference:

  • Perception scores rose from 63.4 to 66.4 – a one year increase of 3 points and a two year increase of 8.0 base points
  • Preference again increased by 2.0 points, or 7.5 percent – rising from 28.7 to 30.7

We look forward to more success in the coming years!

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