Sil di: Future Strategy for Cancer Care Ontario - Report Example

Sосiаl Меdiа Future Strategy for Cancer Care Ontario Name Institution Organizational overview The center is an agency of the provincial government of Ontario. As the name suggests, it is responsible for cancer patients through its many programs it aims at offering free health care for patients and their families as well as educating the citizens on ways in which they can reduce cases of contracting cancer through healthy living. The program has been in existence for many years during which it has seen the number of patients that are accessing the right medication go up by 40%. They have also been working with the provincial government to come up with policies that can be employed to reduce exposure of the public to Ultra-Violet Rays that cause the skin cancer as well as friendly policies that people can employ in their lives to mitigate any possibilities of cancer contraction (Cancer Care Ontario, 2015). Links to current social assets for the organization Existing Social Media Sites: Facebook: https://www.facebook.com/Cancer-Care-Ontario-138101106232982/ Twitter: https://twitter.com/CancerCare_ON LinkedIn: https://www.linkedin.com/company/cancer-care-ontario?trk=top_nav_home Instagram: N/A Google+: N/A Snapchat: N/A Vine: N/A Pintrest: N/A Current social media and mobile technologies strategy The current strategy of social media and mobile technologies focuses on educating people about cancer as well as informing the people of the services offered by the institution. Both social media and mobile technologies have published information that is crucial to people suffering from cancer informing them of how it can be suppressed or treated freely by the institution. The platforms have helped to keep the province updated on the upcoming cancer seminars, events as well as their purpose. Since the social media and mobile platforms are embedded on the devices that can access the internet and are readily accessible for different uses, the strategy has seen the institution reach many people in the province and beyond. The institution currently uses social media to educate the community and the world as whole about the causes of health. More also they have used social media to expound on different types of cancer and their causes. Additionally, they give people the statistics of people suffering from different types of cancer in the province and the world to show the seriousness and the impact of the disease. Moreover, the institution has strategized on how to get the feedback from the people around the community and other parts of Canada concerning cancer and their services (Simmons, Rajmohan, Poonja & Adilman, 2014). When it comes to the mobile technology specifically, Cancer Care Ontario has made expertise easy to access through mobile apps by enabling the physicians to access the information they require quickly. The strategy is to make it easier for physicians to deliver the quality services to the patients seeking the institutions services. According to Canadian Health Technology (2014), the two common apps used are the Symptom Management Guide (SMG) and drug formulary. SNG shows doctors the best methods of treating cancer symptoms such as dyspnea, anxiety, nausea, pain, and depression whereas drug formulary shows them the most appropriate medications for various cancers. The mobile technology has been used for treatment as well as the education tools by both the caregivers and the patients. CCO’s apps are compatible with Apple iOS tablets and phones, Android, and Microsoft-Windows devices to ensure that they reach the majority of users in the province since most of the phones use this software. Currently, CCO has over 35 IT development with more developers brought on board when needed. The institution has six developers working on mobile apps since is the technology that is fast growing. Future Strategy Target Audiences The target audience for Cancer Care Ontario is all the people in Ontario province in Canada. CCO is a provincial government agency with a sole purpose of improving cancer control and ensure that the patients receive good care. Cancer Care Ontario targets people suffering from different types of cancer in Ontario, people not suffering from cancer as well as people of all ages. Cancer is a disease that affects all people thus the institutions targets all people. They educate them on the causes, prevention, as well as prevention of the disease. The institution encourages all the members of the community to be tested so that the disease can be diagnosed earlier to make its treatment and management easier. Social Media Goals Cancer Care Ontario has several social media goals that will help it fulfill its mission. The first goal is to keep the Ontario people updated on the services offered by the institution and new upcoming events in the institutions. The purpose of this goal is to increase the number of people attending the institution for the purpose of diagnosis hence mitigating the risks of uncontrolled cancer in the community. The second goal is to increase the awareness of the institution in the province as a place where quality care can be gotten. This goal focuses on not only building the brand name of CCO but also managing it reputation and expressing the concern of the government on its people. The third goal is increasing the number of mobile applications that offers information on cancer as well as increasing the public knowledge of the existing mobile apps. Mobile applications targets to increase the efficiency of services offered by the institution since the patients, doctors, and caregivers can access information required for treatment, managing the disease, or lowering the chances of developing the disease. The fourth goal is to understand how the Ontario province community members use social media as well as monitor the perception of the community on the institution. The purpose of understanding and monitoring the social media usage by members is to increase the existing connection between the community members and the institution. Through this goal, CCO will be able to receive feedback on the services delivered thus they will know where to adjust in meeting the need of the community. Type of Content that would add value to achieving social media goals Content is the backbone of the social media strategy. Without a great content, the social media goals are grounded. More also, social media is meaningless without content, and nobody will hear or know about the CCO content without social media. Social media and content go hand in hand to deliver social media goals. Cancer Care Ontario social media goals revolve around making Cancer Care Ontario a popular in the province, reach more people, increase the efficiency of services, and achieve its mission. The type of content that will add value to achieving these goals will focus on many aspects. Since CCO will use different social network channels several forms of contents will be used (Daoud, 2014). The first form of content that will be used is text messages. Mobile phones and tablets are the most common devices that can be used reliably to reach a large number of people in Ontario. CCO will use text messages to communicate some crucial information to the people. More also text will be used on Facebook, posts, LinkedIn, and Twitter. Images are also crucial content in adding value to when it comes to achieving the media social goals. Images can be used to explain or relay important messages to the target audience. For example, images of people suffering from cancer can be posted on Facebook also used in events to show the impact of the disease. More also, images can be used in training sessions to help the target audience understand cancer issues. Presently, links are common forms of content. They are used in Facebook, Twitter, Linked, and other social media networks. Links will be used to share information across the platforms, and there use will be very valuable in achieving the set goals. The last content to be used will be videos. Videos will be mainly used in YouTube but they can also be posted on Facebook. Since the Cancer Care Ontario is a governmental institution that offers free services to the people of Ontario, from time to time, the institution will hold events to educate people about cancer. In this scenario, the target audience will be approached through messaging. The institution will launch a targeted messaging campaign as a way of passing information to people about the cancer awareness event to be held by the institution. A message has a limitation to the number of words it can carry thus messaging will be used as an event informative tool in this case. Channel Assessment and Strategy According to CIRA (2015), digital capacity is a central part of not-for-profit organizations. Online presence helps these organizations to connect, inform, and engage key groups, which are essential to their success. Taking advantage of these technologies help not-for-profit organizations to work efficiently while spending limited resources. Cancer Care Ontario has been able to communicate its mission goals and affect by using the social media and mobile technologies. The organization common channels are Facebook, Twitter, and LinkedIn. Below is the assessment and strategy. Facebook Facebook will be used to increase the community members’ engagement, increase recognition, and helps to search individual members of the community as well as obtaining feedback on different services offered by the institution. More also, Facebook will be used to improve the already existing online social network. Twitter Cancer Care Ontario already has an active Twitter account. However, it requires to be taken a notch higher so that it can help to increase recognition, establish a network, increase the brand awareness, increase engagement, and search ability. LinkedIn CCO has an existing LinkedIn account that is used to increase recognition, establish a connection with professionals as well as other organizations that serve similar purposes in different parts of Canada and beyond. LinkedIn will be used to strengthen the brand and find new leads. YouTube The presence of CCO on you Tube cannot be overlooked. However, its activities have been minimal compared to what it is expected to achieve in future. The organization has posted activities such as CCO’s Cancer Screening Letter Campaign, Reshaping CCO with Data, and Lessons from CCO (Michael Sherar) among other events and activities. However, the frequency of the postings is to low thus making the channel non-reliable. The social media future strategy focuses on using YouTube to increase the organization’s recognition, establish a brand, and increase engagement with its fans, members, and professionals. Action Plan Facebook 1-2 hrs/day Action Type Priority Level Action Detail Frequency Metric Time/Day Means Post Content 1 Post interactive and informative content Ongoing % feedback % impressions 30 mins Facebook platform Increase “Like” Count 1 Post inspiring stories and ads Ongoing Click through rate 20 mins Facebook Platform “Like Member Pages 2 Search for cancer relevant pages to receive update 2 new likes/day # Likes 5 mins Internet Search Facebook Search Community Engagement 2 Post questions for the community to respond Like and comment of relevant post Ongoing % Feedback 15 mins Facebook News feeds Recent activity You Tube 2-3hrs/week Action Type Priority Level Action Details Frequency Metric Time/Week Means Create Channel 2 Add organizations details and ensure consistency across platforms Ongoing % Channel Completion 2hr You Tube Add Videos 3 Add video of past events and testimonials to the channel, and get code for posting videos on social sites I video/week # Views 1 hour You Tube Twitter 1-3 hrs/day Action Type Priority Level Action Details Frequency Ongoing Metric Time/day Means Increase Followers 1 Utilize third party twitter applications to increase no of relevant followers #Relevant followers % Increase #Followers 10 mins Twitter platform TweetAdder 3.0 Twiends platform Follow users Folow backs 1 Search and follow relevant users Ongoing #Following Follower: Following Ratio 15 mins Twitter platform TweetAdder 3.0 Tweet 1 Tweet content types 2 tweet/day #Retweets & Replies #Clicks 10 mins Twitter platform Community Engagement 3 Comment on tweet Reply to users Retweet other Twitter user’s content Ongoing % Feedback 1 hour Twitter stream Search.twitter.com Linked In 1-2 hrs/week Action Type Priority Level Action Details Frequency Metric Time/Week Means Increase Organization Follower count 3 Engage LinkedIn Users to follow cancer information updates Ongoing %Increase in following # Followers Relevant Followers 15 mins LinkedIn platform Reputation management & Community Engagement 3 Reply to users who Comment on updates Engage groups in cancer discussions Ongoing % Feedback 15mins LinkedIn stream LinkedIn groups Post Cancer Related content 3 Post direct viewers to FB 1 update/day #clicks 10 mins LinkedIn Platform Measuring Success and Effectiveness Success and effectiveness of the social media platform can be measured in bits because the are several social media platforms involved in achieving it. The first platform as indicated in our action plan is Facebook. CCO has already an existing Facebook account, so we will not need to create another one. Posting content and community engagement will be measured by percentage feedback and $ impressions and an increase in these percentage every day will mean success. The more also increase of likes in the organization Facebook page will be termed as a success since the compounded increase will generate a much higher figure in the end. Currently, CCO Facebook page has over 2,800 likes. The social media future strategy aims at increasing the likes in this page to over 20,000. However, this will be achieved gradually as the community members increasingly accept and see the importance of the institution. CCO has not been active on YouTube thus the first step will be to create a YouTube account, and the completion of the account will be measured in percentage. One hundred percent completion will mean that the process was successful. The second aspect of achievement in YouTube platform will be to add videos. The success and effectiveness of this platform will be measured through a total number of views in a week. Ten views in a week and below will be termed as fair, ten views to 20 views will be termed as good, and above twenty views will be termed as excellent. Currently, CCO has approximately 10,000 followers, 5,099 tweets, 447 following, and 553 Likes. While the number of followers seems to be high, it is the following, and the likes are quite low. To achieve the social media goals we need to have more followers and follow the users. The low number of likes reveals that the institution is not popular in the province, or people do not value its services. However, the challenge may be associated with the low number of the following of the organizations. Success and effectiveness in the Twitter platform will be measured by looking at the increased number of followers, and relevant followers. More also, it will be measured by observing the increase in retweets and replies as well as clicks. Finally, increase in percentage community feedback and a reduction in the margin between followers and following. Lastly, CCO has over 8000 LinkedIn followers which are relatively a low number considering the size and population the institution serves and the fact that social media has no boundaries. Since the organization already has a LinkedIn account, the future strategy will major on increasing organization follower count, reputation management, and community management, and posting cancer-related content. Success and effectiveness will be measured by looking at the percentage increase in the number of following every week and the relevant number of followers. Additionally, the reputation management and community management will be measured by observing the positive feedback received every day. Lastly, another success metric will be the number of clicks gotten from the posted cancer content. The combination of Facebook, Twitter, YouTube and LinkedIn success metrics determines the success of Cancer Care Ontario. However, if the strategy is followed to the later the institution success and efficient delivery of services is guaranteed. In the preparation, the social media future strategy for Cancer Care Ontario the paper describes the organization and the activities it is engaged. The paper also lists the current social assets of the organization, which includes Facebook, Twitter, LinkedIn, Instagram, google+, Snapchat, Pinterest, and Vine. Additionally, it explains the current CCO social media and mobile technologies strategy. In the future strategy, the target audience, social media goals, as well as the content that will add value in achieving the set goals are discussed. The paper assesses the channels and strategy and prepares an action plan. Finally, we have discussed the metrics of success and effectiveness in the action plan. With such an informative and carefully prepared future strategy, Cancer Care Ontario future is bright. References Canadian Health Technology. (2014). Cancer Care Ontario develops mobile apps. Canadian Health Technology. Retrieved from http://www.canhealth.com/2014/02/cancer-care-ontario-develops-mobile-apps/ Care Cancer Ontario. (2015). Retrieved from www.cancercare.on.ca CIRA. (2015). Digital capacity in Canada’s not-for-profit sector. Daoud, H. (2014). Essential Elements of a Social Media Marketing Strategy. Social Media Examiner Simmons, C., Rajmohan, Y., Poonja, Z., & Adilman, R. (2014). Social media in cancer care: opportunities to improve care in locally advanced breast cancer. Current opinion in supportive and palliative care, 8(1), 77-82. Facebook: https://www.facebook.com/Cancer-Care-Ontario-138101106232982/ Twitter: https://twitter.com/CancerCare_ON LinkedIn: https://www.linkedin.com/company/cancer-care-ontario?trk=top_nav_home Read More

Additionally, they give people the statistics of people suffering from different types of cancer in the province and the world to show the seriousness and the impact of the disease. Moreover, the institution has strategized on how to get the feedback from the people around the community and other parts of Canada concerning cancer and their services (Simmons, Rajmohan, Poonja & Adilman, 2014). When it comes to the mobile technology specifically, Cancer Care Ontario has made expertise easy to access through mobile apps by enabling the physicians to access the information they require quickly.

The strategy is to make it easier for physicians to deliver the quality services to the patients seeking the institutions services. According to Canadian Health Technology (2014), the two common apps used are the Symptom Management Guide (SMG) and drug formulary. SNG shows doctors the best methods of treating cancer symptoms such as dyspnea, anxiety, nausea, pain, and depression whereas drug formulary shows them the most appropriate medications for various cancers. The mobile technology has been used for treatment as well as the education tools by both the caregivers and the patients.

CCO’s apps are compatible with Apple iOS tablets and phones, Android, and Microsoft-Windows devices to ensure that they reach the majority of users in the province since most of the phones use this software. Currently, CCO has over 35 IT development with more developers brought on board when needed. The institution has six developers working on mobile apps since is the technology that is fast growing. Future Strategy Target Audiences The target audience for Cancer Care Ontario is all the people in Ontario province in Canada.

CCO is a provincial government agency with a sole purpose of improving cancer control and ensure that the patients receive good care. Cancer Care Ontario targets people suffering from different types of cancer in Ontario, people not suffering from cancer as well as people of all ages. Cancer is a disease that affects all people thus the institutions targets all people. They educate them on the causes, prevention, as well as prevention of the disease. The institution encourages all the members of the community to be tested so that the disease can be diagnosed earlier to make its treatment and management easier.

Social Media Goals Cancer Care Ontario has several social media goals that will help it fulfill its mission. The first goal is to keep the Ontario people updated on the services offered by the institution and new upcoming events in the institutions. The purpose of this goal is to increase the number of people attending the institution for the purpose of diagnosis hence mitigating the risks of uncontrolled cancer in the community. The second goal is to increase the awareness of the institution in the province as a place where quality care can be gotten.

This goal focuses on not only building the brand name of CCO but also managing it reputation and expressing the concern of the government on its people. The third goal is increasing the number of mobile applications that offers information on cancer as well as increasing the public knowledge of the existing mobile apps. Mobile applications targets to increase the efficiency of services offered by the institution since the patients, doctors, and caregivers can access information required for treatment, managing the disease, or lowering the chances of developing the disease.

The fourth goal is to understand how the Ontario province community members use social media as well as monitor the perception of the community on the institution. The purpose of understanding and monitoring the social media usage by members is to increase the existing connection between the community members and the institution. Through this goal, CCO will be able to receive feedback on the services delivered thus they will know where to adjust in meeting the need of the community. Type of Content that would add value to achieving social media goals Content is the backbone of the social media strategy.

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