MBAX9152 Digital Strategy

Introduction:

The present study is developed from the view of a digital service provider. Here, an online social media strategy for the Department of Health, Australia is to be done. The following report analyses the way to position the department and the social media tools to be used. The channel choice is further justified. After that, the online competitors are identified. Ways for measuring ROI of the tactics are also discussed here. Lastly, the ways to analyse the outcomes are also demonstrated here.

Background of this study:

The primary ingredient to perform any social media marketing is to have effective strategy. Despite proper analysis of goals and understanding the target audience and what is needed by them, it become complicated to gain the results over social media (Li, Larimo and Leonidou 2020). The Department of Health belongs to Australian government. They oversee the nation’s health system administered from the end of governments at state and territory levels. This supports affordable and universal access to hospital, pharmaceutical and medical services (Assimakopoulos et al. 2017). Also they helps people in remaining healthy with health exercise, participation and promotion and various other activities to prevent disease.

Overall communication strategy:

This is evaluated for The Department of Health aligned with their mission Objectives and organizational aims. Main principles of communication in the policy framework are as that, their stakeholders, staff and consumers have right towards high quality, consistent and accessible information. This is regarding topics of healthcare, irrespective of where they stay. The information regarding health services and care must be easy to find, search navigate and centrally available to every stakeholders, staff and consumers (Vinerean 2017). Their strategic engagement and communication is liable to manage every marketing activities and communications. It comprises of implementing of advertising campaigns, communication strategies and production and design of online materials for online publishing and print, managing health channels and social media and website. The marketing strategy includes providing strategic advice on planning, policy, strategies and promotion issues. They intends to promote social marketing in the area of health training (Micu et al. 2017). Further, they have also overseeing health promotion of system performances.

Target audience and discussion on main messages that are linked with communication strategy:

Here, the target audience is people of Australia. Through this SMART framework, Department of Health can set their marketing goals in keeping their organization efficient, effective and focussed. Mainly, it permits imperative conversion for taking place across the process. It should be reminded that setting goal is a type of dynamic process. Those goals can be always refined and they could be worked towards various new challenges (Tafesse and Wien 2018). The communication like is to be kept open on their team. This will set their overall team up for achieving success.

Level of engagement:

The Department of Health should be publishing educational content for keeping patients within the loop. Inspirational content is to be sued for motivating followers. Further, infographics are to be posted for rise in engagement (Keegan and Rowley 2017). Moreover, power of hashtags related to health are to be harnessed. The organization should be highlighting their human side for helping them feel their social media presence to be more personal. For effective audience engagement, they must be engaging with clients through social. Patient’s photos and stories are to be published that needs written consent.

Online strategic approach:

Broad adoption of online for personal use and business has created new channels to advertise and marketing engagement. Various challenges and benefits are there that is inherent to digital marketing. Primarily that uses digital mediums for attracting, engaging and converting virtual visitors for the customers. This differs from conventional marketing (Ebrahim 2020). Here, the main advantage to use online channels to market any product or business refers to the capability of measuring effect of any specific channel. This also include the way visitors with various channels has been able to make interaction with the site experience.

Content and promotional plan:

For this, Department of Australia should be setting their mission and goals. Further, they should establish their KPIs and under their audience. Next, the audiences are to be understood and present position is to be assessed. After that, the best content channels are to be figured out and content types are to be decided. Next, the resources are to be identified and allocated and content calendar is to be created. After that, insights are to be gained into primary interest. The different social media sites has been offering same sort of data (Wawrowski and Otola 2020). Here, for instance the demographic information can be gained on their Facebook fans through the following insights.

Experience or engagement strategy:

In the present scenario, Department of Australia must be scheduling smarter. Further, they should be frequently posting. This is vital to keep their content active and fresh within essential social streams. For this, Department of Australia can use analytics. For example, they can use Hootsuite Insight which an efficient manner in getting common overview of efforts of engagement. Even that reports particular topics and keywords. Again, there is Brandwatch providing detailed reports capturing the overall social conversation across their industry and brand.

Monitoring social media plan and procedure of moderation:

Here, various ways to monitor social media planning along with moderation is discussed. For example, there can be a situation as anyone has been bullying other people on profile chosen. Here, adverse things can happen and negative comments might appear on their page. Here, reactive moderation is an efficient feature in the way users can take part in flagging down the constants that are not appropriate. This can be found in forums and comment sections. Here, abusive comments, unsuitable contents and the people triggering arguments and bullying are monitored. Again, there is user-only moderation relying in users for determining whether user generated content has been suitable or not. As any post is seen inappropriate or reported various times and after that contents get hidden automatically. Next, pre-moderation is useful in preventing user generated content threats that are originating from spreading of unintended contends online, further. The contents or posts are submitted from the user must be undergoing reviewing. This would find whether that gas bee harmless, appropriate or safe to audience’s page (Zahoor and Qureshi 2017). Here, basic element is the way moderators has been controlling contents uploaded over Internet and after that combined with automated system. This would flag down contents are never appropriate visually to be seen over social media platforms. That is largely applicable to moderate comments on social media as that never disrupts conversation flow among different users. Having these procedures of moderation in hand, abusive usage of racism, discrimination, violence, stereotypes and various other elements resulting in mental and emotional breakdown of users along with anxiety and depression could be checked (Hanaysha 2017). Abiding and implementing these strategies, understanding limitations while sharing contents and knowing common good are to be done collectively by Department of Health. This would lessen the harmful impact of user generated contents that are unfiltered as much as possible.

Exit strategy:

Before leaving social media due to issues like COVID-19 or sudden problems like buy-out, the domains are to be protected. The registration of the domain is never to be cancelled till the specific campaign had ended long and Department of Health have carefully checked that is a kind of reality of not indulging into important traffic. As the publishing is done, a redirect can be used instead. Next, they should be using the information that they have (Dahl 2018). Here, an analytics software is to be used for finding how and whether the people are arriving at their site. They should be changing few of the links to their website. The redirects are to be wisely used and refer to pages with the data that they are searching. After that, the volunteers and activists are to be thanked. Further, thanking their users for various activities that they have done is a vital step in keeping them on board. Furthermore, there should be integration (Du Plessis 2017). As they are integrating their external campaigning in wise manner to their website, in that case a later transition would become simpler. It is vital to make planning in place in the worse situations or the accounts over social media get hacked or seen to be broken into. That is vital to keep those issue in mind while they are exiting from business that have popular accounts on social media. Trends over social media comes and goes. Possessing a robust list of email subscribers are equally costly asset. Hence, it is vital to assure that present email assets are been accounted for as the B-2-B sales are done.

Measuring ROI outcomes:

Here, SMART goal setting framework is suggested for the Department of Health. As the clear objectives are identified, that is to be linked to the actual business outcomes for setting goals.

Promotion, analysis and reporting:

The Department of Health can make use of SMM or Social Media Marketing helpful to create and share contents. For evaluation, to measure awareness, metrics like amplification, exposure, reach and volume are important. For measuring engagement, metrics around replies, participants, comments and retweets are to be seen (Chen and Lin 2019). For reporting, the stakeholders are to be identified, then the goals are to be established and SMART questions are to be asked. Then the metrics for tracking are to be chosen along with social media reporting tool. Then after reporting timeframes, the report is to be reported.

Conclusion:

The development of social media marketing strategy is possibly one of the difficult aspects to perform. The reason is that it needs Department of Health to step back and then look at the greater scenario. People require to change their mind from regular activities such as scheduling and reacting to comments towards greater thinking level. Nonetheless, it is helpful and rewarding to have proper strategy such that they are not only posting mere content to just post. This would be beneficial to achieve business and social media goals. Due to the social media analytics tools and demographic data, Department of Health would catch good ideas regarding what their competitors have been up to. The strategies must be adapted to trace their progress all the year. They should have a bird’s eye view on their social media activities to put various aspects into perspectives. It refers to looking at the top-performing contents along with adjusting campaigns as their content stalls.

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