Three Wise Dames

Marketing in the Life Science Industry

Creating a digital entity step-by-step June 28, 2012

In the past few years, I have needed to create digital identities for a variety of entities–projects, clients, groups, etc. Each time I set up the digital footprint for these entities I’ve gotten smarter about the sequence of steps.

Below is a list of initial steps to take when creating the digital footprint of an entity. These services are all FREE so it’s affordable for a bootstrap situation or a well-funded business.

  1. Establish Consistent Brand: Brainstorm name ideas or brand variations.  Check yor top selections on NameChk.com. This service magically checks all the major, second level and minor level social media outlets (159 at last count) to see if a specific “handle” is available. You can also download the results into a spreadsheet and use it to maintain a list of site registrations and log in credentials.
  2. Create A Master Hub: Create a Gmail account with the user name that cleared the brand hurdle above. The free services offered in Google are astounding starting with their web browser Chrome. My other favorites are Google+, Google Alerts, YouTube, Blogger and AdWords/Analytics.
    Hot Tip: When you initiate your Google AdWords account it will issue a Google Analytics code [UA-xxxxxxxx-1] from within that service. When you build your blog-based website you can embed this code for tracking customers from search to purchase using Analytics.
  3. Get On The Majors: Using your gmail account or GoogleID establish identities on all the major networks and companion services: Twitter/Tweetdeck, Facebook, LinkedIn/SlideShare, Pinterest, Tumblr, WordPress, etc. The advantage of using Google ID is that as long as you are logged into your gmail account (especially when using Chrome) the other services will recognize you instantly.
    Hot Tip:   Every single network and service contains getting started tutorials–use them! You can frequently sign up for a getting started email series.

I have become aware of many of these services by attending free webinars–usually under the heading of search marketing, but also competitive intelligence gathering.

What are your favorites? Share the wisdom.

(C) 2012 eGold Solutions all rights reserved.

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Physician Google Thyself: Updates March ’11 March 30, 2011

Almost a year ago, I published the series Physician Google Thyself (with overview video) and as one might expect, many things have changed. The conclusion and reports out of SXSW provides an opportunity add some newly discovered resources that I think will help physicians leverage digital channels to manage their reputations and grow their practices.

By following Ed Bennett, I became aware of Dr. Kolmes–both were panelists at the recently concluded SXSW (South by Southwest). She exemplifies my truth about HCPs owning their their reputations. Two important discoveries that support Part IV:

  1. Dr. Kolmes is well regarded for her social media policies and other electronic recommendations for health care providers. I am excited to provide a link to these not-to-be-missed resources and they are FREE for HCP’s to use.
  2. Dr. Kolmes also uses a FREE secure email service called HushMail.com. For all the physicians that are (and should be) concerned about maintaining HIPAA privacy this is a brilliant option. Do not miss the section on email in the above mentioned social media policy that Dr. Kolmes provides to patients–it’s used for appointment logistics only and that’s OK! My philosophy is to tell everyone exactly how you will behave; if you set expectations you avoid offending someone or some other bad situation.

As an additional resource for Part IV, I’ve been investigating Reputation.com (formerly Reputation Defender). Their methods seem sound and the price seems reasonable. If you find yourself in a situation where negative information abounds, it might be a good first step to reigning in the chaos.

Reporting from that same SXSW panel session was Susan Spaight of Jigsaw who’s post titled Healthcare and Social Media: boundaries without barriers includes this suggestion:

Dana Lewis shared a great suggestion for approaching physicians to encourage them to participate in social media. Don’t just go to them and say “We want you to do social media.” Show them why first by having the physician Google himself or herself, and explain how social media can change search engine results. Of course, there are other reasons to participate in social media, but this may help the proverbial light bulb go on.”

It’s always nice to be in sync with others. I too have seen the light bulb go on and burn brightly when physicians Google themselves. Part II contains my recommendations for search engine terms to use beyond your name.

Contact me if you want a FREE copy of a spreadsheet to help you keep track of all your listings and profiles. I’ve complied over four dozen general sites that contain HCP listings to get you started.

It’s been fun revisiting this topic and especially great to provide even more resources. If you know any resources you’d like to share, please comment. The Three Wise Dames appreciate the sharing of wisdom.

(C) 2011 eGold Solutions; all rights reserved.

 

 
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