by D&E Staff

May 14, 2018

After much preparation and promotion, our first Dix & Eaton Facebook livestream didn’t exactly go as planned. The Dix & Eaton team tested, rehearsed and worked together to produce Brainfood Live: Social Listening for a month. On the day of our livestream, a recent update to Facebook’s livestreaming interface complicated our ability to get the broadcast started. After nearly 30 minutes of troubleshooting, we made the decision to cancel the event. Thank you to everyone who tuned in and stuck with us while we worked to get the livestream up and running!

We are now pleased to share with you the recorded Brainfood Live session discussing Social Listening.

ProMedica, a Northwest Ohio and Southeast Michigan health care system, enlisted the help of Dix & Eaton to better understand and implement change in social media strategy. Using insights discovered through social listening, ProMedica and Dix & Eaton developed an overall strategy for 2018.

Here are some of the key takeaways.

  • Social listening allowed ProMedica to determine where their audience is the most active, and where they should direct their social media strategy efforts. This led to a sunset strategy for many of the brand’s Facebook pages.
  • ProMedica worked with Dix & Eaton to better understand if their existing social media content helped the brand participate in conversations around key service lines and topics. This helped ProMedica determine what kinds of content would better highlight these service lines.
  • ProMedica also used social listening to understand how the brand ranked against competitors. Social listening proved to ProMedica that the brand held a positive sentiment edge over competitors in the area.
  • Social media listening remains an important element in gauging ProMedica’s social media performance. Dix & Eaton continues to provide social media listening and insights to understand overall brand sentiment and mentions as conversations evolve throughout the year around events, news and other important topics.

Working with Dix & Eaton helped ProMedica focus their social media strategy and prioritize where they placed their efforts. With strategic direction, the ProMedica team felt confident with a plan leading into 2018.

Social listening is a robust tool that allows brands like ProMedica to not only better understand online conversations, but also understand how their audiences consume content online. Social listening allows brands to explore audience habits, what topics are important to them and what they are most passionate about. This understanding creates new opportunities for brands to create content and engage with their online communities.

Please watch and share Brainfood Live: Social Listening with your networks!