BMA social media
What did we do?
We set up, designed and populated the appropriate online presences for the BMA Ambassador scheme, in keeping with the brand identity. It was important for us to lead the BMA in the best use for each channel and so Facebook is targeted primarily at Ambassadors and potential Ambassadors, but also members and potential members, with twitter more focused on the Ambassadors (both potential and existing).
We developed a tone of voice for the social media representation of the brand and created brand guidelines to ensure anyone working on the social media campaign was on brand and representing the Ambassador scheme in the correct way.
We now work closely with the Ambassador team to develop engaging, informative content for the social media accounts, offering support to existing Ambassadors, informing potential Ambassadors and reflecting the relevant parts of the BMA’s work.
To supplement ongoing activity we have also built bespoke Facebook applications, in particular a competition to attract target users, which was also seeded across the online medical community and other relevant spaces.
What did we achieve?
The BMA Ambassador social media presences have over 400 users, but more importantly these are targeted engaged users who regularly interact with the page and the brand. These users are communicated with daily, and many have become advocates for the brand and the scheme.
Existing Ambassadors now have a resource to support them, and a presence to direct potential Ambassadors to in order to maintain regular content and supply them with more information, providing a valuable resource to them in the field.
The BMA have seen an increase in members joining the Ambassador scheme during the course of the social media activity, with requests for more information coming via the social media accounts direct.
Working on social media for the Ambassador scheme has also encouraged the regional membership development managers to utilise social media individually to communicate with potential members and the members they support, as well as interacting with the Ambassador accounts.