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Andy’s Answers: How Mayo Clinic is mixing traditional communications with new tools

My company, GasPedal, recently hosted BlogWell: How Big Brands Use Social Media in Minneapolis. The fantastic event featured eight case studies on corporate social media from some of the world’s biggest companies. As we gear up for our next BlogWell in Atlanta on Nov. 10 — featuring case studies from Coca-Cola, UPS, SunGard, Orange Business Services, ConAgra Foods, Turner Broadcasting System, Newell Rubbermaid and The Home Depot — I’m sharing some of my favorite lessons from Minneapolis.

Mayo Clinic’s manager of social and syndicated media, Lee Aase, covered how they’re using new social media tools alongside traditional content. Here are a few of his big ideas:

  • Use new tools to share traditional content. Using podcasts, Twitter, and a blog, Mayo Clinic is now able to make a formerly local radio program, featuring one of their doctors, now internationally available.
  • Social media isn’t just for kids. Though Mayo Clinic is having success reaching a different generation with new social media tools, they’re also taking advantage of how much older people are involved in the platform.
  • Don’t just pitch the media, be the media. By producing useful, original content, the Mayo Clinic has established itself as a reliable source for industry news. Where they once pitched the media to reach their audience, they now have a direct line to them.

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