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Maybe, (insert level here), Engagement Marketing.

Our current marketing staff has a limited understanding of the ways in which Social Media engagement occurs. By developing internal key competencies, we will be able to drive marketing evolution as the model moves from broadcast to engagement. A large number of our customers, both physicians and patients, have already reached out to us for information and assistance, and have found that there is no answer to be had. The Social Media space and the engagement required to effectively interact in this space is not going anywhere. This is not a flavour of the month. The physical products that allow people to engage in the virtual spaces that have grown out of the desire to engage when and how our customers choose are firmly in place. By maintaining an insourced position, we also positively impact our external reputation and credibility. As we move from a philosophy of healthcare for profit alone into an environment where we are seen as also promoting a philosophy of caring and curing, the insourced position will be a crucial aspect of this change.

In an effort unleash the power of Social Media for our company and our brands, a Social Media Management position will be created. The candidate will interface with the general population utilizing multiple Social Media techniques. Legal and regulatory restrictions already mandate our external communications. Social media is no different. Monitoring and engaging with Social Media will be done to gather urgent unmet needs, early warnings, general sentiments, and other key insights for use by various departments, Senior Management, and the Community.

• Deliver regular updates to internal partners on insights gathered through methodical monitoring of Social Media
  

• Develop Social Media monitoring best practices (Twitter, Expert Forums, video sharing sites, blogs, etc) for tracking mentions of our company, our brands, our competitors, and our industry, working with both internal social media monitoring staff and external suppliers as necessary.
  

• Respond to relevant posts and communications, tracking those responses, and engage with the larger Social Media sphere in a compliance manner, with regard to internal Legal, Compliance, Regulatory, and Marketing partners requirements.
  

• Build strong relationships with Social Media key opinion leaders to create productive community outreach efforts by Brand Marketing
  

• Guide creation of key metrics and perform analysis of the data for top issues, sentiment, urgent unmet needs, and other inputs that can be useful to the company from a product development, customer service, and marketing standpoint.

• Provide a "Voice of the Company", demonstrating leadership in Social Media initiatives.
  

• Foster a culture of innovation and advocacy in the Social Web.

Reference tools:

• Nielsen Buzz Metrics
  

• TNS Cymphony
  

• Communispace
  

• Radian 6
  

• Attensity
  

• Sermo
  

• Google
  

• Insights
  

• Alerts
  

• RSS Feeds
  

• Analytics
  

• Marketeching Solutions, Buzz Monitoring

• Give brands insights into discussions in the Social Media sphere
  

• Preemptively respond to corporate issues
  

• Create boilerplate responses that can be approved by legal for use in engagement (including AEs, brand queries, corporate info questions)
  

• Work closely with Legal and other key stakeholders to build trust for spontaneous responses
  

• Work with brands to assess types of Social Media work that may be appropriate (does your brand need to engage with patients, caregivers, physicians, payors)
  

• Work with vendors to develop tools, or use existing tools differently to gather quantitative and qualitative data and to quantify qualitative data.
  

• Play a key role in ongoing discussions regarding the evolution of Social Media
  

• Establish a visible presence at important Social Media meetings: attend a minimum of four trade shows per year (to include, e.g., a digital marketing summit, new media podcamp, BlogHer or the New Media Blogger Expo, and a patient health summit)
  

• Work with vendors engaging in novel healthcare provision, i.e. Mayo Clinic's New Media Outreach, GE's healthymagination.com, Google Health, and similar services.
  

• Establish relationships with other internal Social Media and innovation groups to facilitate cross-functional, cross-business unit practice sharing
  

• Coordinate with current customer outreach departments for creating effective customer response models
  

• Identify, recommend, shape and roll-out core set of Social Media tools for internal use (blog, wiki platform, etc)
  

• Establish and manage Social Media monitoring and performance measurement scorecard reporting and analysis in order to steer the function to achieve strategy and goals
  

• Develop capabilities within the organization to help develop on-line community leadership skills

• Impact of Social Media tools on delivering business objectives.
  

• Quality of input into divisional/ BU and local strategies
  

• Measurable increase in share of voice overall.
  

• Increase numbers of tweets, posts, and other coverage month by month that discuss us and our topics of interest.
  

• Spearhead creation of other relevant metrics, both quantifiable and qualitative.

• Demonstrated experience using Web 2.0 tools, specifically user-generated content sites, blogs and social networks
  

• Superior verbal and written communication skills and presentation ability
  

• Excellent interpersonal and organizational skills, and detail orientation
  

• An ability to demonstrate a high level of proficiency regarding use of PC software
  

• Keen troubleshooting and issue-resolution abilities
  

• An ability to meet deadlines, manage multiple tasks, and track details in a fast-paced environment effectively and efficiently
  

• An ability to work effectively and patiently with users and colleagues at all levels in dispersed locations around the globe
  

• A subject matter expert on Social Media tools — knows them, has used them all, understands differences, benefits, etc – and has ability and patience to educate internal audiences.
  

• Someone who is strategically minded and would be the type of person a company would hire as a consultant to define/guide a Social Media strategy.
  

• Someone who has demonstrated leadership skills in the Social Media space
  

• Someone who is preferably a known name in the Social Media space (although not required).
  

• Someone with a major passion for this as a day-to-day job and will think creatively about how to use these tools to our benefit, will proactively seek out new tools (e.g., Unisfair, Mozes, etc.).
  

• Strong project management skills; excellent communication skills; ability to work with multiple contributors at various levels.

• Candidates are required to have experience executing local market strategies based on affiliate and national strategies, managing multiple priorities, and managing large events and projects; experience working with businesses to engage them in cause marketing strategies.

• Experience with traditional business intelligence tools and systems a plus
  

• Candidates must be able to influence local colleagues and work collaboratively with staff and volunteers to achieve positive results.
  

• Candidates must be able to work closely with staff, volunteers, media and companies to achieve positive results.
  

• Candidates must be equally comfortable with consumer-facing and consumer driven initiatives and partners and professional volunteers, sponsors and funding partners.