Tuesday, June 18, 2024

Social Media

Like any marketing and communications tool, social media can be an effective and efficient channel to reach a wide audience. To get the most out of it, you need a strategy that dovetails with other channels. I can help.

Strategic planning

I have created social media strategic plans for the Forensic Psychiatry Institute, Flash Designs Studio, the Canadian Nurses Association, Editors Canada and the Ottawa Valley Weavers’ and Spinners’ Guild. This includes analyzing existing website and social media statistics and conducting an environmental scan of complementary and competitive organizations.

After I amalgamated five websites to create the Forensic Psychiatry Institute, I created a social media strategic plan in 2020, launched LinkedIn and Twitter accounts in January 2021, and continue to maintain them. As of the end of September 2023, the institute has nearly 1,000 LinkedIn followers and 650 Twitter (now X) followers. Average monthly engagement rates are four to 7.5 per cent on LinkedIn (anything more than two per cent is considered good) and two to three per cent on Twitter (“The engagement rate by account followers on Twitter is 0.05% across all industries.” Search Engine Journal, number 63)

My work with the Ottawa Valley Weavers’ and Spinners’ Guild tripled the attendance at their annual exhibition and sale without increasing the marketing and communications budget.

LinkedIn logo


Never underestimate the power of LinkedIn. I worked on the Canadian Nuclear Association’s page for most of 2020. When I started, it had one conference post and 1,935 followers. Ten months later, the page had 5,211 followers, an increase of 3,187 (165 per cent)! And they were an active group of followers, with posts averaging a 4.6 per cent engagement rate during that time!

Facebook logo

Facebook Live

I led a pilot Facebook Live event during the Royal College of Physician and Surgeon’s Fellowship Affairs Summit. It had 1,265 video views, 28 likes, six shares and six comments, including “Glad to be part of this summit. Watching from Nigeria.”

That built on experience I had from producing Facebook Live events with the Canadian Nurses Association and the Ottawa-Gatineau Branch of Editors Canada.

Twitter logo


I created a Twitter campaign for the Royal College without paid advertising support to engage a new year of specialty medical school residents. It had nearly 34,000 impressions, more than 180 link clicks, 85 likes and 60 retweets.


My knowledge of social media and a colleague’s knowledge of marketing were brought together in a webinar for Editors Canada entitled From Digital to Dollars with Social Media Marketing.


Email me, so we can talk about how my unique combination of skills can help you achieve your goals.