“Start Small. Think Big. Move Fast.”

A few weeks ago I watched a webinar with Lee Aase of Mayo Clinic that was basically about how necessary, realistic, and possible it is now to do social media marketing in healthcare environments.

Here are Lee’s slides.

Lee Aase
Download PDF: http://www.hmcnews.com/Media/CorePages/Y1TH02-FullSlideColorHandout.pdf

Around the same time, I attended a half-day event at the local Google headquarters with similar messages. Then there was a local event with almost the same tag line as Lee’s talk:

Ann Arbor SPARK: Marketing Roundtable – Branding: Think Big. Start Small.

Then there were a handful more events with similar messages. Basically, what they all seemed to be saying is:

“Start Small” = You can do this (social media). Start with what you can do.
“Think Big” = Social media is part of your big picture, part of your overall strategy, either by its presence or absence.
“Move Fast” = When you are in the right place at the right time, you (or your staff) can and should be able to respond rapidly to emerging opportunities and challenges.

I am starting to think about social media more as if it is part of crisis or disaster planning. Think about it for a minute. Think about what happens when an organization doesn’t have a crisis or disaster plan and something happens. Think about what a difference it makes when they have prepared thoroughly and well. What are the costs of having good disaster plans and disaster action teams in place during the times when there is no problem? How does that balance with the costs of a real disaster striking and not being prepared? Now, remember that a good disaster plan doesn’t just prepare you for the disaster, it also helps prevent the smaller crises and disasters, by regular thorough checks and balances and oversight.

Social media? Yeah. Try reading some social media literature reading “disaster” instead of “social media”, and try the reverse, reading disaster and crisis planning literature, replacing “disaster” with “social media.” It works. Maybe a little too well for comfort.


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