Made for This Moment Branding Guidelines [Downloadable PDF]
Use these MFTM branding guidelines for the development of all materials. Adherence to these guidelines will help maintain consistency in tone, imagery, and style across all state component societies’ communications and the larger MFTM campaign.
Social Media Best Practices
Social media is a critical part of any modern-day communications and advocacy operation. Users follow organizations because they value the content. State component societies should develop social media content that highlights the value of their members, reinforces physician anesthesiologists’ leadership, drives advocacy efforts, and engages members and other audiences with news and topics relevant to their state.
Messaging: Message consistency and quality in social media are crucial. Brand and campaign messaging should be aligned across all platforms and share the tone of the national campaign. Social media content should have a clear voice and strong identity that allow users to recognize and engage with your brand.
Frequency: State component societies should establish a regular post frequency across social media platforms. Frequency is not the same for all organizations or platforms. You want your audience to see your messages frequently enough to remember and act on them without feeling overwhelmed with posts. Frequency is important, but it is even more important that posts provide quality content.
We suggest the following post frequencies for the main social media platforms.
Twitter: 5–6 posts per week
Facebook: 4–5 posts per week
Instagram: 1–2 posts per week
Channels: ASA recommends that state component societies prioritize posting on Twitter and Facebook. Instagram is also widely used by ASA members, but it requires posting consistently high-quality photographs and visuals for success. State component societies should only consider launching an Instagram account if they are able to consistently source high-quality visual content.
Engagement: State societies should track and maximize user engagement based on likes, favorites, comments, shares, retweets, etc., depending on the platform. Tracking engagement helps reveal whether content is relevant to your followers. When your posts have consistently high rates of engagement, social media platforms will elevate your content in more of your followers’ news feeds, helping you expand your reach. For that reason, you should try to post content that frequently gets high rates of engagement.
There are many ways to engage followers, such as:
- Including a measurable call to action that encourages followers to interact with the post or click through to your website.
- Asking questions and encouraging response. Try polls and other post formats.
- Commenting on and responding to followers’ posts that mention your society, if appropriate. (Caution: Don’t engage with trolls.)
- Sharing and retweeting your members’ posts to encourage conversations on relevant topics.
- Creating posts on current events or news related to anesthesia that will interest your followers and spur them to learn more.
Paid Media Best Practices
Paid media is a component of digital marketing that involves purchasing social media, display, search, and other ads to drive website traffic or content visibility on various platforms. Paid media content is created and controlled by the buyer but appears on channels that the buyer doesn’t own or control.
Paid media allows organizations to expand their reach to those who are not actively searching for their content, to target certain groups online, and to generate awareness or interest around a topic. For example, state component societies have set up paid media campaigns when battling state legislation that would remove requirements for physician-led anesthesiology care. Such ads have driven policymakers and their staffs to webpages with more information about the dangers of the legislation and asked members of the public to send letters to their legislators opposing the bills.
State component societies are often the ones to flag proposed legislation that could harm the physician anesthesiologist specialty. When these issues come up, your society should answer several questions in setting up a paid media advocacy campaign.
- Goals and objectives: What do you want to achieve and measure with your paid media? What are you asking policymakers, members, and the public to do? Where are you driving people to go online? What does success look like?
- Messages: What are the key messages? How can you capture those messages in paid media content that must be concise and quickly resonate with users who spend only seconds viewing a paid ad?
- Audiences: Who are your audiences? What are their priorities?
- Time frame: What is the timeline for your advocacy campaign? Is there a specific date, such as a scheduled vote, to work toward? How far in advance do you need to mobilize your audiences, who will likely need to see your messages more than once before acting?
- Budget: What is the budget for your campaign? How can you measure and maximize return on investment?
- Landing page: Do you have or need to create a landing page for the campaign? What information and resources will your audiences need to find there?
You can download these paid media templates and sample content to guide your materials development:
If your society is interested in enlisting ASA’s digital marketing vendor for support, please contact Theresa Hill (T.Hill@asahq.org).
Earned Media Tips and Engagement [Downloadable Word document]
Free media coverage may sound like an easy way to gain exposure for your campaign, but garnering coverage requires planning, time, and effort. Download these media outreach tips to learn more about how to write letters to the editor and opinion pieces that increase your state society’s ability to leverage earned media.