Analyzing Professional Twitter Accounts

This week, I decided to follow the twitter account of Indiana University Health. IU Health recently changed their name from Clarian Health and consequently, has been upping their PR tactics to get the news out there and to make sure customers know IU Health will uphold the same, if not better, standards of Clarian. On average, the company tweets around five to seven times a day. IU Health’s tweets fall under three main categories: health help, PR and advertising, and job postings.

             The ‘health help’ tweets offer quick tips and links to healthy information. For example, how to prevent a heart attack or the dangers of energy drinks. The information they link to is often times associated with the company, such as a link to one of its videos on its YouTube channel. Other times, the tweet will link to an article from an outside source, such as the Journal and Courier. The main thing I like about this company’s twitter is that they don’t just post links to outside sources. There is always an introduction about the link or a teaser, if you will, to accompany the link. This is much more beneficial, because I’m a lot more likely to click on the link if I know what it’s about or if there is a witty saying that pulls me in as opposed to simply posting a link and having no idea what it is.

            The company also posts tweets that will make the company look good and lead followers to the website. Some examples are:

       – Don’t miss IU Health Bariatrics support groups this week… & other upcoming events!
      – @jocewally The changeover happened last month. All our hospitals are now “IU Health” – research showed ppl liked that name more.
      –  Are you on the fast-track to child birth preparation? @IU_Health Arnett can help:

And finally, the company posts current job openings with the company.

For the most part, the company’s twitter is a professional source for health information and information concerning the company itself. But even the “PR and advertising” tweets usually incorporate some sort of helpful information, which I really like. It doesn’t come off as advertising, which seems like a very professional way of employing these PR tactics.

Concerning followers, IU Health responds to questions and also retweets words of praise from patients. (e.g. “RT @pRHOfesinalDiva #shoutout 2 the Nurses and Nurse Practitioners at @IU_Health in the ER observation area at Methodist for takin such good care of me!”) Also, I directed a question to @IU_Health about applying to their company and they sent me a direct message within 30 minutes! With a thorough response, might I add! I was very impressed.

When compared to “4 ways Social Media is Changing Business,” I think IU Health is doing a great job!

  1. From “Trying to Sell” to “Making Connections” – IU Health posts information that is relevant to readers. Information that will interest them and benefit their health. Yes, they post links to their website, but it goes far beyond just “check out my site.”
  2. From “Large Campaigns” to “Small Acts” – IU Health responds to users, especially their concerns/interest/curiosity about the recent name change. And from my personal experience, I am willing to bet they also send direct messages to patients posting concern or complaints.
  3. From “Controlling Our Image” to “Being Ourselves” – The company retweets information relevant to the local community, which is unrelated to the company itself, but is still something followers may be interested in.
  4. From “Hard to Reach” to “Available Everywhere” – I think IU Health will greatly benefit from its use on Twitter. For example, because the company is so big, they simply cannot post all information on the website. Having a quick and easy way to contact the company really improves customer service, loyalty and trust!

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February 2011

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