Making the Case for Peer Insights to Your Executives

Peer insights are crucial for hospital social media leaders looking to improve their performance and stay ahead of emerging social media efforts. Leaders can engage with peer communities for valuable insights and knowledge-sharing opportunities to help make better-informed decisions, develop new skills, and keep up with industry trends.

We delve into why peer insights are essential for social media leaders at major hospitals and provide tips on how you can sell a membership for peer communities to your executives.

Why peer insights matter for healthcare social media leaders

As a social media leader at a large hospital, it is easy to become isolated from the day-to-day operations of your organization. In today’s fast-paced and ever-changing healthcare landscape, it is essential to stay connected with all levels of your organization and your peers to gain insights into ongoing challenges, emerging trends, and best practices to manage your overall social media and digital strategy.

Peer communities offer a unique platform for social media leaders to engage with other professionals, share experiences and best practices, and collaborate on solutions to common challenges such as breaking down social team silos, crisis management and responses, platform instability, and more.

Here are some ways peer insights can help you in your career:

1. Access to industry knowledge: Peer communities provide you with access to industry knowledge that can help you stay informed about emerging trends like using patient storytelling content, influencer marketing, managing platform instability on TikTok and Twitter, and more. This knowledge can help you make better-informed decisions and stay ahead of the competition.
2. Networking opportunities: Build and maintain relationships with peers in your field. These relationships can provide opportunities for collaboration, knowledge-sharing, and career development.
3. Learning and development: Gain access to learning and development opportunities that can help you develop new skills and improve your performance. These opportunities can include leadership discussions, benchmarking strategies, real-time support for critical business decisions, and more.
4. Problem solving: Peer communities provide a forum for you to collaborate on solutions to crises and common challenges. Gain critical information from your peers to gain new perspectives and insights into your hospital’s social media and marketing efforts.
5. Support and encouragement: Gain a supportive environment where you can share experiences, seek advice, and receive encouragement from your peers. This support can be invaluable for social media leaders facing difficult decisions or navigating complex situations.

Selling a membership for peer communities to executives

While peer communities offer a number of benefits for senior leaders, selling a membership to these communities to executives can be challenging. Board.org has managed over 100 memberships from major hospitals in the nation, and many initially expressed how there was no budget for a membership.

Here are some tips on how you can sell a peer community membership to your executives:

1. Identify key benefits: It’s essential to highlight the key benefits that you will gain, like access to industry knowledge, benchmarking, networking opportunities, learning and development, problem-solving, and support for your strategies.
2. Emphasize ROI: Executives are often focused on the bottom line. It’s essential to emphasize the ROI you can expect. This might include increased productivity, improved decision-making, enhanced competitiveness, searchable databases, leadership discussions led by expert advisors, and more.
3. Share success stories: Executives are often more convinced by evidence than by theory. It’s important to share success stories from other hospital social media leaders who have benefited from similar memberships. These stories can help executives see the potential value of the investment.
4. Highlight the competitive advantage: Executives are often focused on maintaining a competitive advantage in the marketplace. Emphasize how membership can help you stay ahead of the competition. This might include access to new strategies, technologies, insights into emerging trends, and collaboration with other social media leaders.

Getting budget approval for membership communities and peer insights

We’ve helped hundreds of social media leaders get budget approval for membership communities. Here are some of the most common budget sources you can use to gain access to more leadership insights.

1. Bill your vendor/agency: SocialMedia.org Health members often use this resource to buy their membership.
2. Multiple departments split membership: Various teams share membership costs.
3. Travel, training, and professional development: So much of membership aligns with these existing budgets that members use them to join.
4. Existing project or vendor/solution budget: Members use their membership to get vendor feedback, advance existing projects, or benchmark their program.
5. General advertising budget: An existing advertising budget is used to cover the first year of membership.
6. Discretionary executive funds: An executive participant or sponsor uses their discretionary funds to join.
7. Senior executive invests in the topic: A compelling case for “investing” in the community’s topic convinces an executive for budget approval.

Peer insights provide hospital social media leaders with a range of perspectives that can broaden their understanding of different issues related to social media. Learning from peers who have already implemented successful social media strategies can help you identify effective solutions and avoid potential pitfalls.

If you lead social media at a major hospital, you can apply to SocialMedia.org Health to gain actionable insights and benchmark your strategies with your peers weekly to advance your goals.