Blogs, Tweets, Special Weeks and Tips Bring Engagement for Members

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One of the best outcomes of the SIPAwards every year is that it shows us here at SIPA—and then members through our outreach—of the great work and interesting programs taking place. With the entry deadline for the 2016 SIPAwards extended to next Friday, April 8—so you can still enter here—let's catch up with lead generation aspects of last year's winners

1. Celebrating a week. Business Management Daily won a 2015 SIPAward in Best Social Media Initiative for the Professional Weeks that they put on. In early October they presented their sixth annual HR Professionals Week. Note the phrasing: "During this special event, the publishing company will be giving away gifts to help human resources professionals stay up to date with the latest employment laws and strengthen their skills." Those "gifts" include special reports, checklists and forms—not typical holiday fare. But the spirit pervades—they announce winners of a survey they conducted, "have a little fun with HR's future," and make everything free. Plus they get it sponsored.

HCPro's Association of Clinical Documentation Improvement Specialists is already promoting their Sixth Annual Clinical Documentation Improvement Week, Sept. 19-23, 2016. They have a nine-minute video on the site featuring key professionals and a written FAQ. Similarly, their phrasing is all about recognition for the profession and delivering helpful resources.

2. Reporting on an important topic. Access Intelligence's Cablefax team won an award for Best Live Event Marketing last year. Yesterday, on their site, Amy Maclean wrote a story and posted a moving video from Time Warner Cable chronicling the hiring by TWC of veteran Ivory Alexander who had been homeless after leaving the Navy. Wrote Maclean: "The cable industry has made a special push to hire veterans, launching the Veterans Advisory Council in September. Other companies with vet hiring initiatives include Comcast-NBCU and Discovery Communications. SCTE has teamed with Comcast and Georgia Tech to help transition members from the military to careers in cable."

3. Creating a something of the day or week. PaperClip Communications won two of three awards for Best One-Topic Special Publication last year. Going on to their homepage you see a plethora of attractive products, many with a CD component to them. What caught my eye this time was a Photo of the Day, this one being from the University of Kansas. Readers can easily submit their photo to be posted. Gale Media, a frequent SIPAward winner, posts a Management Tip of the Week. What's nice about features such as this is that they create an impressive archive after a while that may even be repurposed into a report or book.

4. Making the most of Twitter. Irving Levin Associates also won an award for Best Social Media initiative last year. They continue to excel in that area. On their homepage is a cutout of their very active Twitter feed where you can see webinar announcements, industry headlines, giveaways and other event plugs. Much of the social media advice I see says to find the platform where your audience is and excel there. Beverly Allen, publisher of Hardlines, told me that "Twitter is the [social media] of choice for our young people—not Facebook anymore."

On the other hand, in their HR Professionals Week posting, Business Management Daily urges their audience to "join our LinkedIn group, 'Like' us on Facebook, follow us on Google+ and Twitter @BizDaily—although online content manager Jaclyn Baldovin has said that LinkedIn does particularly well for them. She recently co-presented a well-received webinar with Bob Coleman, founder of Coleman Publishing, on LinkedIn Marketing that can be accessed by members here.

5. Having fun in a blog. BioWorld, a division of Thomson Reuters, won for the Best Blog or Commentary last year. They're usually pretty serious, but on Dec. 30, 2015, Mari Serebrov, posted an end-of-year poem on BioWorld Perspectives titled No Joy in Bio-ville. With a photo of the Grinch, she recapped the year starting with this stanza:

Whether naughty or nice in 2015,
Drugmakers received not what they wanted
And not what they needed,
For the biggest "must-haves" on their wish list
Went mostly unheeded.

Ronn Are you subscribed to the SIPAlert Daily?
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Ronn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering a variety of topics before joining SIPA in 2009 and SIIA in 2013 as editorial director…