Section 6: Marketing and Communications

Policy Authors

Nancy Whitemarketing and communications, director

Phil Georgemarketing and communications, senior manager


Social media 

2018 Transition Plan 

The launch of the HBA’s new operating model offers members and the community greater access to all HBA offerings including regional events and initiatives as well as opportunities to engage with a broader spectrum of influential leaders and experts.  

With the transition to our new organization model, and a regional team in place to provide direct support to chapter leaders and volunteers—all existing chapter social media channels have been transitioned to a regional channel. 


For example, the “HBA Metro chapter” channels have been transitioned to “HBA NY/NJ region”. 


All affinity groups have also been transitioned to the regional level.


Specific chapter names can be identified with a chapter hashtag*, such as #HBASeattle, to denote and promote specific chapter events or offerings. 


The HBA Central staff will maintain a list of social media user names and passwords for all accounts so that a master list is available. This central repository of accounts will help new volunteers when they transition into their roles.


The regional marketing and communications COE president has manager rights to each account.


*Contact your regional marketing and communications COE president for your approved chapter hashtag. 


HBA Central Channels 

The use of social media by the Healthcare Businesswomen’s Association’s regions, chapters, affiliates, and members is encouraged when it supports the core purpose of the HBA. Social media offers real time, low or no-cost marketing, networking and communications opportunities that support the work of the HBA. HBA social media should not be used for personal, political, commercial or other uses. 


Social media is a timely and engaging networking platform that can foster brand loyalty for HBA members and allies. It is also a medium that can drive traffic to the HBA website, creating elevated brand awareness. Social media can also benefit the HBA’s understanding of our customers’ concerns and interests, so we can more effectively meet customer needs.


The below list are examples of the many things that can be posted through social media:

  • HBA announcements
  • Event deadlines
  • Award recipients
  • Member news
  • Photographs/videos from HBA events (with permission of those involved)
    • Please refrain from posting pictures with alcohol 
  • News articles that highlight the HBA (organization, chapter or member)
  • News articles that support the mission and vision of the HBA


One of the HBA’s primary digital channels is the HBA community (community.hbanet.org) that serves as a discussion forum and also houses our resource library. HBA also uses LinkedIn, Facebook, Twitter, Instagram and WordPress (blog).



HBA Community 

http://community.hbanet.org/home

Main purpose: HBA’s member community 

Participation: open to active HBA members only

Subgroups available: Chapters, functional areas such as marketing, Open forum discussion for all, plus libraries that hold HBA resources


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LinkedIn

http://www.linkedin.com/company/healthcare-businesswomen-s-association

Main purpose: business-oriented social networking site. 

Participation: Write posts that preview events. Share HBA-related posts. Like and comment on posts that support the HBA core purpose. 

Main HBA group: Is open to all to serve as a communication and acquisition tool.
 
Subgroups available: All regions have LinkedIn groups. Please do not create a new chapter LinkedIn page at this time. All job postings are deleted in order to support the HBA Career Center on the HBA website: http://careers.hbanet.org


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Facebook

http://www.facebook.com/HBAnet

Main purpose: The HBA page provides basic information about the HBA and value proposition leading to traffic on www.hbanet.org so that customers can take action becoming members and registering for events.

Main HBA group: all with a Facebook account may become a fan of the HBA 

Subgroups available: All regions have Facebook groups. Please do not create a new chapter Facebook page at this time. 


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Twitter

http://www.twitter.com/HBAnet

Main purpose: Information sent in short messages; drives traffic to website using links 

Participation: all Twitter users who choose to follow

Subgroups available: All regions have Twitter accounts. Please do not create a new Twitter account at this time.

HBA hashtags: Our 2018 hashtags are #HBAimpact and #4GenParity

For more information on the use of hashtags, please see https://support.twitter.com/entries/49309-what-are-hashtags-symbols.


Instagram

Instagram

www.instagram.com/hbaimpact

Main purpose: Create awareness around the HBA and gender parity by the posting of photos 

Participation: all Instagram users 

Hashtag: Our 2018 hashtags are #HBAimpact and #4GenParity

Subgroups not available: Regions and chapters cannot create their own Instagram accounts. 

For more information on the use of hashtags, please see https://help.instagram.com/351460621611097



YouTube

https://www.youtube.com/HBAnet

Main purpose: Create awareness around the HBA and gender parity by the posting of videos

Participation: all YouTube users 

Subgroups not available: Regions and chapters cannot create their own YouTube channel. If your chapter has a video they wish to post, please consult with your HBA regional director of social media or the regional marketing and communications COE president.


HBA social media recommended best practices 

If you engage in social media outreach on behalf of your region, chapter or as an HBA member, please follow the HBA central guiding principles: 

  1. Please do not post events unless they are HBA events or an agreement is in place between the HBA and the outside event sponsors. 
  2. Social sites and channels will be monitored and any questionable content removed by the regional team and HBA central staff. 
  3. Respect proprietary information and confidentiality.
  4. Reply to comments quickly, when a response is appropriate
  5. Remember your posts are reflective of you as a professional and your affiliation to the HBA. Please be mindful of tone, personal and political opinions.


It's a conversation. Talk to your readers like you would talk to real people in professional situations. Don't be afraid to bring in your own personality and say what's on your mind. Consider content that's open-ended and invites response. Encourage comments. 


Create some excitement. As a professional non-profit organization, the HBA is an authority in leadership development and networking. Let's share with the world the exciting things we're learning and doing—and open up the channels to learn from others. 


For questions or additional guidance on social media outreach, please consult with your HBA regional director of social media or the regional marketing and communications COE president.


Email marketing policies

In order to abide by federal CAN-SPAM and GDPR laws, and prevent any HBA emails from being designated as spam, HBA chapters are prohibited from sending their own marketing emails to members/prospects at this time. 


All emails must be sent through the Informz platform which is managed by HBA central staff. 


DO
 -Work with the marketing committee to share news on social media and the HBA community
 -Work with the marketing committee to submit articles for the monthly newsletter


DO NOT
 -Send an email to groups of 15 addresses or more
 -Send out your own chapter, regional or affiliate newsletter
 -Send out any communication to all members


For questions or additional guidance on email marketing, please consult with your HBA regional director of social media or the regional marketing and communications COE president.


Compliance Tracking 

The HBA central staff will work with the regional marketing and communications COE presidents, directors at large and committees to monitor and track compliance to the HBA’s policies and procedures. 

If a violation of these policies occurs, the regional team will take action to work with the chapter or affinity group to immediately address and correct the situation. If a chapter has not complied within 15 days, further steps may be initiated to ensure compliance with the Chapter Charter.