Executive Director ASCP BOC Chicago, Illinois, United States
I.C.E. Exchange Program Description: In a time when digital-platforms play a vital role in global engagement, the American Society for Clinical Pathology (ASCP) Board of Certification (BOC) has taken a leading role in leveraging social media for expanded worldwide interaction. This poster examines the challenges encountered by ASCP BOC in establishing direct communications with its international stakeholders before 2018. In the spring of that year, the BOC shifted its outreach approach and began incorporating social media into its communications. This shift marked a significant move towards bypassing traditional barriers to cost-effective and inclusive dialogue with laboratory professionals. The BOC's adoption of a multifaceted social media approach underscored the importance of its credentials in professional development and patient care. Through a diverse array of content, including videos, user testimonials, and localized campaigns, the BOC successfully expanded its digital footprint, witnessing a remarkable increase in follower engagement that now surpasses 52,800 individuals. Analysis of the BOC's Facebook Page highlighted a 169.1% boost in audience engagement and a 41.7% rise in post link clicks, demonstrating the resonance of its content with the audience. Moreover, a focus on regional specificity led to a 69% international engagement rate, proving the efficacy of tailored communications. Despite these successes, the BOC recognizes the need for ongoing improvements to refine its outreach efforts. The narrative of the BOC's innovative approach to social media exemplifies the power of digital platforms in forging stronger connections with a global audience and reinforcing the BOC's global presence. This journey reflects the broader imperative for organizations to continuously adapt to the evolving digital landscape, highlighting the importance of interactive communities and customized content to meet the needs of diverse audiences. As digital-platforms evolve, the BOC's proactive stance serves as a model for digital diplomacy, emphasizing the need for innovation in response to changing technologies and audience expectations.
Learning Objectives:
Describe how the ASCP BOC utilized social media to overcome challenges in global communication and significantly enhance its international presence. This objective focuses on recognizing the impact of digital platforms in establishing a global dialogue.
Identify at least three strategies used by the ASCP BOC to increase its digital footprint through social media, including the creation of informative content, user testimonials, and localized campaigns. This objective aims at understanding the components of a successful social media strategy.
Learn how to analyze and interpret key performance indicators (KPIs) of social media engagement, such as follower growth, engagement rates, and post link clicks, using the BOC’s Facebook Page metrics as a case study. This objective targets the ability to assess the effectiveness of social media content and strategy.
Explain the significance of regional specificity in content creation and its impact on international engagement rates, as demonstrated by the BOC's 69% international engagement rate. This learning objective focuses on the customization of social media content to meet the needs of diverse audiences.
Outline steps for ongoing refinement and innovation in digital engagement to adapt to the evolving digital-landscape, drawing inspiration from the BOC’s acknowledgment of the need for continuous improvement. This objective encourages the development of a mindset geared towards innovation and adaptability in the use of digital platforms for global outreach.
