Social Media Strategy for Australian Traditional-Medicine Society

Client:

AUSTRALIAN TRADITIONAL – MEDICINE SOCIETY (ATMS)

Objectives

To provide a forum for ATMS member and practitioner voices on social media channels, integrating with the wider marketing and public relations plan
To build and grow a community of natural medicine practitioners and natural medicine therapies end-users on social media
To engage practitioners and the public in factual, topical discussions about ATMS and the natural medicine industry (increase social media engagement – comments, likes, shares)
- To be the go-to place for up-to-date information on natural medicine
- To demonstrate to natural medicine practitioners that ATMS is the first to market with news on natural medicine
- To represent the voice of practitioners to the public
- To provide content for practitioners to share with their audiences
Drive traffic to the ATMS website to:
- Influence membership acquisition and retention
- Connect end-users to relevant ATMS members for the provision of natural health services
- Drive bookings for CPE events and ATMS special events

A B2B and B2C strategy to engage both practitioners and end-users of the natural medicine industry
Target key audiences and maximise budget with advertising
Targeted campaign strategies across each channel to maximise engagement and relevance
- Facebook:
  - 3 posts per week
  - 80/20 content rule
- LinkedIn:
  - 3 posts per week
  - Government and research focused
- Instagram:
  - Launch an Instagram account
  - 3 posts per week – focus on modalities, health and wellbeing

In 15-months Zadro assisted to successfully reach and exceed the set goals across the social media channels
- Facebook:
  - Increased ATMS likes and followers – from 16,000 to 34,000
  - Increased average post engagement from 216 to 523 interactions per post

- LinkedIn:
  - Increased ATMS followers – from 762 to 2,616
  - Increased average post engagement – clicks, likes and comments