UPMC Social Playbook

To ensure consistency and effectiveness across all UPMC social media channels, I developed a social playbook. A social playbook is intended to define the channel strategy, social brand identity, workflow, and reporting strategy for all social priorities. This was the primary internal document referenced by UPMC’s publishing teams.

Information in the playbook included:

• Social Vision & Ecosystem
• Social Success (KPI’s)
• Editorial, Approval and Distribution Process
• Best Practices for Social Channels
• Campaign and Channel Opportunities
• Social Brand Identity
• Reporting
• Competitive Landscape