Music in Hospitals & Care
I supported Music in Hospitals & Care (MIHC) in their social media content creation and account management. MIHC shares professional live music to improve health and wellbeing in hospitals, hospices, care homes and communities across the UK.
Date
February - April 2025
Service
Interim Team Support
Client
Music in Hospitals & Care
The brief
MIHC reached out to me for support because after working with a small social media agency, they realised that it would be better to have one person more integrated into the team to asssit them with content flow. They wanted support for two days a week in the day-to-day management of their social media channels, building on the strategy work that was done so far. Some key areas of improvement they wanted to implement included incorporating more social listening and user-generated content, increased Reel creation, more use of Stories and a higher posting frequency on LinkedIn.
The process
I supported the management of MIHC social media accounts on Facebook, Instagram, X (formerly Twitter) and LinkedIn. I drafted content, received approval, scheduled, and engaged with account interactions. By making a monthly content calendar aligned to awareness days, news stories and latest live music visits to a venue, the content was varied and engaging. I set aside a bit of time each working day to dedicate to making Stories for Instagram and Facebook. I implemented general account improvements like updating profile banners, bios and pinned posts. I engaged with the community by resharing and reacting to user-generated content made about MIHC, commenting on relevant posts and responding to comments on MIHC content. I regularly searched for music and healthcare related news stories to engage with and reshare onto MIHC platforms. I creatively thought of new Reels to make using content from their pre-existing bank of footage, so a higher proportion of videos were being posted.
The outcome
Statistics demonstrate the impact my involvement had, where post interactions on Instagram increased by 39%, and Facebook video watch time and interactions increased by over 50%. The strategy work that had been started by the agency was continued and enhanced with my input. I was able to put a creative eye and new ideas towards their content creation, and give more attention to user-generated content, Reels and Stories.
