The world continues to change so quickly. Using technology to connect with target audiences is essential in penetrating the cluttered atmosphere, especially in the field of healthcare. Social media has expanded our professional coordinates and positioned communicators to participate in the real-time conversations shaping the marketplace of ideas.

For the last 20 years, I have seen how successful policy and campaign workers use technology to transform outreach and activism. Those who embrace the effort, become early adopters, build their critical mass and consume the environment like a tidal wave.

At first, it’s overwhelming, but eventually you find your groove. Facebook, Twitter, LinkedIn, Pinterest, Groupon — initially, it did not occur to me to join them. However, for career insight or to get a better deal on frozen yogurt, it is essential to be plugged in. Patterns definitely emerge, and information management becomes key.

I’ve seen the impact firsthand at my organization, the Oncology Nursing Society. We’re engaged in a multitude of membership advocacy efforts that educate decision-makers on nursing and cancer.

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