Society & Partner Zone Issue 16, Interviews

What our Partners say

As Social Media continues to gather momentum, Society & Partner Zone spoke to two of our valued partners to find out how they implement social media in their marketing strategies.

Society Zone in an interview with...

Doug Beizer, Communications Director, Biomedical Engineering Society (BMES) and Marietta Wheaton Ellis, Managing Director, Society for In Vitro Biology (SIVB)

What are your objectives in using social networking tools?

Beizer: At BMES, social media is simply another platform we use to communicate with our members and with potential members.

Wheaton Ellis: The objectives are two-fold. Members often don’t remember to go to your website to see information or get to read broadcast emails as they often go into spam or have their web-based content removed. Members will be more responsive if they can receive information as conveniently as possible and having opportunities to reach them on a more personal level or during their social time is of great benefit.

Social marketing has become another way to market both your mission and services. It provides a non-demanding way for potential members to begin to learn about the organization and its services without getting “join now” message and may cause them to become interested in the group without the organization having to use an obvious sales pitch.

Which social networking tools do you use to communicate with your members?

Beizer: On a day-to-day basis we mainly use Facebook and Twitter. For now, those are the best two platforms for pushing out important or interesting news. We also have a YouTube channel that has more than 30 videos and has gotten more than 7,000 views. YouTube is good for more evergreen topics that don’t have a short shelf life. We also have a blog that is updated daily. The blog is great for pushing out news about the society, info on member’s accomplishments, interesting news about the field, political updates and much more.

Wheaton Ellis: We use Facebook and LinkedIn.

Would you like to share some of your social media experiences? What worked and what didn’t?

Beizer: The most important think to know about social media is the platform is the least important factor. The words and information you’re putting out is the most important. If you write something that sounds phony and like PR-speak, people won’t care about it. We approach our social media like journalism: make it accurate, tight and interesting. Before I post anything I ask myself “Why would a member want to read/view this?”

Wheaton Ellis: Both our Linked in and Facebook pages include a significant number of non-members. We were hoping to run a membership campaign for those non-members, however, it appears that Facebook will not let us market to a specific section of Fans, so we are re-evaluating how to market to this new group.

By putting Facebook and Linked in links on our meeting pages, many of these people joined the page after registering for the annual meeting and have also become members. Our LinkedIn page is run by an officer of the organization who is able to speak to the members there on a scientific level and start occasional discussions amongst the scientists.

The Society for In Vitro Biology recently subscribed to Springer’s PostMe! service. Can we ask what you think of this service? Has it proved to be a useful tool?

Wheaton Ellis: The Post Me service has been proven to be useful. We have used all but one of the suggested posts on our Facebook page. It helps fill out the content so that we are including information outside the scope of our services, but still addressing the needs of our members. PostMe finds and provides interesting information for authors and readers that we might have not found on our own.

Society & Partner Zone thanks Marietta Wheaton Ellis and Doug Beizer for the interview.

Society for In Vitro Biology

The Society for In Vitro Biology was founded in 1946 as the Tissue Culture Association to foster the exchange of knowledge of in vitro biology of cells, tissues, and organs from both plants and animals (including humans). The focus is on biological research, development, and applications of significance to science and society. The mission is accomplished through the Society's publications; national and local conferences, meetings and workshops; and through the support of teaching initiatives in cooperation with educational institutions.

In Vitro Cellular & Developmental Biology - Animal 

SIVB on Facebook

Biomedical Engineering Society

The vision of the Biomedical Engineering Society is to serve as the world's leading society of professionals devoted to developing and using engineering and technology to advance human health and well-being.

Annals of Biomedical Engineering