“If you don’t like the news, go out and make your own.”

That famous quote by Wes “Scoop” Nisker fits nicely with the word of mouth fundamental, “give people something to talk about.” According to Kaiser Permanente’s VP of Brand Communication, Holly Potter, that quote also inspires their goal to tell their own stories online.

Holly says Kaiser Permanente found a great opportunity to start conversations about the company by building strong brand journalism. They started by listening to their fans and customers to find out what stories mattered most to them. Then, they created tons of content to share through news releases, blogs, podcast series, and social channels.

In her presentation at SocialMedia.org’s Brands-Only Summit, Holly explains:

  • Why people are looking beyond traditional news sources for content
  • How Kaiser Permanente’s social team operates like a newsroom
  • How they decide what content to share on each channel

Watch Holly’s full presentation in the video below.

Kaiser Permanente: Building brand journalism capabilities, presented by Holly Potter from SocialMedia.org on Vimeo.

Download Holly’s slide deck here or check out the live blog coverage here.

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