Bring a surgery to social media, 140 characters at a time, to promote heart health for February’s Heart Month. It was a challenge dreamed up by the Social Media Lead of the Sunnybrook Web Communication team, and with a lot of planning, brought to reality on February 20, 2014 at 8am EST to a fanfare fueled by international media coverage, before, during and after the event.
As the event rolled out, the response exploded. Questions from all corners of the globe came pouring in, and in Sunnybrook’s signature social media style, we responded & engaged during the entire procedure. As Sunnybrook’s Social Media Engagement coordinator, Lee worked with the social media team in the OR to respond to as many questions as possible, ensuring public engagement aspect of the plan was fully realized, allowing users across twitter the chance to connect to a live surgery.
Sunnybrook received international coverage of the #SBHeart event:
- Toronto Star
- Globe and Mail
- National Post
- CBC – The National
- International Business Times – Australia
- El comercio – Peru
Sunnybrook’s twitter followers jumped 5 000 to over 20 000 during the event, and tweets received tremendous reach:
Social media & medical experts have weighed in on the event’s impact: