Testing this tool

Integrated social media One of the early challenges with websites is growing their audience. To help attract more visitors and grow their audience, social media channels will need to be integrated into the website and the marketing strategy that goes with it.Based on the target market and additional research, we recommend that ALK develop strategies for the following social media channels:

- Facebook - Instagram - Twitter - Youtube

These social media channels need to be designed consistent with the branding of the website and visible on all key pages of the website and should also be present on all content that is appropriate, and approved, for sharing on these channels by customers. Content ALK is in the process of listing all of the current content they have available for the website. A review of this content will be useful in the design of the website and is available from Jaz Ovenden at ALK or Dave Coughan at ICI Medical. The majority of the content will come in the form of written articles. However, video (mp4 and other formats) will also be used frequently on the site. Consideration should be given to a community forum where patients can engage in conversation about their allergies and what they are doing to improve their symptoms. Frequency of new content has not been established, though it is likely that once the initial site has been launched, new content will be made available at least monthly in the first year.

Key factors to consider for content: - Quality of content - Valid source

- Relevant, targeted information - Easily digestible

- Format - Multiple formats should be used including written and video based content - Images - Images should be carefully curated and selected to match the content, the audience while also reflecting the brand