The air ambulance in the UK is an amazing service that is a collective of registered independent charities, often based on regions, that all provide helicopter emergency medical services. If critical medical help is needed, the air ambulance may be called even if a land ambulance is present.

The Midlands Air Ambulance Charity funds and operates three air ambulances across six Midlands counties: Gloucestershire, Herefordshire, Shropshire, Staffordshire, Worcestershire and the West Midlands.

This constitutes the largest air ambulance operating region in the UK. The charity also provides secondary cover to the surrounding areas, such as Warwickshire and mid-Wales.

They have adopted a social media strategy, which we will explore here.

Review and Improve Quarterly update meetings look at overall activity and if improvements are needed. This raised the question about Google+, and with so few people using the network there was a question as to whether to continue. On balance it was decided to continue adding content for a further six months as Google+ is beneficial for search engine optimisation, rather than real engagement.
An annual review takes place for a more in-depth review and to develop the outline content calendar for the following year.
Questions

• Identify an example of best practice of social media management.
• Explain why you selected this example and how the best practice is demonstrated.

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Conduct a Social Media Audit Before using different social media channels, they reviewed other charities to see how they used social media. This provided useful background to better understand what channels to consider and the potential resources required. Create Social Media Marketing Strategy and Goals The Midlands Air Ambulance Charity has aligned its digital marketing and social media strategy and uses the social media framework (see Chapter 9), as shown in Table 11.6. Research Your Audience Their audiences include supporters, volunteers, survivors, corporate supporters, air crew and staff. The levels of engagement vary between groups.