The first and most important step was to identify who the programs were trying to reach.

For us, it was current medical students exploring residency programs, or current residents looking to apply for fellowship.

Beyond basic demographics, we answered questions like:

• Does social media play a role in the application process?

• What social platforms do they primarily use? How do they use them?

• How do other reputable GME programs use Instagram or TikTok?

Next, we defined 4 major themes that serve as the basis of all content planning.

These themes are clear and trackable—so that we can see what our audience engages with most month by month.

While everything is built on strategy, there’s room for evolving and trying new things. Each program offers a unique learning experience and culture—so their Instagram page should, too.

Each program is located in different areas of Michigan, so we rely on a collaborative approach with residents and staff to help capture good photo content.

It was essential to create a solid intake process, otherwise I would be drowning in emails with pixelated photo attachments and zero context.

I created step-by-step guides for file storage, scheduling, and tracking photo contributors. I have an ongoing “Post Ideas” resource that provides photo and caption needs for creative ideas. We also host a monthly brainstorming meeting to stay in touch.

The coolest (and trickiest) thing about social is how it constantly changes—both what your audience engages with and the platforms themselves.

To stay ahead, we built reporting structures and content tags that can help guide growth and new paths forward.