“Swat.io gives me a great visual overview of social media.”

The MedUni’s goal for its social media work is to showcase its research, teaching and clinical practice. Topics include recent scientific studies, research awards and insights into students’ day-to-day life, illustrated with photos of real students or employees to give a realistic peek behind the scenes. The team uses a lot of storytelling, often with video content and a focus on what sets the people and topics at the MedUni apart.

For the team, it’s crucial to communicate in a way that works for its target audience. MedUni appeals to incoming students, doctors and researchers, right through to interested members of the public: it appeals to a plethora of target groups. In turn, they are all interested in different aspects and are to be found on various platforms.

Within the PR department, social media is linked to the general editorial team, which prepares topics for the MedUni’s various internal and external channels. The team has to decide how the content could be presented on social networks, or whether it is better suited to newsletters or the website. There are all kinds of exciting topics to be found at the MedUni – but the challenge in terms of social media management lies in filtering topics and presenting them in a way that’s appropriate for the target audience at hand. Content needs to be prepared specifically for social media. To do so, the team needs to get into a good rhythm with processes that work smoothly. Examples include content series such as the #expertcheck format during the pandemic or Researcher of the Month.

A corporate design guide for social media was drawn up to ensure workflows worked seamlessly, setting out how an event should be posted on the various channels or the format in which photos should be shared. The MedUni opted for Swat.io so it could handle all its social media management with zero fuss.

Raffaela Löbl handles social media management at the MedUni. Swat.io makes her day-to-day work easier – primarily due to its centralized content calendar. This lets her see at a glance what content is ready for publication and where there is space for new content. 

Swat.io also makes it easier for her to hand tasks over to her other team members, whether it’s integrating colleagues who produce videos or including employees reporting live from events on social media. The assigning function makes it easier to coordinate with other colleagues on the content of posts and community management questions. Speed is everything on social media. In terms of community management, Raffaela Löbl has a clear overview of new messages in the Swat.io inbox and can respond to them from there. If she has a question about something technical, she can link to an expert and get a response without leaving the tool. This means it’s always clear who’s responsible for what. Swat.io makes collaboration easier when people are on vacation because content can be planned clearly and easily in advance.