Here are some of the exciting ways divisions are connecting with members.
CPA’s division members are innovative content creators—from blogs to podcasts, division executive committees recognize that regular communication is one of the most valuable benefits of division membership, and is a compelling way to discuss and advocate for issues of importance to you and your colleagues.
The kind of creative content that divisions produce is also great for sharing, and social media is an excellent avenue for divisions to connect with members and get their expertise out to PTs in the field.
Below is a highlight reel of the many exciting ways that CPA divisions are communicating and sharing content with members!
Acupuncture Division (ACU)
As a member of the Acupuncture Division, you can request to join their private Facebook group. The division uses the group to share exclusive content with its members, creating a robust forum for clinical discussion. By keeping the Facebook page private, the division can use social media as a member benefit and a great professional resource. The division describes their Facebook page as an opportunity to “provide current updates about acupuncture and dry needling, and to educate, inform and engage,” their members.
Animal Rehabilitation Division (ARD)
The Animal Rehabilitation Division uses their area of specialization to their marketing advantage, by including images of the animals they treat on their social media. In particular, the division is active on Facebook, a tool they use to share animal rehab success stories and inform their members about new treatment options. Their posts also help to draw members to their active course calendar and other great web features.
Cardiorespiratory Division (CRD)
The CRD recently conducted a successful member survey, thanks in large part to the power of social media. They promoted the survey by sending out a series of e-blasts reminding members to complete it so that the executive committee could gage membership involvement and interest in future projects. Moving forward, the division can use social media engagement to better brand themselves and work towards a common goal confident in the support of their membership.
Global Health Division (GHD)
The Global Health Division makes an effort to share their e-blast and web content in both English and French. By making their articles and course information available to all members, they’re appealing to larger audience, and creating a more diverse and engaged membership. The division also uses this forum to celebrate the travel and work experiences of their executive committee and division members, often highlighting the work that the division Cchair, Phil Sheppard, is doing abroad. These personal anecdotes can highlight potential career paths and opportunities for PTs interested in global health, boosting engagement.
Leadership Division (LEAD)
When Joe Putos, Chair of the Leadership Division, sends out his e-blasts, he does so with a personal touch. Each week Joe recounts a pearl of wisdom with members, encouraging reflection. By drawing on stories from his career, childhood, and personal life, Joe offers something really special to the division membership—a human connection. Touchstones like these are a priceless resource, and the honesty that resonates from these posts encourages the kind of open communication that is often necessary when discussing leadership styles.
Neuroscience Division (NSD)
The NSD does an excellent job sharing engaging e-blasts on a schedule that doesn’t conflict with other content. CPA is careful not to over-message members with e-blast content, and when components also work to consolidate information and send out emails with a regular frequency, members can expect and look forward to e-communications from their division, rather than feeling overwhelmed or surprised by communication that is too frequent or infrequent.
Oncology Division (ONC)
The Oncology Division has long been active on the web, in e-blasts, and their quarterly newsletter. Their newsletter uses a colourful, well-organized layout and plenty of images to keep the text interesting and informative. By sending out highlights of the latest newsletter, which links to the document online, readers are directed to the division website and can see the many PD opportunities and practice resources available.
Orthopaedic Division (ORTHO)
Aside from consistently posting new content on their website and sending out informative e-blasts, the Orthopaedic Division is very active on Twitter and Facebook. Unlike a private Facebook group, the Orthopaedic Division shares their content with anyone interested in following them. By sharing the content of their members, executive, and other PT leaders worldwide, they’re adding value to their profession and raising awareness for issues in orthopaedic physiotherapy for those who might not otherwise be engaged with orthopaedic news.
Paediatric Division (PAED)
When the Paediatric Division wanted a new logo, they used social media (Facebook, Twitter and e-blasts) to ask members to vote on a series of designs, and the feedback helped them choose a logo that was representative of the look and feel that members best aligned with. This was also a chance for the division to remind members of the input they can have on project planning through social media channels.
Pain Science Division (PSD)
The Pain Science Division continues to look for innovative ways to get their message of pain management and clinician support out to members: detailed e-blasts and newsletters; blog posts; and podcasts. The PSD has been producing their podcast, called PainCast; 21 episodes so far on topics like therapeutic techniques, medical marijuana, and cognitive behaviour theory. By sharing their message on multiple platforms, the division is making their message accessible to all members, even if they’re on the go.
Private Practice Division (PPD)
The Private Practice Division excels at sending out marketing-savvy e-blasts. The tone of their emails is always casual, but smart, encouraging members to check out new courses and PD opportunities on their website, proving that social media can be conversational and fun, while still serving a professional purpose.
Seniors’ Health Division (SHD)
The Seniors’ Health Division has a clear brand, with personalized header photos on each page of their website and a clever tagline (Age in Motion) attached to their logo. They’ve defined themselves as stewards of seniors’ health expertise, and as a go-to source for new developments in this area of practice.
Sport Division (SPORT)
During the 2016 Rio Olympics, the Sport Division geared their Facebook content towards athleticism by monitoring and sharing posts related to the event. Finding a national or international event of public interest, like a themed day or month, is a great way to engage members (and even non-members) on social media!
Women’s Health Division (WHD)
One of the greatest strengths of the WHD’s social media presence is that they’re always trying to increase their reach and improve the quality of their content. The division is currently working towards vetting all of the articles they share on their social media channels and e-blasts, ensuring they have been reviewed by the executive committee for scholarly integrity. This lets members of the division know that the articles shared on social media by the WHD are providing value-added commentary on the profession, and they can continue to cultivate their reputation as a trusted source of women’s health expertise.
Each CPA Division has a website that shares resources, blog posts, and much more. We are excited to support their communications and social media needs in order to bring CPA’s membership diverse, engaging content that reflects your professional interests. You can learn more about the divisions and their social media activity at www.physiotherapy.ca/divisions
See the Resources page in this issue for CPA Divisions social media contact information.
About Kate Hawkins
Kate is a communications specialist and the newest member of CPA’s communications team. She’s responsible for supporting the divisions with all of their outreach needs, including sending e-blasts and maintaining division websites. Kate is a recent graduate from Carleton University’s journalism program; she has several years of experience with audio editing, video production, and writing and editing web content. She loves and believes in the power of telling great stories. If you have any questions about divisions on social media or division communications support, Kate would love to talk to you! Khawkins@physiotherapy.ca