Building a Social Media Strategy for Frontenac Community Mental Health & Addiction Services (FCMHS)


  • Karen Humphreys Blake



health communication, employee communication, social media, strategic management,


Tis case study focuses on how social media applications can assist a local community mental health and addictions agency, Frontenac Community Mental Health & Addiction Services (FCMHAS), in Kingston, Ontario to meet its public relations goals and objectives. It also reviews the potential for social media to be used in the treatment and recovery of clients. The paper features a broad review of relevant literature, a report on the findings of interviews with management staff, and input from clients. It discusses the benefits and risks of social media, how social media might be able to address mental health stigma, and organizational interest and readiness to engage in social media. A recommended social media strategy for the agency appears as an Appendix.