MARIE FIXOld school—telephone, e-mail, complaint forms … Social media—commenting on blogs—”eavesdropping” on conversations … The only way we heard complaints in the past … They can’t think of any other way to get through to you …
MARIE PRETTY UP—SCREEN SHOTS
Social Media at Rush May 3, 2012Marie Mahoney & Deb Song
Social Media at RushHistory• Launched Twitter, Facebook, YouTube in summer 2009.• Rush InPerson blog, Rush News Blog launched in autumn 2009.Staff• Social media activity managed within Marketing and Communications and Public Relations• Social media manager – Average 60 minutes daily on posting and monitoring• Policy developed in concert with legal, human resources, compliance• Collaboration with university, alumni relations, fund-raising, archives, among others 2
Social Media Part of Integrated Marketing and Advertising EffortThe Department of Marketing and Communications at Rush University Medical Center is responsible fora multidisciplinary marketing and advertising strategy that uses a mix of tactics that support andreinforce one another. Social media activities are part of the mix. Quarterly newsletter, mailed Video “back to approximately 200,000 story” for 30- Chicago-area households. second TV ad spots Various program- specific print collateral pieces Clinical trial ads Newspaper ads 3
Rush Social Media Components• Rush InPerson blog• Rush News Blog• Facebook (medical center, university and alumni pages)• Twitter• YouTube channel Use Web site to lead users to social media sites• Flickr• Yelp• foursquare 4
Why?• Direct patient channel: Direct conversation with the patient• Media relations: The media is there looking for stories and sources• Crisis communications: Platform to take control of the message and keep community updated in real-time• Easy-to-use platform• Can post content faster and in real time
Media Relations Changing Role• Staff and budget cuts at news stations• News media relying on media relations departments more and more• National news media asking media relations to conduct, videotape and download interview to their FTP sites
Using Social Media to Promote Health and Medical News Rush News Blog Twitter Facebook YouTube
Types of Stories on Rush News Blog• Posting evergreen story ideas and health tips.• Comments from doctors on breaking health care news such as mammogram screening guidelines, metal-on-metal hip controversies.• Posting videos and pitches for stories that might not warrant a news release.• Posting announcements and news releases which go out on an RSS feed.
Mainstream Media Facilitated by Social MediaUsed blog to highlightRush’s earthquake reliefefforts in Haiti.Rush garnered mediacoverage on all the localnews outlets in Chicagoincluding, Chicago Tribune,Chicago Sun-Times, ABC-7,CBS-2, NBC-5, WGN-9,WTTW’s Chicago Tonight,WBBM-AM, WGN-AM, etc.