Healthcare & Facebook: How 100 Hospitals and the Communities They Serve are Communicating Through Facebook

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Over 4,400 Facebook posts were systematically cataloged across a random sample of 100 hospitals with active Facebook pages to analyze and provide insight into the content hospitals utilize to communicate with their audience and the way in which their audience uses Facebook to communicate back. Learn how hospitals, large and small, are capitalizing on Facebook as a powerful and effective medium to inform, engage and converse with their audience. Learn best practices and get inspired to reinvent your organization’s own approach to creating content for Facebook.

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Healthcare & Facebook: How 100 Hospitals and the Communities They Serve are Communicating Through Facebook

  1. 1. Webinar Series<br />HEALTHCARE & FACEBOOK: How 100 Hospitals and the Communities They Serve Communicate Through Facebook presented by Elliot Darvick, @edarvickManager, Online Marketing & Social Media<br />©2010 Earthbound Media Group | earthboundmediagroup.com 1<br />
  2. 2. Learning Objectives<br /><ul><li> A comprehensive understanding of how hospitals are using Facebook pages as a communication outlet
  3. 3. A better idea of how communities are using Facebook pages to communicate with hospitals
  4. 4. Inspiration to translate these findings into immediate action and new content
  5. 5. Some observed best practices used by hospitals across the US</li></ul>©2010 Earthbound Media Group | earthboundmediagroup.com 2<br />
  6. 6. Agenda<br /><ul><li> Research Overview
  7. 7. Deep Dive: Hospital to Community
  8. 8. Deep Dive: Community to Hospital
  9. 9. Deep Dive: Custom Facebook Tabs
  10. 10. Observed Best Practices / Takeaways</li></ul>©2010 Earthbound Media Group | earthboundmediagroup.com 3<br />
  11. 11. Research Overview<br />©2010 Earthbound Media Group | earthboundmediagroup.com 4<br />
  12. 12. Through research, we set out to answer 2 questions:<br /><ul><li> Of U.S. hospitals that have Facebook pages, what type of content do they share?
  13. 13. What are the reasons and intentions of people that post to U.S. hospital Facebook fan pages?</li></ul>©2010 Earthbound Media Group | earthboundmediagroup.com 5<br />
  14. 14. OverviewTo explore, in-depth how hospitals and their audiences are interacting through Facebook.<br />Documented 295 hospitals with active presence on Facebook & Twitter<br />Randomized population, n = 100 (c = 95%, c.i. = +/- 8)<br />Performed initial research to categorize content, interactions<br />For each, recorded and categorized last 30 Hospital to Community posts<br />For each, recorded and categorized last 30 Community to Hospital posts<br />Aggregated and analyzed data (Summer 2010)<br />©2010 Earthbound Media Group | earthboundmediagroup.com 6<br />
  15. 15. Audience DistributionThe median audience for the 100 hospital Facebook pages we studied was 651 people<br />Median: 651<br />©2010 Earthbound Media Group | earthboundmediagroup.com 7<br />
  16. 16. Why this approach?An overview of the logic used to support the research methodology and approach<br />Chose Facebook for broad spectrum of posted media and messages<br />Content-focused approach reflective of core social strategy<br />Meant to serve as inspiration for hospitals growing own social presence<br />Population size captures wide-spectrum of hospital types and sizes<br />©2010 Earthbound Media Group | earthboundmediagroup.com 8<br />
  17. 17. Hospital to Community – OverviewHigh level overview of what hospitals post to their Facebook pages<br />Post Categories<br />Original Content (34%)<br />External Content (22%)<br />Events (20%)<br />Announcements/PR (13%)<br />Conversation Starters (6%)<br />Employee Recognition (5%)<br />2,855 total posts examined across 100 hospitals<br />©2010 Earthbound Media Group | earthboundmediagroup.com 9<br />
  18. 18. Community to Hospital – OverviewHigh level overview of what communities post to hospital Facebook pages<br />Post Categories<br />Compliments/Thanks (36%)<br />Self-promoting (23%)<br />Conversation Starters (17%)<br />Questions (11%)<br />Suggestions (5%)<br />Photo (3%)<br />Video (3%)<br />Complaints (2%)<br />1,576 total posts examined across 100 hospitals<br />©2010 Earthbound Media Group | earthboundmediagroup.com 10<br />
  19. 19. Deep Dive: Hospital to Community<br />©2010 Earthbound Media Group | earthboundmediagroup.com 11<br />
  20. 20. Hospital to Community – Original Content (36%)High level overview of original content hospitals post to Facebook pages<br />Original Content Subcategories<br />Photos (20%)<br />Other (20%)<br />Videos (19%)<br />Health Tips (16%)<br />News Articles (15%)<br />Blog (10%)<br />©2010 Earthbound Media Group | earthboundmediagroup.com 12<br />
  21. 21. Hospital to Community – Original Content: Photos (20%)High level overview of original content hospitals post to Facebook pages<br />Events<br />Employee Spotlights<br />Construction/Renovations<br />Special Visits by Celebrities/Athletes<br />©2010 Earthbound Media Group | earthboundmediagroup.com 13<br />
  22. 22. Hospital to Community – Original Content: Videos (19%)High level overview of original content hospitals post to Facebook pages<br />Employee Spotlights<br />Specific Departmental Info<br />Health & Training Tips<br />Event Footage<br />©2010 Earthbound Media Group | earthboundmediagroup.com 14<br />
  23. 23. Hospital to Community – Original Content: Health Tips (16%)High level overview of original content hospitals post to Facebook pages<br />©2010 Earthbound Media Group | earthboundmediagroup.com 15<br />
  24. 24. Hospital to Community – Original Content: News Articles (15%)High level overview of original content hospitals post to Facebook pages<br />Internal News Articles<br />Links to Newsletter<br />©2010 Earthbound Media Group | earthboundmediagroup.com 16<br />
  25. 25. Hospital to Community – Original Content: Blog Posts (10%)High level overview of original content hospitals post to Facebook pages<br />©2010 Earthbound Media Group | earthboundmediagroup.com 17<br />
  26. 26. Hospital to Community – Original Content: Other (20%)High level overview of original content hospitals post to Facebook pages<br />Contests<br />Recipe<br />Links to other social channels<br />Other items: Podcasts, Radio recordings, eCards, Surveys, Live Q&A, Patient of the Month<br />©2010 Earthbound Media Group | earthboundmediagroup.com 18<br />
  27. 27. Hospital to Community – External Content (22%)High level overview of external content hospitals post to Facebook pages<br />External Content Subcategories<br />News (59%)<br />Health Tips (16%)<br />Video (11%)<br />Awards/Recognition (6%)<br />Blogs (4%)<br />Other (4%)<br />©2010 Earthbound Media Group | earthboundmediagroup.com 19<br />
  28. 28. Hospital to Community – External Content: News (59%)High level overview of external content hospitals post to Facebook pages<br />©2010 Earthbound Media Group | earthboundmediagroup.com 20<br />
  29. 29. Hospital to Community – External Content: Health Tips (16%)High level overview of external content hospitals post to Facebook pages<br />©2010 Earthbound Media Group | earthboundmediagroup.com 21<br />
  30. 30. Hospital to Community – External Content: Videos (11%)High level overview of external content hospitals post to Facebook pages<br />©2010 Earthbound Media Group | earthboundmediagroup.com 22<br />
  31. 31. Hospital to Community – External Content: Recognition (6%)High level overview of external content hospitals post to Facebook pages<br />©2010 Earthbound Media Group | earthboundmediagroup.com 23<br />
  32. 32. Hospital to Community – External Content: Blogs (4%)High level overview of external content hospitals post to Facebook pages<br />©2010 Earthbound Media Group | earthboundmediagroup.com 24<br />
  33. 33. Hospital to Community – External Content: Other (4%)High level overview of external content hospitals post to Facebook pages<br />©2010 Earthbound Media Group | earthboundmediagroup.com 25<br />
  34. 34. Hospital to Community – Events (20%)High level overview of events hospitals post to Facebook pages<br />Event Categories<br />Classes<br />Seminars<br />Blood Drives<br />Fundraisers<br />Free Health Screenings<br />Lectures<br />Company Outings<br />Community Events<br />Programs<br />Support Groups<br />©2010 Earthbound Media Group | earthboundmediagroup.com 26<br />
  35. 35. Hospital to Community – Announcements (12%)High level overview of announcements hospitals post to Facebook pages<br />Special Hours/Nearby Construction<br />Fundraiser Results/Large Donations<br />Accreditation/Qualifications/Accolades<br />©2010 Earthbound Media Group | earthboundmediagroup.com 27<br />
  36. 36. Hospital to Community – Conversation Starters (6%)High level overview of conversation starters hospitals post to Facebook pages<br />Holiday Greetings<br />Topical Question<br />Trivia Question<br />General Inquiry<br />Call Out for Stories<br />©2010 Earthbound Media Group | earthboundmediagroup.com 28<br />
  37. 37. Hospital to Community – Employee Recognition (5%)High level overview of employee recognition hospitals post to Facebook pages<br />Departures/Retirees<br />Spotlight<br />Award Winners/Honorees<br />Promotions/New Hires<br />©2010 Earthbound Media Group | earthboundmediagroup.com 29<br />
  38. 38. Deep Dive: Community to Hospital<br />©2010 Earthbound Media Group | earthboundmediagroup.com 30<br />
  39. 39. Community to Hospital – Compliments/Thanks (36%)High level overview of compliments communities post to hospital Facebook pages<br />Facility Compliments<br />Compliments/Thanks to Staff<br />Webite Compliments<br />©2010 Earthbound Media Group | earthboundmediagroup.com 31<br />
  40. 40. Community to Hospital – Self Promoting (23%) High level overview of self promotion communities post to hospital Facebook pages<br />Spam<br />Links to Other Facebook Profiles<br />Event/Fundraiser<br />Reach for Support<br />©2010 Earthbound Media Group | earthboundmediagroup.com 32<br />
  41. 41. Community to Hospital – Conversation Starters (17%)High level overview of conversation starters communities post to hospital Facebook pages<br />Connections to Hospital<br />Well Wishes<br />Inspirational Quotes<br />Greetings<br />©2010 Earthbound Media Group | earthboundmediagroup.com 33<br />
  42. 42. Community to Hospital – Questions (11%)High level overview of questions communities post to hospital Facebook pages<br />General Inquiry<br />Medical Inquiry<br />Contact Info Request<br />Searching for Specialty Doctor<br />Employment/Volunteer Inquiry<br />©2010 Earthbound Media Group | earthboundmediagroup.com 34<br />
  43. 43. Community to Hospital – Photos (3%) and Video (3%)<br />High level overview of media communities post to hospital Facebook pages<br />Community to Hospital – Suggestions (5%)High level overview of what communities post to hospital Facebook pages<br />Community to Hospital – Complaints (2%)High level overview of what communities post to hospital Facebook pages<br />©2010 Earthbound Media Group | earthboundmediagroup.com 35<br />
  44. 44. Deep Dive: Custom Facebook Tabs<br />©2010 Earthbound Media Group | earthboundmediagroup.com 36<br />
  45. 45. Custom Facebook Page Tabs – HighlightsHigh level overview of custom tabs hospitals install on Facebook pages<br />Job Listings<br />©2010 Earthbound Media Group | earthboundmediagroup.com 37<br />
  46. 46. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages<br />Link to Donation Page<br />©2010 Earthbound Media Group | earthboundmediagroup.com 38<br />
  47. 47. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages<br />Stream of Tweets<br />YouTube Channel Integration<br />©2010 Earthbound Media Group | earthboundmediagroup.com 39<br />
  48. 48. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages <br />US News Feature<br />©2010 Earthbound Media Group | earthboundmediagroup.com 40<br />
  49. 49. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages<br />Polls<br />©2010 Earthbound Media Group | earthboundmediagroup.com 41<br />
  50. 50. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages<br />ER Wait Times<br />©2010 Earthbound Media Group | earthboundmediagroup.com 42<br />
  51. 51. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages<br />Patient Stories<br />©2010 Earthbound Media Group | earthboundmediagroup.com 43<br />
  52. 52. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages<br />Email List Signup<br />©2010 Earthbound Media Group | earthboundmediagroup.com 44<br />
  53. 53. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages<br />Welcome from hospital president/CEO<br />©2010 Earthbound Media Group | earthboundmediagroup.com 45<br />
  54. 54. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages<br />Ask the Expert / FAQs<br />©2010 Earthbound Media Group | earthboundmediagroup.com 46<br />
  55. 55. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages<br />MyChart Application<br />©2010 Earthbound Media Group | earthboundmediagroup.com 47<br />
  56. 56. Observed Best Practices<br />©2010 Earthbound Media Group | earthboundmediagroup.com 48<br />
  57. 57. Observed Best PracticesEvidence-based recommendations from most ten popular hospital Facebook pages<br />1. Always include a link in your updates, even if Facebook automatically generates one<br />vs.<br />2. Have an institutional personality!<br />vs.<br />©2010 Earthbound Media Group | earthboundmediagroup.com 49<br />
  58. 58. Best Practices Evidence-based recommendations from most ten popular hospital Facebook pages<br />3. Turn the like button into a show of support<br />4. Cross-promote your Facebook pages<br />©2010 Earthbound Media Group | earthboundmediagroup.com 50<br />
  59. 59. Best Practices Evidence-based recommendations from most ten popular hospital Facebook pages<br />5. Only 3 of 10 Facebook pages from top 10 defaulted to a tab<br />vs.<br />6. Only 1 of 10 Facebook pages from top 10 defaulted to “Just Fan Page Owner Posts”<br />vs.<br />©2010 Earthbound Media Group | earthboundmediagroup.com 51<br />
  60. 60. Best Practices Evidence-based recommendations from most ten popular hospital Facebook pages<br />7. Keep it short, 315 characters or less (avoid the “See More” link)<br />vs.<br />8. Mix it up, have a good blend of content<br />©2010 Earthbound Media Group | earthboundmediagroup.com 52<br />
  61. 61. Best Practices Evidence-based recommendations from most ten popular hospital Facebook pages<br />9. Multiple Facebook Pages Per Hospital System<br />10. Create a Social Media Playbook<br />Overall Context<br />Organizational Structure<br />Standard Process<br />Branded Content<br />©2010 Earthbound Media Group | earthboundmediagroup.com 53<br />
  62. 62. Takeaways<br /><ul><li> Dig deep into your organization to produce original content
  63. 63. Community often just wants to say thanks, or connect with others
  64. 64. Take advantage of additional Facebook page functionality
  65. 65. Invest the time into creating a Social Media Playbook </li></ul>©2010 Earthbound Media Group | earthboundmediagroup.com 54<br />
  66. 66. Next Webinar January 2011:<br />Healthcare and Online Video: How to Use YouTube to Engage Health Consumers<br />Questions? Project Ideas?<br />Contact Zach Murray, Client Services | (310) 558-7127<br />zmurray@earthboundmediagroup.com<br />
  67. 67. Q & ASlides Available at:<br />http://www.slideshare.net/EarthboundMediaGroup<br />Elliot Darvick<br />Manager, Online Marketing & Social Mediaedarvick@earthboundmediagroup.com<br />

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