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

Webinar Series
HEALTHCARE & FACEBOOK: How 100 Hospitals and the Communities They Serve Communicate Through Facebook presented by Elliot Darvick, @edarvickManager, Online Marketing & Social Media
©2010 Earthbound Media Group | earthboundmediagroup.com 1

Learning Objectives
A comprehensive understanding of how hospitals are using Facebook pages as a communication outlet
A better idea of how communities are using Facebook pages to communicate with hospitals
Inspiration to translate these findings into immediate action and new content
Some observed best practices used by hospitals across the US

Agenda
Research Overview
Deep Dive: Hospital to Community
Deep Dive: Community to Hospital
Deep Dive: Custom Facebook Tabs
Observed Best Practices / Takeaways

Research Overview

Through research, we set out to answer 2 questions:
Of U.S. hospitals that have Facebook pages, what type of content do they share?
What are the reasons and intentions of people that post to U.S. hospital Facebook fan pages?

OverviewTo explore, in-depth how hospitals and their audiences are interacting through Facebook.
Documented 295 hospitals with active presence on Facebook & Twitter
Randomized population, n = 100 (c = 95%, c.i. = +/- 8)
Performed initial research to categorize content, interactions
For each, recorded and categorized last 30 Hospital to Community posts
For each, recorded and categorized last 30 Community to Hospital posts
Aggregated and analyzed data (Summer 2010)

Audience DistributionThe median audience for the 100 hospital Facebook pages we studied was 651 people
Median: 651

Why this approach?An overview of the logic used to support the research methodology and approach
Chose Facebook for broad spectrum of posted media and messages
Content-focused approach reflective of core social strategy
Meant to serve as inspiration for hospitals growing own social presence
Population size captures wide-spectrum of hospital types and sizes

Hospital to Community – OverviewHigh level overview of what hospitals post to their Facebook pages
Post Categories
Original Content (34%)
External Content (22%)
Events (20%)
Announcements/PR (13%)
Conversation Starters (6%)
Employee Recognition (5%)
2,855 total posts examined across 100 hospitals

Community to Hospital – OverviewHigh level overview of what communities post to hospital Facebook pages
Post Categories
Compliments/Thanks (36%)
Self-promoting (23%)
Conversation Starters (17%)
Questions (11%)
Suggestions (5%)
Photo (3%)
Video (3%)
Complaints (2%)
1,576 total posts examined across 100 hospitals

Deep Dive: Hospital to Community

Hospital to Community – Original Content (36%)High level overview of original content hospitals post to Facebook pages
Original Content Subcategories
Photos (20%)
Other (20%)
Videos (19%)
Health Tips (16%)
News Articles (15%)
Blog (10%)

Hospital to Community – Original Content: Photos (20%)High level overview of original content hospitals post to Facebook pages
Events
Employee Spotlights
Construction/Renovations
Special Visits by Celebrities/Athletes

Hospital to Community – Original Content: Videos (19%)High level overview of original content hospitals post to Facebook pages
Employee Spotlights
Specific Departmental Info
Health & Training Tips
Event Footage

Hospital to Community – Original Content: Health Tips (16%)High level overview of original content hospitals post to Facebook pages

Hospital to Community – Original Content: News Articles (15%)High level overview of original content hospitals post to Facebook pages
Internal News Articles
Links to Newsletter

Hospital to Community – Original Content: Blog Posts (10%)High level overview of original content hospitals post to Facebook pages

Hospital to Community – Original Content: Other (20%)High level overview of original content hospitals post to Facebook pages
Contests
Recipe
Links to other social channels
Other items: Podcasts, Radio recordings, eCards, Surveys, Live Q&A, Patient of the Month

Hospital to Community – External Content (22%)High level overview of external content hospitals post to Facebook pages
External Content Subcategories
News (59%)
Health Tips (16%)
Video (11%)
Awards/Recognition (6%)
Blogs (4%)
Other (4%)

Hospital to Community – External Content: News (59%)High level overview of external content hospitals post to Facebook pages

Hospital to Community – External Content: Health Tips (16%)High level overview of external content hospitals post to Facebook pages

Hospital to Community – External Content: Videos (11%)High level overview of external content hospitals post to Facebook pages

Hospital to Community – External Content: Recognition (6%)High level overview of external content hospitals post to Facebook pages

Hospital to Community – External Content: Blogs (4%)High level overview of external content hospitals post to Facebook pages

Hospital to Community – External Content: Other (4%)High level overview of external content hospitals post to Facebook pages

Hospital to Community – Events (20%)High level overview of events hospitals post to Facebook pages
Event Categories
Classes
Seminars
Blood Drives
Fundraisers
Free Health Screenings
Lectures
Company Outings
Community Events
Programs
Support Groups

Hospital to Community – Announcements (12%)High level overview of announcements hospitals post to Facebook pages
Special Hours/Nearby Construction
Fundraiser Results/Large Donations
Accreditation/Qualifications/Accolades

Hospital to Community – Conversation Starters (6%)High level overview of conversation starters hospitals post to Facebook pages
Holiday Greetings
Topical Question
Trivia Question
General Inquiry
Call Out for Stories

Hospital to Community – Employee Recognition (5%)High level overview of employee recognition hospitals post to Facebook pages
Departures/Retirees
Spotlight
Award Winners/Honorees
Promotions/New Hires

Deep Dive: Community to Hospital

Community to Hospital – Compliments/Thanks (36%)High level overview of compliments communities post to hospital Facebook pages
Facility Compliments
Compliments/Thanks to Staff
Webite Compliments

Community to Hospital – Self Promoting (23%) High level overview of self promotion communities post to hospital Facebook pages
Spam
Links to Other Facebook Profiles
Event/Fundraiser
Reach for Support

Community to Hospital – Conversation Starters (17%)High level overview of conversation starters communities post to hospital Facebook pages
Connections to Hospital
Well Wishes
Inspirational Quotes
Greetings

Community to Hospital – Questions (11%)High level overview of questions communities post to hospital Facebook pages
General Inquiry
Medical Inquiry
Contact Info Request
Searching for Specialty Doctor
Employment/Volunteer Inquiry

Community to Hospital – Photos (3%) and Video (3%)
High level overview of media communities post to hospital Facebook pages
Community to Hospital – Suggestions (5%)High level overview of what communities post to hospital Facebook pages
Community to Hospital – Complaints (2%)High level overview of what communities post to hospital Facebook pages

Deep Dive: Custom Facebook Tabs

Custom Facebook Page Tabs – HighlightsHigh level overview of custom tabs hospitals install on Facebook pages
Job Listings

Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages
Link to Donation Page

Stream of Tweets
YouTube Channel Integration

US News Feature

Polls

ER Wait Times

Patient Stories

Email List Signup

Welcome from hospital president/CEO

Ask the Expert / FAQs

MyChart Application

Observed Best Practices

Observed Best PracticesEvidence-based recommendations from most ten popular hospital Facebook pages
1. Always include a link in your updates, even if Facebook automatically generates one
vs.
2. Have an institutional personality!
vs.

Best Practices Evidence-based recommendations from most ten popular hospital Facebook pages
3. Turn the like button into a show of support
4. Cross-promote your Facebook pages

5. Only 3 of 10 Facebook pages from top 10 defaulted to a tab
vs.
6. Only 1 of 10 Facebook pages from top 10 defaulted to “Just Fan Page Owner Posts”
vs.

7. Keep it short, 315 characters or less (avoid the “See More” link)
vs.
8. Mix it up, have a good blend of content

9. Multiple Facebook Pages Per Hospital System
10. Create a Social Media Playbook
Overall Context
Organizational Structure
Standard Process
Branded Content

Takeaways
Dig deep into your organization to produce original content
Community often just wants to say thanks, or connect with others
Take advantage of additional Facebook page functionality
Invest the time into creating a Social Media Playbook

Next Webinar January 2011:
Healthcare and Online Video: How to Use YouTube to Engage Health Consumers
Questions? Project Ideas?
Contact Zach Murray, Client Services | (310) 558-7127
zmurray@earthboundmediagroup.com

Q & ASlides Available at:
http://www.slideshare.net/EarthboundMediaGroup
Elliot Darvick
Manager, Online Marketing & Social Mediaedarvick@earthboundmediagroup.com

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

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