Social Media: Doing it RightSocial Media: Doing it Right
(so it does(so it does forfor you, notyou, not toto you)you)
Lee ...
DisclosureDisclosure
 I have no financial relationships with
a commercial entity producing
health-care related products a...
DisclaimersDisclaimers
 These results not typical
 Use as directed
 Social media are an essential part of
a balanced co...
OutlineOutline
 Why you can use social media
 Mayo Clinic’s social media history
 Why you need to pay attention to
soci...
About @LeeAase (and whyAbout @LeeAase (and why
YOU can do social media)YOU can do social media)
 B.S. Political Science
...
And one more reason forAnd one more reason for
confidence…confidence…
A Brief History of Social MediaA Brief History of Social Media
at Mayo Clinicat Mayo Clinic
Answering a burningAnswering a burning
question…question…
It all started with a tornado…It all started with a tornado…
Mayo Clinic’s First SocialMayo Clinic’s First Social
NetworkersNetworkers
Social Networking is part ofSocial Networking is part of
the @MayoClinic DNA and isthe @MayoClinic DNA and is
fundamental ...
Mayo Clinic Medical EdgeMayo Clinic Medical Edge
Syndicated News ResourcesSyndicated News Resources
 Existing Medical Edge radio mp3s
 Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.
Beyond the Hypochondriac feedBeyond the Hypochondriac feed
Mayo Clinic Medical EdgeMayo Clinic Medical Edge
Sample Sound BiteSample Sound Bite
Involuntary Social Network RepresentationInvoluntary Social Network Representation
myspace.com/mayoclinicmyspace.com/mayoc...
Facebook: 11/7/07Facebook: 11/7/07
Reasons to Care About SocialReasons to Care About Social
Media: Risks are UnavoidableMedia: Risks are Unavoidable
The Revolutionary impact ofThe Revolutionary impact of
consumer-grade videoconsumer-grade video
Dramatically increased numberDramatically increased number
of videos and depth of contentof videos and depth of content
Reasons to Care About SocialReasons to Care About Social
Media: Risks are UnavoidableMedia: Risks are Unavoidable
 Anyone...
Case Study: United BreaksCase Study: United Breaks
GuitarsGuitars
Case Study: FridayCase Study: Friday Faux PasFaux Pas
““Maybe we should just blockMaybe we should just block
all of our employees fromall of our employees from
social sites!”so...
The Defining CommunicationsThe Defining Communications
Trend of the Third MillenniumTrend of the Third Millennium
A Balanced Approach toA Balanced Approach to
ProfessionalismProfessionalism
 Avoiding faux pas is important but
cannot be...
Key Elements of MayoKey Elements of Mayo
GuidelinesGuidelines
 All policies apply in social media, too
 Privacy
 Mutual...
Moving Beyond RiskMoving Beyond Risk
AvoidanceAvoidance
#17: Social media are free in#17: Social media are free in
any ordinary sense of the wordany ordinary sense of the word
(o...
Total Cost for Mayo ClinicTotal Cost for Mayo Clinic
Facebook, YouTube and TwitterFacebook, YouTube and Twitter
$0.00
In the European Union, basedIn the European Union, based
on current exchange rates:on current exchange rates:
€0.00
#18: As I approaches zero, ROI#18: As I approaches zero, ROI
approaches infinityapproaches infinity
Unique Myelofibrosis PatientsUnique Myelofibrosis Patients
Dr. Fischer,Dr. Fischer,
Thank you SO much for this video! Tomorrow I'm going for a tiltThank you SO much for this video! ...
#37: Applying social media in#37: Applying social media in
health care isn’t just inevitable:health care isn’t just inevit...
Mayo Clinic Center for SocialMayo Clinic Center for Social
MediaMedia
 The Mayo Clinic Center for Social Media
exists to ...
A Catalyst for Social MediaA Catalyst for Social Media
Social Media Health NetworkSocial Media Health Network
 Membership group associated with Mayo
Clinic Center for Social Me...
THETHE Book on Social Media inBook on Social Media in
Health CareHealth Care
 Essays from 30
thought leaders
 Amazon/Kin...
Lessons and ObservationsLessons and Observations
 Sometimes the perfect can be the
enemy of the good. Take the side of
th...
Don’t Consider Social Media inDon’t Consider Social Media in
IsolationIsolation
 Not a silver bullet
 Seek synergy with ...
For Further InteractionFor Further Interaction
 Google Lee Aase or @LeeAase on Twitter
 For Social Media Health Network
...
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
ASGE Slides Chicago August 2013
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ASGE Slides Chicago August 2013

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Slides from my presentation to the ASGE meeting on Aug 10, 2013 in Chicago

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ASGE Slides Chicago August 2013

  1. 1. Social Media: Doing it RightSocial Media: Doing it Right (so it does(so it does forfor you, notyou, not toto you)you) Lee Aase, Director Mayo Clinic Center for Social Media
  2. 2. DisclosureDisclosure  I have no financial relationships with a commercial entity producing health-care related products and/or services  Full-time salaried employee of Mayo Clinic
  3. 3. DisclaimersDisclaimers  These results not typical  Use as directed  Social media are an essential part of a balanced communications diet  Batteries not included  Some assembly required  Your mileage may vary
  4. 4. OutlineOutline  Why you can use social media  Mayo Clinic’s social media history  Why you need to pay attention to social media  Professionalism and social media  Positive social media opportunities
  5. 5. About @LeeAase (and whyAbout @LeeAase (and why YOU can do social media)YOU can do social media)  B.S. Political Science  14 years in politics and government at local, state, national levels  Mayo Clinic since April 2000  Media relations consultant  Manager since 2004  Director, Center for Social Media, 2010- present
  6. 6. And one more reason forAnd one more reason for confidence…confidence…
  7. 7. A Brief History of Social MediaA Brief History of Social Media at Mayo Clinicat Mayo Clinic
  8. 8. Answering a burningAnswering a burning question…question…
  9. 9. It all started with a tornado…It all started with a tornado…
  10. 10. Mayo Clinic’s First SocialMayo Clinic’s First Social NetworkersNetworkers
  11. 11. Social Networking is part ofSocial Networking is part of the @MayoClinic DNA and isthe @MayoClinic DNA and is fundamental to health carefundamental to health care
  12. 12. Mayo Clinic Medical EdgeMayo Clinic Medical Edge Syndicated News ResourcesSyndicated News Resources
  13. 13.  Existing Medical Edge radio mp3s  Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug.
  14. 14. Beyond the Hypochondriac feedBeyond the Hypochondriac feed
  15. 15. Mayo Clinic Medical EdgeMayo Clinic Medical Edge Sample Sound BiteSample Sound Bite
  16. 16. Involuntary Social Network RepresentationInvoluntary Social Network Representation myspace.com/mayoclinicmyspace.com/mayoclinic
  17. 17. Facebook: 11/7/07Facebook: 11/7/07
  18. 18. Reasons to Care About SocialReasons to Care About Social Media: Risks are UnavoidableMedia: Risks are Unavoidable
  19. 19. The Revolutionary impact ofThe Revolutionary impact of consumer-grade videoconsumer-grade video
  20. 20. Dramatically increased numberDramatically increased number of videos and depth of contentof videos and depth of content
  21. 21. Reasons to Care About SocialReasons to Care About Social Media: Risks are UnavoidableMedia: Risks are Unavoidable  Anyone (especially determined detractors) can  Tweet about you  Upload a critical video  Start a blog  Search optimized rating/review sites  ROI = Risk of Ignoring (Hat tip: USCG)
  22. 22. Case Study: United BreaksCase Study: United Breaks GuitarsGuitars
  23. 23. Case Study: FridayCase Study: Friday Faux PasFaux Pas
  24. 24. ““Maybe we should just blockMaybe we should just block all of our employees fromall of our employees from social sites!”social sites!”
  25. 25. The Defining CommunicationsThe Defining Communications Trend of the Third MillenniumTrend of the Third Millennium
  26. 26. A Balanced Approach toA Balanced Approach to ProfessionalismProfessionalism  Avoiding faux pas is important but cannot be the only standard for judging professionalism in social media  Professionalism is more than the absence of unprofessional conduct  Professionals have a moral obligation to use available tools effectively on behalf of those they serve
  27. 27. Key Elements of MayoKey Elements of Mayo GuidelinesGuidelines  All policies apply in social media, too  Privacy  Mutual Respect  Computer use  Generally don’t “friend” patients  Remember the “front page” rule
  28. 28. Moving Beyond RiskMoving Beyond Risk AvoidanceAvoidance
  29. 29. #17: Social media are free in#17: Social media are free in any ordinary sense of the wordany ordinary sense of the word (or at least ridiculously(or at least ridiculously inexpensive)inexpensive)
  30. 30. Total Cost for Mayo ClinicTotal Cost for Mayo Clinic Facebook, YouTube and TwitterFacebook, YouTube and Twitter $0.00
  31. 31. In the European Union, basedIn the European Union, based on current exchange rates:on current exchange rates: €0.00
  32. 32. #18: As I approaches zero, ROI#18: As I approaches zero, ROI approaches infinityapproaches infinity
  33. 33. Unique Myelofibrosis PatientsUnique Myelofibrosis Patients
  34. 34. Dr. Fischer,Dr. Fischer, Thank you SO much for this video! Tomorrow I'm going for a tiltThank you SO much for this video! Tomorrow I'm going for a tilt table test so I'd gotten on YouTube to see if I could find anythingtable test so I'd gotten on YouTube to see if I could find anything about what I might expect. A few clicks later, I found this video andabout what I might expect. A few clicks later, I found this video and your statement at 2:00 minutes in made me rewind so I could hearyour statement at 2:00 minutes in made me rewind so I could hear someone say the exact thing I've been feeling for the last couple ofsomeone say the exact thing I've been feeling for the last couple of months. I'm so very appreciative that there are healthcare providersmonths. I'm so very appreciative that there are healthcare providers like yourself.like yourself. Please keep being awesome!Please keep being awesome! Thanks again, KelliThanks again, Kelli Yesterday on YouTubeYesterday on YouTube
  35. 35. #37: Applying social media in#37: Applying social media in health care isn’t just inevitable:health care isn’t just inevitable: it’s theit’s the rightright thing to do in thething to do in the interest of patients.interest of patients.
  36. 36. Mayo Clinic Center for SocialMayo Clinic Center for Social MediaMedia  The Mayo Clinic Center for Social Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients.  Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere.
  37. 37. A Catalyst for Social MediaA Catalyst for Social Media
  38. 38. Social Media Health NetworkSocial Media Health Network  Membership group associated with Mayo Clinic Center for Social Media  For those wanting to use social media to promote health, fight disease and improve health care  Individual and organization memberships availa
  39. 39. THETHE Book on Social Media inBook on Social Media in Health CareHealth Care  Essays from 30 thought leaders  Amazon/Kindle and discount bulk orders  http://mayocl.in/OG vNCx  Proceeds fund scholarships
  40. 40. Lessons and ObservationsLessons and Observations  Sometimes the perfect can be the enemy of the good. Take the side of the good.  Follow the Mayo Clinic Center for Innovation Motto: Think Big. Start Small. Move Fast.TM  Iterate until it’s great
  41. 41. Don’t Consider Social Media inDon’t Consider Social Media in IsolationIsolation  Not a silver bullet  Seek synergy with existing means of communication  Necessary but likely not sufficient  Need to justify NOT using social media  You will be represented in social media whether you like it or not
  42. 42. For Further InteractionFor Further Interaction  Google Lee Aase or @LeeAase on Twitter  For Social Media Health Network information  http://network.socialmedia.mayoclinic.org/mccs m/joining-the-network/  Contact Mayo Clinic Center for Social Media  By email: socialmediacenter@mayo.edu  By phone: 507-538-1091
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