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

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. 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. 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. 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. 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. And one more reason forAnd one more reason for
confidence…confidence…

8. A Brief History of Social MediaA Brief History of Social Media
at Mayo Clinicat Mayo Clinic

9. Answering a burningAnswering a burning
question…question…

10. It all started with a tornado…It all started with a tornado…

12. Mayo Clinic’s First SocialMayo Clinic’s First Social
NetworkersNetworkers

13. 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

15. Mayo Clinic Medical EdgeMayo Clinic Medical Edge
Syndicated News ResourcesSyndicated News Resources

16.  Existing Medical Edge radio mp3s
 Launched Sept. ‘05; Downloads up
8,217 percent Oct. vs. Aug.

17. Beyond the Hypochondriac feedBeyond the Hypochondriac feed

18. Mayo Clinic Medical EdgeMayo Clinic Medical Edge
Sample Sound BiteSample Sound Bite

20. Involuntary Social Network RepresentationInvoluntary Social Network Representation
myspace.com/mayoclinicmyspace.com/mayoclinic

22. Facebook: 11/7/07Facebook: 11/7/07

23. Reasons to Care About SocialReasons to Care About Social
Media: Risks are UnavoidableMedia: Risks are Unavoidable

24. The Revolutionary impact ofThe Revolutionary impact of
consumer-grade videoconsumer-grade video

26. Dramatically increased numberDramatically increased number
of videos and depth of contentof videos and depth of content

31. 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)

32. Case Study: United BreaksCase Study: United Breaks
GuitarsGuitars

33. Case Study: FridayCase Study: Friday Faux PasFaux Pas

34. ““Maybe we should just blockMaybe we should just block
all of our employees fromall of our employees from
social sites!”social sites!”

35. The Defining CommunicationsThe Defining Communications
Trend of the Third MillenniumTrend of the Third Millennium

36. 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

38. 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

40. Moving Beyond RiskMoving Beyond Risk
AvoidanceAvoidance

45. #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)

46. Total Cost for Mayo ClinicTotal Cost for Mayo Clinic
Facebook, YouTube and TwitterFacebook, YouTube and Twitter
$0.00

48. In the European Union, basedIn the European Union, based
on current exchange rates:on current exchange rates:
€0.00

49. #18: As I approaches zero, ROI#18: As I approaches zero, ROI
approaches infinityapproaches infinity

52. Unique Myelofibrosis PatientsUnique Myelofibrosis Patients

62. 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

63. #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.

64. 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.

65. A Catalyst for Social MediaA Catalyst for Social Media

66. 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

67. 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

68. 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

69. 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

70. 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