Slides from my workshop on Nov. 7, 2014 for the Healthcare Communicators of Oregon

1. Workshop: Best Practices and Tips
for Success
Lee Aase (@LeeAase)
Mayo Clinic Center for Social Media
Healthcare Communicators of Oregon
Fall Conference 2014
November 7, 2014

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Agenda
• Developing the right mindset
• Starting with Strategy
• Platform-specific tips and best practices
• Discussion

3. SMUG Thesis #14: Strategic
thinking about social media is no
substitute for action
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5. #29: Your kids arenʼt smarter than
you are. Theyʼre just not afraid to
look dumb.
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6. From Mayo Clinic Center for Innovation:
Think Big. Start Small. Move Fast.TM
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The MacGyver Mindset

8. • Why were you hired?
• What problems do you need to solve for your
employer?
• What existing programs do you have in place?
• How could social strategies strengthen those
programs with an interactive dimension?
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Start with Strategy

9. Develop understanding of relevant
platformsʼ capabilities, communities
• Who is currently gathering on a given
platform?
• What platform features could be put to
beneficial use?
• How could the platform be adapted for a non-traditional
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use?
• Is your use case compelling enough to get
your audience to try a new platform or use an
existing one in a non-traditional way?

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11. • Donʼt protect your tweets
• Improve readability w/Camel Case (@LeeAase
v. @leeaase; #MayoClinic v. #mayoclinic)
• #Hashtags help to a point. That point is two.
• Use the symplur.com hashtag directory
• Consider a custom link shortener (i.e.
mayocl.in vs. bit.ly)
• 100 is the new 140
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Top Twitter Tips

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Finer Points of Facebook
• Organic reach has plummeted
• Sharing > Liking
• Images boost engagement
• Consider and test boosting posts vs. other
advertising

15. Reach: 23,856
4.6% of “Fan” base

16. Reach: 59,104
11.2%

17. Reach: 149,952
28.4%

18. Reach: 138,688
26.3%

19. Reach: 529,152
100.1%

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YouTube Usefulness
• Donʼt hesitate to Annotate
• Optimize Titles, Tags, Descriptions
• The right video length isnʼt necessarily what
youʼve been told
• “Shoot first. Ask questions later.”
• Four factors that massively improve quality:
Stability. Sound. Framing. Lighting.

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Blogging Benefits, Best Practices
• Integration point; social media “home base”
• Boost SEO
• Embed videos, slide decks
• Feeds make static site more dynamic
• Social sharing buttons drive referrals
• Framework for an “owned” community

24. Power, Flexibility of CareHubs
Wordpress-based Community Platform
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• Some content can be universally available
• Various levels of access based on individual
permissions for logged-in users
• Mobile optimized
• Option to link to Facebook, Twitter, LinkedIn
accounts
• Customization opportunities with possible cost
sharing on generally applicable feature requests
• Secure, HIPAA-compliant groups

32. Recap
• Deepen your understanding to think like MacGyer
• Start with strategy, but donʼt let the perfect be the
enemy of the good
• Social strategies should be part of any
communications/marketing initiative unless you
have good reasons to not include them
• Good reasons to not include social are rare
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