Social Media at Catholic Health Partners

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A presentation explaining the social media policy and strategy of Ohio's largest healthcare system.

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Social Media at Catholic Health Partners

  1. 1. Social Media 101<br />May 2011<br />
  2. 2. Today’s agenda<br />Why social media marketing?<br />What is social media?<br />CHP’s new social media policy<br />CHP Social Media Guidelines & Best Practices<br />CHP Home Office Social Media Strategic Plan<br />
  3. 3. Why social media marketing?<br />Social Media Revolution<br />A quick video to get us started!<br />
  4. 4. Why social media marketing?<br />165 million Americans using social networks by 2014<br />57% of 55-64 year olds<br />28% 65 or older<br />142 million read blogs by 2013<br />One third of female social networkers check Facebook first thing in the morning!<br />
  5. 5. Why social media marketing?<br />Human Potential – Attracting, retaining and developing a first-rate diverse workforce to carry out the mission.<br />Growth – Helping the organization and/or its subsidiaries become “best in market.”<br />Stewardship – Proactive outreach and collaboration in each of our communities to sustain and grow the mission for the future.<br />
  6. 6. Why Social Media marketing?<br />Physician Engagement – Supporting recruitment of and alignment with physicians.<br />Quality and Patient Safety – Communicating about initiatives such as the partnership with IHI, Thomson Reuters, and quality information on external website.<br />
  7. 7. Why social media marketing?<br />Build awareness<br />Enhance reputation<br />Drive traffic to website<br />Bolster proactive media relations<br />Increase reach of message<br />Converse with “brand advocates,” such as governance leaders, associates and other key stakeholders<br />
  8. 8. What is social media?<br />Blending of technology and social interaction<br />Web-based technologies that support dialogues<br />Transform from content consumers to content producers<br />Popular social networking sites include Facebook, Twitter, LinkedIn and MySpace<br />
  9. 9. Most popular<br />Social networking site where users can add friends … send messages … share photos/videos … update profiles to notify friends … create/join groups and business pages <br />CHP home office, regions<br />13 official pages, and counting!<br />Be sure to Like the CHP, Mercy and other official pages. Tell your friends, too<br />
  10. 10. Powerful sharing<br />Microblogging site<br />Tweet messages of 140 characters max<br />Displayed on profile page and delivered to friends<br />Can restrict delivery<br />Share links to pages, videos, photos<br />@CHPUpdate and regions<br />Follow @CHPUpdate, healthcare leaders, publications and other strategic feeds<br />
  11. 11. Where the pros go<br />Mainly for professional networking<br />Users can invite anyone (site user or not) to become a connection<br />Users can create or join LinkedIn Groups (alumni, industry, professional, other)<br />Participate in group discussions<br />
  12. 12. Video <br />Video sharing website<br />Allows users to view videos on Web pages outside of the site<br />Each video accompanied with HTML, which can be used to embed it on page outside YouTube<br />Often embed in social networking pages and blogs<br />CHP and hospitals share videos here<br />
  13. 13. Blogs <br />Type of website, or part of website<br />Entries displayed in reverse-chronological order<br />Allow visitors to leave comments<br />Text, images, links to other blogs<br />Read blogs and comment. CHP planning blogs to connect with key audiences<br />
  14. 14. CHP’s Social Media Policy<br />Highlights<br />All official social media presences created on behalf of CHP approved by Communications/HR/IT<br />In writing:<br />Business reason<br />Target audiences<br />Proposed content<br />Measurement strategy<br />Other<br />
  15. 15. CHP’s Social Media Policy<br />Highlights<br />Content owners of approved CHP sites responsible for monitoring/maintaining<br />Only functional areas with business need granted access on CHP equipment to social networking sites<br />Follow existing IT and Internet usage policies, ethical standards, rules and procedures while using social media.<br />
  16. 16. CHP Social Media Policy<br />Highlights – Professional & Personal<br />Follow the Core Values in Action<br />Remember duty of loyalty to CHP that prohibits disparaging organization, leadership or staff<br />Do not share confidential information<br />Don’t violate HIPAA<br />Do not publish or comment on any patient-related information<br />
  17. 17. Social Media Guidelines & Best Practices<br />To help you understand opportunities and challenges you may face as an associate of CHP<br />To help you participate in social media with confidence while adhering to CHP’s policy<br />Be sure to read through the Guidelines & Best Practices. You’ll learn a lot in a short time. They’ll answer many Q’s.<br />
  18. 18. Home Office Social Media Strategic Plan<br />Bolsters ongoing efforts to tell CHP’s story and converse with “brand advocates”<br />Builds and nurtures relationships with those unfamiliar with CHP – those in strategic “make-or-break” audiences<br />Centers on Key Result Areas such as Human Potential, Growth, Stewardship, Physician Engagement, and Quality and Patient Safety<br />
  19. 19. Home Office Social Media Strategic Plan <br />Some of many strategies<br />Social Media Champions! subgroup of CHP Communications Network<br />Monitoring via Google alerts, Twitter search, RSS feeds…<br />CHP presences on Facebook, Twitter, LinkedIn, YouTube, blogs..<br />CHP interaction on Facebook, Twitter, LinkedIn, blogs…<br />
  20. 20. Questions?<br />mjboehmer@health-partners.org<br />

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