Social Media Basics
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Social Media Basics



A look at social media at Catholic Health Partners, the largest healthcare system in Ohio and one of the largest non-profit systems in the United States

A look at social media at Catholic Health Partners, the largest healthcare system in Ohio and one of the largest non-profit systems in the United States



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Social Media Basics Social Media Basics Presentation Transcript

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