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Social Media Basics

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?