Social Media Here to Stay Ryan Squire—Program Director Communications and Marketing

“ Did You Know 4.0” http://www.youtube.com/watch?v=6ILQrUrEWe8

Today Establishing Presence Building Followings Mostly Broadcast Communications & Marketing Driven Developing Policy Testing other uses

Establishing Presence

Building Followings

Mostly Broadcast

Communications & Marketing Driven

Developing Policy

Testing other uses

Patient Driven Employee Driven Communications and Marketing Guided Community Conversation Enriched with our expertise Tomorrow

Patient Driven

Employee Driven

Communications and Marketing Guided

Community Conversation

Enriched with our expertise

More Than Marketing

Your Future Is Here

Your Future Is Here LinkedIn Gina Bericchia has sent you a message. Date: 9/01/2009 Subject: Thank you Thanks very much for your kind welcome. I actually owe you a thank you because I learned about the student intern position from following you on Twitter. I'm very excited to get started and look forward to learning more about social media from you.

Your Patients Are Here

More Than Marketing

More Than Marketing

Marketing is the Byproduct

How Can a Hospital Use Social Media? Customer Service: Contact point for our customers, catch problems early. Innovation: Encourage and empower cross-department collaboration. Patient/Employee Education: Natural extension of efforts to reach & teach. Public Relations: The media is there looking for stories, sources, and free content. Crisis Communications: Take control of the message, and keep community updated in real-time. Source: Massachusetts General Uses for Social Media

Customer Service: Contact point for our customers, catch problems early.

Innovation: Encourage and empower cross-department collaboration.

Patient/Employee Education: Natural extension of efforts to reach & teach.

Public Relations: The media is there looking for stories, sources, and free content.

Crisis Communications: Take control of the message, and keep community updated in real-time.

Benchmarking Institutions Source: University HealthSystem Consortium Social Media Survey June 2009 Don’t Block Access 64% or 29/45 Utilize: Facebook Twitter YouTube Blogs

Don’t Block Access

64% or 29/45

Utilize:

Facebook

Twitter

YouTube

Blogs

Benchmarking Institutions Source: University HealthSystem Consortium Social Media Survey June 2009 Have Guidelines/Policy Monitors Employee Usage

Have Guidelines/Policy

Monitors Employee Usage

Benchmarking Institutions Source: University HealthSystem Consortium Social Media Survey June 2009 “ Social Media in healthcare is about integrating patient care; enabling continuity; enhancing patient's experience, which will prompt greater medication/ therapy compliance and organizational loyalty; building goodwill, providing useful & accurate health information, building community, and increasing credibility through transparency.” Have Guidelines/Policy Does Not Monitor Usage

“ Social Media in healthcare is about integrating patient care; enabling continuity; enhancing patient's experience, which will prompt greater medication/ therapy compliance and organizational loyalty; building goodwill, providing useful & accurate health information, building community, and increasing credibility through transparency.”

Have Guidelines/Policy

Does Not Monitor Usage

Benchmarking Institutions Source: University HealthSystem Consortium Social Media Survey June 2009 No Guidelines/Policy Does Not Monitor Usage

No Guidelines/Policy

Does Not Monitor Usage

Social Media– Pros and Cons? Pro Enables conversation Con Cannot control conversation

Pro

Enables conversation

Con

Cannot control conversation

Social Media -Pro Can Influence Conversation and manage word of mouth-reputation Instant feedback – ability to fix problems, minimize impact for customers and employees

Can Influence Conversation and manage word of mouth-reputation

Instant feedback – ability to fix problems, minimize impact for customers and employees

Controlling The Conversation Source: http://chronicle.com/wiredcampus/article/3709/ohio-state-u-stops-censoring-its-facebook-page

Policy Is Important What policies do you have in place? Privacy Acceptable Use Appropriate Behavior Social Media Policy “ Imitation is the sincerest form of flattery” Charles Caleb Colton http://ebennett.org/hsmp/

What policies do you have in place?

Privacy

Acceptable Use

Appropriate Behavior

Social Media Policy

“ Imitation is the sincerest form of flattery”

Charles Caleb Colton

http://ebennett.org/hsmp/

“ You don't create a culture. Culture happens. Culture is the by-product of consistent behavior.” Jason Fried—Social Media Management Expert Consistent behavior is created by practice. “ Practice does not make perfect. Only perfect practice makes perfect.” Vince Lombardi Policy Cannot Stand Alone

“ You don't create a culture. Culture happens. Culture is the by-product of consistent behavior.”

Jason Fried—Social Media Management Expert

Consistent behavior is created by practice.

“ Practice does not make perfect. Only perfect practice makes perfect.”

Vince Lombardi

Ryan Squire 614-293-0473 [email_address] Twitter: @OSUsquire