Social media for hospitals
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Social media for hospitals



A short overview of social media for the non-specialist health care communications person. Includes practical steps to implement social media and to help your organization adapt to and support social ...

A short overview of social media for the non-specialist health care communications person. Includes practical steps to implement social media and to help your organization adapt to and support social media.



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Social media for hospitals Social media for hospitals Presentation Transcript

  • What EveryHospital Needsto Know AboutSocial Media
  • Goals1.  Demystify social media2.  Suggest ways to get the most out of social media
  • What is social media?
  • Social media is…  A communications channel  A conversation that happens online  Driven by advances in Internet capabilities  And by an evolution in Internet user behaviour  Enabled by a diverse (and sometimes confusing) array of online tools The Internet is enabling conversations among human beings that were simply not possible in the era of mass media - The Cluetrain Manifesto
  • Social media is not…  A communications strategy or tactic  A technology or an application  A fad  A youth trend  Solely for the techno-savvy
  • What is the value of social media?
  • Why it matters  More but smaller audience groups – diverse and distinctive   Connecting through mass media more difficult  Social media is common and, in some cases, ubiquitous  Audiences no longer want to be passive message recipients   Want to be ‘invited to the party’   Only true interactivity will satisfy them   Want to be heard, not just marketed to
  • What’s different  Unlike conventional advertising and most communications, you don’t completely control social media  Instead you create the conditions for it to happen and grow, like:   Building or participating in a social network   Providing content to a blogger   Uploading a video  The conversation may not involve you talking  It may simply be about you
  • Where it fits  Part of your marketing mix  Social media is a channel like:   Advertising – print, radio, TV, outdoor, etc.   Media content – releases, editorials   Static websites   Direct mail – print and electronic   Newsletters
  • Value for entire communication cycle  Research – understand your audiences  Planning – assess the communications environment  Implementation – engage your audiences  Evaluation – monitor and measure your success
  • Benefits  Greater understanding of your audiences  Deeper, more enduring connections  Potential to engage with hard to reach constituencies  Opportunities to enhance your visibility  Low cost publicity  Monitoring of communications success   How far your messages reached   How well they were received
  • Common forms of social media
  • Types of social media  Social networks  Blogs  Video, photo and file sharing  Wikis  Social gaming  Podcasts  Social media news release  Really Simple Syndication (RSS)
  • Some social media tools
  • Who uses social networks? 53% of 12-17 year olds monthly weekly daily 54% of 18-29 year olds 43% of 30-44 year olds 28% of 45-59 year olds 22% of 60+ year olds
  • How people use social networks  Connect with friends and families   Facebook  Entertainment   MySpace  Get information   Yahoo/Google Groups  Professional development   LinkedIn
  • Facebook  Highly interactive social network consisting of micro- websites for:   People   Groups/organizations   Causes   Events  Instant page launch and update – no technical skills needed  Video, photos can be uploaded  Canada is 2nd largest user  200 million users worldwide
  • Hospitals and health on Facebook  Patient groups – “I was born at…”  Employee groups – University Health Network  Official hospital pages - CHEO  Causes – “Save ABC Hospital”  Foundations  Events  Disease advocacy and support groups – parents with children with diabetes
  • Facebook engagement options  Passively listen   Join groups and learn what people are saying and thinking about you and subjects related to you  Participate in conversations and supply information as needed to existing groups  Launch your own page  Link back from Facebook to your website  Explore potential for targeted advertising
  • Twitter  Micro-blog  Users ‘follow’ other members  Posts must be 140 characters or less  Example:   Mens Health Post: Vasectomies Up as the Economy Goes Down?: Reevaluating family in challengin.. cuha4o  Embedded URL enables links back to your website or other web content
  • Twitter engagement options  Use to monitor environment  Follow other health care organizations, opinion-leaders, patient advocates  Use as teaser   Drive traffic to your website  Publicize events  Maintain contact with audiences who choose to follow you
  • Blogs  Web-log  blog  Personal discussion forum/diary online  Can be news, opinion or blend  Can be professional – health care provider, administrator  Or personal – patient, caregiver  Off the shelf applications enable instant blogging – Wordpress, Google Blogger  Enables an informal conversation with audience
  • Blog engagement options  Create an ‘institutional’ blog using the voice of the organization  Build an ‘expert’ blog with commentary from CEO, chief of staff or other prominent opinion leader or use several voices to reflect diversity  Identify influential bloggers and cultivate them  Monitor relevant blogs to understand current environment
  • YouTube  Video sharing website  Users create and/or upload content  Opportunity to create ‘channel’ that users can subscribe to  Content can also be embedded in other social media   Blogs   Social media news releases   Social networks
  • YouTube engagement options  Monitor stakeholder groups – e.g. Ontario Nurses’ Association   Tone of messages   Influence - number of views, embeds  Post content as standalone videos   Promotional videos   New conferences   Media coverage   Seminars/presentations  Post content as part of a channel – if you believe you will have frequent updates  Embed relevant content in social networks you participate in, especially content featuring your organization
  • Social news and bookmarking  Content ‘consolidators’ that enable users to gather, organize and share website URLs with those with similar interests  Popularity of stories and sites determined by user voting (‘digg’ a website) and comments  Value is that they help users quickly find related stories and sites – making surfing more efficient  Common sites:   Digg   Reddit   Delicius
  • Social news engagement options  Participate as a user, bookmarking sites you like and find useful – this will build your reputation as a thoughtful member of the bookmarking community  As you become a veteran community member consider inviting other members to look at your web content and recommend it  Add social bookmarks to your news releases
  • 9 basic rules1.  Listen – pay attention to what others are talking about2.  Be democratic – allow voices from throughout your organization to participate3.  Let go of control – guide, don’t censor the conversation4.  Be informal – social media speaks with a human, not a corporate voice5.  Be useful – give people something they want so they have a reason to engage with you6.  Be thoughtful – add to the conversation when you have something meaningful to say, not just to gain profile7.  Soft sell – aggressive promotion will sabotage your conversations8.  Find the influencers – a small minority of active people are responsible for much of the social media; cultivate them9.  Be transparent – accept criticisms and respond honestly
  • 5 unavoidable facts1.  Effective use of social media takes resources – human and financial, external or internal2.  Just building a presence doesn’t create an audience – you need to work to cultivate one, or several3.  Social media is only one channel – some audiences may use it less than others4.  Just because you live and breathe health care doesn’t mean everyone else does – sometimes a dancing cat on YouTube will be more interesting than you5.  Nothing happens overnight
  • ContactPaul McIvorRosetta Public Relations Inc.T 416 516 7095C 416 906