Facebook Anatomy 101: Hospitals and Medical Practices

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How can hospitals and medical practices transform their Facebook presence attracting occasional web traffic to a powerful portal where your health branding and organizational message truly stands out? …

How can hospitals and medical practices transform their Facebook presence attracting occasional web traffic to a powerful portal where your health branding and organizational message truly stands out? Details include policy, strategy, appearance, customization and management of Facebook pages with consideration of the unique challenges in the healthcare industry.

This slideshow includes:

* Benefits and risks of embracing Facebook for hospitals and medical practices
* Examples of successful Facebook implementations in healthcare and the anatomy of a
* Best practices and tips for attracting and engaging fans
* Discover ways to launch or improve upon your Facebook page

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  • Numbers are staggering, platform is inherently viral in nature, captive audience
  • 386% increase

Transcript

  • 1. Facebook Anatomy 101:Making Your Fan Page Stand Out
    Brett Pollard
    @bpollard
  • 2. Takeaways
    Benefits of embracing Facebook
    Associated risks and mitigating risk
    Best practices
    Attracting fans (likes)
    Measuring success
  • 3. Why Facebook Makes Marketers Drool
  • 4. The Numbers are STAGGERING
    500 million active users
    150 million users accessing via mobile device
    Daily % of active users is increasing > 50%
    Average user has 130 friends
    75% of US households with Internet used SM in May, 2010
  • 5. It’s Not All About Marketing
    Connecting with advocates
    Crisis communication
    Employee morale
    Sharing quality health info.
    Physician recruiting/job listings
    Reputation management
    Fundraising
    Humanizing the organization
    Public relations
    Customer service
    Event announcements
  • 6. Primary Risk for Healthcare Providers
    Privacy / HIPAA
  • 7. Fear of the Risks – Real World Example
    What is the hospital’s policy regarding social media?
    The System does not yet have a policy for social media and for that reason is engaging in social media on a very limited basis.
    There is a strong belief among some of the senior communicators that social media participation may result in privacy related lawsuits.
  • 8. Hospital Usage on Facebook
    Data derived from Ed Bennett’s Blog
    Director of Web Strategies UMMC
    http://ebennett.org/hsnl/
  • 9. Risks & Benefits – Tipping the Scale
    Mitigating
    Risks
    Understanding
    Benefits
  • 10. Best Practices – Mitigating Risk
    Qualified page administrators
    Regular monitoring and maintenance
    Clearly defined policies
    Comment policy
    Privacy policy
    Participation policy
    Hospital Policy Examples:
    Vanderbilt SM Toolkit
    SocialMediaGovernance.com
  • 11. Policy Examples
  • 12. Visible Page Elements
    Custom URL
    Post frequency
    Post variety
    Publish admin contact information
    Cross-promotion of other web locations (Website, blog, YouTube, Twitter, etc.)
  • 13. Profile Picture, Fan Engagement
    Children’s Hospital Boston
  • 14. Use of Pictures and Video
    Barnes Jewish Hospital
    Kristin Hall – Social Media Specialist
  • 15. Use of Pictures and Video
    Barnes Jewish Hospital
    Kristin Hall – Social Media Specialist
  • 16. Customize Tabs Using Apps
    University of Maryland Medical Center
  • 17. Customize Tabs Using Apps (Cont.)
    St. Joseph’s Hospital and Medical Center
  • 18. Custom FBML Tabs
    Alegent Health
  • 19. A Peek Behind-the-Scenes
    Cooperation of multiple departments
    Testing new ideas
    Set goals and develop strategies
  • 20. Analytics
    Analytics
    Facebook insights
    Google Analytics, Webtrends, etc.
    Spreadsheets
  • 21. Attracting Fans
    Suggest page to “friends”
    Tag employees in posts
    Use pictures and video*
    Learn best times to post and track results
  • 22.
  • 23. Health Challenge
    Orthopedic Foot and Ankle
  • 24. Advertise
  • 25. Encouraging Fans to Participate
    End some status updates with a question
    Respond to fan posts
    Use words like “you” or “your”
    Surprise your fans
    Encourage fans to upload their own pictures or video
    Offer a poll or contest
  • 26. Building Blocks for Success
  • 27. Brett Pollard
    President
    Alert Presence
    618-882-4408
    @bpollard – Twitter
    bpollard@alertpresence.com