Facebook Anatomy 101:Making Your Fan Page Stand Out<br />Brett Pollard<br />@bpollard<br />
Takeaways<br />Benefits of embracing Facebook<br />Associated risks and mitigating risk<br />Best practices<br />Attractin...
Why Facebook Makes Marketers Drool<br />
The Numbers are STAGGERING<br />500 million active users<br />150 million users accessing via mobile device<br />Daily % o...
It’s Not All About Marketing<br />Connecting with advocates<br />Crisis communication<br />Employee morale<br />Sharing qu...
Primary Risk for Healthcare Providers<br />Privacy / HIPAA<br />
Fear of the Risks – Real World Example<br />What is the hospital’s policy regarding social media?<br />The System does not...
Hospital Usage on Facebook<br />Data derived from Ed Bennett’s Blog<br />Director of Web Strategies UMMC<br />http://ebenn...
Risks & Benefits – Tipping the Scale<br />Mitigating<br />Risks<br />Understanding<br />Benefits<br />
Best Practices – Mitigating Risk<br />Qualified page administrators<br />Regular monitoring and maintenance<br />Clearly d...
Policy Examples<br />
Visible Page Elements<br />Custom URL<br />Post frequency<br />Post variety<br />Publish admin contact information<br />Cr...
Profile Picture, Fan Engagement<br />Children’s Hospital Boston<br />
Use of Pictures and Video<br />Barnes Jewish Hospital<br />Kristin Hall – Social Media Specialist<br />
Use of Pictures and Video<br />Barnes Jewish Hospital<br />Kristin Hall – Social Media Specialist<br />
Customize Tabs Using Apps<br />University of Maryland Medical Center<br />
Customize Tabs Using Apps (Cont.)<br />St. Joseph’s Hospital and Medical Center<br />
Custom FBML Tabs<br />Alegent Health<br />
A Peek Behind-the-Scenes<br />Cooperation of multiple departments<br />Testing new ideas<br />Set goals and develop strate...
Analytics<br />Analytics<br />Facebook insights<br />Google Analytics, Webtrends, etc.<br />Spreadsheets<br />
Attracting Fans<br />Suggest page to “friends”<br />Tag employees in posts<br />Use pictures and video*<br />Learn best ti...
Health Challenge<br />Orthopedic Foot and Ankle<br />
Advertise<br />
Encouraging Fans to Participate<br />End some status updates with a question<br />Respond to fan posts<br />Use words like...
Building Blocks for Success<br />
Brett Pollard<br />President<br />Alert Presence<br />618-882-4408<br />@bpollard – Twitter<br />bpollard@alertpresence.co...
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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? 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
  • Facebook Anatomy 101: Hospitals and Medical Practices

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

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