Social Media Primer for Health
Care Execu6ves
Steve Brown
Adap6ve Business Leaders
December 11, 2008
hFp://brown2020.com
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Social Media Defined
People
having a conversa6on
online
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What are we sharing?
• Ideas
• Friends
• Photos
• Status
• Websites
• Videos
• Slides
• Documents
• Music
• Events
• Books
• Restaurants
• Travel 6ps
• Ar6cles
• Notes
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Social media is growing rapidly
Facebook helps you Wordpress.com: Express Twi$er is a service for
connect and share with the yourself. Start a blog. friends, family, and co–
people in your life. workers to communicate
and stay connected
through the exchange of
quick, frequent answers to
one simple ques=on: What
are you doing?
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Just for a sense of scale…
Facebook
Sex
Football
Global warming
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Why are we sharing?
Because life is richer
when we share
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Why Should Health Care Execu6ves
Care About Social Media?
• Social Media is about Connectedness. In Business and
in Life, Connectedness Wins
– Barack Obama Case Study
• Connectedness is part of the solu6on to:
– Wellness challenges including obesity and lifestyle diseases
that relate to our own mo6va6on and behavior
– Chronic care management challenges exacerbated by
isola6on, loneliness, depression
– Aging popula6on challenges resul6ng from cogni6ve
decline and neurological disease
– Public health and research challenges that depend on the
velocity and relevance of real‐world informa6on
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In Google, Winning is a Func6on of
Connectedness
PageRank BarackObama.com Case Study
How many pages link to the What was the number one
pages that link to you? issue of the campaign?
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The Most Connected Sites Win
BarackObama.com JohnMcCain.com
Predominantly Social
Media: Blogs, Social
Network Pages
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Digging Deeper Into Obama vs. McCain
JohnMcCain.com content: BarackObama.com content:
Campaign generated press releases User generated blogs and local groups
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Tradi6onal Media:
Passive, expensive,
celebrity driven. People
you only think you know.
From Barbara Walters Presents: The Most Fascina6ng People of 2008.
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Social Media:
Ac6ve, engaged, free.
Real people, real
conversa6ons.
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Real Time Ac6vity on Facebook
• 120 million ac6ve users, now 4th most trafficked website
• 10 billion photos, adding 30 million per day
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Social Media and Your Business
1. How do people find and judge
your organiza6on?
2. How do you listen to and
mo6vate your employees?
3. How do you listen to and
mo6vate your members?
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Top Three Barriers To Social Media
• “None of my friends are there”
• “I feel thrust into a public space”
• “It’s too much effort”
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Overcoming Barriers:
Social Media For Adults
• Applica6ons that have value even before you
have any “friends” on the network
• Applica6ons that start with private thoughts
and share gradually, with clear privacy control
• Applica6ons that effortlessly integrate with
what you already know and do
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For Discussion: Poten6al Applica6ons
of Social Media in Health Care
• Wellness
• Chronic Care
• Brain Fitness
• Public Health
• Research
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Chronic Care 1.0
• Scripted
• Top Down
• Inherently Limited
• Labor Intensive
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Chronic Care 2.0
• Unscripted
• Grass Roots
• Open‐Ended
• Social
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Real Life is Unscripted
wefeelfine.org
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Real People are Diverse
12/11/08 hFp://brown2020.com wefeelfine.org 21

Real Needs are Highly Personal
wefeelfine.org
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Connectedness and Your Brain: Keep
Learning and Stay Engaged – Or Else!
From “The Coming
Neurological Epidemic”
TED talk by Biochemist
Gregory Petsko
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Social Networks and Brain Health
• Women who had daily contact with friends and family cut their risk of
demen6a by almost half.
• If you stay connected, you have a be$er shot. Whenever we have even the
most basic exchange, we have to think about how to respond, and that
s=mulates the brain—Valerie Crooks, clinical trials administra6ve director
at Southern California Kaiser Permanente Medical Group, lead author.
• American Journal of Public Health 1221‐1227, July 2008, Vol 98, No. 7
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Social Graph on Facebook
More connected outside
= More connected inside
Brain map from brainmaps.org
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Social Media: A New Window Into
Human Behavior
• Unprecedented ability to measure social and
emo6onal behavior of a popula6ons
• Opportunity to understand problems based on
real world data, not from the laboratory!
• Who is currently at the forefront of human
behavior research? Social media companies!
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Every Day Presents a New Way to
Connect, Engage, and Learn
Ocarina iPhone Applica6on from Smule: your phone becomes an electronic
flute you can play with people around the world.
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