Important numbers about U.S. healthcare consumers 61% of adults look online for health information 38% of women comfortable discussing personalhealthcare issues in online communities 36% want to see what other consumers say about medication or treatment 34% use social media 46% use healthcare portals 67% use search engines 21% use Wikipedia 50% of global population is under 30 years old
Why should you care? 93% of social media users believe organizations should have a presence 85% of social media users want organizations to interact with customers using social media
Being strategic: Alignment with goals Customer service: Point of contact Early warning of issues Outcome: More positive word-of-mouth Community outreach: Engage those within our community Outcome: Attract patients, doctors, philanthropy Patient education: Extend existing programs Outcome: More positive word-of-mouth
Being strategic: Alignment with goals Public relations: Engage media and other influencers They’re already using these channels Outcomes: Goodwill in the bank, positive stories, strong relationships Crisis communications: Ensure your story dominates the river of updates Outcome: Survive the crisis with enhanced reputation
Also consider… Time spent working at home Extra hours logged at work True measure of productivity Hidden value of employees’ networks IT in charge of productivity? Would productivity really improve?
Conclusion Not a technology issue Manage by exception
Dispelling the myths Employee productivity Security
Conclusion Policies and guidelines Training and communication
The case for open access Futility: Employees don’t need your network
The case for open access Futility: Employees can get around your blocks Employees tend to re-route arounda blog, go to another server, and findother ingenious ways of doing whatthey want to. And these reroutingefforts may actually be even moretime-consuming.
The gold in employee social graphs Recruiting Culture/values Subject matter expertise Idea testing/decision making (SMPGs) Training Intelligence Crowdsourcing Company and product evangelism
Possibilities Employee group blog Cross-section of employees/jobs Talk about culture, pride, values, experiences Approach is gaining popularity Examples: TSA, Southwest Airlines, EDS Evangelism in existing social networks Requires new approach to employee communications
Your opportunities Engage employees The front line of PR and customer service Participate in existing conversations
Possibilities Heightened awareness Links to social media properties on all properties, pages “Share” links on all hospital pages Promote community education Announce on Facebook, Twitter Video highlights of training to YouTube Live-blog and/or live-tweet events Support existing initiatives Blog posts Dedicated blogs for ongoing issues Community “tweetups” with administrative, medical staff
Your opportunities Engage employees The front line of PR and customer service Participate in existing conversations Integrate social media with other channels Open information that doesn’t need to be closed
Possibilities MD ratings and reviews They’re out there anyway Long-term benefit Clinical outcomes / transparency
As a management tool in the hospital it is easier to get people to work better. People in hospitals are caring and they want to eradicate disease. For example, Ventilator Associated Pneumonia. We created information about the VAP that helped to save more than 90 lives and posted it. This creates better work because we are not afraid to say what we're doing and how we're helping. We put ourselves under the microscope. -- Paul Levy, via David Meerman Scott
Your opportunities Engage employees The front line of PR and customer service Participate in existing conversations Integrating social media with other channels Open information that doesn’t need to be closed Facilitate conversations
The Mayo Clinic hasestablished a few pilot“secret” Facebook groupsfor patients with commonconditions. Extends Mayo Clinic brandand gives patients another reason to tell their Mayo stories. More condition-focused secret Facebook groups are on the drawing board.
http://www.posterous.com Posterous is a simple blogging platform started in May 2008.It boasts integrated and automatic posting to other social media tools such as Flickr, Twitter, and Facebook, a built-in Google Analytics package, and custom themes. -- Wikipedia
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