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CADTH Workshop - Keeping Ahead  of the Curve: Social Media - April 2012

CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012



Social media planning for health information organizations. Presented as a workshop at the CADTH Symposium 2012 in Ottawa, Canada presented by the Canadian Agency for Drugs and Technology in Health - ...

Social media planning for health information organizations. Presented as a workshop at the CADTH Symposium 2012 in Ottawa, Canada presented by the Canadian Agency for Drugs and Technology in Health - http://cadth.ca/ Includes discussion of strategy, risks and policy.



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    CADTH Workshop - Keeping Ahead  of the Curve: Social Media - April 2012 CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012 Presentation Transcript

    • Keeping Ahead of the Curve Part 2 Social Media by Connie Crosby Crosby Group Consulting CADTH 2012 Symposium Workshop Ottawa, April 15, 2012
    • Agenda• Social Media Overview• Healthcare Examples• Planning Framework• Risks & Policy
    • Social Media Overview Apollo 11 Mission Image - 1969, from NASA on The Commons http://www.flickr.com/photos/nasacommons/5052744574/in/set-72157625096855580
    • Facebook• more than 500 million active users• (almost 700 million according to Inside Facebook)• 50% log in on any given day• Canada: 16.8 million users Sources: Facebook, August 2011 and Inside Facebook, June 12, 2011 4
    • Twitter• Over 200 million users (100 million “active” users)• 200 million messages (“tweets”) sent per day• 13.7% of Canadians are active users Sources: Twitter, June & September 2011 and Digital Journal, December 2010 5
    • LinkedIn• “world largest professional network”• more than 120 million members• Canada: 4 million members Source: LinkedIn, August 2011 6
    • YouTube• Canada: 17.6 million active users• 71% of Canadian Internet users versus 55% of US Internet users• 2 billion videos viewed by Canadians in Nov. 2010 Source: comScore, January 2011 7
    • Google Plus• launched end of June 2011 in closed beta• open beta in September 2011• reached 20 million users after 3 weeks; 67 million by November 2011• over 800k Canadian users after 3 weeks (now 2 million+?) Sources: comScore, July & Dec 2011, Google Plus blog 8
    • Use in Canada (millions of users active in the past month) 20 15 10 5 Google+ LinkedIn Twitter 0 Facebook YouTubeNote: data from various sources 9
    • Organizational use (examples)
    • Facebook 11
    • Facebook
    • LinkedIn 13
    • LinkedIn 14
    • Twitter 15
    • YouTube (video) 16
    • Twitter 17
    • Google+
    • Blogs19
    • Flickr: The Commons 20
    • Smithsonian Institute on Flickr 21
    • Wikis 22
    • Wikis 23
    • Social bookmarking 24
    • Delicious - stacks
    • RSS (feeds) / XML 26
    • 27
    • RSS feed example
    • RSS feed example 29
    • • monitoring• re-feed to other websites• combine and filter for specific feed 30
    • • blogs• news sites• alerts from Google and others 31
    • Monitoring tools - Google Reader 32
    • Planning Framework
    • Learn• Use social media yourself• Study relevant case studies• Educate senior executives• Hear from practitioners• Explore the latest trends
    • Engagement
    • Listen• Identify relevant social media monitoring tools• Learn how you can best use the tools• Discover what’s said about you and your market• Find relevant communities and conversations• Uncover key influencers
    • Engage in Conversation• Enter the conversation• Provide relevant content• Add value to communities• Engage with influencers• Respond positively
    • Measure and Refine• Set relevant measures of success• Monitor measures• Capture and communicate success stories• Report to senior executives• Refine your strategy measures
    • StrategyDevelopment
    • Prioritize Objectives• Improve customer engagement• Enhance brand and reputation management• Accelerate customer-driven innovation• Attract talented employees• Increase sales
    • Establish Governance• Identify opportunities• Understand risks• Clarify risk of NOT engaging• Set clear social media policies• Communicate policies internally
    • Define Activities• Define first and subsequent phases• Target initial platforms• Identify resources required• Establish responsibilities and time commitment• Link to offline marketing activities
    • Develop Capabilities• Identify internal ‘champions’ for social media• Train and support champions and staff• Keep abreast of developments• Establish pilot program• Develop a culture of responsible transparency
    • Planning & best practices• Thinking strategically• Needs of specific audiences (children, seniors, First Nations and Francophone, to name just a few)• Measuring success• Resources needed• Policy
    • Risks & Policy
    • Privacy & new technologies• 48% of Canadians “somewhat concerned”• 42% “very concerned”• identity theft identified as biggest concern Source: Canadians and Privacy report, Ekos, 2009 http://www.priv.gc.ca/information/survey/2009/ekos_2009_01_e.cfm#sec4_3 47
    • • The more in control over their own data, the more personal information people are willing to give away. - Dr. Alessandro Acquisti, Carnegie Mellon, at Insights on Privacy event, February 2011 48
    • What risks are youconcerned about?
    • Risks identified by attendees • opening up comments (negative comments) • legal concerns • maintaining dialogue in a timely fashion • third party comments - liability/obligations • patient confidentiality • Access to Information requirements for internal social media
    • More Risks identified by attendees • if you are not online, no way to respond (risk of not participating) • expectations of new staff • do you own your own content? Protect your organization’s intellectual property • workload • language, tone of voice • creating a unified voice • being taken out of context
    • Mitigating risks - some thoughts• Set and post a policy for comments on your social media sites (blogs, Facebook, etc.) in advance; monitor comments• Start small and add gradually as you incorporate into workflow of staff• Consider in advance who will respond to various types of comments and how - e.g. what about during a crisis?• Do read the terms of service for social media sites
    • Policy - employee guidelines• identity transparency• personal responsibility• confidentiality• common sense 53
    • Policy - best practices for organization use • tone, quality • trust-building • oversight; escalation and resolution • staff training • HR use 54
    • Social Media Guidelines Checklisthttp://www.charleneli.com/resources/social-media-policies- directory/ 55
    • socialmedia.policytool.net
    • Want more on the Social Media StrategyFramework?Consider the Introduction to Social Media forOrganizations course I co-teach with Daniel Lee viathe iSchool Institute at the University of Toronto:http://www.plc.ischool.utoronto.ca/coursedescription.asp?courseid=269
    • Effective Blogging for Librariesby Connie CrosbyThe Tech Set series,Neal-Schuman Publishinghttp://www.neal-schuman.com/eblAvailable in Canada via the OLA Storewww.accessola.com/olastore/
    • Thank you! Connie CrosbyCrosby Group Consulting http://crosbygroup.ca connie@crosbygroup.ca @conniecrosby @crosbygroup 416-919-6719 60