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Presentation to PRSA in Eugene, Oregon on April 9, 2012

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Hippos, hashtags, and integrating social media: What you need to know about strategic social media use in Public Relations. Examples from @Swedish, #hcsm, and tips on integrating social media into ...

Hippos, hashtags, and integrating social media: What you need to know about strategic social media use in Public Relations. Examples from @Swedish, #hcsm, and tips on integrating social media into your organization.

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    Presentation to PRSA in Eugene, Oregon on April 9, 2012 Presentation to PRSA in Eugene, Oregon on April 9, 2012 Presentation Transcript

    • Hippos, hashtags, and integrating social media:What you need to know about strategic social media use in Public RelationsDana Lewis | @DanaMLewis | Dana.Lewis@Swedish.org
    • + …...... Dr. Google couldn’t help.
    • But other people could(image from www.bepartofthecure.org. FYI – there’s no cure for diabetes…yet)
    • +
    • But when she was diagnosed with celiac disease…
    • You may have guessed: This is my story. This is why social media matters.
    • #hcsm• World’s largest health care chat• Health care communications & social media community
    • @Swedish• Non-profit health system• We believe in being a resource of information, both online and off!
    • Integrating social media into PR1. ENGAGE your audience2. AUGMENT traditional thinking3. MANAGE your digital strategy
    • Social media isn’t what you think it is.(and it’s not what you think that matters.)
    • 1. ENGAGE ( with interesting content) Blog posts, stories, events, in the news, Q&A First news releases, gradually more engagement & RTs, health articles Physician videos, flash mob, robotic videos
    • 1. ENGAGE:http://facebook.com/swedishmedicalcenter
    • 1. ENGAGE (where people already are)
    • Lessons learned: Social media has a short half-life.(Make sure to package your content)
    • 1. ENGAGE:http://swedish.org/engage
    • 1. ENGAGE your audience2. AUGMENT traditional thinking3. MANAGE your digital strategy
    • 2. AUGMENT: think media outreach
    • 2. AUGMENT: “news you can use”
    • 2. AUGMENT(don’t forget your own content) http://swedish.org/blog
    • Try to show (don’t tell)
    • Swedish Robotics
    • #SwedishIssaquah OB Open House
    • Measure this…• Pre-registrants• Google Analytics for tab views• Clicks, shares, likes• New patient signups at the event• …how many registrants became patients long term
    • …and we control the data.
    • Don’t forget to find your voice.
    • Why we involve employees:• They’re on the front lines, treating patients• Tap into incredible knowledge base• Best brand ambassadors/advocates• They WANT to get involved! 26
    • How to get employees involved: • Education • Internal social media group • Ask them for ideas, content • Involve them in planning • Feature their stories27
    • It’s not all external.
    • Be transparent. Social media helps.
    • Social media helps in a crisis, too.
    • Don’t forget to educate! Set your own (internal and external) policies • Set standard for ethical and legal behavior in social media • Blaze the path • Have internal policies in place in addition to tools, trainings, and resources. • Be clear with your communities regarding commenting/posting policies31
    • 1. ENGAGE your audience2. AUGMENT traditional thinking3. MANAGE your digital strategy
    • Step 1: Have a vision• Figure out what works (not everything does)• One size does not fit all• Don’t be afraid to try again
    • Step 2: Get others on board"The best tools in your social mediatoolkit begin with e: education, energy,enthusiasm, and encouragement.” -@DanaMLewis
    • “E”ducationResources and tools for employees – no matter how they use it (or if they don’t)
    • “E”nergy “E”nthusiasm If youre not excited about whatyoure doing, and willing to work hard at it, why should anyone else?
    • “E”ncouragement Its a lifelong learning process.You never reach the "guru" stage. Support yourself and others.
    • Lessons learned:• “Doing social media” is scary• Those naturally interested & excited do best• Wade in rather than dive
    • What to do: stop marketing• Build your channels• Engage• Get off the bullhorn
    • What to do: stop marketing• Facebook isn’t a bandaid• Since you’ve built up channels, utilize them!• Make sure your strategy for social media aligns with bigger picture marketing, PR, and business strategies and objectives
    • 10 Things We’ve Learned1. If you’re not producing content….2. SM can lead to mainstream mediaattention.3. Connect your experts to the community viaSM.4. Invest in SM relationships the way youinvest in mainstream media relationships.5. Integrate SM into your campaigns.
    • 10 Things (continued)6. It takes a village.7. Package your SM efforts.8. Use SM as a listening tool.9. Don’t be afraid to facilitate or own SM.10. Be prepared for it to take work.
    • 1. Know who you’re engaging with. 2. Know where they are (and why) 3. Know what they’re doing. NOW you can connect.
    • But don’t forget…….….it’s not about you.
    • Questions?Engage with us online: Facebook.com/http://swedish.org/blog swedishmedicalcenterhttp://swedish.org/engage Twitter.com/Swedish YouTube.com/Contact: swedishseattleDana Lewis@danamlewisdana.lewis@swedish.org