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SOCIAL MEDIA SEMINAR
Today’s Agenda <ul><li>Twitter 101 </li></ul><ul><li>LinkedIn 101 </li></ul><ul><li>Facebook 101 </li></ul><ul><li>Hive Ma...
<ul><li>Two out of every three Web users </li></ul><ul><li>10% of all Internet usage </li></ul><ul><li>Time spent on socia...
<ul><li>PatientsLikeMe.com </li></ul><ul><li>Medhelp.org </li></ul><ul><li>DailyStrength.org </li></ul><ul><li>Organizedwi...
<ul><li>Consumer-driven health care </li></ul><ul><ul><li>More skin in the game </li></ul></ul><ul><ul><li>Unprecedented a...
<ul><li>Look before you leap. </li></ul><ul><li>Become a follower. Get engaged. </li></ul><ul><ul><li>Hospitals on Twitter...
Twitter 101 <ul><li>Things to know about Twitter: </li></ul><ul><ul><li>140 characters </li></ul></ul><ul><ul><li>Hashtags...
Twitter 101
Twitter 101 <ul><li>Hospitals on Twitter to check out (start following a few to get a feel) </li></ul><ul><ul><li>http://t...
Twitter 101 <ul><li>http://twitter.com/dandunlop </li></ul><ul><li>http://hootsuite.com </li></ul><ul><li>http://twittgrou...
Twitter 101 - HootSuite
LinkedIn 101 <ul><li>Things to know about LinkedIn: </li></ul><ul><ul><li>Great for communicating with peers </li></ul></u...
LinkedIn 101
LinkedIn 101 - Groups <ul><li>http://www.linkedin.com/home?myGroups=&trk=hb_side_grps </li></ul><ul><li>HealthLeaders Medi...
LinkedIn 101
Facebook 101 <ul><li>http://www.facebook.com/#/group.php?v=info&gid=20088101947 </li></ul>
Facebook 101 <ul><li>Things you need to know: </li></ul><ul><ul><li>Keep it current; respond to wall posts </li></ul></ul>...
Facebook & Hive Marketing <ul><li>Crisis communications tool </li></ul><ul><li>Engage and empower supporters </li></ul><ul...
Executive Blogs <ul><li>Paul Levy, Running a Hospital  </li></ul><ul><ul><li>http://runningahospital.blogspot.com/ </li></...
Executive Blogs <ul><li>Rob Colones, CEO of McLeod Health in SC </li></ul><ul><ul><li>http://blog.mcleodhealth.org/ </li><...
Repurposing Content <ul><li>Press release on PRLog </li></ul><ul><li>Use share function </li></ul><ul><li>Post on Twitter ...
Repurposing Content <ul><li>www.prlog.org </li></ul>
Repurposing Content
Repurposing Content
Repurposing Content
Repurposing Content
Repurposing Content
Repurposing Content
Repurposing Content
Philanthropy 2.0 <ul><li>Ideal tools for building donor communities </li></ul><ul><li>Great for connecting grateful patien...
Philanthropy 2.0
<ul><li>LinkedIn Groups </li></ul><ul><ul><li>http://tinyurl.com/yacjclj </li></ul></ul><ul><ul><li>http://tinyurl.com/ycb...
Philanthropy 2.0
Philanthropy 2.0
<ul><li>Measure engagement! People joining, commenting, participating… </li></ul><ul><li>Develop metrics: Google Analytics...
Measuring Results
Measuring - TweetStats <ul><li>http://www.tweetstats.com </li></ul>
Measuring - TweetStats <ul><li>http://www.tweetstats.com </li></ul>
Measuring - Twitterholic <ul><li>http://twitterholic.com/ </li></ul>
Measuring - Twitterholic
Measuring - Twitgraph <ul><li>http://www.twitgraph.com/dandunlop/profile.aspx </li></ul>
Monitoring and Tracking <ul><li>Track conversations taking place online about your brand: </li></ul><ul><ul><li>Google Ale...
Monitoring & Tracking
Monitoring & Tracking
Quality & Brand Integrity <ul><li>Your social media presence is an extension of your brand. That includes: </li></ul><ul><...
Quality & Brand Integrity <ul><li>Write your post or comment, then walk away. Come back to it with fresh eyes. Then go liv...
Quality & Brand Integrity <ul><li>Use bulleted lists. </li></ul><ul><li>Headlines and subheads. </li></ul><ul><li>Highligh...
<ul><li>You have to Tweet many times each day </li></ul><ul><li>Blog posts must always be short </li></ul><ul><li>You have...
<ul><li>Never lose sight of patient confidentiality </li></ul><ul><li>You must have signed releases </li></ul><ul><li>Bewa...
HIPAA Compliance <ul><li>Blogs and forums such as Facebook are not appropriate venues for dispensing specific medical advi...
HIPAA Compliance <ul><li>Physicians should make it clear that they will only practice medicine online, if at all, through ...
<ul><li>http://www.slideshare.net/dandunlop </li></ul>SlideShare
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UHS Social Media Training

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Transcript of "UHS Social Media Training"

  1. 1. SOCIAL MEDIA SEMINAR
  2. 2. Today’s Agenda <ul><li>Twitter 101 </li></ul><ul><li>LinkedIn 101 </li></ul><ul><li>Facebook 101 </li></ul><ul><li>Hive Marketing & Crisis Communication </li></ul><ul><li>Executive Blogs </li></ul><ul><li>Repurposing content </li></ul><ul><li>Philanthropy & Social Media </li></ul><ul><li>Measuring Results </li></ul><ul><li>Monitoring & Tracking </li></ul><ul><li>Quality and Brand Integrity </li></ul><ul><li>HIPAA Compliance </li></ul>
  3. 3. <ul><li>Two out of every three Web users </li></ul><ul><li>10% of all Internet usage </li></ul><ul><li>Time spent on social sites growing three times as fast as general Internet usage </li></ul><ul><li>35-49 year olds are Facebook’s fastest growing demo and makeup one-third of the audience </li></ul><ul><li>In 2008 Facebook added twice as many 50-60 year olds (14 million) as 18 year olds </li></ul>Who Uses Social Media?
  4. 4. <ul><li>PatientsLikeMe.com </li></ul><ul><li>Medhelp.org </li></ul><ul><li>DailyStrength.org </li></ul><ul><li>Organizedwisdom.com </li></ul><ul><li>Everydayhealth.com </li></ul><ul><li>Revolutionhealth.com </li></ul><ul><li>ACOR.org </li></ul><ul><li>HealthAngle.com </li></ul>Where Patients Find Info
  5. 5. <ul><li>Consumer-driven health care </li></ul><ul><ul><li>More skin in the game </li></ul></ul><ul><ul><li>Unprecedented access to information </li></ul></ul><ul><ul><li>Changing patient and consumer expectations </li></ul></ul><ul><ul><li>Desire to participate in care </li></ul></ul><ul><ul><li>New channels to register an opinion </li></ul></ul><ul><li>To manage your brand, you need to know what’s being said </li></ul><ul><li>Social media word-of-mouth has greater credibility and authenticity </li></ul>Why Social Media?
  6. 6. <ul><li>Look before you leap. </li></ul><ul><li>Become a follower. Get engaged. </li></ul><ul><ul><li>Hospitals on Twitter </li></ul></ul><ul><ul><li>Hospitals on Facebook </li></ul></ul><ul><ul><li>Hospitals on LinkedIn </li></ul></ul><ul><ul><li>Hospital CEO Bloggers </li></ul></ul><ul><li>Learn from the best. </li></ul><ul><li>Then follow their example. </li></ul>Our Advice
  7. 7. Twitter 101 <ul><li>Things to know about Twitter: </li></ul><ul><ul><li>140 characters </li></ul></ul><ul><ul><li>Hashtags #UHS #heritagehospital #healthcare </li></ul></ul><ul><ul><li>Tiny URLs http://tinyurl.com </li></ul></ul><ul><ul><li>Ability to Tweet later – HootSuite and others </li></ul></ul><ul><ul><li>Twitter Groups </li></ul></ul><ul><ul><li>Build followers </li></ul></ul><ul><ul><li>Offer a link with each tweet </li></ul></ul>
  8. 8. Twitter 101
  9. 9. Twitter 101 <ul><li>Hospitals on Twitter to check out (start following a few to get a feel) </li></ul><ul><ul><li>http://twitter.com/Aurora_Health </li></ul></ul><ul><ul><li>http://twitter.com/WakeMed </li></ul></ul><ul><ul><li>http://twitter.com/RIHospital </li></ul></ul><ul><ul><li>http://twitter.com/mayoclinic </li></ul></ul><ul><ul><li>http://twitter.com/BonSecoursRVA </li></ul></ul><ul><ul><li>http://twitter.com/HopkinsMedNews </li></ul></ul><ul><ul><li>http://twitter.com/CleveClinicNews </li></ul></ul>
  10. 10. Twitter 101 <ul><li>http://twitter.com/dandunlop </li></ul><ul><li>http://hootsuite.com </li></ul><ul><li>http://twittgroups.com/index.php </li></ul><ul><li>http://twittgroups.com/group/hcmktg </li></ul><ul><li>http://twittgroups.com/group/hcsm </li></ul>
  11. 11. Twitter 101 - HootSuite
  12. 12. LinkedIn 101 <ul><li>Things to know about LinkedIn: </li></ul><ul><ul><li>Great for communicating with peers </li></ul></ul><ul><ul><li>LinkedIn Groups </li></ul></ul><ul><ul><li>Post press releases </li></ul></ul><ul><ul><li>Start discussions </li></ul></ul><ul><ul><li>Draw traffic to blog posts </li></ul></ul><ul><ul><li>Tweets and blog posts feed into LinkedIn </li></ul></ul><ul><ul><li>Daily email blast to group members </li></ul></ul><ul><ul><li>Respond to discussions! </li></ul></ul>
  13. 13. LinkedIn 101
  14. 14. LinkedIn 101 - Groups <ul><li>http://www.linkedin.com/home?myGroups=&trk=hb_side_grps </li></ul><ul><li>HealthLeaders Media </li></ul><ul><li>Healthcare Executives Network </li></ul><ul><li>Healthcare Marketing Network </li></ul><ul><li>Forum for Healthcare Strategists </li></ul><ul><li>Professional Healthcare Marketers </li></ul><ul><li>Society for Healthcare Strategy & Market Development </li></ul><ul><li>Healthcare Marketing, Communications & Educational Professionals </li></ul><ul><li>Association of Medical Media </li></ul><ul><li>UHS Marketers </li></ul>
  15. 15. LinkedIn 101
  16. 16. Facebook 101 <ul><li>http://www.facebook.com/#/group.php?v=info&gid=20088101947 </li></ul>
  17. 17. Facebook 101 <ul><li>Things you need to know: </li></ul><ul><ul><li>Keep it current; respond to wall posts </li></ul></ul><ul><ul><li>You set degree of privacy </li></ul></ul><ul><ul><li>Groups vs. Fan Pages </li></ul></ul><ul><ul><li>Groups allow you to: </li></ul></ul><ul><ul><ul><li>Send messages </li></ul></ul></ul><ul><ul><ul><li>Post photos & videos </li></ul></ul></ul><ul><ul><ul><li>List upcoming events </li></ul></ul></ul><ul><ul><ul><li>Offer links & Invite new members </li></ul></ul></ul><ul><ul><ul><li>Start discussions </li></ul></ul></ul><ul><ul><ul><li>Write on the Wall </li></ul></ul></ul>
  18. 18. Facebook & Hive Marketing <ul><li>Crisis communications tool </li></ul><ul><li>Engage and empower supporters </li></ul><ul><li>Reach out and activate them when needed </li></ul><ul><li>Article - handout </li></ul>
  19. 19. Executive Blogs <ul><li>Paul Levy, Running a Hospital </li></ul><ul><ul><li>http://runningahospital.blogspot.com/ </li></ul></ul><ul><li>Dean Roper, Roper on Health </li></ul><ul><ul><li>http://www.roperonhealth.com/ </li></ul></ul><ul><li>Nick Jacobs, Ask a Hospital President (Healing Hospitals) </li></ul><ul><ul><li>http://takingthehelloutofhealthcare.com/blog/ </li></ul></ul><ul><li>Dr. Bill Atkinson, WakeMed Voices </li></ul><ul><ul><li>http://wakemedvoices.org/category/from-dr-atkinson/ </li></ul></ul>
  20. 20. Executive Blogs <ul><li>Rob Colones, CEO of McLeod Health in SC </li></ul><ul><ul><li>http://blog.mcleodhealth.org/ </li></ul></ul><ul><li>Scott Kashman, CEO of St. Josephs Medical Center </li></ul><ul><ul><li>http://sjmcworld.blogspot.com/ </li></ul></ul><ul><li>Todd Linden, CEO of Grinnell Regional Med Ctr </li></ul><ul><ul><li>http://toddlinden.blogspot.com/ </li></ul></ul><ul><li>Tom Quinn, CEO of Comm. Gen Hospital </li></ul><ul><ul><li>http://morethanmedicine.blogspot.com/ </li></ul></ul>
  21. 21. Repurposing Content <ul><li>Press release on PRLog </li></ul><ul><li>Use share function </li></ul><ul><li>Post on Twitter and Facebook with one click (del.icio.us, digg, stumbleupon, newsvine, squidoo) </li></ul><ul><li>Distribute via LinkedIn Groups as “news” or “discussion” using PRLog small URL </li></ul>
  22. 22. Repurposing Content <ul><li>www.prlog.org </li></ul>
  23. 23. Repurposing Content
  24. 24. Repurposing Content
  25. 25. Repurposing Content
  26. 26. Repurposing Content
  27. 27. Repurposing Content
  28. 28. Repurposing Content
  29. 29. Repurposing Content
  30. 30. Philanthropy 2.0 <ul><li>Ideal tools for building donor communities </li></ul><ul><li>Great for connecting grateful patients </li></ul><ul><li>Relationship building; cultivate donors </li></ul><ul><li>Check out: (slow to move to Twitter) </li></ul><ul><ul><li>Huntsville Hospital Foundation - http://tinyurl.com/ycx8n7b </li></ul></ul><ul><ul><li>Riverview Hospital Foundation - http://tinyurl.com/ydxnx3m </li></ul></ul><ul><ul><li>Florida Hospital Foundation - http://tinyurl.com/y8jmvjq </li></ul></ul>
  31. 31. Philanthropy 2.0
  32. 32. <ul><li>LinkedIn Groups </li></ul><ul><ul><li>http://tinyurl.com/yacjclj </li></ul></ul><ul><ul><li>http://tinyurl.com/ycb8y7m </li></ul></ul>Philanthropy 2.0
  33. 33. Philanthropy 2.0
  34. 34. Philanthropy 2.0
  35. 35. <ul><li>Measure engagement! People joining, commenting, participating… </li></ul><ul><li>Develop metrics: Google Analytics, technorati blog rankings, followers, friend counts, fans, engagement, etc. </li></ul><ul><li>Also measure your activity: posts, tweets, etc. </li></ul>Measuring Results
  36. 36. Measuring Results
  37. 37. Measuring - TweetStats <ul><li>http://www.tweetstats.com </li></ul>
  38. 38. Measuring - TweetStats <ul><li>http://www.tweetstats.com </li></ul>
  39. 39. Measuring - Twitterholic <ul><li>http://twitterholic.com/ </li></ul>
  40. 40. Measuring - Twitterholic
  41. 41. Measuring - Twitgraph <ul><li>http://www.twitgraph.com/dandunlop/profile.aspx </li></ul>
  42. 42. Monitoring and Tracking <ul><li>Track conversations taking place online about your brand: </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Yahoo Alerts </li></ul></ul><ul><ul><li>Social Mention </li></ul></ul><ul><ul><li>FiltrBox </li></ul></ul><ul><ul><li>MonitorThis </li></ul></ul><ul><ul><li>Meltwater News </li></ul></ul><ul><ul><li>Socialoomph </li></ul></ul><ul><ul><li>Blog Pulse </li></ul></ul><ul><ul><li>Tweetbeep </li></ul></ul><ul><ul><li>BoardTracker </li></ul></ul>
  43. 43. Monitoring & Tracking
  44. 44. Monitoring & Tracking
  45. 45. Quality & Brand Integrity <ul><li>Your social media presence is an extension of your brand. That includes: </li></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Posts </li></ul></ul><ul><li>Make sure they are of a quality to accurately represent the brand </li></ul><ul><li>Go for quality over quantity </li></ul><ul><li>Strive for relevant content; not just noise </li></ul>
  46. 46. Quality & Brand Integrity <ul><li>Write your post or comment, then walk away. Come back to it with fresh eyes. Then go live. </li></ul><ul><li>You want to appear credible, professional and likeable. </li></ul><ul><li>Clear and concise. </li></ul><ul><li>Online readers have a limited attention span and are more intentional in their reading – often scanning for the message. Reader on a mission. </li></ul>
  47. 47. Quality & Brand Integrity <ul><li>Use bulleted lists. </li></ul><ul><li>Headlines and subheads. </li></ul><ul><li>Highlight keywords. </li></ul><ul><li>Keep paragraphs short. </li></ul><ul><li>Use graphics. </li></ul><ul><li>Language less stuffy and corporate; more welcoming and friendly. </li></ul><ul><li>Apply the “who cares” test to new posts. </li></ul>
  48. 48. <ul><li>You have to Tweet many times each day </li></ul><ul><li>Blog posts must always be short </li></ul><ul><li>You have to be outrageous to get followers </li></ul><ul><li>You can’t measure social media activity </li></ul><ul><li>Social media is just for young people </li></ul><ul><li>LinkedIn is just for job hunters </li></ul>Myths
  49. 49. <ul><li>Never lose sight of patient confidentiality </li></ul><ul><li>You must have signed releases </li></ul><ul><li>Beware patient stories where patient identity is cloaked </li></ul><ul><li>Let patients “friend” the organization, not its staff members; keep boundaries clear </li></ul><ul><li>For patients who share info inappropriately, notify them that the forum is not private and they should make contact offline. And make a record of that communication. </li></ul>HIPAA Compliance
  50. 50. HIPAA Compliance <ul><li>Blogs and forums such as Facebook are not appropriate venues for dispensing specific medical advice or for sharing patient stories. </li></ul><ul><li>When sharing health information, communicate clearly that you are providing general health information and none of your comments should be taken as a diagnosis. </li></ul><ul><li>You will want to state that your blog content does not replace the need for an individual to visit with his or her physician. </li></ul>
  51. 51. HIPAA Compliance <ul><li>Physicians should make it clear that they will only practice medicine online, if at all, through private and secure HIPAA-compliant portals </li></ul><ul><li>By divulging private health info online, patients are essentially waving their rights to privacy as afforded them via HIPAA. </li></ul><ul><li>However, children cannot waive their rights. Therefore, do not allow minors to tell their stories through your social media outlets. </li></ul>
  52. 52. <ul><li>http://www.slideshare.net/dandunlop </li></ul>SlideShare
  53. 53. Discussion
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