UHS Social Media Training
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UHS Social Media Training

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UHS Social Media Training UHS Social Media Training Presentation Transcript

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