Social Web: Patients are there. Are you?


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Overview of effective use of the social web in health and health care.

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  • What to tweet? Better times to tweet.
  •   Search and Google+ have merged , meaning social profiles and content from Google+ will now appear in search results So what does this mean for you and your healthcare organization?  Remember,  61% of all adults search  for health information online which means every healthcare organization and medical professional needs to create, monitor and proactively manage their profile on Google+.  This is both a branding and marketing opportunity as well as a potential curse.   Right now, patients are discussing you and/or your organization after visiting your hospital or using your healthcare service or product. They  are posting reviews and sharing their experiences on Facebook, Google+, Twitter, Foursquare and Yelp.  If you are proactive, you can not only monitor and respond to the reviews on each site but you can  also use Google+ and Google's search changes to your advantage. By creating a Google+ profile and posting content that favors your brand and professional reputation, you can directly influence Google's search results because those results now highlight social inputs coming from Google+.  Simply put, this is your chance to kill two birds with one stone.  Thanks to Google, you can not only engage with patients and providers on Google+, but also craft your social engagement strategy to reinforce your online brand and drive more favorable search results.
  • Pinterest is one of the fastest growing social media sites Pins link to outside sources: blog entries, recipes, online stores, website pages /images Pins can be collected and shared through “re-pinning” (posting someone else’s pin on your board), commenting, or “liking” pins 68% of users are female, main age group is 25-44 Over 10 million registered users
  • Set reasonable goals – we are giving you a high level overview of some sm tools. Set reasonable goals – investment of time and resources Don’t do it all at once. Start with one tool. If you build it, they will come NOT. Have a plan in place and the resources and interest to maintain The more things change, the more things change – these tools are everchanging. Are you ready? – start out by “lurking” or “listening” to conversations check the transcripts and sit in and watch a #hcsmca chat when you are ready decide what your goals are and what tools to use and start to participate! @susangiurleo Psychologist in Boston
  • Visual factsheets or processes break down factual information into smaller sections with visual interest Infographics are frequently shared on Facebook and Pinterest Can also be used as print items or displays
  • Getting the word out, leveraging your networks, cross posting, hashtags
  • Give SickKids example.
  • These are reasonable, but to to the uninitiated I would suggest a few words of caution and commentary to this list. Firstly, the insights suggested by Neiger and colleagues “ can be derived from practices such as sentiment analysis or data mining that uses algorithms to extract consumer attitudes and other perspectives on a particular topic ” (p.162). While not incorrect, this makes the job sound relatively simple and it is not. Qualitative analysis + quantitative metrics such as those derived from data mining are key. Context counts immeasurably in social media use. It’s only in situations where social media is used as a broadcasting tool that gross measures of likes and sentiment analysis work with little qualification. Even that is problematic. Counts of ‘likes’, ‘visits’, ‘follows’ and such are highly problematic and can be easily gamed. I am ‘ followed’ on Twitter  by people who have tens of thousands of followers, yet virtually no presence online. Most often they are from marketing fields where the standard practice is to always follow back those who follow you. Do this enough and pretty quickly you, too can have 23,000 followers and follow 20,000 more. This is meaningless from the perspective of developing relationships. Engagement is the most meaningful of these metrics and the hardest to fully apply. This category gets us to consider the difference between “OMG! AWESOME!” and “That last post made me think of this situation [described here] and I suggest you read [reference] here for more” as comments. Without understanding the context in which these are made within the post, between posts (temporally and sequentially), and in relation to a larger social and informational context, simple text analysis won’t do. Social Media Evidence: Problems and More Problems One of the objections to the use of social media by some is that it is not evidence-based. To that extent I would largely agree that this is the case, but then  we’ve been jumping out of airplanes with parachutes despite any randomized controlled trial to prove their worth .
  • Getting the word out, leveraging your networks, cross posting, hashtags
  • Getting the word out, leveraging your networks, cross posting, hashtags
  • Social Web: Patients are there. Are you?

    1. 1. The Social WebPeople are using it. Are you?
    2. 2. Colleen Young Health Care Social Media Canada #hcsmca
    3. 3. The Social WebPeople are using it. Are you?
    4. 4. The WORKshop• Why do you want use the social web?• Why do people want to talk with you?• Where to start?• What are the tools?• What are your barriers?• How do you measure success?• Where can you get more ideas and support?
    5. 5. What is the social web?
    6. 6. The social web NOT social media.
    7. 7. It’s…
    8. 8. Why do you want to use thesocial web?
    9. 9. Inform & influence• People use social networking for health. We need to connect, inform and inspire them to affect behavioural change for better health. @docmikeevans, family physician, professor 13
    10. 10. Connect• The social web has brought me closer to my patients, connected me with new ones and opened many networking doors. @DrDeborahCooper, dentist, speaker 14
    11. 11. Build relationships• We’re very rooted in our local community. The social web has helped strengthen those ties and at the same time has connected us to a greater community. @drpauldempsey, pediatrician, medical director of @quintepediatric 15
    12. 12. Collaborate• Social media doesnt just help me in my research, it totally changed the way I interact with collaborators. Bertalan Meskó, @Berci, Medical Doctor, Founder of; Hungary 16
    13. 13. Improve experience• Communicating directly with patients using the social web is a great way to enhance customer service and increase accountability. @d_bourne, corporate communications manager, @ScarboroughHosp 17
    14. 14. Why do people want totalk with you?
    15. 15. For education• It is to be hoped, though is far from assured, that local health providers are listening and responding to patient health information needs. @andrewspong, patient, social business developer 19
    16. 16. To connect• Having a healthcare institution communicate directly with you would be nice. Operative words are "you" and "directly." Huge potential of social media. @cmaer, online editor, Canadian Medical Association 20
    17. 17. To build a relationship• Id like them to communicate with me in terms of education & to have my voice heard more easily. @maykilmer, mother, caregiver and patient 21
    18. 18. Learn & stay current• Simply put, social media has allowed me to access ideas, thoughts and opinions I would never have been able to before. Prajesh Narendra Chhanabhai, @Zimbarama, PhD Candidate, University of Otago; New Zealand 22
    19. 19. Have a better experienc • Social networking with my healthcare practitioner or organization would make me feel important ̶ that they want to know my experience. @AlainaBCyr, patient educator and health communicator, Princess Margaret Hospital 23
    20. 20. Where to start?
    21. 21. Know your audience(s). Know the tools.
    22. 22. Twitter• Peers and public• Learn and inform• Crowd-source information quickly
    23. 23. Blogging• You• Articulate what you do and think• Understand yourself differently
    24. 24. Facebook• General public• Create a community of support• Reach public audience where they are
    25. 25. Video• General public• Educate and inform• Broad audience, one to many
    26. 26. LinkedIn• Professional networks• Connect with peers• Join groups and participate in discussions
    27. 27. Google+• Professional and public audience• Connect with peers• Video conferencing• Curate content and influence search results
    28. 28. Content curation tools• Targeted public audience
    29. 29. And so much more…• Skype• Photosharing• Wikis• Quora• Slideshare
    30. 30. Set reasonable goalsGoals that are right for you and then…• Listen and learn.• Ask and learn.• Share and learn.• Inform and learn.
    31. 31. Align strategy with goals• Inform/influence• Connect• Build relationships• Improve experience
    32. 32. Be socially valuable…• Listen actively• Be a guide• Provide value• Be a connector• Share• Speak plainly• Don’t ignore …and build social capital.
    33. 33. Provide value• Create, curate and share relevant content• Host events• Design activities with a purpose
    34. 34. Events & activities • Facebook Causes • Twitter chats • Webinars • Hangouts • Skype conferences • Meetups • Polls and Surveys
    35. 35. Don’t ask before you give• Were celebrating Nursing Week from May 7-11! A big thank you to our nurses for all that they do to make difference in patients lives. Help fill in the blank in this sentence: "Ill never forget when a nurse ________."
    36. 36. What are your barriers?
    37. 37. Time and money• Concentrate on the channels that work• Apply social media to other “work dockets”• Involve other people in your organization• Partner with other organizations
    38. 38. How do you measuresuccess?
    39. 39. Top 3 factors for success• Create a strategy• Prioritize social networking• Have dedicated social media staff Source: Non-Profit Social Networking Benchmark Report,
    40. 40. Key performance indicators• Insights • consumer feedback• Exposure • media impressions, visits, views, etc.• Reach • # people who connect to the social application• Engagement • level of interaction with the content
    41. 41. Align with your goals and strategyFinding the right balance• ROR = Return on relationships• Data doesn’t lie• Stories complete the picture
    42. 42. Measurement tools• Google Analytics• Facebook Insights• HootSuite•• Klout, PeerIndex• Radian6• Testimonials
    43. 43. Where can you get moreideas and help?
    44. 44. Wednesdays at 1pm ET• Follow the hashtag.• Join the chat.• Share your knowledge.• Tap in to the community.• Search the archives.• Add a topic.• Attend a meetup.• Build our lists.
    45. 45.
    46. 46. Useful resources•• CDC’S Guide to Writing for Social Media • pdf/GuidetoWritingforSocialMedia.pdf• Mayo Clinic Center for Social Media •• Twitter
    47. 47. Thank