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Health Care Social Media: Best Practices and Tips for Success

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Slides from my workshop on Nov. 7, 2014 for the Healthcare Communicators of Oregon

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Health Care Social Media: Best Practices and Tips for Success

  1. 1. Workshop: Best Practices and Tips for Success Lee Aase (@LeeAase) Mayo Clinic Center for Social Media Healthcare Communicators of Oregon Fall Conference 2014 November 7, 2014
  2. 2. ©2011 MFMER | 3139261- Agenda • Developing the right mindset • Starting with Strategy • Platform-specific tips and best practices • Discussion
  3. 3. SMUG Thesis #14: Strategic thinking about social media is no substitute for action ©2011 MFMER | 3139261-
  4. 4. ©2011 MFMER | 3139261-
  5. 5. #29: Your kids arenʼt smarter than you are. Theyʼre just not afraid to look dumb. ©2011 MFMER | 3139261-
  6. 6. From Mayo Clinic Center for Innovation: Think Big. Start Small. Move Fast.TM ©2011 MFMER | 3139261-
  7. 7. ©2011 MFMER | 3139261- The MacGyver Mindset
  8. 8. • Why were you hired? • What problems do you need to solve for your employer? • What existing programs do you have in place? • How could social strategies strengthen those programs with an interactive dimension? ©2011 MFMER | slide-40 Start with Strategy
  9. 9. Develop understanding of relevant platformsʼ capabilities, communities • Who is currently gathering on a given platform? • What platform features could be put to beneficial use? • How could the platform be adapted for a non-traditional ©2011 MFMER | slide-40 use? • Is your use case compelling enough to get your audience to try a new platform or use an existing one in a non-traditional way?
  10. 10. ©2011 MFMER | slide-40
  11. 11. • Donʼt protect your tweets • Improve readability w/Camel Case (@LeeAase v. @leeaase; #MayoClinic v. #mayoclinic) • #Hashtags help to a point. That point is two. • Use the symplur.com hashtag directory • Consider a custom link shortener (i.e. mayocl.in vs. bit.ly) • 100 is the new 140 ©2011 MFMER | slide-40 Top Twitter Tips
  12. 12. ©2011 MFMER | slide-40
  13. 13. ©2011 MFMER | slide-40 Finer Points of Facebook • Organic reach has plummeted • Sharing > Liking • Images boost engagement • Consider and test boosting posts vs. other advertising
  14. 14. Reach: 23,856 4.6% of “Fan” base
  15. 15. Reach: 59,104 11.2%
  16. 16. Reach: 149,952 28.4%
  17. 17. Reach: 138,688 26.3%
  18. 18. Reach: 529,152 100.1%
  19. 19. ©2011 MFMER | slide-40
  20. 20. ©2011 MFMER | slide-40 YouTube Usefulness • Donʼt hesitate to Annotate • Optimize Titles, Tags, Descriptions • The right video length isnʼt necessarily what youʼve been told • “Shoot first. Ask questions later.” • Four factors that massively improve quality: Stability. Sound. Framing. Lighting.
  21. 21. ©2011 MFMER | slide-40
  22. 22. ©2011 MFMER | slide-40 Blogging Benefits, Best Practices • Integration point; social media “home base” • Boost SEO • Embed videos, slide decks • Feeds make static site more dynamic • Social sharing buttons drive referrals • Framework for an “owned” community
  23. 23. Power, Flexibility of CareHubs Wordpress-based Community Platform ©2011 MFMER | slide-40 • Some content can be universally available • Various levels of access based on individual permissions for logged-in users • Mobile optimized • Option to link to Facebook, Twitter, LinkedIn accounts • Customization opportunities with possible cost sharing on generally applicable feature requests • Secure, HIPAA-compliant groups
  24. 24. Recap • Deepen your understanding to think like MacGyer • Start with strategy, but donʼt let the perfect be the enemy of the good • Social strategies should be part of any communications/marketing initiative unless you have good reasons to not include them • Good reasons to not include social are rare ©2011 MFMER | 3139261-

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