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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
©2011 MFMER | 3139261- 
Agenda 
• Developing the right mindset 
• Starting with Strategy 
• Platform-specific tips and best practices 
• Discussion
SMUG Thesis #14: Strategic 
thinking about social media is no 
substitute for action 
©2011 MFMER | 3139261-
©2011 MFMER | 3139261-
#29: Your kids arenʼt smarter than 
you are. Theyʼre just not afraid to 
look dumb. 
©2011 MFMER | 3139261-
From Mayo Clinic Center for Innovation: 
Think Big. Start Small. Move Fast.TM 
©2011 MFMER | 3139261-
©2011 MFMER | 3139261- 
The MacGyver Mindset
• 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
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?
©2011 MFMER | slide-40
• 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
©2011 MFMER | slide-40
©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
Reach: 23,856 
4.6% of “Fan” base
Reach: 59,104 
11.2%
Reach: 149,952 
28.4%
Reach: 138,688 
26.3%
Reach: 529,152 
100.1%
©2011 MFMER | slide-40
©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.
©2011 MFMER | slide-40
©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
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
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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Health Care Social Media: Best Practices and Tips for Success

  • 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. ©2011 MFMER | 3139261- Agenda • Developing the right mindset • Starting with Strategy • Platform-specific tips and best practices • Discussion
  • 3. SMUG Thesis #14: Strategic thinking about social media is no substitute for action ©2011 MFMER | 3139261-
  • 4. ©2011 MFMER | 3139261-
  • 5. #29: Your kids arenʼt smarter than you are. Theyʼre just not afraid to look dumb. ©2011 MFMER | 3139261-
  • 6. From Mayo Clinic Center for Innovation: Think Big. Start Small. Move Fast.TM ©2011 MFMER | 3139261-
  • 7. ©2011 MFMER | 3139261- The MacGyver Mindset
  • 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. 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. ©2011 MFMER | slide-40
  • 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. ©2011 MFMER | slide-40
  • 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.
  • 15. Reach: 23,856 4.6% of “Fan” base
  • 20. ©2011 MFMER | slide-40
  • 21. ©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.
  • 22. ©2011 MFMER | slide-40
  • 23. ©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
  • 24. 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
  • 25.
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  • 31.
  • 32. 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-