Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

What Every Hospital Communicator Should Say – In 140 Characters or Less


Published on

Twitter can help connect you with your staff, patients and community. During this presentation, you'll learn the best ways to create an engaging feed.

Featuring Holly Martin (media specialist) and Ryan Hildebrand (web specialist) for RMH Healthcare in Harrisonburg, Va.

This course is aimed at communicators who want to learn how to establish a Twitter voice, set goals and learn how to tie other social media accounts into the feed.

Published in: Technology, Health & Medicine
  • Be the first to comment

What Every Hospital Communicator Should Say – In 140 Characters or Less

  1. 4. Can you relate?
  2. 5. Why Twitter in healthcare? <ul><li>All 14 hospitals listed on the 2010-2011 U.S. News Honor Roll are using social media. </li></ul><ul><li>78% of U.S News Best Hospital List are engaged on Facebook, Twitter and other social media sites. </li></ul><ul><li>The Mayo Clinic calls the social media revolution “the most far-reaching communications development since Gutenberg’s press.”* </li></ul>*
  3. 6. Why Twitter in healthcare? <ul><li>Your customers are talking about you. Do you know what they’re saying? </li></ul><ul><li>“ The old 1-800 style of customer service is slowly being eroded. Companies are recognizing that every interaction matters…” –Jenny Comiskey </li></ul>
  4. 7. Why Twitter in healthcare? <ul><li>Twitter is not just for the youngsters. </li></ul><ul><li>More than half of Twitter users are 35 years and older. </li></ul><ul><li>The number of users between 18-24 is 13 percent*. </li></ul>* digitalSurgeons
  5. 9. How we did it… <ul><li>In late 2009, RMH Healthcare launched: </li></ul>
  6. 10. How we did it… <ul><li>In early 2010, we added: </li></ul>
  7. 11. How we did it… <ul><li>In May 2010, RMH launched: </li></ul>
  8. 12. How we did it… <ul><li>January 2011, we added: ellnessCenter </li></ul>
  9. 13. How we do it… <ul><li>RMH social media sites are maintained daily by web specialist Ryan Hildebrand and media specialist Holly Martin. </li></ul><ul><li>RMHHeartCheck and RMHWellnessCntr are updated by trained staff in those departments. </li></ul><ul><li>Steve Gilman, RMH Marketing and Brand ID manager, oversees and monitors social media content. </li></ul>
  10. 14. Tweeting our hospital move! 215 views.
  11. 15. Tweeting our hospital move! 223 views.
  12. 16. Next steps in RMH social media <ul><li>RMH Blog </li></ul><ul><li>Facebook fan pages for strategic service lines </li></ul><ul><li>Facebook group pages for RMH support groups </li></ul><ul><li>Physician involvement </li></ul>
  13. 18. Goals of a Social Media Strategy <ul><li>Building Community </li></ul><ul><li>Customer Service </li></ul><ul><li>Selling </li></ul><ul><li>Prospecting </li></ul><ul><li>Branding and Awareness </li></ul><ul><li>Fundraising -Excerpt from “Twitter Success Stories,” MarketingProfs 2009 </li></ul>
  14. 19. How Businesses Use Twitter <ul><li>Branding and awareness – 84% </li></ul><ul><li>Networking – 78% </li></ul><ul><li>Community building – 77% </li></ul><ul><li>Brand reputation management – 51% </li></ul><ul><li>Customer service – 44% </li></ul><ul><li>Prospecting – 30% </li></ul><ul><li>Selling—20% -MarketingProfs 2009 </li></ul>
  15. 20. Five-Steps to Create Your Strategy <ul><li>Choose an audience </li></ul><ul><li>Stakeout </li></ul><ul><li>Setting goals and tracking </li></ul><ul><li>Decide who you are as an organization </li></ul><ul><li>Recurring tasks </li></ul><ul><li> </li></ul>
  16. 21. Branded Twitter Account
  17. 22. Individual Twitter Account
  18. 23. Hybrid Twitter Account
  19. 25. Worth Pointing Out <ul><li>It puts a human face on the company </li></ul><ul><li>It provides a “listening station” for monitoring your company’s brand </li></ul><ul><li>It will help create visibility for your company </li></ul><ul><li>It provides a platform for unveiling important news </li></ul><ul><li>It establishes you as a “thought leader” </li></ul><ul><li>It is “FREE” marketing </li></ul><ul><li>It takes less than 20 minutes a day </li></ul><ul><li>Source: </li></ul>
  20. 26. Get the “Green-Light” from Admin <ul><li>IT obstacles </li></ul><ul><li>An introduction to Twitter </li></ul><ul><li>The show goes on with or without you </li></ul><ul><li>“ FREE” marketing </li></ul><ul><li>Provide examples </li></ul>
  21. 28. Establishing a Voice <ul><li>Connect tone of voice and brand </li></ul><ul><li>Have a core social media team help evaluate your voice, but not dictate it </li></ul><ul><li>Focus on patient stories, community wellness, classes, programs, services </li></ul><ul><li>Keep it positive, make it personal </li></ul><ul><li>Beware the pitfalls of oversharing </li></ul>
  22. 30. It’s a conversation <ul><li>“ Reporting has always in some ways been a </li></ul><ul><li>collaborative process between journalists </li></ul><ul><li>and their sources. But increasingly, there’s a </li></ul><ul><li>merger between the source and the content </li></ul><ul><li>producer.” </li></ul><ul><li>--Vadim Lavrusik, </li></ul><ul><li>September, 2010 </li></ul>
  23. 32. Growing your Twitter Presence <ul><li>Be patient </li></ul><ul><li>Grow organically </li></ul><ul><li>Give people a reason to follow you </li></ul><ul><li>Know how to handle negative comments </li></ul><ul><li>Leverage already existing micro-communities </li></ul>
  24. 33. Rules of Engagement: Interaction <ul><li>Follow people and organizations who are important to you </li></ul><ul><li>The “Golden Rules” </li></ul><ul><ul><li>Be friendly </li></ul></ul><ul><ul><li>Be genuine </li></ul></ul><ul><ul><li>Be personal </li></ul></ul><ul><ul><li>Timeliness is key </li></ul></ul>
  25. 35. Measuring success <ul><li>50 percent of businesses use Twitter-based metrics to chart their success </li></ul><ul><li>44 percent simply track Web traffic data </li></ul><ul><li>23 percent track personal interaction </li></ul><ul><li>23 percent use URL tracking services (like </li></ul><ul><li>22 percent don’t use quantitative metrics. </li></ul>* MarketingProfs 2009 survey
  26. 36. What does success look like? <ul><li>Twitter isn’t about follower count. </li></ul><ul><li>It’s about real-time interaction with customers. </li></ul><ul><li>Ask yourself: </li></ul><ul><ul><li>Are you having conversations? </li></ul></ul><ul><ul><li>Are people re-tweeting your posts? </li></ul></ul><ul><ul><li>Are they clicking on your links? </li></ul></ul>
  27. 38. Connect with patients on Twitter <ul><li>Tracking tools are key. </li></ul><ul><li>Relationship-building helps this process happen organically </li></ul><ul><li>Let your followers get comfortable with your voice and what you have to offer </li></ul><ul><li>They will approach you when they have a need </li></ul>
  28. 40. Branding Your Twitter Page <ul><li>Naming </li></ul><ul><li>Profile picture </li></ul><ul><li>Descriptive bio. </li></ul><ul><li>Professional background </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Cross promote </li></ul>
  29. 41. Mayo Clinic’s Branded Page Profile picture Account name Descriptive bio. Custom background
  30. 43. Inappropriate Posting Can: <ul><li>Get the Company, and you, in legal trouble with the U.S. and other government agencies, other companies, customers or the general public. </li></ul><ul><li>Diminish the Company’s brand name by creating negative publicity for The Company, owners and partners as well as yourself or your team. </li></ul><ul><li>Cause damage to The Company by releasing non-public information or proprietary information. </li></ul><ul><li>Cost you your job at the Company. Source: </li></ul>
  31. 44. Creating a Social Media Use Policy <ul><li>Is it all just common sense? </li></ul><ul><li>Think of it from two angles: </li></ul><ul><ul><li>Employees (internal) </li></ul></ul><ul><ul><li>Public (external) </li></ul></ul><ul><li>View examples of others’ existing policies </li></ul><ul><ul><li> </li></ul></ul>
  32. 45. Guide to Social Media Policy <ul><li>Who’s in charge? </li></ul><ul><li>Have a crisis plan </li></ul><ul><li>Remember confidentiality (HIPPA) </li></ul><ul><li>Make employees aware of the policy </li></ul><ul><li>Policy should be easily accessible to followers </li></ul><ul><li>Let it be known what will happen if someone breaks the policy </li></ul><ul><li>Read more </li></ul>
  33. 47. Monitoring Tools <ul><li>Set up searches for: </li></ul><ul><ul><li>Organization name </li></ul></ul><ul><ul><ul><li>Abbreviated/slang terms </li></ul></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Names of key people </li></ul></ul><ul><ul><li>Special events </li></ul></ul><ul><ul><ul><li>i.e. our hospital move </li></ul></ul></ul>
  34. 48. Posting and Account Management <ul><li>Post to multiple accounts </li></ul><ul><li>Shorten links automatically </li></ul><ul><li>Insert photos video </li></ul><ul><li>Schedule tweets </li></ul><ul><li>Set up searches for monitoring </li></ul><ul><li>Notifications </li></ul>
  35. 49. Daily Routine Using TweetDeck