Crisis Communications and Healthcare Social Media


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Presentation given to Marketing Division of Kentucky Hospital Association at its fall meeting in 2010

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Crisis Communications and Healthcare Social Media

  1. 1. A Full Service Advertising, Marketing and Public Relations Firm
  2. 2. Crisis Communication in the Age of Social Media Perspectives for Healthcare Professionals By Susan Gosselin Director of PR Vest Advertising, Marketing & Public Relations, Louisville, KY
  3. 3. 825 Hospitals in Social Media in US
  4. 4. Where Is the Growth in Usage?
  5. 5. Yeah, but Who’s Using it in Kentucky?
  6. 6. Best Practice#1: Creative Use of Your Newsroom
  7. 7. Best Practice #2: Full Disclosure – Virally
  8. 8. Best Practice #3: Fargo – Twitter as Emergency Response System
  9. 9. Best Practice #4: Social Tools for Health Crisis
  10. 10. <ul><li> receives hundreds of amateur ads – winner gets $2500 cash. Contest widely reported in national mainstream news media. </li></ul><ul><li>E-cards – send a viral video card on flu prevention to your friends </li></ul><ul><li>Online toolkits for schools, universities to communicate to students </li></ul><ul><li>Extensive how-to information for special populations </li></ul>
  11. 11. CDC Bloginars: Making Bloggers Partners
  12. 12. <ul><li>When the FDA recalled several brands of peanut- based products, people went to the Internet first for details. The FDA recall widget app got: </li></ul><ul><ul><li>19 million unique visitors for the main site </li></ul></ul><ul><ul><li>Placement on 20,000 websites </li></ul></ul>
  13. 13. CDC – Hundreds of E-cards
  14. 14. Best Practice #5: The Transparent CEO <ul><li>Paul Levy, CEO Beth Israel Deaconess Hospital, Boston </li></ul>
  15. 15. <ul><li>700 jobs to be cut, mostly lower staff level </li></ul><ul><li>Announced town hall meetings on his blog </li></ul><ul><li>Town halls explained what needed to be done and asked the staff for suggestions </li></ul><ul><li>Boston Globe invite to attend an internal meeting </li></ul>His Blog Is a Channel for Rallying Staff in Economic Crisis
  16. 16. CEO Management by Blogging
  17. 17. <ul><li>Standing ovations from employees and outpouring of team support on his blog </li></ul><ul><li>More than 100 messages an hour for days </li></ul><ul><li>Hundreds of suggestions for cost cutting </li></ul><ul><li>Departments and individuals offer to take pay cuts and give up overtime and vacation </li></ul>Results: 500 Jobs Saved
  18. 18. Paul Levy: The White Knight of The Great Recession
  19. 19. <ul><li>Post every comment, no matter how negative </li></ul><ul><li>Treat all your employees like adults </li></ul><ul><li>Treat all employees as equally important </li></ul><ul><li>Reveal everything – infection rates, outcomes – and encourage interdepartmental competition </li></ul>Levy’s Lessons in Radical Transparency
  20. 20. Those Who Live by the Sword May Die by the Sword. But They Can Defend Themselves with the Sword, Too.
  21. 22. How Should I Use Social Media at My Hospital? Start with Your Employees.
  22. 23. <ul><li>Perform a communications audit of channels you now have, what they say, how they run, and how effective they are </li></ul><ul><li>Develop communications chain of command, determine how it works in different kinds of crisis </li></ul><ul><li>Put your listening ears on: </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>TweetDeck/Seesmic </li></ul></ul><ul><ul><li>Memetracker </li></ul></ul><ul><ul><li>Google Analytics/Vocus/Cision </li></ul></ul>Formalize Your Crisis Communication Plan
  23. 24. <ul><li># of views on videos, # of downloads for podcasts </li></ul><ul><li>Google Alerts to show who else is discussing you </li></ul><ul><li>Offsite analysis free tools – Quantcast, Compete, and Alexa </li></ul><ul><li>Paid services such as Radian6 </li></ul><ul><li>Increases in new patients, procedures done, or inquiries </li></ul>Measurement Tactics
  24. 25. Executive Media Training <ul><li>Composure/body language </li></ul><ul><li>Crafting message </li></ul><ul><li>Avoiding land mines </li></ul><ul><li>Real-world simulations preferred </li></ul>Source:
  25. 26. Prepare Your Crisis Communication Tools <ul><li>Pre-designed templates and documents </li></ul><ul><li>Stay on alert lists from CDC, FDA and others, using their tools </li></ul><ul><li>Develop good Facebook/Twitter fan base </li></ul>
  26. 27. Your Most Important Tool: Social Media Newsroom <ul><li>Makes your news viral </li></ul><ul><li>Encourages pick-up from bloggers and journalists </li></ul><ul><li>Coordinates resources in one place </li></ul><ul><li>C </li></ul>
  27. 28. The Social Media Release
  28. 29. Create Social Media Policies for All Stakeholders <ul><li>Employees participating for company </li></ul><ul><li>All employees, all personal sites </li></ul><ul><li>Distributors/partners who may write about your product </li></ul><ul><li>Visiting public </li></ul>
  29. 30. Team Policy – What to Cover <ul><li>Plagiarism – all sources noted with a link back </li></ul><ul><li>Defamatory language </li></ul><ul><li>Arguing </li></ul><ul><li>Breaking company news without permission </li></ul><ul><li>Promising what you can’t deliver </li></ul><ul><li>Referring to vendors/partners without their consent </li></ul><ul><li>Leading language </li></ul><ul><li>Making false claims </li></ul><ul><li>Charged statements </li></ul><ul><li>Online diagnosis </li></ul>
  30. 31. <ul><li>Include in Employee Handbook </li></ul><ul><li>No company links or photos unless already released </li></ul><ul><li>Keep same “dont’s” from social media team policy </li></ul><ul><li>Cannot use company logo in profile, profile pic </li></ul><ul><li>Clients on your Facebook? </li></ul><ul><li>Foursquare decorum? </li></ul>Facebook Social Media Policy for ALL Employees Duane Hoffman/
  31. 32. Twitter/Wiki Social Media Policy for ALL Employees <ul><li>No handles using company name </li></ul><ul><li>Keep “don’ts” </li></ul><ul><li>No wikis without permission </li></ul><ul><li>Professional decorum </li></ul><ul><li>No company logos </li></ul><ul><li>No posting of videos on YouTube without consent </li></ul>
  32. 33. The Public Needs Rules, Too <ul><li>Publish policy wherever </li></ul><ul><li>they comment </li></ul><ul><li>No harassment </li></ul><ul><li>No spam/chain letters </li></ul><ul><li>Must stay on topic </li></ul><ul><li>No plagiarism </li></ul><ul><li>No defamatory language </li></ul><ul><li>No personal or contact info </li></ul><ul><li>Reserve the right to remove </li></ul>
  33. 34.
  34. 36. Websites Worth Visiting <ul><li> </li></ul><ul><li> r/InnovisHealthChannel </li></ul><ul><li> </li></ul><ul><li>http: // </li></ul><ul><li>http://www.socialmediagovernanc </li></ul>
  35. 37. <ul><li>Susan Gosselin, Director of PR </li></ul><ul><li>Vest Advertising, Marketing & Public Relations Louisville, KY </li></ul><ul><li>502-267-5335 ext. 253 </li></ul><ul><li>[email_address] </li></ul>Thanks for joining us today!
  36. 38. A Full Service Advertising, Marketing and Public Relations Firm