Tweets arenot enough:The Whys + Hows of a HealthOrganization’s Social MediaStrategyPresenter:Robyn Sussel, PrincipalHealth...
Outline1.   Social media (SM) usage2.   SM usage in health care in Canada3.   What is a SM strategy?4.   Why is a SM strat...
SM usage in health care
What is a strategy?Not this. These are tactics.
What is a strategy?This!> Why are we doing this?> What do we want to accomplish?> What can we learn from the data?> Who’s ...
Why is a SM strategy important?> SM without a strategy is like running on the spot> Strategy will get everything & everyon...
How the heck do I write a SM strategy?
SM is just another form ofcommunication
Assemble your foundational toolsDoes your organization have a current> Business Plan?> Strategic Plan?> Communications Str...
Assemble data / research> Analytics> Any available market research? Audience surveys?
Understand your context(situational analysis; SWOT)> Make sure youunderstand what your“competitors” are doing> How are you...
Identify key audiences (seeds / influencers)
Writeyouroverallobjectiveandmeasurablegoals
Determine your key messages
Write your strategy> Determine & document your unique“voice?”> Develop general themes (related to messages)> Identify tool...
Write your strategy (con’t)> Identify needs for governance teams and plans; SM policies> Develop an editorial calendar    ...
Write your tactics> What, Who, When (In What Timeframe), BudgetIssues
Write your measurement plan> Then measure!
Healthcare Social Media Communityin Canada#hcsmca @hcsmca@colleen_young (Princess Margaret H. Toronto)@annfuller (Children...
Good ResourcesSM in Canadian Healthcarewww.smich.caCDC in U.S.http://www.cdc.gov/socialmedia/Tools/guidelines/pdf/Socia
Quality Forum 2012 - SMC - Robyn Sussel
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Quality Forum 2012 - SMC - Robyn Sussel

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Quality Forum 2012 - SMC - Robyn Sussel

  1. 1. Tweets arenot enough:The Whys + Hows of a HealthOrganization’s Social MediaStrategyPresenter:Robyn Sussel, PrincipalHealth + Academic CommunicationsSignals@robynsusselMarch 2012
  2. 2. Outline1. Social media (SM) usage2. SM usage in health care in Canada3. What is a SM strategy?4. Why is a SM strategy important?5. How the heck do I write a SM strategy?
  3. 3. SM usage in health care
  4. 4. What is a strategy?Not this. These are tactics.
  5. 5. What is a strategy?This!> Why are we doing this?> What do we want to accomplish?> What can we learn from the data?> Who’s on our team? Who should be on our team?
  6. 6. Why is a SM strategy important?> SM without a strategy is like running on the spot> Strategy will get everything & everyone moving in the same direction> Will give shape and reason to all tactics; you’ll know ifwhat you’re doing is relevant to audience, you’ll bebuilding a specific reputation
  7. 7. How the heck do I write a SM strategy?
  8. 8. SM is just another form ofcommunication
  9. 9. Assemble your foundational toolsDoes your organization have a current> Business Plan?> Strategic Plan?> Communications Strategy?> Other strategic document?
  10. 10. Assemble data / research> Analytics> Any available market research? Audience surveys?
  11. 11. Understand your context(situational analysis; SWOT)> Make sure youunderstand what your“competitors” are doing> How are you unique?
  12. 12. Identify key audiences (seeds / influencers)
  13. 13. Writeyouroverallobjectiveandmeasurablegoals
  14. 14. Determine your key messages
  15. 15. Write your strategy> Determine & document your unique“voice?”> Develop general themes (related to messages)> Identify tools (platforms) to reach your primary audiences
  16. 16. Write your strategy (con’t)> Identify needs for governance teams and plans; SM policies> Develop an editorial calendar Twtpoll created by @patientfamilycc> 24% of Cdn health orgshave a SM policy> 74% do not (47% ofwhich are active on SM) Twtpoll created by @patientfamilycc
  17. 17. Write your tactics> What, Who, When (In What Timeframe), BudgetIssues
  18. 18. Write your measurement plan> Then measure!
  19. 19. Healthcare Social Media Communityin Canada#hcsmca @hcsmca@colleen_young (Princess Margaret H. Toronto)@annfuller (Children’s Hospital of E. Ontario)@d_bourne (Mississauga Hospital)@alissasadler@seancranbury@danhooker@robynsussel
  20. 20. Good ResourcesSM in Canadian Healthcarewww.smich.caCDC in U.S.http://www.cdc.gov/socialmedia/Tools/guidelines/pdf/Socia

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