Social Media is another toolJust like this. like this. Just • Community outreach ! Community Outreach • Marketing • Public relations ! Public Relations • Crisis communications ! Crisis Communications • Fundraising • Personal ! Fundraising • Customer service Customer Service ! Hashtag: #SocialIRL @PRsarahevans @benasmith
Just the facts! 46% of all Internet users interact with social media! By 2012, 1 billion people will be on Facebook! 78.6% of consumers follow a brand to learn more! 63% of fans will recommend the organization
Think Social Media Doesn’t Apply?! In 2010, use among those: ! 55-64 grew 88% ! 65+ grew 100+ -Pew Internet
Things to think about! Strategy ! Set objectives & expectations ! What are your goals?! Policies and Training ! Educate volunteers, management & colleagues! Voice and Identity ! Who is responsible? ! Time investment?
Know what you want to accomplish! Recruit potential volunteers! Provide customer service! Increase awareness! Listen or lurk! Share information
What What social media userWhat users want What social media users want • ThinkThink about: • Think about:! Platforms – What platforms Wha – you! Audience want to use want – Who is there! What you want – Who – How they want to be them to do reached – How – What you want them to do reac – Wha to do
! Go where your customers are! Give them something to share! Give them reasons to respond
What is your goal?To ______ (verb) (other parts of your sentence) (measurable outcome) by (date).
Ok, I have my Twitter accountand Facebook Page, now what?
Facebook: Profile vs. Page! Profiles ! Forindividuals ! Have friends ! Users can only have one profile! Pages ! Forbrands, businesses, organizations ! Have “fans” or “likes” ! Can be created from a profile or business account
Advantages of Pages! Unlimited number of fans! Publicly viewable! Information appears in newsfeeds! Multiple administrators! Access to Facebook Insights
Twitter: Getting Started! Setting up a profile ! Username to identify you ! Have your avatar be recognizable/representative ! Complete the profile information " Location " Bio " Website information
Posting on Twitter! Status updates ! Retweeting ! Photos & Video ! Links ! Hashtags
Twitter Tips! Two-way street! Engage ! Watch and listen! Be strategic
Not in my hospital…the mythsTop reasons why social media isn’t allowed: ! Productivity ! Hackers ! Data leaks/privacy concerns Only about 5% of hospitals block social media None of the top 100 best companies to work for block social media
Question What percentage of companies have a social media policy? 29% -Mashable.com
Why have one? “A social media policy outlines for employees (and volunteers) the corporate guidelines or principles of communicating in the online world”.
Responsible Policies! Reflect regulations and laws! Enable responsible engagement! Train staff and volunteers to ensure compliance
Social Media Policies! Don’t reinvent the wheel ! Found In Cache (blog) ! Vanderbilt University Medical Center ! Affinity Health System and Ministry Health Care ! Dartmouth-Hitchcock video
Social Media Policies! Education is key!! Items to include ! What is social networking ! Why it’s important to what we do! When to do it? ! Continuing Education ! Orientation
What Would You Do? You just found out one of your programs will be honored at the AHVRP Extraordinary Program Awards Lunch. You have a community that would want to know this.! Write your 140 character Twitter message! Your Facebook message (400 character limit)
ResourcesAxon, S. (2010). Older Adults Nearly Double Social Media Presence. http://mashable.com/2010/08/28/ social-media-stats-adults/Bennett, E. (2009). Hospital Social Network List. http://ebennett.org/hsnl/Bennett, E. (n.d.) Healthcare Social Media Policies List. http://ebennett.org/hsnl/hsmp/Dawson, N. (June 7, 2011). Driving Outcomes in Social Health. http://www.nickdawson.net/blog/outcomes/ECRI Institute. (2009. October). Risk Management in the Age of Twitter. Risk Management Reporter.Esposito, J. (February 14, 2011). 23 Social Media Facts to Share with Executives. http://jeffesposito.com/ 2011/02/14/social-media-facts-share-executives/Evans, S. (2011). Getting Started with Facebook. http://www.slideshare.net/PRsarahevans/documentsEvans, S. (2011). Getting Started with Foursquare. http://www.slideshare.net/PRsarahevans/documentsEvans, S. (2011). Getting Started with LinkedIn. http://www.slideshare.net/PRsarahevans/documentsEvans, S. (2011). Getting Started with Twitter. http://www.slideshare.net/PRsarahevans/documentsEvans, S. (2011). Social Media Bootcamp. http://www.slideshare.net/PRsarahevans/presentations
ResourcesGodin, S. (2006). Flipping the Funnel: Give Your Fans the Power to Speak Up. http://sethgodin.typepad.com/ seths_blog/files/FlippingNOpro.pdfHealth Care Compliance Association & the Society of Corporate Compliance and Ethics. (2009). Facebook, Twitter, LinkedIn and Compliance: What Are Companies Doing? http://www.corporatecompliance.org/AM/ Template.cfm?Section=Surveys&Template=/surveyform.cfm&survey=FacebookLinkedInTwitterHoltz, S. (2010). A Point by point Demolition of the Latest Case for Blocking Employee Access to Social Media. http://socialmediatoday.com/shelholtz/248470/point-point-demolition-latest-case-blocking-employee- access-social-media?Johanning, D. (2011). Using Facebook & Twitter for Business.Levy, P. (October 13, 2009). “Shutting Down Social Media? Not Here.” Not Running a Hospital. http:// runningahospital.blogspot.com/2009/10/shutting-down-social-media-not-here.htmlMarketing Savant. (2011). Social Media Strategy Workbook. http://www.scribd.com/doc/55054845/Social- Media-Strategy-Guide-by-Marketing-Savant
ResourcesMayfield, A. (2008). What is Social Media? http://www.icrossing.co.uk/fileadmin/uploads/eBooks/ What_is_Social_Media_iCrossing_ebook.pdfOstroff, M. (2011). How To Set Up a Facebook Page for Your Business. http://exploringsocialmedia.com/ how-to-set-up-a-facebook-page-for-your-business/Radian 6. (2011). Training Your Company For Social Media. http://www.radian6.com/blog/2011/04/ training-your-company-for-social-media/Russell Herder (2009, August). Social Media: Embracing the Opportunities, Averting the Risks. http:// www.russellherder.com/SocialMediaResearch/TCHRA_Resources/RHP_089_WhitePaper.pdf.smashLAB. (2008). A Primer in Social Media. http://www.smashlab.com/files/ primer_in_social_media.pdfSquazzo, J. (2010). Best Practices for Applying Social Media in Healthcare. Healthcare Executive. (May/ June 2010).Stopblocking.org