CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012

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Social media planning for health information organizations. Presented as a workshop at the CADTH Symposium 2012 in Ottawa, Canada presented by the Canadian Agency for Drugs and Technology in Health - http://cadth.ca/ Includes discussion of strategy, risks and policy.

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CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012

  1. 1. Keeping Ahead of the Curve Part 2 Social Media by Connie Crosby Crosby Group Consulting CADTH 2012 Symposium Workshop Ottawa, April 15, 2012
  2. 2. Agenda• Social Media Overview• Healthcare Examples• Planning Framework• Risks & Policy
  3. 3. Social Media Overview Apollo 11 Mission Image - 1969, from NASA on The Commons http://www.flickr.com/photos/nasacommons/5052744574/in/set-72157625096855580
  4. 4. Facebook• more than 500 million active users• (almost 700 million according to Inside Facebook)• 50% log in on any given day• Canada: 16.8 million users Sources: Facebook, August 2011 and Inside Facebook, June 12, 2011 4
  5. 5. Twitter• Over 200 million users (100 million “active” users)• 200 million messages (“tweets”) sent per day• 13.7% of Canadians are active users Sources: Twitter, June & September 2011 and Digital Journal, December 2010 5
  6. 6. LinkedIn• “world largest professional network”• more than 120 million members• Canada: 4 million members Source: LinkedIn, August 2011 6
  7. 7. YouTube• Canada: 17.6 million active users• 71% of Canadian Internet users versus 55% of US Internet users• 2 billion videos viewed by Canadians in Nov. 2010 Source: comScore, January 2011 7
  8. 8. Google Plus• launched end of June 2011 in closed beta• open beta in September 2011• reached 20 million users after 3 weeks; 67 million by November 2011• over 800k Canadian users after 3 weeks (now 2 million+?) Sources: comScore, July & Dec 2011, Google Plus blog 8
  9. 9. Use in Canada (millions of users active in the past month) 20 15 10 5 Google+ LinkedIn Twitter 0 Facebook YouTubeNote: data from various sources 9
  10. 10. Organizational use (examples)
  11. 11. Facebook 11
  12. 12. Facebook
  13. 13. LinkedIn 13
  14. 14. LinkedIn 14
  15. 15. Twitter 15
  16. 16. YouTube (video) 16
  17. 17. Twitter 17
  18. 18. Google+
  19. 19. Blogs19
  20. 20. Flickr: The Commons 20
  21. 21. Smithsonian Institute on Flickr 21
  22. 22. Wikis 22
  23. 23. Wikis 23
  24. 24. Social bookmarking 24
  25. 25. Delicious - stacks
  26. 26. RSS (feeds) / XML 26
  27. 27. 27
  28. 28. RSS feed example
  29. 29. RSS feed example 29
  30. 30. • monitoring• re-feed to other websites• combine and filter for specific feed 30
  31. 31. • blogs• news sites• alerts from Google and others 31
  32. 32. Monitoring tools - Google Reader 32
  33. 33. Planning Framework
  34. 34. Learn• Use social media yourself• Study relevant case studies• Educate senior executives• Hear from practitioners• Explore the latest trends
  35. 35. Engagement
  36. 36. Listen• Identify relevant social media monitoring tools• Learn how you can best use the tools• Discover what’s said about you and your market• Find relevant communities and conversations• Uncover key influencers
  37. 37. Engage in Conversation• Enter the conversation• Provide relevant content• Add value to communities• Engage with influencers• Respond positively
  38. 38. Measure and Refine• Set relevant measures of success• Monitor measures• Capture and communicate success stories• Report to senior executives• Refine your strategy measures
  39. 39. StrategyDevelopment
  40. 40. Prioritize Objectives• Improve customer engagement• Enhance brand and reputation management• Accelerate customer-driven innovation• Attract talented employees• Increase sales
  41. 41. Establish Governance• Identify opportunities• Understand risks• Clarify risk of NOT engaging• Set clear social media policies• Communicate policies internally
  42. 42. Define Activities• Define first and subsequent phases• Target initial platforms• Identify resources required• Establish responsibilities and time commitment• Link to offline marketing activities
  43. 43. Develop Capabilities• Identify internal ‘champions’ for social media• Train and support champions and staff• Keep abreast of developments• Establish pilot program• Develop a culture of responsible transparency
  44. 44. Planning & best practices• Thinking strategically• Needs of specific audiences (children, seniors, First Nations and Francophone, to name just a few)• Measuring success• Resources needed• Policy
  45. 45. Risks & Policy
  46. 46. Privacy & new technologies• 48% of Canadians “somewhat concerned”• 42% “very concerned”• identity theft identified as biggest concern Source: Canadians and Privacy report, Ekos, 2009 http://www.priv.gc.ca/information/survey/2009/ekos_2009_01_e.cfm#sec4_3 47
  47. 47. • The more in control over their own data, the more personal information people are willing to give away. - Dr. Alessandro Acquisti, Carnegie Mellon, at Insights on Privacy event, February 2011 48
  48. 48. What risks are youconcerned about?
  49. 49. Risks identified by attendees • opening up comments (negative comments) • legal concerns • maintaining dialogue in a timely fashion • third party comments - liability/obligations • patient confidentiality • Access to Information requirements for internal social media
  50. 50. More Risks identified by attendees • if you are not online, no way to respond (risk of not participating) • expectations of new staff • do you own your own content? Protect your organization’s intellectual property • workload • language, tone of voice • creating a unified voice • being taken out of context
  51. 51. Mitigating risks - some thoughts• Set and post a policy for comments on your social media sites (blogs, Facebook, etc.) in advance; monitor comments• Start small and add gradually as you incorporate into workflow of staff• Consider in advance who will respond to various types of comments and how - e.g. what about during a crisis?• Do read the terms of service for social media sites
  52. 52. Policy - employee guidelines• identity transparency• personal responsibility• confidentiality• common sense 53
  53. 53. Policy - best practices for organization use • tone, quality • trust-building • oversight; escalation and resolution • staff training • HR use 54
  54. 54. Social Media Guidelines Checklisthttp://www.charleneli.com/resources/social-media-policies- directory/ 55
  55. 55. socialmedia.policytool.net
  56. 56. Want more on the Social Media StrategyFramework?Consider the Introduction to Social Media forOrganizations course I co-teach with Daniel Lee viathe iSchool Institute at the University of Toronto:http://www.plc.ischool.utoronto.ca/coursedescription.asp?courseid=269
  57. 57. Effective Blogging for Librariesby Connie CrosbyThe Tech Set series,Neal-Schuman Publishinghttp://www.neal-schuman.com/eblAvailable in Canada via the OLA Storewww.accessola.com/olastore/
  58. 58. Thank you! Connie CrosbyCrosby Group Consulting http://crosbygroup.ca connie@crosbygroup.ca @conniecrosby @crosbygroup 416-919-6719 60

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