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Health Care In A "Social Media" World


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Presentation at Summer Institute, Northwest Center for Public Health Practice, August 11, 2011

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Health Care In A "Social Media" World

  1. 1. Health Care In A “Social Media” World Summer Institute Course: Health Communication Northwest Center for Public Health Practice 11 August 2011 Kathy E. Gill @kegill @
  2. 3. 80%
  3. 4. 41%
  4. 5. Goals For Today <ul><li>Examine how social digital technologies, specifically Twitter and Facebook, are affecting how health-related organizations communicate with their constituencies, and think about emerging technologies like Google+ as well as secure email </li></ul><ul><li>Examine the types of communications goals that should incorporate these technologies </li></ul><ul><li>Understand the importance of mobile communication </li></ul><ul><li>Walk away with some best practices </li></ul>
  5. 6. What Are Social Media?
  6. 7. Technology that enables us to communicate with one other and share information publicly
  7. 9. Dramatic Growth In U.S. Hospitals Using Digital Social Networking Tools 2010 (540) v 2011 (1,188) June 8, 2011 January 10, 2010
  8. 10. A Not-Far-Fetched Scenario
  9. 11. 1. Why Digital Social Media? Mobile
  10. 14. Mobile Facts <ul><li>100M smartphones sold worldwide in 2009; 429M in the second quarter of 2011 </li></ul><ul><li>December 2010, almost half of U.S. mobile subscribers had SMS or data plans; almost 1/3 had unlimited data plans </li></ul><ul><li>About 1-in-6 American mobile phone owners had a smartphone 4 th quarter 2009; that was 1-in-4 by 4 th quarter 2010 and 1-in-4 of those had an iPhone, 1-in-3 had a Blackberry </li></ul><ul><li>Smartphones to overtake feature phone sales in 2011 </li></ul>
  11. 15. Top mobile activities
  12. 16. 2. Social Digital Networks <ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Foursquare </li></ul><ul><li>GooglePlus </li></ul><ul><li>Secure email </li></ul>
  13. 17. As of July 2011: * 96 Twitter accounts * 64 Facebook accounts * 41 podcasts * 32 blogs * 24 YouTube channels * 9 Flickr accounts
  14. 20. A New Genre <ul><li>Private messages made public </li></ul><ul><li>Broadcast and/or Converse </li></ul><ul><li>Follow versus Friend (not a reciprocal network) </li></ul><ul><li>D versus @ versus RT </li></ul><ul><li>Nibble v Full Course </li></ul><ul><li>Favorites and Lists </li></ul><ul><li>#hashtags </li></ul><ul><li>Verified Accounts </li></ul>
  15. 29. hashtags
  16. 30. Broadcast Is Better Than Nothing (and essential in emergency). Twitter Has Become The Place For News But Can Be Used For Engagement
  17. 31. 140 Health Care Uses For Twitter <ul><li>Examples from Phil Baumann </li></ul><ul><ul><li>Tissue recruitment </li></ul></ul><ul><ul><li>Blood glucose tracking (diabetes management) </li></ul></ul><ul><ul><li>Drug safety alerts (FDA) </li></ul></ul><ul><ul><li>Crowdsourcing health care resources </li></ul></ul><ul><ul><li>Daily health tips </li></ul></ul><ul><ul><li>Domestic violence awareness </li></ul></ul><ul><ul><li>Asthma alerts </li></ul></ul><ul><ul><li>Food safety alerts </li></ul></ul>
  18. 32. Top Social Properties
  19. 39. FourSquare <ul><li>Location-based services </li></ul><ul><li>Brainstorm </li></ul><ul><li> </li></ul>
  20. 40. GooglePlus <ul><li>“ In-between” Twitter and Facebook </li></ul><ul><ul><li>Currently, only individuals (not organizations) </li></ul></ul><ul><ul><li>Fastest-growing digital social network </li></ul></ul><ul><li>Benefits of “circles” for health care professionals </li></ul><ul><li>Benefits from Google install base </li></ul><ul><li>+1 Button (and search) </li></ul>
  21. 41. Why Google Matters
  22. 42. Google Pluse Health Care Hangout
  23. 43. Secure email <ul><li>Importance of subject lines </li></ul><ul><li>Importance of “from” description </li></ul><ul><li>Training nursing staff </li></ul><ul><li>Information for patients </li></ul>
  24. 44. 3. Best Practices <ul><li>Take ownership if there is a vacuum in your organization </li></ul><ul><li>Understand the social media landscape – play before planning if you want a persuasive business case </li></ul><ul><ul><li>At least 70% of journalists now use social networks for reporting </li></ul></ul><ul><li>Customer experience should be priority one </li></ul><ul><li>Set goals! </li></ul><ul><ul><li>Profile audience </li></ul></ul><ul><ul><li>Set objectives </li></ul></ul><ul><ul><li>Develop strategies </li></ul></ul><ul><li>Test, evaluate, revise; then do it again! </li></ul>
  25. 46. Remember: <ul><li>The Federal Trade Commission (FTC) has ruled that postings on any social media network can be saved by on-line background companies for up to seven years. </li></ul>
  26. 47. Take-Aways <ul><li>Inexpensive, Immediate, Personal </li></ul><ul><li>Hard to measure, easy to mis-use </li></ul><ul><li>Mobile devices will soon to be key gateway to our digital world – ubiquitous connectivity is in our lifetimes </li></ul>
  27. 48. Credits <ul><li>Examples from forthcoming book, Brands L.E.A.P. Into Twitter , edited by Kathy E. Gill (@kegill). Some hospital examples based on work by Anita Beninger (@anitamedia) </li></ul><ul><li>Locked gate : </li></ul><ul><ul><ul><li>Modem: </li></ul></ul></ul><ul><ul><ul><li>Network: </li></ul></ul></ul><ul><ul><ul><li>Woman with mobile phone: </li></ul></ul></ul><ul><ul><ul><li>Man with mobile phone: </li></ul></ul></ul><ul><ul><ul><li>Three generations with mobile phone: </li></ul></ul></ul>
  28. 49. CC License <ul><li>Share&share alike, attribution, non-commercial </li></ul><ul><li>Kathy E. Gill </li></ul><ul><ul><li> or @kegill , @kegill_uw </li></ul></ul><ul><ul><li> and </li></ul></ul><ul><li>Course Info: </li></ul>