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Social Media in Health Care Feb 2011

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I presented this webinar for Ragan Communications on Thursday, Feb. 24, 2011 with colleagues Ryan Paul and Tripp Underwood. It covers how to use blogs, Facebook and Twitter to accomplish your health care communications and marketing goals.

Published in: Health & Medicine
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Social Media in Health Care Feb 2011

  1. Today’s agenda<br />Overview (20 min)<br />Why social media? <br />From SEA to shining SEA<br />The three C’s of social media<br />Blogging (15 min)<br />Facebook (15 min)<br />Twitter (10 min)<br />Q’s and A’s (15 min)<br />
  2. Why social media <br />Our jobs have changed<br />Our tools have changed<br />Our audiences, their needs and expectations have changed<br />Incredible opportunities to inform and engage, all while building your organization’s brand<br />
  3. Social Media at Children’s<br />Blogs<br />Thrive: pediatric health<br />Vector: science and innovation<br />Facebook<br />19 pages<br />Departments and programs such as Heart Center, Advanced Fetal Care Center, Cleft Lip and Palate<br />Twitter<br />15 feeds<br />Some overlap of Facebook pages, but most are general<br />SocialText<br />CHB about to launch internal collaboration software<br />Complete listing at chbos.org/socialmedia<br />
  4. Social Media:From SEA to shining SEA<br />
  5. SEA: Strategic<br />Strategize: Let your goals be your guide<br />Reputation building? Volume building? Name recognition? Thought leadership? Patient support?<br />Execute: Use the right tool for the specific goal<br />Assess: Was it successful?<br />If yes, evaluate what went well and replicate.<br />If not, that’s OK. Learn from successes and failures.<br />SEA to SEA<br />
  6. SEA: Tactical<br />Share<br />Find great stories, personalities, voices, images, videos<br />Give yourself time to share the content you create<br />Engage<br />Identify and connect with those most likely to be interested in a topic or story <br />Share your content in as many ways as possible<br />Be personal—and not just when you need something<br />Return the favor<br />Amplify<br />Use internal resources to spread the word<br />Then get help from others outside your organization<br />SEA to SEA<br />
  7. SEA: TacticalThe Three C’s of Social Media<br />Coordination!<br />Collaboration!<br />Communication!<br />SEA to SEA<br />
  8. SEA: TacticalHuddle<br />Encourages the three C’s<br />½ hour EVERY DAY<br />Reps from social media, media, web, physician and patient comm, etc<br />Can respond to news in real time…<br />Plan for the week ahead…<br />And look down the road in a strategic way<br />Huddles help you get your ducks in a row.<br />SEA to SEA<br />
  9. Blogging<br />Children’s has two blogs:<br />Thrive: Pediatric health, wellness and parenting<br />Vector: Science and innovation<br />Benefits:<br />Two-way communication<br />Share timely, relevant news and info<br />Real-time feedback on content<br />Control messaging<br />SEO benefits<br />Brand building<br />
  10. Blogging<br />Just do it—but be smart<br />Decide what your blog is—and isn’t<br />Don’t build it on your own: great, simple, EXISTING blog platforms—use one<br />HIPAA disclaimer<br />Don’t be afraid to fail<br />Follow the data<br />
  11. Blogging<br />Different medium, same rules<br />Great stories, organizational benefit, separate yourself from the pack<br />Let others do the talking<br />Doctors, nurses, patients, parents, employees<br />Find and cultivate strong voices<br />Make illness, recovery and challenge come to life<br />If it’s a no-brainer, don’t waste your time<br />Fireworks safety on July 4th, tooth-brushing tips during Dental Health Month <br />
  12. Children’s on Facebook<br />Facebook.com/ChildrensHospitalBoston<br />507,000 likes as of February 21, 2011<br />Largest hospital Facebook page in the world<br />19 total pages (more: chbos.org/socialmedia)<br />Facebook is:Facebook isn’t:<br />Wall posts and comments — Websites<br />Photos — Blogs<br />Custom tabs — YouTube<br />
  13. Children’s on Facebook<br />Great way to push out content<br />More interaction than blog comments<br />…but that doesn’t always relate to clicks<br />Even negative comments are a good thing<br />Our posts have been viewed over 88 million times (equals $225,000 in ad savings)<br />
  14. Facebook as political engager<br />
  15. Connecting on Facebook<br />Don’t use it only to push your content<br />Create something that will engage your audience<br />57% of our Facebook audience is women between ages 18-44. What do moms like?<br />People on Facebook love to talk about themselves. Give them the opportunity.<br />
  16. Connecting on Facebook<br />
  17. Children’s on Twitter<br />15 Twitter handles, all separately maintained<br />11,500 total followers<br />@ChildrensBoston and @ThriveChildrens are the most widely read and shared <br />See chbos.org/socialmedia for a full listing <br />
  18. Twitter 101<br />It’s all about who you know. Like Hollywood<br />or high school, the company you keep on Twitter <br />says a lot about you. Connect and interact with<br />reputable, likeminded groups and organizations<br />that can help you spread your message—and<br />you theirs. When it comes to followers, quality<br />over quantity is key.<br />
  19. @Positives vs. @Negatives <br />Benefits<br />Real-time communication<br />Personal touch<br />Cheap and easy to maintain<br /> <br />Challenges<br />Unpredictable<br />Extremely limited window of opportunity<br />Twitter-verse is overpopulated; it can be difficult to stand out <br />
  20. How to’s<br /><ul><li>Keep it relevant
  21. Avoid tweets that don’t push conversation forward or contain relevant, timely information
  22. Share focused, interesting and current info
  23. Makes your feed less likely to get lost in the din
  24. Share and share alike
  25. Push your own content, but share the work of others doing similar things
  26. Promotes good will among likeminded organizations
  27. Often leads to more re-Tweets of your content, thereby extending your message and brand </li></li></ul><li>Adding followers<br />Clearly define and target a specific audience<br />Listen to what followers are saying. Adjust editorial content to reflect trends and attitudes.<br />Make sure content is always timely and relevant<br />Share content outside of your organization<br />
  28. The last word<br />Let each tool do what it does best<br />Share the good stuff; make a plan for dealing with the bad stuff<br />You can’t buy buy-in<br />Health care’s compelling, important, always relevant—communicate that<br />
  29. Contact us<br />Matt Cyr – Director, Patient and Family Communications<br />@mattcyr or matthew.cyr@childrens.harvard.edu<br />Ryan Paul – Social Media Specialist<br />@RYANdashPAUL or ryan.paul@childrens.harvard.edu<br />Tripp Underwood – Writer/Blogger<br />@ESUIII or tripp.underwood@childrens.harvard.edu<br />
  30. Questions?<br />

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