This document provides guidance on using social media to tell volunteer stories for hospitals. It discusses creating engaging content, using visuals like infographics, involving volunteers to share their stories, and measuring the success of social media efforts. The presentation also covers new social media platforms, aligning strategies with the hospital's goals, and ensuring compliance with HIPAA regulations when sharing patient information online.

1. Drafting Your Hospital’s Social Media
Presence To Tell Volunteer Stories
Presented by:
Kristin Lanning
Social Media Strategist, American Hospital Association
Chicago, Illinois

2. Learning objectives
• Creating content that works on social media
• Working with your hospital’s marketing/PR department
• New social media tools and solid strategies
• What works on mobile
• Measuring social media success

3. The Social World Is Huge
• 2.3 Billion Active Social Media Users Globally
• 1.65 Billion Active Social Media Accounts Globally
• On Average, Internet Users Have Nearly 6 Social Media Accounts Per
Person
• Facebook: Daily Average Of 8 Billion Video Views From 500 Million
Users
Source: Brandwatch.com “96 Amazing Social Media Statistics and Facts
for 2016”

4. Creating Social Content (The Basics)
• Think of the story you want to tell
• Make sure content matches the channel
• Construct your editorial calendar and share with marketing/PR
department
• Remember to be interesting and engaging

5. An Infographic Is Worth 1,000+ Shares
• Infographics get an average of nearly 15K shares
• Visual content should tell a good story
• Facebook posts with photos get 120% more engagement than posts
without photos
• Tweets with posts get RT 150% more than image-less tweets
Source: The 6 Types Of Social Media Content That Will Give You The
Greatest Value, CoSchedule Blog, Dec. 14, 2015

6. Gather ‘Round The Social Campfire
• Engage other interested people by tagging posts
• Fun quizzes tied to specific dates/events at hospital
• #WhatsTrending? #Hashtags #UseEm
• Involve volunteers in telling their stories

7. When Words Work On Social Media
• Blog posts: lists, how-to, informational
• Bullet out important points in blogs – useful for multiple social media
postings
• Short articles (500 words or less) – use at least one subhead
• Always remember to include an image in blog post (photo,
infographic)

8. Your Marketing/PR Dept. – Behind The Magic
• Marketing departments crave social content -- too much is never
enough
• Remember to repurpose
• Editorial calendars help keep the stories flowing
• Tell the positive stories well

9. A Word From Our Friend HIPAA
• If it involves patients – GET CONSENT
• Work with legal/PR to draw up appropriate forms
• Discuss appropriate social networks for events, etc.
• Have action plan for negative consequences

10. Feeding The Social Beast
• Tie outside content to your volunteer efforts
• Take people inside the room where it happens
• Grow your own (visual content)
• Social media management tools make life easier

11. New Social Kids On The Block
• Facebook Live
• Snapchat, WhatsApp
• Vine, YouTube Livestreaming
• Work with PR/Marketing to determine if livestreaming is appropriate

12. A Strategy Within A Strategy
• End goal should determine strategy
• Align your social strategy with hospital’s social strategy
• Work with social media strategist to come up with a strategy that
works for you
• Make sure you have resources, time to execute

13. Mobile Matters (More Than Ever)
• 80% of people use smartphones to access the Internet
• Keep sentences short, active for written posts
• Photos, infographics, visual content – all are tailor-made for mobile
• Tag where possible on Twitter/Facebook/Instagram

14. Measuring Success
• What should you measure? Depends on what you want social to do
for you
• Work with social media person to determine successful ROI
• Use metrics to determine what to do more (or less)
• Pay attention to the long-term trends – don’t worry about short-
terms downturns

15. Bonus Round: Paid Social Media
• Paid social can target posts to specific audiences
• Extra success metrics – who shared and liked
• For a little, you can get a lot (of engagement)
• Useful to gain followers on social media

16. Final Points
• Have fun! It’s just social media
• Remember HIPAA regulations
• Work with PR/Marketing social media person to tell your story
• You are your hospital volunteer program’s strongest social advocate

17. Thank YOU!
• Please complete the session evaluation and leave it in your area.
• @contentalchemy @HealthForumNews
• klanning@healthforum.com
• Kristin Lanning LinkedIn
• Health Forum LinkedIn