How CareSearch uses social media to promote palliative care and interact with consumers and health professionals
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How CareSearch uses social media to promote palliative care and interact with consumers and health professionals. Originally presented at the CNSA Winter Congress, July 2012.
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How CareSearch uses social media to promote palliative care and interact with consumers and health professionals
- 1. How CareSearch uses social media to promote palliative care and interact with consumers and health professionals Tieman JJ, Koop E CNSA Conference July 2012
- 2. Purpose • What is CareSearch? • What is social media? • CareSearch Social Media Project • What are outcomes?
- 3. About CareSearch • Palliative care resource – Evidence based – Online • Audience – Health professional – Patients, carers, families • Funded by DoHA
- 4. What is social media? • Definition: websites and applications used for social networking – creation and exchange of user generated content • Examples: – Twitter – Facebook – Wikis – Blogger – Flickr
- 5. Why Social Media • Usage figures – Social networking 23% of online time – 800 million active Facebook users – 100 million active twitter users/340 million tweets per day – 72 hours of video uploaded to YouTube every minute Source: Infographic-Spring 2012 Social Media User Statistics • Important tool to connect with users/customers • Allows wide variety of formats • Enables engagement and user input
- 6. Social Media Project • To explore the use of social media to reach and engage with consumers and health professionals • Rationale – Timely dissemination – Reinforce relationships – Go where the people are – Access new audiences – Feedback and needs – Update news
- 7. CareSearch communications • Website What’s new • RSS feeds • Newsletters • Presentations
- 8. Social Media Strategy • Phase 1 – Comments on others’ blogs, Twitter, Facebook • Phase 2 – Establish YouTube channel, consolidate videos and commentaries – Access to presentations through Slideshare – Set up Twitter – Set up Healthshare • Phase 3 – Set up Facebook – Set up LinkedIn
- 9. Practical Issues • Knowledge of specific platforms • Consider metrics • Resources – Time – Staff – Content • Content plans – Audience – Bank of items • Flexibility
- 10. Brand identity • Visual brand • Integrity of content • Integrate with communications activities • Cross promotion
- 11. Usage • CareSearch YouTube – 8 playlists, 63 videos – 19,598 views • CareSearch Twitter – 122 followers – Via retweets, over 14,462 Twitter users • CareSearch Slideshare – 2 presentations, 535 views
- 12. What we’ve learned • Still at beginning of social media activity • Limited engagement with health consumers • Requires commitment and resources • Dynamic environment • Conservative
- 13. Future possibilities • Crowdsourcing – Feedback, views • Wikis for the development and review of content • Monitoring attitudes to death and dying through social media
- 14. CareSearch would like to thank the many people who contribute their time and expertise to the project including members of the National Advisory Group and the Knowledge Network Management Group. CareSearch is funded by the Australian Government Department of Health and Ageing. www.caresearch.com.au
Editor's Notes
- CareSearch has several core components – online resource, content is palliative care/end of life care and it draws upon the underlying evidence and knowledge base Audience is health and social professionals in any setting of care (e.g. primary and community care; specialist palliative care; aged care facilities) AND those affected by the need for palliative care (i.e. patients, carers, family and friends)
- Overview of the stages and activities involved in creating an online translation • As a web-based resource, involvement in social media helps demonstrate that CareSearch is in touch and up-to-date with communication on the internet • Social media is about sharing content with others-- when CareSearch engages with/contributes info directly to professionals and consumers, it demonstrates a commitment to investing in and helping shape the palliative care community • Using social media sends the message that CareSearch is easy to access from the sites where people are already spending their time online
- Exploration of how social media could relate to the website Various reasons for engagement have been put forward
- Follows on from a communications strategy that included what’s new pages, RSS feeds, 3 monthly newsletter (electronic), presentations at conferences, meetings etc. Even a Christmas email!
- Not trying to do everything at once. Trying a phase approach to test and build udnerstanding.
- Since social media is user-generated, new platforms/ apps/ sites appear all of the time. It is difficult to stay informed about all of the latest social media opportunities, but focusing on a few of the well-known and well-used media helps keep our involvement relevant (and likely to reach the appropriate audience) Social media ROI can be difficult to measure or evaluate as it tends to return results that are more easily captured as qualitative information than quantitative “stats”. We can collect data on the number of views, retweets, shares, etc, which provides part of the picture, but other evaluation techniques are important too (ie participation, quality of comments, connections, conversations) Social media require time (generating content, posting, moderating responses) and works best when a few people across a team contribute to them. Ie- Those with practical experience in pall care might come up with a completely different tweet (link to practical advice on opioids) than a communications officer might (link to education event) With media such a Healthshare, the general public can ask specific questions about pall care. We take care to avoid specific questions about individual cases (ie medication levels, 'what does my mother need?', etc). Where possible refer back to the quality appraised and reviewed content within the website media management, ie: - Tweetdeck (helps organise and view Twitter interaction, responses) - Hootsuite (can schedule social media updates across a number of platforms, can produce reports [paid feature]) - Ow.ly and other link-shortening sites (just enter url, hit "shorten" and it automatically generates a small link)
- Need to work at maintaining the image you have developed. This is both to do with the visual identity for consistency but more importantly the purposes of the website and its resources Using social media to draw users back to the main website is ideal. Social media should always be about offering quality, relevant content to connections, and when other users learn to trust your content, they will be much more likely to follow you back to your site.