The document outlines strategies for effectively integrating social media into public relations, emphasizing audience engagement, traditional media augmentation, and digital strategy management. It highlights the importance of creating compelling content, involving employees, and setting clear social media policies. Key takeaways include investing in social media relationships, using these platforms for listening, and adjusting strategies based on audience needs.

1. Hippos, hashtags, and
integrating social media:
What you need to know about strategic
social media use in Public Relations
Dana Lewis | @DanaMLewis | Dana.Lewis@Swedish.org

2. + …..
.... Dr. Google couldn’t help.

3. But other people could
(image from www.bepartofthecure.org. FYI – there’s no cure for diabetes…yet)

4. +

5. But when she was diagnosed
with celiac disease…

6. You may have guessed:
This is my story.
This is why social media matters.

7. #hcsm
• World’s largest health care chat
• Health care communications &
social media community

8. @Swedish
• Non-profit health system
• We believe in being a resource of
information, both online and off!

9. Integrating social media into PR
1. ENGAGE your audience
2. AUGMENT traditional thinking
3. MANAGE your digital strategy

10. Social media isn’t what you think it is.
(and it’s not what you think that matters.)

11. Blog posts, stories, events, in the news, Q&A
Physician videos, flash mob, robotic videos
First news releases, gradually more
engagement & RTs, health articles
1. ENGAGE ( with interesting content)

12. 1. ENGAGE:
http://facebook.com/swedishmedicalcenter

13. 1. ENGAGE (where people already are)

14. Lessons learned:
Social media has a short half-life.
(Make sure to package your content)

15. 1. ENGAGE:
http://swedish.org/engage

16. 1. ENGAGE your audience
2. AUGMENT traditional thinking
3. MANAGE your digital strategy

17. 2. AUGMENT: think media outreach

18. 2. AUGMENT: “news you can use”

19. 2. AUGMENT
(don’t forget your own content)
http://swedish.org/blog

20. Try to show (don’t tell)

21. Swedish Robotics

22. #SwedishIssaquah OB Open House

23. Measure this…
• Pre-registrants
• Google Analytics for tab views
• Clicks, shares, likes
• New patient signups at the event
• …how many registrants became
patients long term

24. …and we control the data.

25. Don’t forget to find your voice.

26. 26
Why we involve employees:
• They’re on the front lines, treating patients
• Tap into incredible knowledge base
• Best brand ambassadors/advocates
• They WANT to get involved!

27. 27
How to get employees involved:
• Education
• Internal social media group
• Ask them for ideas, content
• Involve them in planning
• Feature their stories

28. It’s not all external.

29. Be transparent. Social media helps.

30. Social media helps in a crisis, too.

31. 31
Don’t forget to educate!
Set your own (internal and external) policies
• Set standard for ethical and legal
behavior in social media
• Blaze the path
• Have internal policies in place in
addition to tools, trainings, and
resources.
• Be clear with your communities
regarding commenting/posting
policies

32. 1. ENGAGE your audience
2. AUGMENT traditional thinking
3. MANAGE your digital strategy

33. • Figure out what works (not everything does)
• One size does not fit all
• Don’t be afraid to try again
Step 1: Have a vision

34. "The best tools in your social media
toolkit begin with 'e': education, energy,
enthusiasm, and encouragement.”
-@DanaMLewis
Step 2: Get others on board

35. Resources and tools for employees –
no matter how they use it
(or if they don’t)
“E”ducation

36. If you're not excited about what
you're doing, and willing to work hard
at it, why should anyone else?
“E”nergy
“E”nthusiasm

37. It's a lifelong learning process.
You never reach the "guru" stage.
Support yourself and others.
“E”ncouragement

38. Lessons learned:
• “Doing social media” is scary
• Those naturally interested & excited do best
• Wade in rather than dive

39. What to do: stop marketing
• Build your channels
• Engage
• Get off the bullhorn

40. What to do: stop marketing
• Facebook isn’t a bandaid
• Since you’ve built up channels, utilize them!
• Make sure your strategy for social media
aligns with bigger picture marketing, PR,
and business strategies and objectives

41. 10 Things We’ve Learned
1. If you’re not producing content….
2. SM can lead to mainstream media
attention.
3. Connect your experts to the community via
SM.
4. Invest in SM relationships the way you
invest in mainstream media relationships.
5. Integrate SM into your campaigns.

42. 10 Things (continued)
6. It takes a village.
7. Package your SM efforts.
8. Use SM as a listening tool.
9. Don’t be afraid to facilitate or own SM.
10. Be prepared for it to take work.

43. 1. Know who you’re engaging with.
2. Know where they are (and why)
3. Know what they’re doing.
NOW you can connect.

44. But don’t forget…….….it’s not about you.

45. Questions?
Dana Lewis
@danamlewis
dana.lewis@swedish.org
Engage with us online:
http://swedish.org/blog
http://swedish.org/engage
Contact:
Facebook.com/
swedishmedicalcenter
Twitter.com/Swedish
YouTube.com/
swedishseattle