The document discusses how healthcare organizations can use social media to improve relationships, healthcare quality, and strategic measurement. It recommends that organizations use social media to create open communication and collaboration, be responsive and embrace mobile technologies, and measure and adapt their strategies based on user interactions and data. Social media can provide measurable interactions that inform future decisions and allow for evidence-based communication if organizations interpret the rich data from multiple platforms.

1. Social Media Readiness for Healthcare Organizations
Sean Cranbury
Director, Communications and Social Media
Monkeytree Creative
Twitter: @seancranbury | @monkeycreates Email: sean@monkeytreecreative.com Cell: 778-987-8774

2. About My Work: Sean Cranbury
Social Media Strategy + Communications
Twitter: @seancranbury
Healthcare Orgs, Non-Profits, IPE/C
Email: sean@monkeytreecreative.com

3. A Little Bit of Context: Part 1

4. A Little Bit of Context: Part 2
It is no longer an exaggeration to say that the internet is profoundly changing the way
that people and organizations communicate.
Today’s world of mass, instantaneous digital communication can seem overwhelming.
Social media channels like blogs, Facebook, Twitter, YouTube and Skype are expanding
possibilities for connecting, collaborating and sharing information globally.
The public has already embraced these channels. The patient is using the web and
mobile technology to access and share information like never before.
The same is true for many healthcare professionals across Canada and around the
world.
This presentation will explore how social media may be used to increase the quality of
our work-life relationships and the quality of the healthcare that we provide while
delivering to us useful data and metrics for future improvement.

5. Healthcare leaders and organizations
can use social media to:
1) increase the quality of our work-
life relationships.
2) increase the quality of the
healthcare that we provide.
3) provide useful data and metrics for
strategic measurement over time.
All of these things are related.

6. Healthcare leaders and
organizations can use social media
to help increase quality worklife
and healthcare by:
1) Creating Open Communication
and Collaboration
2) Being Responsive, Embracing
Mobile
3) Measuring and Adapting
* this is not an exhaustive list, there are many
more ideas and strategies to be explored.

7. The Social Media Ecosystem

8. Open Communication and Collaboration
By participating in social media
channels like blogging, Facebook,
Twitter, G+, LinkedIn, YouTube, wikis,
slideshare and others, leaders and
organizations can listen to and
participate in real-time conversations
about issues of interest.
Adopting open standards for
participation, engagement and
management of these social media
channels is essential for maximizing
online reputation/credibility and
quality of feedback.
Transparency is your friend.

9. Be Responsive, Embrace Mobile: Part 1
Smartphones are powerful handheld
devices that have become ubiquitous
tools for everyday living for many
people.
They provide connection to
communities, entertainment, location
services, internet access, media
creation (audio, video, photo), health
information, emergency outreach,
connecting with work and family.
In an increasing number of situations
a person will locate health services
and information by using their mobile
phone.

10. Be Responsive, Embrace Mobile: Part 2
Reaching individuals within specific
healthcare communities requires
innovative and granular strategies.
For instance, the American STD
Association conducted an
experiment called Determining the
Impact of Text Messaging for Sexual
Health Promotion to Young People.
They found that texting is a feasible,
popular and effective method that
yields measureable feedback and
results.

11. Measure and Adapt
Interpretable data is produced every time
that someone interacts with a social
media channel.
Every visit to your blog, every ‘like’ and
‘follow’, every retweet, every share, every
comment and response creates another
metric for you to interpret.
Your social media strategy should include
the maximum number of opportunities for
interaction with your community. This will
provide you with valuable information
about who is accessing your site, where
they are coming from and where they’re
going.
This data informs future decisions.

12. Evidence-based Communication
Social Media communication and
mobile interaction can be considered
evidence-based communication.
All interactions are measureable over
time.
Strategies and depth of analysis
develop as you become more familiar
with the tools, with the ways in which
your communities interact with your
channels and as your goals change and
become more specific.
You can interpret rich data sets from
across multiple platforms.

13. Social Media Readiness
• Open Communication promotes
engagement, credibility,
discoverability and respect.
• Embracing Mobile connects you to
colleagues and patients in real
time 24/7.
• Measuring and Adapting allows
you to understand you
communities, see opportunities
for growth, and deliver specific
improvements based on real
interactions.

14. About My Work: Sean Cranbury
Social Media Strategy + Communications Twitter: @seancranbury
Healthcare Orgs, Non-Profits, IPE/C Email: sean@monkeytreecreative.com