This presentation discusses the growing use of social media in healthcare organizations and whether the hospital discussed should create social media accounts. It notes that over 500 million people use Facebook and Twitter saw a large increase in tweets from 2010 to 2011. The presentation covers the pros of social media for marketing and communication. It also addresses considerations like resources, staffing, costs, privacy, and guidelines. Overall it recommends the hospital create Facebook and Twitter accounts to improve communication with patients and the community in a cost-effective way.

1. Social Media Presentation Do We Need Social Media? Ruiling Guo and Sarah Schmitt HCA 4473/5573 Instructor: Ann Swanson 04/24/2011 1 Social Media Presentation

2. What Is Social Media? “Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue” (Wikimedia, 2011). More and more health care organizations are using social media, such as Facebook, Twitter, and Blog as a marketing and communication tool to reach their patients and family members. Mayo Clinic - created Center for Social Media and applied social media tools to improve communication and enhance their productivity (Mayo Clinic, 2011). 04/24/2011 Social Media Presentation 2

3. Rapid Growth of Social Media Over 500 million active users on Facebook (Facebook, 2011). People spend over 700 billion minutes per month on Facebook. Over 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) are shared each month. Twitter- the average tweets per day (TPD) for March 2010 was 50 million while the average TPD for February, 2011 was 140 million (KISSmetric, 2011). 177 million numbers of tweets sent on March 11, 2011. 04/24/2011 Social Media Presentation 3

4. Top Ten Participations in Groundswell Activities 04/24/2011 Social Media Presentation 4

5. Social Media Pros Marketing: Good way to market our hospital and services. Fast dissemination: Content can be seen by thousands of visitors quickly Direct Feedback: We can get feedback from customers directly through social media networking Interactive communication: We can communicate with customers interactively and share the latest information about our hospital and clinics on social media 04/24/2011 Social Media Presentation 5

6. What to Consider? What resources do we have? Do we have staff ready? Cost- can you effectively staff? Protect the hospital’s image and reputation. Guidelines or policies for the use of social media. HIPAA and patients’ privacy Provide workshops on social media use Participation levels Ours and audiences 04/24/2011 Social Media Presentation 6

7. Does Our Hospital Need It? Reasons for creating Facebook and Twitter accounts: Useful tools for marketing the hospital Fast communication Quick results can be received through social media tools More patients and customers can be reached 04/24/2011 Social Media Presentation 7

8. What Do We Need to Know? We need to know: What technology fits well into our hospital working environment and mission Who would be the right people responsible for creating the social media accounts and maintaining them How much time can they commit to this? How we can protect the hospital image and reputation and patients’ privacy How we can prepare emergency if unexpected events happen 04/24/2011 Social Media Presentation 8

9. How Do We Start? Survey the use of social media among the hospital employees and customers Listen to their input Choose the social media tool(s) that best fit the hospital’s mission, resources and customers’ needs Consult IT regarding the security of the information system Begin simple, such as Facebook and Twitter. Evaluate and add more later if needed 04/24/2011 Social Media Presentation 9

10. Recommendation Begin with a Facebook and Twitter account Long term we can save money While time-consuming for updating and maintaining these accounts, it is worthwhile Social media can improve our communication with our patients and community and enhance our productivity 04/24/2011 Social Media Presentation 10

11. References Wikipedia. (2011). Social media. Retrieved on April 22, from http://en.wikip edia.org/wiki/Social_media. Mayo Clinic. (2011). Can social media improve health care? Retrieved on April 23, from http://socialmedia.mayoclinic.org/. Facebook (2011). Press room: statistics. Retrieved on April 21, from http://www.facebook.com/press/info.php?statistics 4. KISSmetrics Marketing Blog. Twitter statistics. (2011). Twitter statistics. Retrieved on April 21, from http://blog.kissmetrics.com/twitter-statistics/?wide=1 5. Li, C., Bernoff, J. (2008). Groundswell: winning in a world transformed by social technologies. Boston, MA: Harvard Business Press. Cleveland Clinic. (2011). Social media policy. Retrieved on April 23, from http://my.clevelandclinic.org/social_media_policy.aspx Massachusetts General Hospital. Social media guidelines for participation in Massachusetts General Hospital. Retrieved on April 22, 2011 from http://www.massgeneral.org/notices/socialmediapolicy.aspx 04/24/2011 Social Media Presentation 11