The document discusses social media use in healthcare organizations. It begins by asking two questions organizations should ask themselves: what are customers ready for in terms of social media, and what are the organization's objectives in using social media. The document then lists pros and cons of social media use, and examples of how healthcare organizations are strategically using social media platforms like Twitter, blogs, and online communities. It addresses how to start a social media presence by participating, assessing readiness, defining goals and outcomes, choosing appropriate platforms, and developing policies for measurement and monitoring.

1. The C Suite Brief By Travis Howell & Brett Bringhurst

2. 2 Questions to Ask Yourself “What are my customers ready for?” Are they using Social Media (Twitter, Facebook, blogs) “What are my objectives?” Increase awareness, sales, building relationships , brand loyalty, listening, or embracing. The answer to these 2 questions will help us start planning. (Li, 2008, pg. 67, Groundswell)

3. The Big Picture Pros and Cons to Social Media Pros Ability to connect with customers (listen) Spread a message through additional channels Energize the customer base Provide support to the customers Cons Loss of control over the message Bad news spreads quick Measuring success is difficult Needs continuous management and attention (Li, 2008, pg. 69, Groundswell)

4. Social Media In Health Care Health Care Organizations are moving from experimentation to strategic use. Patient communities Twitter from the OR Flipcam videos Social communities Current trends in Health Care Social Media. Managing a conversation Engaging e-patients Convergence with personal health record (privacy violations and dangerous information could become common) (Sharp, 2010, Social Media In Health Care: Barriers and Future Trends, iHealth Beat)

5. The Endless Possibilities of Social Media “We’re in a market where a one-size-fits all story package just doesn’t work.” We can target each channel in a relevant way. The opportunity to customize our message to a specific target audience. The ability to engage with our audience and leverage our content. The ability to tell a story in three-dimensions is readily attainable through social media channels. (PR Newswire Association, 2010, Roundtable Q & A With Leading Brand Marketers)

6. How much does it cost? Facebook, Twitter are free use sites- no cost Some blog hosting sites (blogger by Google)- no cost Others do cost and offer more customizing and tracking options, more professional looking…. Cost of hiring a “Social Media specialist”- if needed (According to www.facobook.com, www.twitter.com, www.google.com/blogger )

7. Does Our Hospital Need it? Fact is- many employees are already using this even while at work! Patients are using this as well- in waiting rooms, before procedures….. We can find patients, employees, and doctors that are using social media outlets Departments and clinics within the hospital can use our social media outlets to promote their efforts (Kevin MD, Unk, Social Media Strategy at Massachusetts General Hospital (MGH))

8. How Do We Start? Participate (Get out there!) Assess Preparedness Target Audience Make goals for each group Define desired outcomes Choose which outlets to use Integrate!! Plan resources- avoid social media fatigue! Set measurements Start monitoring Develop Policy (The Healthcare Marketer, 2009, Creating a Social Media Marketing Plan)

9. Lets Get Out There!!!