The document summarizes key topics from a social media seminar, including how to use various social media platforms like Twitter, LinkedIn and Facebook for healthcare organizations. It provides advice on best practices for social media use, such as engaging followers, monitoring conversations, maintaining quality content and complying with HIPAA. Metrics for measuring social media results are also discussed.

1. SOCIAL MEDIA SEMINAR

2. Today’s Agenda Twitter 101 LinkedIn 101 Facebook 101 Hive Marketing & Crisis Communication Executive Blogs Repurposing content Philanthropy & Social Media Measuring Results Monitoring & Tracking Quality and Brand Integrity HIPAA Compliance

3. Two out of every three Web users 10% of all Internet usage Time spent on social sites growing three times as fast as general Internet usage 35-49 year olds are Facebook’s fastest growing demo and makeup one-third of the audience In 2008 Facebook added twice as many 50-60 year olds (14 million) as 18 year olds Who Uses Social Media?

4. PatientsLikeMe.com Medhelp.org DailyStrength.org Organizedwisdom.com Everydayhealth.com Revolutionhealth.com ACOR.org HealthAngle.com Where Patients Find Info

5. Consumer-driven health care More skin in the game Unprecedented access to information Changing patient and consumer expectations Desire to participate in care New channels to register an opinion To manage your brand, you need to know what’s being said Social media word-of-mouth has greater credibility and authenticity Why Social Media?

6. Look before you leap. Become a follower. Get engaged. Hospitals on Twitter Hospitals on Facebook Hospitals on LinkedIn Hospital CEO Bloggers Learn from the best. Then follow their example. Our Advice

7. Twitter 101 Things to know about Twitter: 140 characters Hashtags #UHS #heritagehospital #healthcare Tiny URLs http://tinyurl.com Ability to Tweet later – HootSuite and others Twitter Groups Build followers Offer a link with each tweet

8. Twitter 101

9. Twitter 101 Hospitals on Twitter to check out (start following a few to get a feel) http://twitter.com/Aurora_Health http://twitter.com/WakeMed http://twitter.com/RIHospital http://twitter.com/mayoclinic http://twitter.com/BonSecoursRVA http://twitter.com/HopkinsMedNews http://twitter.com/CleveClinicNews

10. Twitter 101 http://twitter.com/dandunlop http://hootsuite.com http://twittgroups.com/index.php http://twittgroups.com/group/hcmktg http://twittgroups.com/group/hcsm

11. Twitter 101 - HootSuite

12. LinkedIn 101 Things to know about LinkedIn: Great for communicating with peers LinkedIn Groups Post press releases Start discussions Draw traffic to blog posts Tweets and blog posts feed into LinkedIn Daily email blast to group members Respond to discussions!

13. LinkedIn 101

14. LinkedIn 101 - Groups http://www.linkedin.com/home?myGroups=&trk=hb_side_grps HealthLeaders Media Healthcare Executives Network Healthcare Marketing Network Forum for Healthcare Strategists Professional Healthcare Marketers Society for Healthcare Strategy & Market Development Healthcare Marketing, Communications & Educational Professionals Association of Medical Media UHS Marketers

15. LinkedIn 101

16. Facebook 101 http://www.facebook.com/#/group.php?v=info&gid=20088101947

17. Facebook 101 Things you need to know: Keep it current; respond to wall posts You set degree of privacy Groups vs. Fan Pages Groups allow you to: Send messages Post photos & videos List upcoming events Offer links & Invite new members Start discussions Write on the Wall

18. Facebook & Hive Marketing Crisis communications tool Engage and empower supporters Reach out and activate them when needed Article - handout

19. Executive Blogs Paul Levy, Running a Hospital http://runningahospital.blogspot.com/ Dean Roper, Roper on Health http://www.roperonhealth.com/ Nick Jacobs, Ask a Hospital President (Healing Hospitals) http://takingthehelloutofhealthcare.com/blog/ Dr. Bill Atkinson, WakeMed Voices http://wakemedvoices.org/category/from-dr-atkinson/

20. Executive Blogs Rob Colones, CEO of McLeod Health in SC http://blog.mcleodhealth.org/ Scott Kashman, CEO of St. Josephs Medical Center http://sjmcworld.blogspot.com/ Todd Linden, CEO of Grinnell Regional Med Ctr http://toddlinden.blogspot.com/ Tom Quinn, CEO of Comm. Gen Hospital http://morethanmedicine.blogspot.com/

21. Repurposing Content Press release on PRLog Use share function Post on Twitter and Facebook with one click (del.icio.us, digg, stumbleupon, newsvine, squidoo) Distribute via LinkedIn Groups as “news” or “discussion” using PRLog small URL

22. Repurposing Content www.prlog.org

23. Repurposing Content

24. Repurposing Content

25. Repurposing Content

26. Repurposing Content

27. Repurposing Content

28. Repurposing Content

29. Repurposing Content

30. Philanthropy 2.0 Ideal tools for building donor communities Great for connecting grateful patients Relationship building; cultivate donors Check out: (slow to move to Twitter) Huntsville Hospital Foundation - http://tinyurl.com/ycx8n7b Riverview Hospital Foundation - http://tinyurl.com/ydxnx3m Florida Hospital Foundation - http://tinyurl.com/y8jmvjq

31. Philanthropy 2.0

32. LinkedIn Groups http://tinyurl.com/yacjclj http://tinyurl.com/ycb8y7m Philanthropy 2.0

33. Philanthropy 2.0

34. Philanthropy 2.0

35. Measure engagement! People joining, commenting, participating… Develop metrics: Google Analytics, technorati blog rankings, followers, friend counts, fans, engagement, etc. Also measure your activity: posts, tweets, etc. Measuring Results

36. Measuring Results

37. Measuring - TweetStats http://www.tweetstats.com

38. Measuring - TweetStats http://www.tweetstats.com

39. Measuring - Twitterholic http://twitterholic.com/

40. Measuring - Twitterholic

41. Measuring - Twitgraph http://www.twitgraph.com/dandunlop/profile.aspx

42. Monitoring and Tracking Track conversations taking place online about your brand: Google Alerts Yahoo Alerts Social Mention FiltrBox MonitorThis Meltwater News Socialoomph Blog Pulse Tweetbeep BoardTracker

43. Monitoring & Tracking

44. Monitoring & Tracking

45. Quality & Brand Integrity Your social media presence is an extension of your brand. That includes: Photos Videos Posts Make sure they are of a quality to accurately represent the brand Go for quality over quantity Strive for relevant content; not just noise

46. Quality & Brand Integrity Write your post or comment, then walk away. Come back to it with fresh eyes. Then go live. You want to appear credible, professional and likeable. Clear and concise. Online readers have a limited attention span and are more intentional in their reading – often scanning for the message. Reader on a mission.

47. Quality & Brand Integrity Use bulleted lists. Headlines and subheads. Highlight keywords. Keep paragraphs short. Use graphics. Language less stuffy and corporate; more welcoming and friendly. Apply the “who cares” test to new posts.

48. You have to Tweet many times each day Blog posts must always be short You have to be outrageous to get followers You can’t measure social media activity Social media is just for young people LinkedIn is just for job hunters Myths

49. Never lose sight of patient confidentiality You must have signed releases Beware patient stories where patient identity is cloaked Let patients “friend” the organization, not its staff members; keep boundaries clear For patients who share info inappropriately, notify them that the forum is not private and they should make contact offline. And make a record of that communication. HIPAA Compliance

50. HIPAA Compliance Blogs and forums such as Facebook are not appropriate venues for dispensing specific medical advice or for sharing patient stories. When sharing health information, communicate clearly that you are providing general health information and none of your comments should be taken as a diagnosis. You will want to state that your blog content does not replace the need for an individual to visit with his or her physician.

51. HIPAA Compliance Physicians should make it clear that they will only practice medicine online, if at all, through private and secure HIPAA-compliant portals By divulging private health info online, patients are essentially waving their rights to privacy as afforded them via HIPAA. However, children cannot waive their rights. Therefore, do not allow minors to tell their stories through your social media outlets.

52. http://www.slideshare.net/dandunlop SlideShare

53. Discussion