The document summarizes key learnings from a webinar for social media managers on insights from the healthcare industry's use of social media in 2020. It discusses trends seen in the healthcare social media landscape, how platforms like Facebook, LinkedIn, YouTube, Instagram and Twitter adapted due to COVID-19, new digital behaviors that emerged during the crisis, the importance of trust and messaging in healthcare social content, and examples of best practices for crisis communication on social media.

1. What Every Social Media Manager Learned
from Healthcare (This Year)
#FalconEd

2. #FalconEd
Your Presenters.
Lauren Witham
Customer Success Manager
Falcon.io
Lisa Raab
Community Marketing Manager
Falcon.io

3. Today’s Agenda.
1. Insights Into The Current Healthcare Social Media Landscape
2. Best Practices - Social Media Techniques Within Healthcare
3. Crisis Management Strategy
4. Q&A

4. (Housekeeping)
Rules Help Control the Fun!
- Monica Geller
Audio
Everyone is muted for best audio
quality.
Recording & Slides
Available on-demand and sent to
you in tomorrow’s FUP e-mail.
Questions
Q&A in real time and live at the
end of the webinar.
Chat
Communicate with others for the
duration of the webinar.
Social
Find us on all socials @FalconIO
and use #FalconEd to participate.
Survey
We would love to get your
feedback upon exiting the webinar.

5. Healthcare Social Media Landscape.
Utilize and leverage social media
channels to complement training
efforts
Training
leverage social media to build
brand awareness, promote your
HCP
Brand Awareness
professional networking and education,
promotion, patient care, patient
education
Networks
real-time updates in times of crisis for
those affected and those who are
seeking information, most cost-
effective way to promote a message
Communication
Share discoveries,
research, health tips,
recommendations and news
Information dissemination
Engage people in public health and
policy discussions and facilitate
access to information about health
and services
Engage/Facilitate/Educate

6. 70%
41%
75%
87%
80%
91%
participants say they share
health information via
Facebook message/post
of internet users are specifically
looking for health information
said online communities play a
role in their health decisions
70% of caregivers are seeking
out information and support
online for their loved one
75% of Americans use social
media to research their health
symptoms.
41% of people said social media
would affect their choice of
healthcare provider
Why Social Media in Healthcare?

7. Challenges

8. Healthcare Social Media Trends
Taking a stance.
Social ads aren’t going anywhere.
Messaging is on the rise.
Higher standards for digital experiences.
Facebook is officially dominated by the Boomers.
Stories, Stories, Stories.
Catering content to Millennials and Gen Z.
Striking the right balance between public and private marketing.
Using data to understand patient/customers/the public.

9. Facebook
Changes in Social Media Platforms
… resulting from COVID-19
• Holiday Insights for Marketer
• “Summer of Support”
• will allow the promotion of non-medical face masks
across its platforms (again)
• Facebook News (launched in US)
• Labels for state-controlled media
• Expanding verification requirements
• Guidelines around music usage in video posts
• `Shops´
• State of Small Business Report”
• Messenger Rooms will also be available
within groups and events,
• new tools for SMBs for both Facebook and
Instagram including a 'Support Small
Business
• Messenger update to streamline direct
response
• Expansion of Community Help Hub ‘
• Opened moderation caters

10. LinkedIn
Youtube
• YouTube BrandConnect
• Video Chapters
• Youtube Select
• New ad options
• Upgrade company page analytics
• limiting number of times admins can invite
people to like their page
• Working on new status feature
• Feature for advertisers
• Published new “dwell time” metric
• Virtual live events for LinkedIn pages
• LinkedIn Polls
Changes in Social Media Platforms
… resulting from COVID-19

11. Changes in Social Media Platforms
… resulting from COVID-19
Instagram Twitter
• New list feature
• Voice tweet
• Efforts to simplify profile verification
• Easier way to add text descriptions to uploaded
images
• Announced native tweet scheduling + saving tweet
drafts
• Initiative against COVID misinformation
• New product shopping tags in caption (test phase)
• Testing new, double stories feed
• Messenger Rooms direct from their Instagram Direct inbox
• ´Shops`
• IG Guides
• save video of Instagram Live broadcast to IGTV
• Posts to WHO, CDC & local health organisations will be
highlighted every time someone clicks on hashtags related to
COVID-19
• measures to prevent misinformation

12. All 👀 on
Social Media

13. 24%
18%
43%
1 in
10
32%
56%
accessed closed video chats
using platforms like Zoom,
Houseparty & Google
Hangouts
are sharing inspirational
messages on social media,
followed by COVID information
remain concerned about what is
real and fake on the internet
when it comes to news
used WhatsApp to find,
discuss, or share news
about COVID-19
accessed both social media for
news and traditional media
sources on a weekly basis
joined a group with strangers on
FB/WhatsApp to talk about
COVID-19
Reuters Institute Digital News Report 2020
Social Media & the Crisis
New digital behaviours emerged

14. Social Media & the Crisis
New digital behaviours emerged
Reuters Institute Digital News Report 2020

15. Fake News ?!
Reuters Institute Digital News Report 2020

16. Cast your vote on-screen.

17. Best Practices in the Healthcare Sector
Messaging
Competitor Auditing/Analysis
Trust your brand & voice
Diversify social networks
Creative campaigns

18. A strategy for your organization
Reach
Social Share of Voice
Campaign Specific Performance
Content specific metrics
Engagement

19. The secret of crisis
management is not good vs.
bad, it’s preventing the bad
from get getting worse.
- Andy Gilman

20. ExamplesExamples

21. 1. Review your upcoming social calendar
2. Activate your “crisis team”
3. Work along your social media policy
4. Make employees aware of organization’s position
5. Communicate openly, honestly & compassionate
6. Don’t stop posting!
7. Stay informed!
8. Be open to questions! (there might be a lot)
Learnings: Communicating on
social in a crisis

22. Book a Falcon demo
now - May 31 and
get 2 months free if
you go with us.

23. #FalconEd
August 27 - Finally, Brand Activism Is Driving More Meaningful Engagement!

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