Social Networking & Education for Hospitals


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Nedra Kline Weinreich
Weinreich Communications

California Assn of Hospitals and Health Systems
Healthcare Volunteer Leadership Conference
March 17, 2010

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  • This is what many people think social media is all about.
  • • But it can also be about this. @krash63 works for the American Heart Association and uses Twitter Search to scan for people using the word “stroke” in their tweets. When it’s appropriate she responds quickly with useful information -- which in this case could save a life. • Twitter can be a great way to find and connect with people who are interested in a particular topic, and to have conversations with them.
  • • Before we jump into talking about social media, or Web 2.0 as it is sometimes called, let’s talk about the typical website to contrast it with the social media model. • The site is a good example: • Has a lot of information in the form of articles and resource listings. • But the only information on the site is that which the agency decides to include. Users cannot add their own content or publicly respond with their feedback on the articles. One-way provision of information. • Content is basically the same from day to day. • This type of site requires some level of programming knowledge to add content. • Nothing wrong with this type of site. It plays a very important role.
  • • Contrast with the Web 2.0 model of social media sites: • Content is created by the users and is dynamic, continually changing based on their input. • Content is interactive, with the tools allowing people to comment and converse around the information. • Requires little to no technical skills to use these tools. • Allows people to easily connect with others who have similar interests and reach thousands of people with one click. • Can take something someone else created and turn it into something even better, or collaborate around the world.
  • • What has happened with the emergence of these social media tools is that people are no longer content to simply receive information as a passive audience. • They want - and expect - to be able to interact with the information, talk back to the person or organization that created it, adapt it and share it with their friends.
  • • The technology is giving people the power to be able to do all these things -- they can be a pundit, a publisher, a videographer, a DJ, or a reporter. There is no longer a middleman like a news editor or publishing house that serves as a gateway for letting information flow to the masses. • But remember that social media is not about the technology -- it’s about people. People spreading ideas and messages to each other, just as they have always done. Social media just makes it easier for people to talk to each other in large numbers. it’s word of mouth on steroids. • And because it’s about people talking to people, social media is based on relationships. To be most effective, we need to build relationships with the people we’re trying to reach, not just sending messages out to them.
  • • Why should we be paying attention to social media? Because the people we are trying to reach are!
  • • Why should we be paying attention to social media? Because the people we are trying to reach are!
  • • People listen to and trust people like themselves much more than they do to advertising and marketing messages. • This is the power of word of mouth via social media.
  • Brief introduction to each tool - what it is, what you would use it for Examples of how each can be used in following slides
  • So where do you start?
  • • Before you start thinking about whether you are going to use Facebook or Twitter or blogs… • You need to start with a strategy. All the decisions you make need to be based on a strategy you map out before you jump in.
  • • The first question to ask is “What are your goals?” • What is it you are trying to accomplish with your collaboratory’s activities, and how can social media help you reach them?
  • • Next, think about who exactly you want to reach through your activities. • Do you want to use social media primarily for coordination among the collaboratory members, or for community outreach? • Are these audiences using social media? Which tools do they use? • What kinds of information or engagement do they want and need to help them with H1N1 preparedness?
  • • Next, think about who exactly you want to reach through your activities. • Do you want to use social media primarily for coordination among the collaboratory members, or for community outreach? • Are these audiences using social media? Which tools do they use? • What kinds of information or engagement do they want and need to help them with H1N1 preparedness?
  • • Now you can decide which social media tools make the most sense, based on your goals and your audience. • We’ll talk about some of the options in a moment.
  • Photo:
  • • The next step after creating your strategy and setting up your social media tools is to listen. Listen using various social media tools to see what people are talking about, where they are talking about it and who is doing the talking. • This will help you decide where strategically to focus your energies.
  • • Social media monitoring is a way to listen to what people are saying online about the topics you’re interested in. This information may be found in blog posts, social networks, Twitter, and other Web sites. Many free tools are available online to help you monitor for the keywords of your choice. You can set up a simple system that you just need to check periodically as part of your regular routine. An RSS Feed Reader puts everything in one place and brings everything that’s new right to you.
  • • Once you know which tools you will be using, you can then set up accounts and make sure they are ready to be seen by the public. • You’ll need to choose a consistent user name and avatar, and think about things like a background for your Twitter page or a template for your blog. We’ll get more into those details in the next webinar.
  • • Once you are aware of the conversations that are taking place, you can then find ways of joining the conversation. • If people are asking questions about H1N1, provide answers or share resources. • If people are concerned about H1N1 in your community, invite them to join your collaboratory or to follow you via social media to stay informed.
  • Social Networking & Education for Hospitals

    1. Social Networking & Education for Hospitals Nedra Kline Weinreich Photo:
    4. Web 1.0
    5. Welcome to the Social World Slide Credit:
    6. The People Formerly Known as the Audience Photo:
    7. Photo:
    8. Think Movement, Not Campaign
    9. 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source : Universal McCann Comparative Study on Social Media Trends April 2008 Slide Credit: SOCIAL MEDIA USE IS GROWING
    11. Trust Factor Slide Credit:
    12. Slide Credit:
    13. What can you do with social media? <ul><li>Communicate </li></ul><ul><li>Converse </li></ul><ul><li>Connect </li></ul><ul><li>Collaborate/Co-Create </li></ul><ul><li>Consumer Research </li></ul><ul><li>Collect/Categorize </li></ul><ul><li>Collective Wisdom </li></ul><ul><li>Customize </li></ul><ul><li>Customer Service </li></ul><ul><li>Community </li></ul>
    14. How Can Social Media Help You Do Your Job Better? <ul><li>Communicate with your staff/volunteers </li></ul><ul><li>Recruit new volunteers </li></ul><ul><li>Reach out to your community </li></ul><ul><li>Help patients and their families </li></ul><ul><li>Fundraising </li></ul><ul><li>Collaborate as a team </li></ul><ul><li>Stay on top of news and events related to your work </li></ul><ul><li>Network with other hospitals </li></ul>
    15. Social Media Tools <ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>Social Networks (Facebook, LinkedIn, Ning, etc.) </li></ul><ul><li>Wikis </li></ul><ul><li>Photo/Video Sharing Sites (YouTube, Flickr, etc.) </li></ul><ul><li>Social Media Monitoring Tools </li></ul>
    16. Hospitals Are Adopting Social Media As of February 14, 2010: 557 Health Systems/Hospitals/Centers: * 254 YouTube Channels * 336 Facebook pages * 430 Twitter Accounts * 70 Blogs Source: Ed Bennett
    20. Recruiting Volunteers
    21. Volunteer Communication
    22. Volunteer Recognition
    23. Community Outreach
    24. Customer Service
    25. Fundraising
    26. Consumer Research
    27. Networking
    28. Professional Exchange
    29. Continuing Education
    30. Photo:
    31. Photo:
    32. What are Your Goals? photos/kevinsteele/267451343/
    33. Social Media Outcomes <ul><li>Listening and learning </li></ul><ul><li>Building relationships </li></ul><ul><li>Building awareness of your hospital </li></ul><ul><li>Improving reputation of hospital </li></ul><ul><li>Motivating supporters to spread the word </li></ul><ul><li>Increasing relevant visitor traffic/page rankings </li></ul><ul><li>Increasing numbers of volunteers/patients </li></ul><ul><li>Increasing volunteer/ </li></ul><ul><li>patient satisfaction </li></ul>Photo:
    34. Who Do You Want to Reach? .75&quot; .75&quot; .75&quot;.75&quot;
    35. Free Puppy! (or is it?) .75&quot; .75&quot; .75&quot;.75&quot;
    36. Which Tools and Tactics Will Help You Reach Your Goals?
    37. Tools for Tactics <ul><li>Listen </li></ul><ul><ul><li>Google Alerts, RSS readers, Twitter Search </li></ul></ul><ul><li>Converse </li></ul><ul><ul><li>Blog comments, Twitter </li></ul></ul><ul><li>Tell Your Story </li></ul><ul><ul><li>Blogs, Twitter, video/photo sharing, podcasts </li></ul></ul><ul><li>Help Supporters Tell Your Story </li></ul><ul><ul><li>User generated content, contests, social network apps, widgets </li></ul></ul><ul><li>Generate Buzz </li></ul><ul><ul><li>Social news (eg Digg), StumbleUpon, Twitter, FriendFeed </li></ul></ul><ul><li>Build Community </li></ul><ul><ul><li>Social networks, Twitter, tagging, gaming/virtual worlds </li></ul></ul><ul><li>Collaborate/Collect Information </li></ul><ul><ul><li>Wikis, social bookmarking, tagging </li></ul></ul>
    38. Choosing Your Tools Tool Audience Why They Use It What to Give Them In-depth analysis, updates, insights Learn more about the topic, get your perspective Peers, people interested in your hospital Blog Enable connections, build community Help them do their jobs better, answer Qs Show their fam/friends what they care about Provide value, give interesting things they can share Connect with others who care about topic People with a shared niche interest Ning Professional networking, info sharing Professionals - colleagues in same field LinkedIn Keep in touch, express brand/cause affiliations People who want to be social with friends and family Facebook Meet interesting people, build relationships, news People who want info/networking/ stimulation Twitter
    39. Listen Photo:
    40. Information Gathering via Social Media Monitoring <ul><li>RSS Feed Reader </li></ul><ul><li>Google Alerts </li></ul><ul><li>Blog monitoring </li></ul><ul><li>Twitter Search </li></ul>
    41. What are People Saying About You?
    42. Set Up Your Tools Photo:
    43. Join the Conversation Photo:
    44. Social Media Dos and Don’ts
    45. Be Authentic Photo:
    46. Share Photo:
    47. Social Currency Photo used with permission:
    48. “… It’s only our own reactions that we have any kind of control over... I cannot stop other people from doing what they want to do. There is no control of others. I wonder how many people realize that.” -Geoff Livingston Photo:
    49. Be Relevant Photo:
    50. Engage in Two-Way Conversation Photo:
    51. Photo: You can keep doing things the way you always have…
    52. … but the world will move on without you!
    53. Questions? Photo:
    54. <ul><li> </li></ul><ul><li>Weinreich Communications </li></ul>Nedra Kline Weinreich Email Phone 310.286.2721 Twitter @Nedra