social media for health care 2.0
DESCRIPTION
a look at how healthcare can get into the web 2.0 conversation.TRANSCRIPT
Social Media for Social Media for Health 2.0: Health 2.0:
Getting into the Getting into the conversationconversation
Vanessa DiMauroPresident
Leader Networkswww.leadernetworks.com
© LeaderNetworks 2008
Health Advocacy: Many are looking for information and opinions online
160 million people in the U.S. have gone online for health information (National Research Corporation, 2007)
◦ The top four online health activities conducted by U.S. residents all involve the activity of researching: prescriptions (38% of people), treatment options (37%), medical procedures (37%) and disease/wellness information (31%).
34% of Americans turn to social media for health research (icrossing, 2008)
© LeaderNetworks 2008
The social media opportunity
Through social media, health advocates can share their message with health searchers
Effective use of social media creates opportunities for health advocates to spread the word about their point of view◦ Faster – ability to speed the process◦ Directly – talk directly to consumers◦ Accurately – not relying on PR and marketing to “get the story
straight”
Compelling content + leverage of web 2.0 tools = Social media best practice
© LeaderNetworks 2008
Three Stages: getting into the conversation
Listening
Participating
Creating
© LeaderNetworks 2008
Key questions
What is the best fit for you or your organization?How much time do you have?What are your resources?What is your technical knowledge and skill?What do you hope to gain by creating a social media strategy for health advocacy?
© LeaderNetworks 2008
Stage 1: Listening to the conversation
Joining◦ Finding and listening to the conversation
Alerting◦ RSS and Email
Monitoring ◦ blogpulse, Compete
Searching ◦ Keotag, Tweetscan
© LeaderNetworks 2008
How to be an effective social media listener
Read blogs and other online channels Join communities, forums, groups that are related or
adjacent Observe the culture of the group◦ Learn the “language” of the social media channel◦ Identify key people in the health topics you align with◦ Monitor what is happening on a trends level
© LeaderNetworks 2008
Stage 2: Participating in the conversation
Have a point of view or value to contribute to the conversation
Develop an online identity and manage your online reputation actively
Participate slowly but regularly and amplify over time◦ Only fools rush in◦ Create a steady drumbeat of credibility and value◦ Reciprocity matters
© LeaderNetworks 2008
Participation tools
WIKIs◦ Adding content to WIKIs
Community participation◦ Membership◦ Forum posts◦ UGC
Rating, Ranking and Reviewing
Blogging◦ (light) Blogging ◦ Commenting◦ Link love
Twitter◦ Tweeting◦ Linking to others
Audio and Video◦ YouTube and Podcasting
© LeaderNetworks 2008
Stage 3: Creating conversation through community
Online community can take place on blogs, forums, content channels and social networking platforms.
They are anywhere where membership affiliation is present. ◦ They are defined by co-creation and collaboration with members
Make an active commitment to be a persistent and responsible source of information and collaboration
Own the channel (philosophically as well) Be responsible for the strategy, operations and tools Actively manage outcomes
© LeaderNetworks 2008
Share and share alike
Reciprocity matters. The ultimate goal is to give not take◦ Its not about lead generation or marketing - its about
relationships and sharing Sharing content, ideas, relationships, etc. is a marker of success
Play well with others. Consumers have taken over health information sharing
Old school vs. New school thinking You will not “beat” the competition by holding your cards close to
your vest – you will simply be ignored (or judged harshly and publically)
© LeaderNetworks 2008
The Age of Conversation
Whatever the tools, techniques, processes chosen, the critical success factor is engaging in conversation -- Conversation with people.
People are members, bloggers, journalists, tweeters and readers. They need to be treated with sincerity, respect and engagement for social media success to be found.
© LeaderNetworks 2008
THANK YOU!
Vanessa DiMauroPresident, Leader Networks
617-484-0778