social web: patients are there. are you?
DESCRIPTION
Overview of effective use of the social web in health and health care.TRANSCRIPT
People are using it. Are you?
The Social Web
Colleen Young
www.virtualhospice.ca
Health Care Social Media Canada #hcsmca
People are using it. Are you?
The Social Web
The WORKshop
• Why do you want use the social web?
• Why do people want to talk with you?
• Where to start?
• What are the tools?
• What are your barriers?
• How do you measure success?
• Where can you get more ideas and support?
What is the social web?
The social web NOT social media.
It’s…
Why do you want to use the social web?
@docmikeevans, family physician, professor
• People use social networking for health. We need to connect, inform and inspire them to affect behavioural change for better health.
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Inform & influence
• The social web has brought me closer to my patients, connected me with new ones and opened many networking doors.
14
@DrDeborahCooper, dentist, speaker
Connect
@drpauldempsey, pediatrician, medical director of @quintepediatric
• We’re very rooted in our local community. The social web has helped strengthen those ties and at the same time has connected us to a greater community.
15
Build relationships
• Social media doesn't just help me in my research, it totally changed the way I interact with collaborators.
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Bertalan Meskó, @Berci, Medical Doctor, Founder of Webicina.com; Hungary
Collaborate
@d_bourne, corporate communications manager, @ScarboroughHosp
• Communicating directly with patients using the social web is a great way to enhance customer service and increase accountability.
17
Improve experience
Why do people want to talk with you?
@andrewspong, patient, social business developer
• It is to be hoped, though is far from assured, that local health providers are listening and responding to patient health information needs.
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For education
@cmaer, online editor, Canadian Medical Association
• Having a healthcare institution communicate directly with you would be nice. Operative words are "you" and "directly." Huge potential of social media.
20
To connect
@maykilmer, mother, caregiver and patient
• I'd like them to communicate with me in terms of education & to have my voice heard more easily.
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To build a relationship
• Simply put, social media has allowed me to access ideas, thoughts and opinions I would never have been able to before.
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Prajesh Narendra Chhanabhai, @Zimbarama, PhD Candidate, University of Otago; New Zealand
Learn & stay current
@AlainaBCyr, patient educator and health communicator, Princess Margaret Hospital
• Social networking with my healthcare practitioner or organization would make me feel important ̶ that they want to know my experience.
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Have a better experience
Where to start?
Know your audience(s). Know the tools.
• Peers and public
• Learn and inform
• Crowd-source information quickly
Blogging
• You
• Articulate what you do and think
• Understand yourself differently
• General public
• Create a community of support
• Reach public audience where they are
• General public
• Educate and inform
• Broad audience, one to many
Video
• Professional networks
• Connect with peers
• Join groups and participate in discussions
Google+
• Professional and public audience
• Connect with peers
• Video conferencing
• Curate content and influence search results
Content curation tools
• Targeted public audience
And so much more…
• Skype
• Photosharing
• Wikis
• Quora
• Slideshare
Set reasonable goals
Goals that are right for you and then…
• Listen and learn.
• Ask and learn.
• Share and learn.
• Inform and learn.
Align strategy with goals
• Inform/influence
• Connect
• Build relationships
• Improve experience
Be socially valuable…
• Listen actively
• Be a guide
• Provide value
• Be a connector
• Share
• Speak plainly
• Don’t ignore…and build social capital.
Provide value
• Create, curate and share relevant content
• Host events
• Design activities with a purpose
Events & activities
• Facebook Causes• Twitter chats• Webinars• Hangouts• Skype conferences• Meetups• Polls and Surveys
Don’t ask before you give
• We're celebrating Nursing Week from May 7-11! A big thank you to our nurses for all that they do to make difference in patients' lives.
Help fill in the blank in this sentence: "I'll never forget when a nurse ________."
What are your barriers?
Time and money
• Concentrate on the channels that work
• Apply social media to other “work dockets”
• Involve other people in your organization
• Partner with other organizations
How do you measure success?
Top 3 factors for success
• Create a strategy
• Prioritize social networking
• Have dedicated social media staff
Source: Non-Profit Social Networking Benchmark Report, http://nonprofitsocialnetworksurvey.com/
Key performance indicators
• Insights • consumer feedback
• Exposure • media impressions, visits, views, etc.
• Reach • # people who connect to the social application
• Engagement • level of interaction with the content
Align with your goals and strategy
Finding the right balance
• ROR = Return on relationships
• Data doesn’t lie
• Stories complete the picture
Measurement tools
• Google Analytics
• Facebook Insights
• HootSuite
• Bit.ly
• Klout, PeerIndex
• Radian6
• Testimonials
Where can you get more ideas and help?
Wednesdays at 1pm ET
• Follow the hashtag.
• Join the chat.
• Share your knowledge.
• Tap in to the community.
• Search the archives.
• Add a topic.
• Attend a meetup.
• Build our lists.
www.colleenyoung.com
www.symplur.com
Useful resources
• SMiCH.ca
• CDC’S Guide to Writing for Social Media• http://www.cdc.gov/socialmedia/Tools/
guidelines/pdf/GuidetoWritingforSocialMedia.pdf
• Mayo Clinic Center for Social Media• http://socialmedia.mayoclinic.org/