uhs social media training

SOCIAL MEDIA SEMINAR

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

• 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?

• PatientsLikeMe.com• Medhelp.org• DailyStrength.org• Organizedwisdom.com• Everydayhealth.com• Revolutionhealth.com• ACOR.org• HealthAngle.com

Where Patients Find Info

• 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?

• 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

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

Twitter 101

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

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

Twitter 101 - HootSuite

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!

LinkedIn 101

LinkedIn 101 - Groups• http://www.linkedin.com/home?myGroups=&trk=hb_side_gr

ps• 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

LinkedIn 101

Facebook 101• http://www.facebook.com/#/group.php?v=info&gid=2008810

1947

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

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

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/

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/

Repurposing Content1. Press release on PRLog2. Use share function3. Post on Twitter and Facebook with one click

(del.icio.us, digg, stumbleupon, newsvine, squidoo)

4. Distribute via LinkedIn Groups as “news” or “discussion” using PRLog small URL

Repurposing Content• www.prlog.org

Repurposing Content

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

Philanthropy 2.0

• LinkedIn Groups– http://tinyurl.com/yacjclj– http://tinyurl.com/ycb8y7m

Philanthropy 2.0

Philanthropy 2.0

• 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

Measuring Results

Facebook# Fans 197 207 216 218Responses 11 12 14 45

TwitterFollowers 13 85 124 139Retweet Impressions 1083Tweets 6 22 43 64

Blogspot Page Views (per 2 weeks) 38 93 128 176Replies 0 0 0 0518 Posts 18 33 43 45

You Tube Videos Watched 37 89 106Channel Views 31 44 52Videos 2 4 6

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

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

Measuring - Twitterholic

Measuring - Twitgraph• http://www.twitgraph.com/dandunlop/

profile.aspx

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

Monitoring & Tracking

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

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.

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.

• 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

• 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

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.

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.

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