The document provides an overview of social media for hospitals, defining it as online conversations enabled by advances in technology. It outlines the goals of demystifying social media and suggesting ways for hospitals to utilize it effectively. The value of social media is in connecting with diverse audience groups and allowing two-way interactions. Examples of common social media platforms like Facebook, Twitter, blogs and YouTube are described along with engagement strategies hospitals can employ for each. Guidance is provided on listening to conversations, being transparent and adding value rather than overt promotion.
4. Social media is…
A communications channel
A conversation that happens online
Driven by advances in Internet capabilities
And by an evolution in Internet user behaviour
Enabled by a diverse (and sometimes confusing)
array of online tools
The Internet is enabling
conversations among human
beings that were simply not
possible in the era of mass media
- The Cluetrain Manifesto
5. Social media is not…
A communications strategy or tactic
A technology or an application
A fad
A youth trend
Solely for the techno-savvy
7. Why it matters
More but smaller audience
groups – diverse and distinctive
Connecting through mass
media more difficult
Social media is common and, in
some cases, ubiquitous
Audiences no longer want to be
passive message recipients
Want to be ‘invited to the party’
Only true interactivity will
satisfy them
Want to be heard, not just
marketed to
8. What’s different
Unlike conventional advertising and most
communications, you don’t completely control
social media
Instead you create the conditions for it to happen
and grow, like:
Building or participating in a social network
Providing content to a blogger
Uploading a video
The conversation may not involve you talking
It may simply be about you
9. Where it fits
Part of your marketing mix
Social media is a channel like:
Advertising – print, radio, TV, outdoor, etc.
Media content – releases, editorials
Static websites
Direct mail – print and electronic
Newsletters
10. Value for entire communication cycle
Research – understand your audiences
Planning – assess the communications
environment
Implementation – engage your audiences
Evaluation – monitor and measure your success
11. Benefits
Greater understanding of your audiences
Deeper, more enduring connections
Potential to engage with hard to reach
constituencies
Opportunities to enhance your visibility
Low cost publicity
Monitoring of communications success
How far your messages reached
How well they were received
13. Types of social media
Social networks
Blogs
Video, photo and file sharing
Wikis
Social gaming
Podcasts
Social media news release
Really Simple Syndication (RSS)
15. Who uses social networks?
53% of 12-17 year olds monthly
weekly
daily
54% of 18-29 year olds
43% of 30-44 year olds
28% of 45-59 year olds
22% of 60+ year olds
16. How people use social networks
Connect with friends and families
Facebook
Entertainment
MySpace
Get information
Yahoo/Google Groups
Professional development
LinkedIn
17. Facebook
Highly interactive social network consisting of micro-
websites for:
People
Groups/organizations
Causes
Events
Instant page launch and update – no technical skills
needed
Video, photos can be uploaded
Canada is 2nd largest user
200 million users worldwide
18. Hospitals and health on Facebook
Patient groups – “I was born at…”
Employee groups – University Health Network
Official hospital pages - CHEO
Causes – “Save ABC Hospital”
Foundations
Events
Disease advocacy and support groups – parents
with children with diabetes
19. Facebook engagement options
Passively listen
Join groups and learn what people
are saying and thinking about you
and subjects related to you
Participate in conversations and
supply information as needed to
existing groups
Launch your own page
Link back from Facebook to your
website
Explore potential for targeted
advertising
20. Twitter
Micro-blog
Users ‘follow’ other members
Posts must be 140 characters or less
Example:
Men's Health Post: Vasectomies Up as
the Economy Goes Down?: Reevaluating
family in challengin.. http://tinyurl.com/
cuha4o
Embedded URL enables links back to
your website or other web content
21. Twitter engagement options
Use to monitor environment
Follow other health care
organizations, opinion-leaders,
patient advocates
Use as teaser
Drive traffic to your website
Publicize events
Maintain contact with audiences
who choose to follow you
22. Blogs
Web-log blog
Personal discussion forum/diary online
Can be news, opinion or blend
Can be professional – health care provider,
administrator
Or personal – patient, caregiver
Off the shelf applications enable instant blogging
– Wordpress, Google Blogger
Enables an informal conversation with audience
23. Blog engagement options
Create an ‘institutional’ blog
using the voice of the
organization
Build an ‘expert’ blog with
commentary from CEO, chief of
staff or other prominent opinion
leader or use several voices to
reflect diversity
Identify influential bloggers and
cultivate them
Monitor relevant blogs to
understand current environment
24. YouTube
Video sharing website
Users create and/or upload content
Opportunity to create ‘channel’ that users can
subscribe to
Content can also be embedded in other social
media
Blogs
Social media news releases
Social networks
25. YouTube engagement options
Monitor stakeholder groups – e.g. Ontario
Nurses’ Association
Tone of messages
Influence - number of views, embeds
Post content as standalone videos
Promotional videos
New conferences
Media coverage
Seminars/presentations
Post content as part of a channel – if you
believe you will have frequent updates
Embed relevant content in social networks
you participate in, especially content
featuring your organization
26. Social news and bookmarking
Content ‘consolidators’ that enable
users to gather, organize and share
website URLs with those with similar
interests
Popularity of stories and sites
determined by user voting (‘digg’ a
website) and comments
Value is that they help users quickly
find related stories and sites –
making surfing more efficient
Common sites:
Digg
Reddit
Delicius
27. Social news engagement options
Participate as a user, bookmarking sites you
like and find useful – this will build your
reputation as a thoughtful member of the
bookmarking community
As you become a veteran community
member consider inviting other members to
look at your web content and recommend it
Add social bookmarks to your news
releases
28. 9 basic rules
Listen – pay attention to what others are talking about
1.
Be democratic – allow voices from throughout your organization
2.
to participate
Let go of control – guide, don’t censor the conversation
3.
Be informal – social media speaks with a human, not a
4.
corporate voice
Be useful – give people something they want so they have a
5.
reason to engage with you
Be thoughtful – add to the conversation when you have
6.
something meaningful to say, not just to gain profile
Soft sell – aggressive promotion will sabotage your
7.
conversations
Find the influencers – a small minority of active people are
8.
responsible for much of the social media; cultivate them
Be transparent – accept criticisms and respond honestly
9.
29. 5 unavoidable facts
1. Effective use of social media takes
resources – human and financial, external
or internal
2. Just building a presence doesn’t create an
audience – you need to work to cultivate
one, or several
3. Social media is only one channel – some
audiences may use it less than others
4. Just because you live and breathe health
care doesn’t mean everyone else does –
sometimes a dancing cat on YouTube will
be more interesting than you
5. Nothing happens overnight