1. 710,000 Facebook fans
is not enough
Or, why getting people to your content is only the
first step toward social media success

3. What you’ll learn today
• Why not being social in health care isn’t an
option anymore
• Social, from SEA to shining SEA
• The unexpected connection between blogs
and pink pants
• The magical properties of Facebook, Twitter
and YouTube
• Some nuts and bolts

4. Why social and mobile?
• Women >55 fastest growing
Facebook demo
• YouTube #2 search engine (after
Google)
• Twitter fastest growing search
engine (after Google)
• Pinterest drove more traffic to
blogs than Twitter in March
• The rise of tablets
• Smartphones fast replacing PCs

5. Why social and mobile in health care?
• 1/3 of consumers use social media for health-
related activities
• 40% have sought reviews of treatments, physicians,
etc
• 45% say info from social sources would affect
decisions
• 73% would use social tools like make an
appointment, or ask a question
From PricewaterhouseCoopers report
“Social media ‘likes’ healthcare: From marketing to social business” April 2012
via edbennett.org

6. Social Media:
From SEA to shining SEA

7. SEA: Strategic
• Strategize: Let your goals be your guide
– Volume building? Reputation building?
Thought leadership? Patient support?
• Execute: Use the right tool for the specific goal
• Assess: Was it successful?
– If yes, evaluate what went well and replicate
– If not, learn and improve

8. SEA: Tactical
• Share
– Find great stories, personalities, voices, images, videos
– Give yourself time to share the content you create
• Engage
– Identify and connect with those most likely to be
interested in a topic or story
– Be personal—and not just when you need something
– Return the favor
• Amplify
– Use internal resources to spread the word
– Then get help from others outside your organization

9. Social and mobile at Children’s
• Brand new app
• Website
– 27,000+ pages
• Blogs
– Thriving: pediatric health
– Vector: science and innovation
• 25+ Facebook pages
• 15+ Twitter feeds
• Internal collaboration social network

10. Why is Children’s doing it?
• Augment and enhance website activities
• Volume, volume, volume
• Open up two-way communication
• Position us as a leader in pedi health info
• Online reputation improves brick and mortar
reputation
• Respond in real-time to service
issues, complaints and opportunities

11. Blogging
• Platform to share
timely, relevant news and
info
• More personal tone than
website
• Real-time feedback on
content
• Control messaging
• Brand building
• SEO and visibility benefits

12. Blogging
• Decide what your
blog is—and isn’t
• Different medium, same
rules
• Let others do the talking
• Multipurpose when
possible
• Get blogs on relevant
website pages

13. Blog success: it’s all about the pants
• GQ calls Boston worst-
dressed city, suffering from
“Style Down Syndrome”
• Dr. Brian Skotko wrote “Mock
my pants, not my sister”
• “Style Down Syndrome is
strong-willed, persevering
and forgiving—because it has
to be.”

14. It’s all about the pants, continued
• Post viewed almost
100,000 times
• Hundreds of comments,
tens of thousands of
shares
• Covered on
washingtonpost.com,
The Boston Globe,
Boston Business Journal,
Boston Magazine, Fox 25
News

15. Children’s on Facebook
• 710,000 likes: largest
hospital Facebook page in
the world
• More than:
– Total visits per year to
Boston Children’s
– # of people living in Boston
• Benefits:
– Everyone’s there; it’s part of
everyday life
– Very easy to share and
interact
– Great, cost-effective way to
push out content

16. Facebook how-to’s
• How we use Facebook:
– Share our stories
– Give others a place to share their stories
– Service recovery tool
– Morale builder for staff and families
– Political engager
– Source of referrals
• Create something to engage your audience

17. Children’s on Twitter
• 16,000+ total followers
• Benefits:
– Real-time communication
– Push out our content
– Personal touch; easy to
build relationships
– Cheap and easy to
maintain

18. Twitter how-to’s
• Followers/Following
– Connect with reputable, like-minded organizations
– Quality and quantity
• Keep it relevant
– Be current, compelling
– Less likely to get lost in the din
• Share and share alike
– Can share more content than with other tools
– Promotes good will, brings good content to your
followers and can lead to more re-Tweets

19. Children’s on YouTube
• 750 subscribers, almost 700,000 views
• #2 search engine in the world
• Brings your organization to life

20. Social media and HIPAA
• The safety of blogging
• Know the statute
• Moderate your
comments
• Make your policies
clear, esp around
medical advice
• The fine line between
openness and
protection

21. The care and feeding of social media
• Feed the beast
• Stay connected
• Practice makes (almost)
perfect
• Embrace your inner data geek

22. Last thoughts
• Share the good stuff; make a plan for dealing
with the bad stuff
• You can’t buy buy-in; building trust
throughout the organization will pay off
• Don’t be afraid to fail, but be planful
• Health care’s compelling, important, always
relevant—communicate that