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Colon Cancer Alliance Presentation
1. Lee Aase
Mayo Clinic Center for Social Media
October 11, 2013
Using Social Media Tools in Patient
Advocacy
2. Mayo Clinic Center for Social Media
• The Mayo Clinic Center for Social Media exists
to improve health globally by accelerating
effective application of social media tools
throughout Mayo Clinic and spurring broader
and deeper engagement in social media by
hospitals, medical professionals and patients.
• Our Mission: Lead the social media revolution in
health care, contributing to health and well
being for people everywhere.
4. Social Media Health Network
• Membership group associated with Mayo Clinic
Center for Social Media
• For organizations wanting to use social media to
promote health, fight disease and improve
health care
• Dues based on organization revenues
• >140 member organizations
• Individual memberships and Patient Advocate
Associate memberships
5. Agenda
• Increase your personal understanding, comfort
and confidence with social media
• Spur creative thinking on ways you can apply
these tools toward important objectives
• You will believe that using social media tools is
worthwhile and that you can do it
9. Intro to Today’s FREE Tools
Blogs RSS
Podcasts Social Networks
Skype YouTube
Wikis Twitter
Slideshare uStream
10. Intro to Blogs
• Just an easy-to-publish Web site that allows
comments
• Blogs in Plain English - Lee LeFever
• You read them all the time without even
knowing it
• Create a blog at wordpress.com or
blogger.com in less than a minute
12. RSS = Really Simple Syndication
• Lets you easily track dozens of blogs or other
Web sites without surfing
• Truly opt-in “email”
• RSS “baked in” to browsers
• Free Web-based options like Feedly
13. Podcasts
• TiVo for Audio (and now video)
• Don’t need an iPod to use
• Series of segments to which you can
subscribe via RSS
• iTunes free for PC or Mac
17. Wikis
• Collaborative editing tools
• Wikipedia the most famous
• 3.2 million articles in English
• Definitive stories quickly on
• 35W Bridge Collapse
• Virginia Tech shooting
• Sandy Hook shooting
• Boston Marathon bombing
18.
19. YouTube
• World’s second largest search engine
• “The world has voted, and we want to watch
videos on YouTube.” - Andy Sernovitz,
SocialMedia.org
52. Blogs: The Undiscovered Territory
• A blog is just an easy-to-publish Web site that
allows comments
• Blogs can match look and feel of your Web
site and infuse dynamic content
• Blogs give you a social media “home base”
• Blogs give you much more control over user
experience than any other social platform
53. Sharing Mayo Clinic/Patient Stories Example
• Relevant patient stories help patients choose
Mayo Clinic
• Patient stories on MayoClinic.org were formerly
freelancer-produced, relatively expensive
• Sharing Mayo Clinic - stories in patients’ own
words - launched in 2009
• 2012 Project combined Sharing and legacy
stories, featured on .org disease/condition pages
through “Mayo Consumer Vocabulary” tagging
57. 4 Key Points to Remember
• Deepen your knowledge of social tools so you
can think creatively about how to use them
• Maintain a balanced communications diet
• Integrate social tools with your overall strategy
and communication/marketing projects
• Think about how social tools can give legs to
your existing content and enable you to make
previously impossible connections