1. The Evolution of Social
Media Residency
Lee Aase (@LeeAase)

2. Origins of Social
Media Residency
• Goal: Create a hands-on social media crash
course emphasizing practical application in
health care and development of strategic plans
• 1.5-day intensive course with faculty/student
ratio of 1:8
• First held Oct. 20-21, 2011 in Rochester, Minn.
after #MayoRagan Social Media Summit
• Residency metaphor but no overnight shifts

3. First-Year Feedback
• Favorable response and lots of learning
• Issues with Resident burn-out
• General punchiness after 5 p.m.
• At end of a long week, the overnight writing
assignment was underappreciated
• Residency metaphor didn’t break down, but
participants did

4. Social Media
Residency 2012
• Kept 1.5-day format, but ended at 5:30 vs. 7 p.m.
• Held 2x (Spring/Fall) in Rochester, Jacksonville
and Scottsdale/Phoenix
• Moved Oct in RST to front of Social Media Week
• Starting Fresher
• Encouraging application during #MayoRagan

5. Social Media
Residency 2013
• Continued Spring/Fall in Rochester,
Jacksonville and Scottsdale/Phoenix
• Held course in NYC, Dallas and Seattle
• Discussed improvements for 2014 with EAB
• Shorten to one day to reduce costs
• Online “prerequisite” modules
• SMHN members hosting opportunity

6. Prerequisites

7. Salt Lake City
• University of Utah Health Care was first SMHN
Member Host on April 15, 2014
• Promoted to employees and Utah Hospital
Association
• Sold Out with >90 registrants

9. Helpful Feedback:
Move Metrics to the
Morning

10. Monday in Rochester

11. Measuring the
Learning Impact of
Social Media
Residency

12. Before

13. After

14. Before

15. After

16. Before

17. After

18. Before

19. After

20. Before

21. After

22. Before

23. After

24. Before

25. After

26. 0
1
2
3
4
Blogging Facebook Google+ LInkedIn Pinterest Twitter YouTube
Before After
SLC Average
Competency Scores

27. 0
1
2
3
4
Blogging Facebook Google+ LInkedIn Pinterest Twitter YouTube
Before After
RST Average
Competency Scores

28. 0
0.375
0.75
1.125
1.5
Blogging Facebook Google+ LInkedIn Pinterest Twitter YouTube
SLC RST
Post-Course
Competency Increase

29. 0
1.1
2.2
3.3
4.4
Prereq EPL Twitter FB Blog Video Metrics
SLC RST
Usefulness of Program
Elements

30. Future Plans
• Continue to Refine Program based on feedback
• Upcoming sessions scheduled
• Sept. 15 in Arizona
• Oct. 20 in Rochester
• Nov. 10 in Jacksonville
• Virtual Residency and Hosted Sessions TBD