Social media planning for health information organizations. Presented as a workshop at the CADTH Symposium 2012 in Ottawa, Canada presented by the Canadian Agency for Drugs and Technology in Health - http://cadth.ca/ Includes discussion of strategy, risks and policy.
CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012
1. Keeping Ahead of the Curve
Part 2
Social Media
by Connie Crosby
Crosby Group Consulting
CADTH 2012 Symposium Workshop
Ottawa, April 15, 2012
2. Agenda
• Social Media Overview
• Healthcare Examples
• Planning Framework
• Risks & Policy
3. Social Media
Overview
Apollo 11 Mission Image - 1969,
from NASA on The Commons
http://www.flickr.com/photos/nasacommons/5052744574/in/set-72157625096855580
4. Facebook
• more than 500 million active users
• (almost 700 million according to Inside Facebook)
• 50% log in on any given day
• Canada: 16.8 million users
Sources: Facebook, August 2011
and Inside Facebook, June 12, 2011
4
5. Twitter
• Over 200 million users (100 million “active” users)
• 200 million messages (“tweets”) sent per day
• 13.7% of Canadians are active users
Sources: Twitter, June & September 2011
and Digital Journal, December 2010
5
6. LinkedIn
• “world largest professional network”
• more than 120 million members
• Canada: 4 million members
Source: LinkedIn, August 2011
6
7. YouTube
• Canada: 17.6 million active users
• 71% of Canadian Internet users versus 55% of US
Internet users
• 2 billion videos viewed by Canadians in Nov. 2010
Source: comScore, January 2011
7
8. Google Plus
• launched end of June 2011 in closed beta
• open beta in September 2011
• reached 20 million users after 3 weeks;
67 million by November 2011
• over 800k Canadian users after 3 weeks
(now 2 million+?)
Sources: comScore, July & Dec 2011,
Google Plus blog
8
9. Use in Canada
(millions of users active in the past month)
20
15
10
5
Google+
LinkedIn
Twitter 0
Facebook
YouTube
Note: data from various sources
9
37. Listen
• Identify relevant social media monitoring
tools
• Learn how you can best use the tools
• Discover what’s said about you and your
market
• Find relevant communities and
conversations
• Uncover key influencers
38. Engage in Conversation
• Enter the conversation
• Provide relevant content
• Add value to communities
• Engage with influencers
• Respond positively
39. Measure and Refine
• Set relevant measures of success
• Monitor measures
• Capture and communicate success stories
• Report to senior executives
• Refine your strategy measures
42. Establish Governance
• Identify opportunities
• Understand risks
• Clarify risk of NOT engaging
• Set clear social media policies
• Communicate policies internally
43. Define Activities
• Define first and subsequent phases
• Target initial platforms
• Identify resources required
• Establish responsibilities and time
commitment
• Link to offline marketing activities
44. Develop Capabilities
• Identify internal ‘champions’ for social
media
• Train and support champions and staff
• Keep abreast of developments
• Establish pilot program
• Develop a culture of responsible
transparency
45. Planning & best practices
• Thinking strategically
• Needs of specific audiences (children, seniors,
First Nations and Francophone, to name just a
few)
• Measuring success
• Resources needed
• Policy
47. Privacy & new
technologies
• 48% of Canadians “somewhat concerned”
• 42% “very concerned”
• identity theft identified as biggest concern
Source: Canadians and Privacy report, Ekos, 2009
http://www.priv.gc.ca/information/survey/2009/ekos_2009_01_e.cfm#sec4_3
47
48. • The more in control over their own data,
the more personal information people are
willing to give away.
- Dr. Alessandro Acquisti, Carnegie Mellon,
at Insights on Privacy event, February 2011
48
50. Risks identified by attendees
• opening up comments
(negative comments)
• legal concerns
• maintaining dialogue in a
timely fashion
• third party comments -
liability/obligations
• patient confidentiality
• Access to Information
requirements for
internal social media
51. More
Risks identified by attendees
• if you are not online, no way
to respond (risk of not
participating)
• expectations of new staff
• do you own your own
content? Protect your
organization’s intellectual
property
• workload
• language, tone of voice
• creating a unified voice
• being taken out of context
52. Mitigating risks - some
thoughts
• Set and post a policy for comments on
your social media sites (blogs, Facebook,
etc.) in advance; monitor comments
• Start small and add gradually as you
incorporate into workflow of staff
• Consider in advance who will respond to
various types of comments and how
- e.g. what about during a crisis?
• Do read the terms of service for social
media sites
53. Policy -
employee guidelines
• identity transparency
• personal responsibility
• confidentiality
• common sense
53
54. Policy - best practices for
organization use
• tone, quality
• trust-building
• oversight; escalation and resolution
• staff training
• HR use
54
55. Social Media Guidelines Checklist
http://www.charleneli.com/resources/social-media-policies-
directory/
55
58. Want more on the Social Media Strategy
Framework?
Consider the Introduction to Social Media for
Organizations course I co-teach with Daniel Lee via
the iSchool Institute at the University of Toronto:
http://www.plc.ischool.utoronto.ca/coursedescription.asp?courseid=269
59. Effective Blogging for Libraries
by Connie Crosby
The Tech Set series,
Neal-Schuman Publishing
http://www.neal-schuman.com/ebl
Available in Canada via the OLA Store
www.accessola.com/olastore/