Heleena McKinney and Erin Hart created this presentation to give the our internal organizations an overview into using social media effectively - both in personal use, in general business use and for business use in healthcare. We covered a variety of perspectives and used examples as they relate to our medical community & city - Cincinnati! Feel free to contact us for opportunities, for further information or to get the corresponding notes for each slide. Also please note that many slides have links within them to take you to videos - such as clicking the "grocery cart" in Slide #5. The referral to #epicBYOB - corresponds to "Bring Your Own Breakfast" presentations held at our organizations monthly to discuss relevant topics in healthcare. Thank You!

2. What is Social Media?
2
Electronic communication through which users create
online communities to share information, ideas,
personal messages, and user-generated content.
There are many types besides what
people traditionally think…

4. 3 Perspectives
• Personal use
• Business/Branding Use
• Healthcare Specific Use

5. So, where is all this going?

6. Personal Use
• Social media is fantastic for your personal brand, to influence
the brands you use and love - and to get fast responses and
information when you need it.
• There are some great rules & tips to keep in mind.
• Be yourself, but….
• OthersWILL view your accounts.
• When in doubt, pause & think!
• When you can, take privacy measures against hackers.

7. Business or Brand Use

8. Healthcare Organization, Provider or Business Use
• Marketing
• Identifying services/products that people desire
• Protect Professional Reputation
• Connecting with colleagues
• Connecting with clients/patients/customers
• Keep up to date with health news
• Recruit Research subjects
• Google Ranking & Places

9. HealthTap…
9
Physician-patient social network

10. Your Health Matters…
10
Quality Ratings Sites

11. Physician’s Guide to Using Social Media
11

12. KevinMD…
“Social media has made health care information more transparent. 7 out of 10
Internet users now use the web to look for health information, and they regularly
come to their provider’s office with information that they printed out, or pulled
up from their mobile devices. In some cases, patients may even have more
information about their disease than their physician…So in this transparent
era…those in health care have to redefine themselves. Instead of seeing themselves
as gatekeepers of medical and drug information, they need to become curators of
that information. Health care providers need to become filters for their patients
and guide them to reliable online sources for health information.” – Dr. Kevin Pho
Interview:“How to Use Social Media in Health Care:Q&A with practicing physician Kevin Pho”

13. Beware ofTrolls
Link:Hate Mail & CyberTrolls:the view from inside public health

14. Social Media Explained…
• Twitter: I am a #donut.
• Facebook: I like donuts.
• Foursquare: This is where I eat donuts.
• Instagram: Here’s a vintage photo of my donut.
• YouTube: Here I am eating a donut.
• LinkedIn: My skills include donut eating.
• Pinterest: Here’s a donut recipe.
• G+: I’m a Google employee who eats donuts.
• Snapchat: Check out this donut before it’s gone.

16. ~Facebook~

17. Tips for Daily Use of Facebook
• Set up a Profile that’s attractive & complete.
• Create a Brand Page, even if you think it’s not necessary.
• Like appropriate stories, pictures and statements – this is key – every
time you like something on Facebook you potentially show your page
to a new audience.
• Be likeable.
• Embrace the customer service angle (if applicable)
• Have an informative “About” section
• Try to not ask for likes or request shares – post engaging content so its
shared organically and people will continue to check out your page
• Post regularly
• Branding Page? –You can schedule directly through Facebook - Find
appropriate times to post
• Give Credit (don’t copy & paste)
• Use appropriate connected apps likeWooBox or Justuno

18. No, No, No…
• DON’T overwhelm yourself trying to get your brand
recognized – Facebook is NotAbout Organic Reach.
• DON’T post links only to your own posts & landing
pages.
• DON’T neglect your account no matter what its use.
• DON’T neglect ANY customer responses. (if
applicable)
• DON’T get sloppy. Clean up links. Follow guidelines
to post appropriate size photos. Check your grammar.

19. 19

20. Timeline Review
20

21. Best/WorstTimes to Post

23. ~Google+~

27. ~YouTube~

28. YouTube Stats
• Over 2 Billion videos viewed per day
– YouTube Mobile 100 million views per day
• Over 72 hours of videos are uploaded per minute
• The base age demographic forYouTube is 18-54
• More than half the videos onYouTube have been rated
or commented on by users.
• Types: talking heads, promotional, instructional, clips
• Channels - a curated list of videos posted by a specific
member/association/institution/journal
• Patient education videos/animations

29. CLICK HERE
to read a Q&A with Paul
Matsen,Chief Marketing &
Communications officer of
the Cleveland Clinic!

31. ~Foursquare~

33. ~Pinterest~

34. Cincinnati Children’s Hospital Medical Center
Member/Customer Usage

36. ~Instagram~

38. ~LinkedIn~

39. Other Professional Development Options
About.Me / Sumry / Flavors.Me

41. ~Twitter~

42. Why the #Hashtag?
• Though used on other social media sites – Hashtags serve more of a
purpose onTwitter & are usually overused & used incorrectly on other
platforms.
• This overuse is so prevalent that hashtag confusion is often the reason
why many people who are not onTwitter yet shy away from it.
• It’s also the reason many people (both usingTwitter & not) love to make
fun of Hashtags, such as in this clip!

43. Basic Rules of a Hashtag
• Use hashtags to make your content more searchable, and
to add a fresh element to your social media marketing.
• Always use the # before your chosen keywords.
• Do not use punctuation or spaces in hashtags. If there are
numerous keywords in a hashtag,
#theyshouldallflowtogether in one fluid phrase.
• Never put characters immediately before the #. For
example, it wouldn't be: news#WorldCup. Instead, you'd
write: #WorldCupNews
• Use letters and numbers, never numbers alone. Using all
numbers like #1 will not generate a positive search but
#No1insports will.

44. Hashtags in #Healthcare

45. Tips for Daily Use ofTwitter
• Set up a Profile that’s attractive & complete.
• Start following people you want to follow you.
• Monitor Keywords & hashtags.
• Follow & Engage Influencers.
• Embrace the customer service angle (if applicable)
• Use the (.) when you need to….
• Deliver content people care about.
• Quality over Quantity.
• Use Pocket.
• Not seeing what you want? ChangeTrends.
• Add visibility to your twitter username.
• Time your Mobile Alerts.
• Give Credit (don’t copy & paste)
• Add & subscribe to lists.
• Add multiple accounts in Mobile.
• ScheduleTweets

46. No, No, No…
• DON’T hashtag everything.
• DON’T follow, pause, unfollow.
• DON’T buy followers.
• DON’T send Automatic Direct Messages.
• DON’T reply to every single tweet mentioning you.
• DON’T reply to messages you know aren’t meant for you. (i.e. Don’t be an
Internet Stalker)
• DON’T post links only to your own posts & landing pages.
• DON’T only send tweets based on data mining.
• DON’T jump on trending topics – just to get attention.
• DON’T push tweets to all platforms/networks
• DON’T neglect your account no matter what its use.
• DON’T neglect ANY customer responses. (if applicable)
• DON’T pick fights for the sake of picking fights…you never know their
influence online.

47. Scheduling Platforms
• Buffer
• Tweetdeck
• Hootsuite
Internet Search: HootsuiteVS (to find out what’s best for you!)

48. 48

49. Klout
• Many people go years on Social Media without learning
about “Klout”.
• Measure of influence online.
• 90 Day timeline.
• Average score is 40.
• NOT influenced by your number of followers but by your
interactions with others.

51. Targeted Networks & Mobile Applications
CLICK HERE to read“Look Out,Apple:Google May Launch a Health-Data App”June 13,2014

52. Next Steps &WhatWe Need fromYOU!
• Social Media & Events
• Social Media & Branding
• ‘Like’ all organization pages on any platforms you have
• Content, Content, Content
• Take Pictures

53. Any
Questions?
Please refer to the “Common Social MediaTerms” handout that
accompanies this presentation for an even greater understanding!

55. Sources of Inspiration…
~ Erin Hart; 2014
~ Heleena McKinney; 2014.
Both Erin & Heleena can be found online through a variety of social media platforms,
including LinkedIn. To the best of our ability - all articles/sources of information in
this presentation have been credited below and can be found online.
• HootsuiteWhitepaper. 2014.“Social Media Education: the new edge for success”.
• Scott Levy. February 27, 2014.“10Advanced FacebookTips &Tricks”.
• Toni Rivera. January 5, 2014. “The Role of Social Media Sites in the Medical Industry”.
• John Sharp. November 1, 2013. “Trends in Social Media in Healthcare”.
• Miriam Slozberg. November 3, 2013 “Get the Full Scoop on Klout Here”.
• Ginny Soskey. May 16, 2014.“11TwitterTips &TricksThat Don’t ActuallyWork”.
• Jeremy Scott.April 18, 2011.“YouTube Statistics: 25 JawdroppingYouTube Facts, Figures
& Statistics”.