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…

3 Perspectives

• Personal use

• Business/Branding Use

• Healthcare Specific Use

So, where is all this going?

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….

• Others WILL view your accounts.

• When in doubt, pause & think!

• When you can, take privacy measures against hackers.

Business or Brand Use

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

HealthTap…

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Physician-patient social network

Your Health Matters…

10

Quality Ratings Sites

Physician’s Guide to Using Social Media

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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”

Beware of Trolls

Link: Hate Mail & Cyber Trolls: the view from inside public health

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.

~Facebook~

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 like WooBox or Justuno

No, No, No…

• DON’T overwhelm yourself trying to get your brand

recognized – Facebook is Not About 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.

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Timeline Review

20

Best/Worst Times to Post

~Google+~

~YouTube~

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 for YouTube is 18-54

• More than half the videos on YouTube 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

CLICK HERE to read a Q&A with Paul

Matsen, Chief Marketing &

Communications officer of

the Cleveland Clinic!

~Foursquare~

~Pinterest~

Cincinnati Children’s Hospital Medical Center

Member/Customer Usage

~Instagram~

~LinkedIn~

Other Professional Development Options

About.Me / Sumry / Flavors.Me

~Twitter~

Why the #Hashtag?

• Though used on other social media sites – Hashtags serve more of a purpose on Twitter & 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 on Twitter yet shy away from it.

• It’s also the reason many people (both using Twitter & not) love to make fun of Hashtags, such as in this clip!

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.

Hashtags in #Healthcare

Tips for Daily Use of Twitter • 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? Change Trends.

• 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.

• Schedule Tweets

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.

Scheduling Platforms

• Buffer

• Tweetdeck

• Hootsuite Internet Search: Hootsuite VS (to find out what’s best for you!)

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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.

Targeted Networks & Mobile Applications

CLICK HERE to read “Look Out, Apple: Google May Launch a Health-Data App” June 13, 2014

Next Steps & What We Need from YOU!

• Social Media & Events

• Social Media & Branding

• ‘Like’ all organization pages on any platforms you have

• Content, Content, Content

• Take Pictures

Any

Questions?

Please refer to the “Common Social Media Terms” handout that

accompanies this presentation for an even greater understanding!

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.

• Hootsuite Whitepaper. 2014. “Social Media Education: the new edge for success”.

• Scott Levy. February 27, 2014. “10 Advanced Facebook Tips & 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. “11 Twitter Tips & Tricks That Don’t Actually Work”.

• Jeremy Scott. April 18, 2011. “ YouTube Statistics: 25 Jawdropping YouTube Facts, Figures

& Statistics”.