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710,000 Facebook fans is not enough
Or, why getting people to your content is only the first step toward social media success
Matt Cyr: @mattcyr Content Director & Managing EditorBoston Children’s Hospital
@ChildrensBoston and @ThrivingKids
What you’ll learn today• Why not being social in health care isn’t an
option anymore• Social, from SEA to shining SEA• The unexpected connection between blogs
and pink pants• The magical properties of Facebook, Twitter
and YouTube• Some nuts and bolts
Why social and mobile?• Women >55 fastest growing
Facebook demo• YouTube #2 search engine (after
Google)• Twitter fastest growing search
engine (after Google)• Pinterest drove more traffic to
blogs than Twitter in March • The rise of tablets• Smartphones fast replacing PCs
Why social and mobile in health care?• 1/3 of consumers use social media for health-
related activities• 40% have sought reviews of treatments, physicians,
etc• 45% say info from social sources would affect
decisions• 73% would use social tools like make an
appointment, or ask a question
From PricewaterhouseCoopers report “Social media ‘likes’ healthcare: From marketing to social business” April 2012
via edbennett.org
Social Media:From SEA to shining SEA
SEA: Strategic
• Strategize: Let your goals be your guide– Volume building? Reputation building?
Thought leadership? Patient support?• Execute: Use the right tool for the specific goal• Assess: Was it successful?
– If yes, evaluate what went well and replicate– If not, learn and improve
SEA: Tactical• Share
– Find great stories, personalities, voices, images, videos– Give yourself time to share the content you create
• Engage– Identify and connect with those most likely to be
interested in a topic or story – Be personal—and not just when you need something– Return the favor
• Amplify– Use internal resources to spread the word– Then get help from others outside your organization
Social and mobile at Children’s
• Brand new app• Website
– 27,000+ pages• Blogs
– Thriving: pediatric health– Vector: science and innovation
• 25+ Facebook pages • 15+ Twitter feeds• Internal collaboration social network
Why is Children’s doing it?• Augment and enhance website activities• Volume, volume, volume• Open up two-way communication• Position us as a leader in pedi health info• Online reputation improves brick and mortar
reputation• Respond in real-time to service issues,
complaints and opportunities
Blogging• Platform to share timely,
relevant news and info• More personal tone
than website• Real-time feedback on
content• Control messaging• Brand building• SEO and visibility
benefits
Blogging
• Decide what your blog is—and isn’t
• Different medium, same rules
• Let others do the talking• Multipurpose when
possible• Get blogs on relevant
website pages
Blog success: it’s all about the pants• GQ calls Boston worst-
dressed city, suffering from “Style Down Syndrome”
• Dr. Brian Skotko wrote “Mock my pants, not my sister”
• “Style Down Syndrome is strong-willed, persevering and forgiving—because it has to be.”
It’s all about the pants, continued• Post viewed almost
100,000 times• Hundreds of comments,
tens of thousands of shares
• Covered on washingtonpost.com, The Boston Globe, Boston Business Journal, Boston Magazine, Fox 25 News
Children’s on Facebook• 710,000 likes: largest hospital
Facebook page in the world• More than:
– Total visits per year to Boston Children’s
– # of people living in Boston• Benefits:
– Everyone’s there; it’s part of everyday life
– Very easy to share and interact– Great, cost-effective way to
push out content
Facebook how-to’s• How we use Facebook:
– Share our stories– Give others a place to share their stories – Service recovery tool – Morale builder for staff and families– Political engager – Source of referrals
• Create something to engage your audience
Children’s on Twitter
• 16,000+ total followers• Benefits:
– Real-time communication– Push out our content– Personal touch; easy to
build relationships– Cheap and easy to
maintain
Twitter how-to’s• Followers/Following
– Connect with reputable, like-minded organizations– Quality and quantity
• Keep it relevant– Be current, compelling – Less likely to get lost in the din
• Share and share alike – Can share more content than with other tools– Promotes good will, brings good content to your
followers and can lead to more re-Tweets
Children’s on YouTube
• 750 subscribers, almost 700,000 views• #2 search engine in the world• Brings your organization to life
Social media and HIPAA• The safety of blogging • Know the statute• Moderate your
comments• Make your policies
clear, esp around medical advice
• The fine line between openness and protection
The care and feeding of social media
• Feed the beast• Stay connected• Practice makes (almost)
perfect• Embrace your inner data geek
Last thoughts
• Share the good stuff; make a plan for dealing with the bad stuff
• You can’t buy buy-in; building trust throughout the organization will pay off
• Don’t be afraid to fail, but be planful• Health care’s compelling, important, always
relevant—communicate that
Matt Cyr: @mattcyr Content Director & Managing EditorBoston Children’s [email protected]
@ChildrensBoston