This document provides an overview of using social media and discusses key considerations for organizations. It addresses assessing risks and advantages, common social media platforms, and strategies for using social media to engage customers and achieve organizational goals. Tips are provided for setting up social media accounts, developing policies, and addressing concerns about using social media.
17. Social Media is another tool
Just like this. like this.
Just
• Community outreach
! Community Outreach
• Marketing
• Public relations ! Public Relations
• Crisis communications
! Crisis Communications
• Fundraising
• Personal ! Fundraising
• Customer service Customer Service
!
Hashtag: #SocialIRL @PRsarahevans @benasmith
18. Just the facts
! 46% of all Internet users interact with social media
! By 2012, 1 billion people will be on Facebook
! 78.6% of consumers follow a brand to learn more
! 63% of fans will recommend the organization
20. Think Social Media Doesn’t Apply?
! In 2010, use among those:
! 55-64 grew 88%
! 65+ grew 100+
-Pew Internet
21.
22. Things to think about
! Strategy
! Set
objectives & expectations
! What are your goals?
! Policies and Training
! Educate volunteers, management & colleagues
! Voice and Identity
! Who is responsible?
! Time investment?
23. Know what you want to accomplish
! Recruit potential volunteers
! Provide customer service
! Increase awareness
! Listen or lurk
! Share information
24. What
What social media user
What users want
What social media users want
• Think
Think about: • Think about:
! Platforms – What platforms
Wha
– you
! Audience
want to use want
– Who is there
! What you want – Who
– How they want to be
them to do reached – How
– What you want them
to do reac
– Wha
to do
25. ! Go where your customers are
! Give them something to share
! Give them reasons to respond
26. What is your goal?
To ______ (verb) (other parts of your sentence)
(measurable outcome) by (date).
27. Ok, I have my Twitter account
and Facebook Page, now what?
28. Facebook: Profile vs. Page
! Profiles
! Forindividuals
! Have friends
! Users can only have one profile
! Pages
! Forbrands, businesses, organizations
! Have “fans” or “likes”
! Can be created from a profile or business account
29. Advantages of Pages
! Unlimited number of fans
! Publicly viewable
! Information appears in newsfeeds
! Multiple administrators
! Access to Facebook Insights
31. Tips for setting up a Page
! Fill out as much information as possible
! Business hours
! Payment
! Location
! Description
! Your decision to publicly display administrators
32. Posting on Facebook
! Interact
! Posting as You vs. Page
! Facebook username
! Vanity URL: facebook.com/username
39. Twitter: Getting Started
! Setting up a profile
! Username to identify you
! Have your avatar be recognizable/representative
! Complete the profile information
" Location
" Bio
" Website information
40. Posting on Twitter
! Status updates
! Retweeting
! Photos & Video
! Links
! Hashtags
41. Twitter Tips
! Two-way street
! Engage
! Watch and listen
! Be strategic
43. Not in my hospital…the myths
Top reasons why social media isn’t allowed:
! Productivity
! Hackers
! Data leaks/privacy concerns
Only about 5% of hospitals block social media
None of the top 100 best companies to work for
block social media
46. Why have one?
“A social media policy outlines for
employees (and volunteers) the corporate
guidelines or principles of
communicating in the online world”.
47. Responsible Policies
! Reflect regulations and laws
! Enable responsible engagement
! Train staff and volunteers to ensure compliance
48. Social Media Policies
! Don’t reinvent the wheel
! Found In Cache (blog)
! Vanderbilt University Medical Center
! Affinity Health System and Ministry Health Care
! Dartmouth-Hitchcock video
49. Social Media Policies
! Education is key!
! Items to include
! What is social networking
! Why it’s important to what we do
! When to do it?
! Continuing Education
! Orientation
51. "People are spending less time navigating
the Internet on their own and are now
navigating the Internet based on their
friends' recommendations or their
friends' activities”
-Compete, Inc.
52. Turn strangers into friends
Turn friends into supporters
Turn your supporters into advocates
57. What Would You Do?
You just found out one of your programs will
be honored at the AHVRP Extraordinary
Program Awards Lunch. You have a community
that would want to know this.
! Write your 140 character Twitter message
! Your Facebook message (400 character limit)
63. It might not be right for you…
! Small staff with many responsibilities
! Do not feel comfortable with social media
! No buy-in from administration
! Your audience does not use social media
67. Resources
Axon, S. (2010). Older Adults Nearly Double Social Media Presence. http://mashable.com/2010/08/28/
social-media-stats-adults/
Bennett, E. (2009). Hospital Social Network List. http://ebennett.org/hsnl/
Bennett, E. (n.d.) Healthcare Social Media Policies List. http://ebennett.org/hsnl/hsmp/
Dawson, N. (June 7, 2011). Driving Outcomes in Social Health. http://www.nickdawson.net/blog/outcomes/
ECRI Institute. (2009. October). Risk Management in the Age of Twitter. Risk Management Reporter.
Esposito, J. (February 14, 2011). 23 Social Media Facts to Share with Executives. http://jeffesposito.com/
2011/02/14/social-media-facts-share-executives/
Evans, S. (2011). Getting Started with Facebook. http://www.slideshare.net/PRsarahevans/documents
Evans, S. (2011). Getting Started with Foursquare. http://www.slideshare.net/PRsarahevans/documents
Evans, S. (2011). Getting Started with LinkedIn. http://www.slideshare.net/PRsarahevans/documents
Evans, S. (2011). Getting Started with Twitter. http://www.slideshare.net/PRsarahevans/documents
Evans, S. (2011). Social Media Bootcamp. http://www.slideshare.net/PRsarahevans/presentations
68. Resources
Godin, S. (2006). Flipping the Funnel: Give Your Fans the Power to Speak Up. http://sethgodin.typepad.com/
seths_blog/files/FlippingNOpro.pdf
Health Care Compliance Association & the Society of Corporate Compliance and Ethics. (2009). Facebook,
Twitter, LinkedIn and Compliance: What Are Companies Doing? http://www.corporatecompliance.org/AM/
Template.cfm?Section=Surveys&Template=/surveyform.cfm&survey=FacebookLinkedInTwitter
Holtz, S. (2010). A Point by point Demolition of the Latest Case for Blocking Employee Access to Social Media.
http://socialmediatoday.com/shelholtz/248470/point-point-demolition-latest-case-blocking-employee-
access-social-media?
Johanning, D. (2011). Using Facebook & Twitter for Business.
Levy, P. (October 13, 2009). “Shutting Down Social Media? Not Here.” Not Running a Hospital. http://
runningahospital.blogspot.com/2009/10/shutting-down-social-media-not-here.html
Marketing Savant. (2011). Social Media Strategy Workbook. http://www.scribd.com/doc/55054845/Social-
Media-Strategy-Guide-by-Marketing-Savant
69. Resources
Mayfield, A. (2008). What is Social Media? http://www.icrossing.co.uk/fileadmin/uploads/eBooks/
What_is_Social_Media_iCrossing_ebook.pdf
Ostroff, M. (2011). How To Set Up a Facebook Page for Your Business. http://exploringsocialmedia.com/
how-to-set-up-a-facebook-page-for-your-business/
Radian 6. (2011). Training Your Company For Social Media. http://www.radian6.com/blog/2011/04/
training-your-company-for-social-media/
Russell Herder (2009, August). Social Media: Embracing the Opportunities, Averting the Risks. http://
www.russellherder.com/SocialMediaResearch/TCHRA_Resources/RHP_089_WhitePaper.pdf.
smashLAB. (2008). A Primer in Social Media. http://www.smashlab.com/files/
primer_in_social_media.pdf
Squazzo, J. (2010). Best Practices for Applying Social Media in Healthcare. Healthcare Executive. (May/
June 2010).
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