How can hospitals and medical practices transform their Facebook presence attracting occasional web traffic to a powerful portal where your health branding and organizational message truly stands out? Details include policy, strategy, appearance, customization and management of Facebook pages with consideration of the unique challenges in the healthcare industry. This slideshow includes: * Benefits and risks of embracing Facebook for hospitals and medical practices * Examples of successful Facebook implementations in healthcare and the anatomy of a * Best practices and tips for attracting and engaging fans * Discover ways to launch or improve upon your Facebook page

1. Facebook Anatomy 101:Making Your Fan Page Stand Out Brett Pollard @bpollard

2. Takeaways Benefits of embracing Facebook Associated risks and mitigating risk Best practices Attracting fans (likes) Measuring success

3. Why Facebook Makes Marketers Drool

4. The Numbers are STAGGERING 500 million active users 150 million users accessing via mobile device Daily % of active users is increasing > 50% Average user has 130 friends 75% of US households with Internet used SM in May, 2010

5. It’s Not All About Marketing Connecting with advocates Crisis communication Employee morale Sharing quality health info. Physician recruiting/job listings Reputation management Fundraising Humanizing the organization Public relations Customer service Event announcements

6. Primary Risk for Healthcare Providers Privacy / HIPAA

7. Fear of the Risks – Real World Example What is the hospital’s policy regarding social media? The System does not yet have a policy for social media and for that reason is engaging in social media on a very limited basis. There is a strong belief among some of the senior communicators that social media participation may result in privacy related lawsuits.

8. Hospital Usage on Facebook Data derived from Ed Bennett’s Blog Director of Web Strategies UMMC http://ebennett.org/hsnl/

9. Risks & Benefits – Tipping the Scale Mitigating Risks Understanding Benefits

10. Best Practices – Mitigating Risk Qualified page administrators Regular monitoring and maintenance Clearly defined policies Comment policy Privacy policy Participation policy Hospital Policy Examples: Vanderbilt SM Toolkit SocialMediaGovernance.com

11. Policy Examples

12. Visible Page Elements Custom URL Post frequency Post variety Publish admin contact information Cross-promotion of other web locations (Website, blog, YouTube, Twitter, etc.)

13. Profile Picture, Fan Engagement Children’s Hospital Boston

14. Use of Pictures and Video Barnes Jewish Hospital Kristin Hall – Social Media Specialist

15. Use of Pictures and Video Barnes Jewish Hospital Kristin Hall – Social Media Specialist

16. Customize Tabs Using Apps University of Maryland Medical Center

17. Customize Tabs Using Apps (Cont.) St. Joseph’s Hospital and Medical Center

18. Custom FBML Tabs Alegent Health

19. A Peek Behind-the-Scenes Cooperation of multiple departments Testing new ideas Set goals and develop strategies

20. Analytics Analytics Facebook insights Google Analytics, Webtrends, etc. Spreadsheets

21. Attracting Fans Suggest page to “friends” Tag employees in posts Use pictures and video* Learn best times to post and track results

23. Health Challenge Orthopedic Foot and Ankle

24. Advertise

25. Encouraging Fans to Participate End some status updates with a question Respond to fan posts Use words like “you” or “your” Surprise your fans Encourage fans to upload their own pictures or video Offer a poll or contest

26. Building Blocks for Success

27. Brett Pollard President Alert Presence 618-882-4408 @bpollard – Twitter bpollard@alertpresence.com