Computer 10: Lesson 10 - Online Crimes and Hazards
710,000 Facebook Fans is Not Enough: NESCHO May 2012
1. 710,000 Facebook fans
is not enough
Or, why getting people to your content is only the
first step toward social media success
3. 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
4. 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
5. 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
7. 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
8. 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
9. 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
10. 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
11. 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
12. 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
13. 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.”
14. 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
15. 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
16. 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
17. 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
18. 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
19. Children’s on YouTube
• 750 subscribers, almost 700,000 views
• #2 search engine in the world
• Brings your organization to life
20. 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
21. The care and feeding of social media
• Feed the beast
• Stay connected
• Practice makes (almost)
perfect
• Embrace your inner data geek
22. 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
Editor's Notes
Our jobs have changedThe tools have changedOur audiences, their needs and expectations have changedIncredible opportunities to inform and engage, all while building your organization’s brand
Google+ Pinterest3 years ago probably would have jumped right in on thoseSupport people sharing our content on their Google+ and Pinterest pages, but we’re not (yet building a presence there ourselves)
Google+ Pinterest3 years ago probably would have jumped right in on thoseSupport people sharing our content on their Google+ and Pinterest pages, but we’re not (yet building a presence there ourselves)
Different medium, same rules: Take chances, encourage opinions, court controversy, inject personalityTell great stories
Why was this so successful?
Give social media efforts the time, resources and attention they requireHuddle regularly to ensure strategic development and dissemination of contentKnow the tools; use them every dayDon’t just watch the data, do something with it