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Social Media: Today, Tomorrow, and
Just Around the Corner
Kristen Holland Shear
#utswlife

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Listen to the conversations, join the conversations, and
shape the conversations.

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Social
Media
Internet &
Email
Super computers
Radio
Telephone
Telegraph
Hand-written letters delivered by hand
from one person to another (Pony Express)

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The first recognizable social
media site, Six Degrees, was
created in 1997. Users could
upload a profile and make
friends with other users.
Blogging sites started
appearing in 1999. followed
by an explosion of niche
platforms such as LinkedIn,
Friendster, MySpace, Flickr,
YouTube (2005), Facebook,
Twitter, etc.

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6. Why do we care?
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Age differences: Seniors make strides – Young adults (ages 18 to 29) are the most
likely to use social media – fully 90% do. Still, usage among those 65 and older has
more than tripled since 2010 when 11% used social media.
Gender differences: Women and men use social media at similar rates – Women were
more likely than men to use social networking sites for a number of years. Today, 68%
of all women use social media, compared with 62% of all men.
Socio-economic differences: Those with higher education levels and household
income lead the way. 2013 was the first year that more than half of those with a high
school diploma or less used social media.
Racial and ethnic similarities: There are not notable differences by racial or ethnic
group: 65% of whites, 65% of Hispanics and 56% of African-Americans use social
media today.
Community differences: More than half of rural residents now use social media –
58% of rural residents, 68% of suburban residents, and 64% of urban residents use
social media.

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10. Our current total audience among the various social media
channels we engage in is 46,464 friends.
Social Media at UT Southwestern
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11. Top Performing Channels
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· Vanderbilt 102.7K friends
· Children’s Health – 52.4K friends
· Baylor Scott & White – 38.5K friends
· UT Southwestern – 22K friends
· Parkland Hospital – 17.1K friends
· Methodist Health System – 14.8 friends
· Medical City Dallas Hospital – 14.6K friends
· Texas Health – 10.5K friends
· UTMB – 7.5K friends
· Dell Medical School – 6.1K friends
We gain new followers/friends at a faster rate than Vanderbilt Health,
Mayo Clinic, Baylor Scott & White Health, Texas Scottish Rite, and Parkland
Hospital.
Locally, our engagement rates are higher than all but Children’s Health and
Baylor Scott & White (which we are quickly gaining ground on.)

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· Children’s Health (@childrenstheone) – 20K
· Texas Health (@texashealth) – 10.6K
· Parkland Hospital (@parkland) – 8,192
· UT Southwestern – 7,009
· Methodist Health System (@mhshospitals) – 5,384
· Medical City Dallas Hospital (@MedCityHospital) – 2,156
· Baylor Scott & White (@bswhealth) – 1,418
· Texas Scottish Rite Hospital for Children (@TxScottishRite) – 743
· VA North Texas Health Care System (@vanorthtexas) – 514
· Cleveland Clinic (@ClevelandClinic) – 706K
· UCSF (@UCSF) – 30.3K
· Vanderbilt Health (@VUMCHealth)– 28.6K
· Dell Medical School (@DellMedSchool) – 8,483
· UT Southwestern (@UTSWNews) – 7,009
· UTMB Health (@UTMBHealth)– 2,817

13. Newly Launched
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@utswnews

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@utswstudents

16. LinkedIn Growth
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18. Social Media Opportunities
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Live Streaming Video
It’s here! Online users are clamoring for
faster access to real-time, offline events.
Using Periscope, Facebook Live, Meerkat, or
another tool to livestream events is
considered the big thing in social media as it
takes communication a step further –
revealing an unedited, unfiltered view of our
brand.
Search Engine Optimization (SEO)
Google already crawls Facebook and Twitter
for its search results pages and they plan to
add additional social platforms later this
year.

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User-Generated Content
Encouraging certain internal stakeholders
to become brand ambassadors and write
and share updates about UT
Southwestern requires little investment
yet could lead to higher visibility for the
larger brand.
Tone Matters
Not everything should be shared via
every social platform. Every platform has
its own tone, attitude, lingo, so it’s key
that all messaging is on point for the
specific platform.

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The Digital and Video Communications team uses data to personalize our brand
through the delivery of timely, relevant messaging to lead our supporters
through the know-like-trust journey and hopefully produce
supporters/customers for life.

21. What does this data tell us? Where to next?
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Our supporters aren’t going anywhere, but they want images
and videos about science, health, themselves, etc. Just not in
plain text format. 9 p.m. is the best time to reach this group.
Jokes and #TBT posts are great, but they need to include actual
students who are currently enrolled. And the posts need to be
timely. It’s instagram, not latergram. Don’t post too early, either.
Late afternoon is best.
Please, please, please create a handful of geofilters so we can
add them to our snaps! We’re your future patients – as well as
your current and future students, staff, etc.

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• social media guidelines
• social media handbook
• public social media directory
• social media ambassadors program
• new platforms/campaigns

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