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Integrating Social Media in Your Hospital's Communications
1. Lee Aase
Mayo Clinic Center for Social Media
April 22, 2014
Integrating Social Media in Your
Hospital’s Communications
Monday, April 21, 2014
2. About Lee Aase (@LeeAase)
• B.S. Political Science
• 14 years in politics and government at local,
state, national levels
• Mayo Clinic since April 2000
• Media relations consultant
• Public Affairs Manager (2003-2010)
• Director, Center for Social Media since July
2010
Monday, April 21, 2014
3. Mayo Clinic Center for Social Media
• The Mayo Clinic Center for Social Media exists
to improve health globally by accelerating
effective application of social media tools
throughout Mayo Clinic and spurring broader
and deeper engagement in social media by
hospitals, medical professionals and patients.
• Our Mission: Lead the social media revolution in
health care, contributing to health and well
being for people everywhere.
Monday, April 21, 2014
4. Social Media Health Network
• Membership group associated with Mayo Clinic
Center for Social Media
• For organizations wanting to use social media to
promote health, fight disease and improve
health care
• Dues based on organization revenues
• >100 member organizations
Monday, April 21, 2014
7. Agenda
• Making sense of the changing media landscape
• Reviewing “The Basics” and examples of
effective applications
• Newer platforms and criteria for adoption
• Integration of social media tools
• with each other
• with broader communications and marketing
strategies
• Measuring effectiveness and demonstrating ROI
Monday, April 21, 2014
20. Mapping Media Landscape Changes
• From simple and expensive to complex and
“free”
• From gatekeepers to wide open spaces
• From money as major constraint to time and
creativity as limiting factor
Monday, April 21, 2014
24. FREE Twitter Modules in Social Media
Health Network Curriculum
• TW 100: Preparing to Create Your Twitter
Account
• TW 101: Getting Started with Twitter
• TW 110: How to Effectively Participate in a
Twitter Chat
Monday, April 21, 2014
31. The Bad News on Facebook: Organic
Reach Plummeting
Monday, April 21, 2014
32. Organic Reach
• Only a small percentage will typically see any
given post. If your page has 1,000 likes:
• April 2012: 160
• February 2014: 60
• Future: 10-20
• Why? A lack of space in the newsfeed
• “On a given day, when someone visits
Newsfeed, there are an average of 1,500
possible stories we can show”
Monday, April 21, 2014
33. Pay to Advertise
• Promote page
• Boost posts
• Set a budget
• Cancel at any time
Monday, April 21, 2014
37. Good News and Best Practices
• Have a content plan (Buckets/Categories)
• Create share-worthy posts
• Keep it brief to evoke curiosity (and click-
throughs)
• Include Facebook sharing buttons on your
Web site or blog
Monday, April 21, 2014
38. Content Categories
• Health and wellness tips
• Treatment options
• Research updates
• News from your organization
• Patient Stories
Monday, April 21, 2014
48. YouTube Applications
• Introducing new physicians to community
• Building rapport with new patients
• Making in-person encounters more efficient and
effective
• Answers to FAQs (e.g. vaccines, bike helmets)
• Video prescriptions
Monday, April 21, 2014
63. Get your custom URL!! Make…
https://plus.google.com/u/0/b/
117843909302898250180/
Look like this…
http://Google.com/+MayoClinic
How?
Monday, April 21, 2014
68. What about Vine and Instagram?
• Vine
• Purchased by Twitter Oct. 2012
• Six-Second Videos
• See “Fix in Six” by Lowe’s
• Instagram
• Purchased by Facebook in April 2012
• Square photos
• 15-second videos
Monday, April 21, 2014
70. Integration
• How the tools work together
• How the tools work with traditional
communications
• Ideas for application
Monday, April 21, 2014
71. Social Platforms Working Together
• Blog as integration point
• Embedding videos, slide decks
• Sharing icons for other networks
• Exact duplication on multiple networks is NOT
recommended
• Saving a little time diminishes effectiveness
• Tailor posts for each platform
Monday, April 21, 2014
72. Working with Traditional Communications
• Newsletter becomes blog (too or instead)
• Publish when ready; no waiting for mailing
• Bonus features (e.g. embedded videos)
• Better pitching of journalists
• Hashtags in ads for engagement
• QR codes in ads, signage
Monday, April 21, 2014
113. Opportunities to Dig Deeper
• Social Media Residency
• May 12 in Rochester
• Sept. 15 in Phoenix/Scottsdale
• Oct. 20 in Rochester
• Nov. 10 in Jacksonville
• Others TBD
• Social Media Week at Mayo Clinic Oct. 20-23
• Social Media Residency
• #MayoRagan Social Media Summit (with
pre-conference workshops)
Monday, April 21, 2014
114. For Further Interaction:
• Google Lee Aase or SMUG U
• @LeeAase on Twitter
• aase.lee@mayo.edu
• http://socialmedia.mayoclinic.org
Monday, April 21, 2014