How HFMA committee teams can use social media to be more effective

1. HOW HFMA TEAMS CAN USE SOCIAL
MEDIA TO BE MORE EFFECTIVE
Lisa Crymes, Director Product Management Emdeon
2010-2011 Social Media Committee Chairperson
2010-2011 Education Content Committee Joint Chairperson
September 2010

2. HFMA Georgia Chapter Proposed Social Document
GEORGIA HFMA SOCIAL NETWORKING STRATEGY
Networking Strategy Objective
Document Content: The purpose of this document is to
highlight the rationale and strategy for developing and I. Rationale
executing a social networking strategy.
II. Plan
This session will provide:
III. Execution
 Rationale
 An Overview of Social Networking, including what
is it and why you should be listening
 Examples of how HFMA national and others are
effectively using social media
 Plan
 Execution plan and recommendations
 Guidelines
 Which Social Media tools are there, which ones are
best to use
 Personal and Professional uses for social
networking
 Execution
 How Georgia Chapter Teams can use Social Media
to extend their outreach

3. MY NAME IS LISA CRYMES, AND I’M A GEEK
@lisacrymes
http://www.linkedin.com/in/lisacrymes
http://www.facebook.com/lisacrymes
You can also follow me on
 Foursquare
 Blogger
 Digg
 Google Buzz

4. SOCIAL NETWORKING RATIONALE:
AN OVERVIEW OF SOCIAL NETWORKING,
INCLUDING WHAT IS IT AND WHY YOU SHOULD BE
LISTENING

5. GEORGIA CHAPTER’S MARKETING/SOCIAL
NETWORKING HISTORY
STRONG HISTORY OF LEADERSHIP AND EXCELLENCE
Where we Succeed Communication Council Focus
Georgia Chapter leads in many areas for 2010-2011
across HFMA today  Coordination and consistency
 Volunteer participation of messages and updates
 Quality of Programs  Develop standards (branding,
 CPAR etiquette, etc)
 ..and much more!  Perception throughout
Healthcare Financial
Chapter has made great progress in industry in Georgia that the
Marketing/Communication efforts chapter has access and
 Website – Update to date, Great provides up to date
layout information on industry
 Email Blasts delivery news, position on legislation,
announcements etc. Institutes, Scroll and
 Scroll Website is not current enough
 Launched Facebook Group (2008-09)
 Over 100 members
 Launched LinkedIn Group (2009-
2010)
 Over 160+ members

6. SOCIAL MEDIA OPPORTUNITIES TO EXCEL
Recent National leadership presentation on using Social
Networking
 Only 32% of attend chapters attending call (160
registered) are actually using LinkedIn
 Only approx 20% are using Facebook
 4% Twitter
 Expanding our networking both personal and professional
relationships
 Are we reaching all members? What about non-members?
 Growing membership

7. THE NEW WORLD OF SOCIAL NETWORKING

8. RATIONALE:
WHO USES SOCIAL NETWORKING?
HOSPITALS USING SOCIAL MEDIA TOP 4: YOUTUBE, TWITTER, FACEBOOK, BLOGS
300 hospitals = 6% of all
hospitals

9. RATIONALE:
WHY SHOULD WE USE SOCIAL NETWORKING? HOW CAN THE CHAPTER
BENEFIT FROM USING?
Marketing /Communications
 “Free” Marketing tool.
 Use to strengthen existing relationships.
 Promote Chapter Events and education regarding chapter and
resources.
Membership
 Recruit new members. Market Chapter Events and education
regarding chapter and resources.
Networking
 Informal outreach blends the personal and professional
relationships.
 Build new relationships
Bottom-line is we want to continue to Step Up and prove “We’ve
Got Your Back”!

10. Execution Plan

11. Plan: Chapter
PLAN
Plan Details Social
Networking
Plan - allows
2010-2011 Social Networking Committee Formed (Communications for consistency
Council)
and leads to
success
Objective: New Team is responsible for driving social networking
strategy by using the social media tools and promoting and
education use among the chapter and councils.
Consistency
 Logo, branding, guidelines
Education
 Educate chapter and teams on value of using and
participating
Participation
 Get members and teams to participate. Assign certain
members to an area (events, discussions, etc)
 Post events
 Participate in discussions
 Link website to social media sites
 Stream data from sites to website
 Divide and conquer (but be consistent)
 Track metrics
 Advertise (Website, Scroll, Blasts, other social media sites)
Monitor
 Establish monitor/facilitator for each social media tool and
assign tasks

12. Georgia Chapter Social Networking Guidelines Objective is to
GEORGIA CHAPTER SOCIAL NETWORKING GUIDELINES
define standards
that will be used
i. Description of Chapter: The Georgia Chapter HFMA is the across all of the
professional resource of choice for the healthcare financial industry in chapters social
Georgia. The group allows members to excel in healthcare financial media networks.
management by promoting personal and professional development
with education, information, networking and leadership. For more
information, please visit http://www.georgiahfma.org/.
ii. List current leadership, names and titles and contact information
iii. Establish and Post Etiquette Rules: (LinkedIn and Facebook)
 We encourage everyone to participate in this group, but keep in
mind proper etiquette. This group is moderated and users who
abuse their membership will be blocked/banned from the group.
 Group discussion spam should be avoided
 Unsophisticated sales pitches in the group discussion or status
sections.
 Unprofessional responses or discussions in the open forums
 Post any job advertisements in the LinkedIn Group Jobs board
section.
iv. Use Chapters approved logo (on National Site)
v. Chapter should be listed as Georgia Chapter HFMA
i. Designate monitor/facilitators(s) : Purpose of facilitators is to monitor
Sites, start discussions, approve requests, post updated events, and
information
ii. Controlling access: HFMA National, allows anyone into their groups
based on the guideline that exposing non-members to our
organization only works to increase participation. The discussion
boards are a great place to converse about chapter events, industry
news, or other potential topics. Recommendation is that Georgia
Chapter follows the same principals.

13. APPROVED LOGO’S
Download from Leadership Tools - HFMA.org

14. SCOPE: WHICH TOOLS SHOULD WE USE?
Initially focus on the following social media tools
Facebook
http://www.facebook.com/#!/pages/HFMA-Georgia-
Chapter/204488509104?ref=ts
LinkedIn
http://www.linkedin.com/groups?mostPopular=&gid=19
15731
Twitter
@georgiahfma

16. WHICH SOCIAL MEDIA TOOLS ARE THERE, WHICH
ONES ARE BEST TO USE

17. Best for:
FACEBOOK – GETTING STARTED GUIDE
Facebook Strategy Facebook is a
social networking
site dedicated to
i. Follow established guidelines and make changes as non-business
needed relationships. It
ii. Moved from a Page to a Group has recently,
however, launched
Benefits: Facebook Pages,
 Give you status update potential which were
 Pages don’t reflect the administrators designed for small
businesses.
personally
 Can be more easily modified
 Somewhat tougher security
iii. Build a fan base: Get more members to become fans.
iv. Assign a moderator/facilitator
Meghan Lynch - Primary
Lisa Crymes - Secondary
 utilize your status updates
 Enable message boards, photo, and video
sharing and wall posts
 Add applications, Twitter feed
 Create events and keep updates current
 Scholarship opportunities are perfect for
Facebook
 Engage other members to post
Anyone can post!!

18. FACEBOOK – GETTING STARTED
 Join Teams
 Create a Profile  Post events
 Use Facebook  Post pictures
privacy  Start discussions
 especially if you are  Send announcements
using professionally
and personally

19. CURRENT PAGE

20. LINKEDIN – GETTING STARTED GUIDE
Best for: LinkedIn
LinkedIn Strategy is the professional
social network
where users post
online resumes and
establish business
i. Follow established guidelines and make relationships. It
allows you to create
changes as needed groups, which is
ideal for an HFMA
ii. Education and encourage participation chapter.
iii. Consider using Subgroups (Patient Access,
Revenue Cycle, CFO or chapter business) The group functions
allow for posting of
iv. Moderator/facilitator discussions, news,
and jobs. You can
Lisa Crymes even create
subgroups for
i. Facilitate discussions and look for any certain
committees. This
misuse tool allows everyone
in the chapter to
ii. Approve invitations communicate
remotely and
iii. Move post to the appropriate location (jobs asynchronously.
to job board)
iv. Keep information current
v. Consider creating experts to monitor “forums”
– similar to National.

21. TIPS FROM NATIONAL ON
HOW TO USE LINKEDIN
 Brand it with your chapter logo
 Use the news feed
 Start discussions related to chapter
events/publications
 Post events and link to them via news

22. LINKEDIN FOR PROFESSIONAL
NETWORKING

23. POWER OF LINKEDIN NETWORK

24. GROUP DISCUSSIONS
 Relevant
 Can be sent to your email
 Keeps you connected
 Join the discussion to
build relationships

26. ATTEND EVENTS
 Many group’s events
only
promoted now
through
social media
 Informative way to
learn
new information
outside
the four walls of your
office

27. OTHER THINGS YOU CAN DO
Job Searches Research Companies

28. RESEARCH
Research:
- Job Candidates
- Vendors
- Potential Speakers

29. LINKEDIN GROUPS
How to get started and how to manage

30. GETTING STARTED
Personal Profile  Join Groups
Build Profile  Setup subgroup
Additional Tips:  (Can be a subgroup to
http://mashable.com/2 HFMA group, or a new
009/07/27/linkedin- group)
personal-brand/  Decide if it is open or
Invite connections closed
 Setup
messages/templates
 Check on a regular basis
 Be consistent with
updates

31. SEARCH
Click on  JOIN GROUP

32. CREATING A GROUP - HOW DO I CREATE A
GROUP?
To create a group (of which you will be the owner) take  Enter a brief summary of your group and
the following steps: its purpose for display in the Groups
Click on "Create a Group" from the "Groups" Directory. Information here is limited to
dropdown menu (found in the top navigation bar of 300 characters and will be visible by
the home page). group and non-group members.
 Follow the instructions to browse and upload a  Enter a full description of your group for
group logo. display on the group page. Information
here is limited to 2000 characters and
 Enter your official group name. will be visible by group and non-group
 Choose your group type from the drop down list. members.
 Alumni Group - membership often composed of  Enter the website for your group.
former members of schools, universities,
fraternities or sororities.  Enter the group owner email address
 Corporate Group - membership often composed which may be used for potential members
of current or past employees from the same to contact you.
company.  Check the box if you would like to display
 Conference Group - membership often your group in the Groups Directory.
composed of people attending the same (or
similar) trade shows or conferences.
 Check the box if you would like group
members to be able to display the group
Networking Group - membership often

composed of people with networking as one of
logo on their profiles.
its primary goals.  Check the Location box if your group is
 Non-Profit Group - membership often composed based in a single geographic location.
of people in support of a similar cause or value.  Check the box to confirm you have read
 Professional Group - membership often and accept the Terms of Service.
composed of people with similar industry
interests.  Click on 'Create Group' to complete
 Other - groups that fall outside of one of the
above group types.

33. CREATE A SUBGROUP-HOW DO I CREATE A
SUBGROUP?
 A subgroup is a more tightly focused arena for
professional discussion and interaction within and for
the members of an existing LinkedIn group.
Managers of groups can create subgroups by following
these steps:
 Click on "Groups" found in the top navigation bar of the
home page. This will take you to the "My Groups" page.
 All Group managers can setup subgroups
 From the "Go to" list under the appropriate group,
select "Manage" (only managers and owners have this
option).
 Click on "Create a Subgroup" in the left navigation
section under "Manage Group".
 Choose the information and settings you want for this
subgroup and click the "Create" button.

34. SUBGROUPS
TIPS
• Provide an overview of the group (objective/purpose)
• List key contacts

35. MANAGING GROUPS

36. MANAGING GROUPS - TEMPLATES
Welcome message
informs potential
members of chapter
and how to join but
also states etiquette or
rules

37. SETTING UP TEMPLATES

38. MANAGING GROUPS/SUBGROUPS

39. NEWS FEEDS
RSS feeds:
Blogs, News articles,
Twitter lists, etc

40. LINKEDIN GROUP TIPS
Should group(s) be
private?

41. Twitter Recommended Strategy Best for: Twitter is
TWITTER – GETTING STARTED GUIDE
a popular short-form
social networking
@georgiahfma site where authors
post updates 140
characters at a
time. This can work
 Why? as a sort of news
feed for associations
 National is already there! and help you
 Other Chapters starting to explore (TN, FL) disseminate
information
 It’s Free Marketing/PR quickly. Its web site
is easy to use and its
compatibility with
mobile devices gives
 Moderator/facilitator you extra
Lisa Crymes - Primary accessibility.
Meghan Lynch - Secondary “As a social
network, Twitter
revolves around the
principle of
 Facilitate discussions and look for any misuse followers. When you
choose to follow
 Approve invitations another Twitter
 Move post to the appropriate location (jobs to job board) user, that user’s
tweets appear in
 Keep information current reverse
chronological order
 Follow industry leaders on your main
Twitter page.”
 Block spam Source: Time Magazine
http://mashable.com/2009/0
 Answer messages 6/04/time-magazine-twitter
 Tweet Events or important news or information
FYI: Visitors to your Twitter feed don’t have to be signed up to
the site, but to be official followers (who receive each of your
updates on their Twitter page), they will have to sign up.

42. WARNING!! WARNING!!
Socialtis?!
Avoid the overload
Learn out to disconnect
Listen only

43. NEXT STEPS
 Get started
 Ask for help
 Reports on if Social Media working for us? –
statistics, growing members, etc.

44. THANK YOU
MY NAME IS LISA CRYMES, AND I’M A GEEK
Twitter @lisacrymes
http://www.linkedin.com/in/lisacrymes
http://www.facebook.com/lisacrymes
 Foursquare
 Blogger
 Google Buzz
Mobile 678.428.4454
lcrymes@emdeon.com
lisacrymes@gmail.com

45. ADDITIONAL RESOURCES

46. RESOURCES
Official HFMA Groups on LinkedIn:
 HFMA Group
 HFMA CFO Forum Group
 HFMA Revenue Cycle Forum Group
 HFMA Healthcare Compliance Forum Group
 HFMA Managed Care Forum Group
 HFMA Medicare Payment Forum Group
 HFMA Physician Alignment Forum Group
 HFMA Student & Faculty Network
Resources/Additional Reading
http://mashable.com/
Facebook
http://mashable.com/2009/08/14/facebook-networking/