PRSA Conference - Sphere of Influence of Key Opinion Leaders in Health Care Social Media Social media channels have provided expert Key Influential Bloggers (KIBs) the ability to disseminate information pertaining to health care in an interactive manner and, in the process, influence target audiences. As a result, public relations, marketing, corporate communication and public affairs roles are beginning to overlap, causing a need for redefinition of roles and accountability, and making leveraging social media a necessity for enhanced consumer engagement. You will learn: How to gauge the sentiments around health care products and services through identifying and analyzing influencers in different facets of social media (including Flickr, Facebook, MySpace, YouTube). How to identify and track the trend setters for your specific markets in the social media space. How to identify and leverage these key influencers to achieve increased sales and meet marketing goals.

1. Leveraging Social Media in Health Care Public Relations: Innovations & Strategies for Enhanced Consumer Engagement Sphere of Influence of Key Opinion Leaders in Health Care Social Media Presented by: Rachelle Spero and Kyung Han May 14, 2009

4. Defining the Landscape Traditional Media Influencers Digital Media Influencers Social Media Applications Customers And Partners Print Broadcast Stakeholders and Investors Opinion Leaders Social Networks Blogs and Online News Search and Reference Online Communities Mobile Mash Ups, Chat and Networking Widgets Syndication & Micro Blogging Ranking Audio/Video/ Images

6. Social Media Search Engines A Combination of Tools and Well-Known Platforms for Preliminarily Identifying Opinion Leaders by Searching Names, Affiliations, Keywords, etc. Example of Social Media Search Results for Diabetes on WhosTalkin.com Opinion Leader Identification del.icio.us Social Networking / Platforms Review Audio/Video Content Check

7. Site Analytics From Search Results, Analytics Tools can Help Determine Which Sites have the Largest Following Qualifying/Authentication Site Traffic Comparison of WebMD vs. Wikipedia Site Traffic

9. Example Assessment Number of Followers, Readers, Subscribers or Endorsements Influencer Bios, Background, Affiliations, Mission, Tone Use Search, Tag Clouds, or Past Posts to Quickly Identify Topics and Monitor Over Time