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Health Care In A “Social Media” World

@. Health Care In A “Social Media” World. Summer Institute Course: Health Communication Northwest Center for Public Health Practice 11 August 2011 Kathy E. Gill @ kegill. 80%. 41%. Goals For Today.

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Health Care In A “Social Media” World

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  1. @ Health Care In A “Social Media” World Summer Institute Course: Health Communication Northwest Center for Public Health Practice 11 August 2011 Kathy E. Gill @kegill

  2. 80%

  3. 41%

  4. Goals For Today Examine how social digital technologies, specifically Twitter and Facebook, are affecting how health-related organizations communicate with their constituencies, and think about emerging technologies like Google+ as well as secure email Examine the types of communications goals that should incorporate these technologies Understand the importance of mobile communication Walk away with some best practices

  5. What Are Social Media?

  6. Technology that enables us to communicate with one other and share information publicly

  7. Dramatic Growth In U.S. Hospitals Using Digital Social Networking Tools2010 (540) v 2011 (1,188) June 8, 2011 January 10, 2010 http://ebennett.org/hsnl/

  8. A Not-Far-Fetched Scenario

  9. 1. Why Digital Social Media? Mobile

  10. Mobile Facts 100M smartphones sold worldwide in 2009; 429M in the second quarter of 2011 December 2010, almost half of U.S. mobile subscribers had SMS or data plans; almost 1/3 had unlimited data plans About 1-in-6 American mobile phone owners had a smartphone 4th quarter 2009; that was 1-in-4 by 4th quarter 2010 and 1-in-4 of those had an iPhone, 1-in-3 had a Blackberry Smartphones to overtake feature phone sales in 2011

  11. Top mobile activities

  12. 2. Social Digital Networks Twitter Facebook Foursquare GooglePlus Secure email

  13. As of July 2011: * 96 Twitter accounts * 64 Facebook accounts * 41 podcasts * 32 blogs * 24 YouTube channels * 9 Flickr accounts

  14. Twitter is a conversation spacenot a publication.

  15. A New Genre Private messages made public Broadcast and/or Converse Follow versus Friend (not a reciprocal network) D versus @ versus RT Nibble v Full Course Favorites and Lists #hashtags Verified Accounts

  16. TweetStats – H1N1 Spike

  17. hashtags

  18. Broadcast Is Better Than Nothing (and essential in emergency). Twitter Has Become The Place For News But Can Be Used For Engagement

  19. 140 Health Care Uses For Twitter • Examples from Phil Baumann • Tissue recruitment • Blood glucose tracking (diabetes management) • Drug safety alerts (FDA) • Crowdsourcing health care resources • Daily health tips • Domestic violence awareness • Asthma alerts • Food safety alerts

  20. Top Social Properties

  21. FourSquare Location-based services Brainstorm http://foursquare.com/business/

  22. GooglePlus • “In-between” Twitter and Facebook • Currently, only individuals (not organizations) • Fastest-growing digital social network • Benefits of “circles” for health care professionals • Benefits from Google install base • +1 Button (and search)

  23. Why Google Matters

  24. Google Pluse Health Care Hangout

  25. Secure email Importance of subject lines Importance of “from” description Training nursing staff Information for patients

  26. 3. Best Practices • Take ownership if there is a vacuum in your organization • Understand the social media landscape – play before planning if you want a persuasive business case • At least 70% of journalists now use social networks for reporting • Customer experience should be priority one • Set goals! • Profile audience • Set objectives • Develop strategies • Test, evaluate, revise; then do it again!

  27. Remember: The Federal Trade Commission (FTC) has ruled that postings on any social media network can be saved by on-line background companies for up to seven years.

  28. Take-Aways Inexpensive, Immediate, Personal Hard to measure, easy to mis-use Mobile devices will soon to be key gateway to our digital world – ubiquitous connectivity is in our lifetimes

  29. Credits • Examples from forthcoming book, Brands L.E.A.P. Into Twitter, edited by Kathy E. Gill (@kegill). Some hospital examples based on work by Anita Beninger (@anitamedia) • Locked gate : http://www.flickr.com/photos/stevenerat/51022600/ • Modem: http://www.wa4dsy.net/heatherington/hayes/page4.html • Network: http://www.istockphoto.com/stock-photo-12290595-people-networking-concept.php • Woman with mobile phone: http://www.flickr.com/photos/jamesjustin/2894092846/ • Man with mobile phone: http://www.flickr.com/photos/blindscapes/3621995479/ • Three generations with mobile phone: http://www.flickr.com/photos/olliesphotos/333193604/

  30. CC License Share&share alike, attribution, non-commercial Kathy E. Gill • http://faculty.washington.edu/kegill or @kegill, @kegill_uw • http://wiredpen.com/ and http://slideshare.net/kegill Course Info: http://www.nwcphp.org/training/summer-institute/health-communication

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