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Monthly Archives: February 2013

6.1 Social Media Landscape

The Roller Coaster Ride Called Social Media

Snapshots. Posts. Friends. Likes. Pins. Videos. You name it; we have said it and done it. To say social media is like riding a roller coaster over the past 10 years, is an understatement. I am sure that you realize that this roller coaster ride is not over yet. Social Media 3.0 is producing so many different niche sites that many of us probably will never hear of many and then one will jump off like a run away train and make someone really popular and eventually really rich!

The new social media trends are very simple: niche audiences, privacy, sleek and user-friendly designs and most important…mobile! We are now starting to see some recycled social media concepts reintroduce themselves. One of the latest to resurrect itself is MySpace. MySpace, the grandfather of social media, has begun to rethink its strategy and is becoming a more niche social media platform that focused more on musicians and young people. Since it has gone through a refacing in October 2010, profile creation has increased more than 3.3 million and mobile users has increased 4 percent. As the company continues to reintroduce itself, it has been integrating with Facebook (who knocked them off the social media throne) and will be working with Google+ to do the same.

Who knows what the future brings for MySpace! What we do know is that anything is possible. Before we know it, we will all need to adjust our social media strategies to include this platform that seems that it still may have a few lives left. Until then, MySpace will continue to be a place to find all of your favorite musicians! But watch out world, the young people my decide that it is time to knock Facebook off the throne.

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Posted by on February 17, 2013 in Uncategorized

 

5.1 Outcomes

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We all know the Mayo Clinic as one of the world’s most advanced health care providers. Many of us don’t know the clinic as the world’s most innovative health care provider when it comes to social media. They have set the bar for health care in social media.

The Mayo Clinic is one of the leaders in healthcare social media. The Clinic has created the Mayo Clinic Center for Social Media in July 2010. This center is a “first-of-its-kind center devoted to application of social media to promote health, fight disease and improve health care” (Mayo Clinic Center for Social Media). Mayo Clinic has become the most popular medical provider on YouTube, Twitter and Facebook. They host News Blog, Podcast Blog and the Sharing Mayo Clinic and has positioned themselves as a pioneer in blogging for the hospital industry.

The clinic uses Facebook, Twitter, YouTube and Second Life to connect with their patients. However, they have implemented strict guidelines that limit the amount of information that the Clinic can answer patient’s questions. However, Twitter chats are used to get around this by offering these chats as a way to provide general medical advice to patients along with their weekly radio program. Now the organization has launched a new book Bringing the Social Media #Revolution to Health Care”. The book is available on Amazon and something that all health care marketing professionals should consider. Image

This is an organization that may have stumbled into social media but have found it as an effective way to communicate and engage their patients. They do a fabulous job of responding to patients on their Facebook page and Twitter. This is great to see since they have so many Facebook pages that they need to manage. However, as the world of social media continues to change, it will be important for the Clinic to stay on top of it.

It is hard to find an area of improvement for the Mayo Clinic. The Clinic uses several social media strategies to engage patients and employees, such as Twitter, LinkedIn, Facebook, YouTube, Yammer, Second Life, Flickr, Pinterest, and mobile apps as well as internal and external blogs (CNN Money, 2013).

For example, they have a Google+ account but there are no postings. This is a missed opportunity for them. However, they have done such an amazing job in setting the bar for health care and social media. From Facebook to Twitter, to YouTube, Pinterest and so much more, they have provided quality content and engaging discussions. Their biggest challenge will be to keep the content fresh across all vehicles. I am sure that it will not be a problem for them. I hope to see more health care facilities taking on social media as a way to engage patients and share their expertise.

 

Hosenkamp, S. (2012). Inside Scoop: Mayo Clinic’s Social Media Journey and new launches. Health Care Communication News.

Mayo Clinic Center for Social Media. http://network.socialmedia.mayoclinic.org/.

Social media superstars. CNN Money. http://money.cnn.com/gallery/technology/2013/01/17/best-companies-social-media-stars.fortune/

 

 
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Posted by on February 11, 2013 in Uncategorized

 

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4.2 Blog Trends & Utility

Can hospitals implement new trends in social media? Well, community hospitals are looking to social media to provide them with a way to communicate to their patients in a cost effective way.

untitledFor Saint Anthony Hospital (SAH), there are many trends that could be beneficial to improving their social media strategy. Healthcare may be the last to jump on the social media train but they are beginning to see the opportunities that social media provides. Some of the benefits that social media is providing healthcare is “enhanced community outreach, employee relations improvement, and insight into the competitive recruitment environment” (Sarringhaus, 2011).
The number of hospitals using social media is minimal – 965 out of 5,800 hospitals are engaged in social media. The 965 hospitals that are involved with social media – 777 have Facebook pages, 714 have Twitter accounts, 486 have YouTube channels and 120 have blogs (Sarringhaus, 2011).

Medical professionals need to take advantage of Facebook to share health-related tips and to have a 2-way conversation with their patients on healthy lifestyles. Social media is allowing for better interaction between healthcare providers and patients. However, these discussions can also work against hospitals as physicians and medical staff will need to understand what can and cannot be shared on social media. Hospitals will really need to focus on protecting information as they get deeper into social media. Protecting patient privacy is the challenge. Hospitals do not want patients or physicians posting information during procedures, sharing sensitive information about health issues or procedures. The largest challenge of Facebook is the speed that negative information can spread. Many hospitals will need to have PR departments who not only monitor traditional media but they will need to monitor social media.
untitled2Facebook is only one of the tools that SAH should consider. Blogging is a huge opportunity for physicians to show their expertise. Blogging will give physicians a voice and allow them to talk about a variety of topics separate from the hospital. Not only can physicians share their health expertise also hospital executives can blog sharing a variety of topics from health care administration to community topics.

Before either one of the tactics are implemented, SAH will need to implement a social media policy that clearly defines who can post on blogs and what types of posts are acceptable on the blog as well as Facebook. After defining the policy and educating the staff, SAH will need to recruit the bloggers and develop the content calendar. After these tools are in place the Facebook postings and the blogging can begin with some monitoring of course!

Promotion of both the Facebook page and the blog will need to be a priority – utilizing both to promote the other. It will be important to have the resources to monitor both sites to ensure that comments are responded to in auntitled1 timely fashion as well as monitoring any comments or feedback. These tools will not only allow for direct communication with patients/community members, it will also allow for a showing that the staff at SAH is aware of what is going on and responsive to the needs of its constituents.

Sarringhaus, Meredith M. Journal of Healthcare management. The Great Divide: Social Media’s Role in Bridging Healthcare’s Generational Shift. July/August 2011. Pages 235-44. http://search.proquest.com.ezproxy.snhu.edu/docview/880297248

 
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Posted by on February 3, 2013 in Uncategorized