Health Care In A “Social Media” World Summer Institute Course: Health Communication Northwest Center for Public Health Practice 11 August 2011 Kathy

80%

41%

@ 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  Examine the types of communications goals that should incorporate these technologies  Understand the importance of mobile communication  Walk away with some best practices

What Are Social Media?

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

@ Dramatic Growth In U.S. Hospitals Using Digital Social Networking Tools 2010 (540) v 2011 (1,188) June 8, 2011 January 10, 2010

A Not-Far-Fetched Scenario

1. Why Digital Social Media? Mobile

@

@

@ 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 4 th quarter 2009; that was 1-in-4 by 4 th 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

Top mobile activities

@ 2. Social Digital Networks  Twitter  Facebook  Foursquare  GooglePlus  Secure

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

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

TweetStats – H1N1 Spike

@ hashtags

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

@ 140 Health Care Uses For Twitter  Examples from Phil Baumann 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

Top Social Properties

@

@

@

@

@

@

@ FourSquare  Location-based services  Brainstorm 

@ 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)

@ Why Google Matters

Google Pluse Health Care Hangout

@ Secure  Importance of subject lines  Importance of “from” description  Training nursing staff  Information for patients

@ 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!

@

@ 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.

@ 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

@ Credits  Examples from forthcoming book, Brands L.E.A.P. Into Twitter, edited by Kathy E. Gill Some hospital examples based on work by Anita Beninger  Locked gate :  Modem:  Network: networking-concept.phphttp:// networking-concept.php  Woman with mobile phone:  Man with mobile phone:  Three generations with mobile phone:

@ CC License Share&share alike, attribution, non- commercial Kathy E. Gill   and Course Info: institute/health-communication institute/health-communication