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 @

3. 80%

4. 41%

5. @ 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

6. What Are Social Media?

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

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

10. A Not-Far-Fetched Scenario

11. 1. Why Digital Social Media? Mobile

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14. @ 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

15. Top mobile activities

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

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

20. @ 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

22. TweetStats – H1N1 Spike

29. @ hashtags

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

31. @ 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

32. Top Social Properties

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39. @ FourSquare  Location-based services  Brainstorm  http://foursquare.com/business/ http://foursquare.com/business/

40. @ 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)

41. @ Why Google Matters

42. Google Pluse Health Care Hangout

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

44. @ 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!

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46. @ 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.

47. @ 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

48. @ 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/http://www.flickr.com/photos/stevenerat/51022600/  Modem: http://www.wa4dsy.net/heatherington/hayes/page4.htmlhttp://www.wa4dsy.net/heatherington/hayes/page4.html  Network: http://www.istockphoto.com/stock-photo-12290595-people- networking-concept.phphttp://www.istockphoto.com/stock-photo-12290595-people- networking-concept.php  Woman with mobile phone: http://www.flickr.com/photos/jamesjustin/2894092846/ http://www.flickr.com/photos/jamesjustin/2894092846/  Man with mobile phone: http://www.flickr.com/photos/blindscapes/3621995479/ http://www.flickr.com/photos/blindscapes/3621995479/  Three generations with mobile phone: http://www.flickr.com/photos/olliesphotos/333193604/ http://www.flickr.com/photos/olliesphotos/333193604/

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