CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012
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Social media planning for health information organizations. Presented as a workshop at the CADTH Symposium 2012 in Ottawa, Canada presented by the Canadian Agency for Drugs and Technology in Health - http://cadth.ca/ Includes discussion of strategy, risks and policy.
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CADTH Workshop - Keeping Ahead of the Curve: Social Media - April 2012
- 1. Keeping Ahead of the Curve Part 2 Social Media by Connie Crosby Crosby Group Consulting CADTH 2012 Symposium Workshop Ottawa, April 15, 2012
- 2. Agenda • Social Media Overview • Healthcare Examples • Planning Framework • Risks & Policy
- 3. Social Media Overview Apollo 11 Mission Image - 1969, from NASA on The Commons http://www.flickr.com/photos/nasacommons/5052744574/in/set-72157625096855580
- 4. Facebook • more than 500 million active users • (almost 700 million according to Inside Facebook) • 50% log in on any given day • Canada: 16.8 million users Sources: Facebook, August 2011 and Inside Facebook, June 12, 2011 4
- 5. Twitter • Over 200 million users (100 million “active” users) • 200 million messages (“tweets”) sent per day • 13.7% of Canadians are active users Sources: Twitter, June & September 2011 and Digital Journal, December 2010 5
- 6. LinkedIn • “world largest professional network” • more than 120 million members • Canada: 4 million members Source: LinkedIn, August 2011 6
- 7. YouTube • Canada: 17.6 million active users • 71% of Canadian Internet users versus 55% of US Internet users • 2 billion videos viewed by Canadians in Nov. 2010 Source: comScore, January 2011 7
- 8. Google Plus • launched end of June 2011 in closed beta • open beta in September 2011 • reached 20 million users after 3 weeks; 67 million by November 2011 • over 800k Canadian users after 3 weeks (now 2 million+?) Sources: comScore, July & Dec 2011, Google Plus blog 8
- 9. Use in Canada (millions of users active in the past month) 20 15 10 5 Google+ LinkedIn Twitter 0 Facebook YouTube Note: data from various sources 9
- 10. Organizational use (examples)
- 11. Facebook 11
- 12. Facebook
- 13. LinkedIn 13
- 14. LinkedIn 14
- 15. Twitter 15
- 16. YouTube (video) 16
- 17. Twitter 17
- 18. Google+
- 19. Blogs 19
- 20. Flickr: The Commons 20
- 21. Smithsonian Institute on Flickr 21
- 22. Wikis 22
- 23. Wikis 23
- 24. Social bookmarking 24
- 26. RSS (feeds) / XML 26
- 27. 27
- 28. RSS feed example
- 29. RSS feed example 29
- 30. • monitoring • re-feed to other websites • combine and filter for specific feed 30
- 31. • blogs • news sites • alerts from Google and others 31
- 32. Monitoring tools - Google Reader 32
- 35. Learn • Use social media yourself • Study relevant case studies • Educate senior executives • Hear from practitioners • Explore the latest trends
- 36. Engagement
- 37. Listen • Identify relevant social media monitoring tools • Learn how you can best use the tools • Discover what’s said about you and your market • Find relevant communities and conversations • Uncover key influencers
- 38. Engage in Conversation • Enter the conversation • Provide relevant content • Add value to communities • Engage with influencers • Respond positively
- 39. Measure and Refine • Set relevant measures of success • Monitor measures • Capture and communicate success stories • Report to senior executives • Refine your strategy measures
- 41. Prioritize Objectives • Improve customer engagement • Enhance brand and reputation management • Accelerate customer-driven innovation • Attract talented employees • Increase sales
- 42. Establish Governance • Identify opportunities • Understand risks • Clarify risk of NOT engaging • Set clear social media policies • Communicate policies internally
- 43. Define Activities • Define first and subsequent phases • Target initial platforms • Identify resources required • Establish responsibilities and time commitment • Link to offline marketing activities
- 44. Develop Capabilities • Identify internal ‘champions’ for social media • Train and support champions and staff • Keep abreast of developments • Establish pilot program • Develop a culture of responsible transparency
- 45. Planning & best practices • Thinking strategically • Needs of specific audiences (children, seniors, First Nations and Francophone, to name just a few) • Measuring success • Resources needed • Policy
- 46. Risks & Policy
- 47. Privacy & new technologies • 48% of Canadians “somewhat concerned” • 42% “very concerned” • identity theft identified as biggest concern Source: Canadians and Privacy report, Ekos, 2009 http://www.priv.gc.ca/information/survey/2009/ekos_2009_01_e.cfm#sec4_3 47
- 48. • The more in control over their own data, the more personal information people are willing to give away. - Dr. Alessandro Acquisti, Carnegie Mellon, at Insights on Privacy event, February 2011 48
- 49. What risks are you concerned about?
- 50. Risks identified by attendees • opening up comments (negative comments) • legal concerns • maintaining dialogue in a timely fashion • third party comments - liability/obligations • patient confidentiality • Access to Information requirements for internal social media
- 51. More Risks identified by attendees • if you are not online, no way to respond (risk of not participating) • expectations of new staff • do you own your own content? Protect your organization’s intellectual property • workload • language, tone of voice • creating a unified voice • being taken out of context
- 52. Mitigating risks - some thoughts • Set and post a policy for comments on your social media sites (blogs, Facebook, etc.) in advance; monitor comments • Start small and add gradually as you incorporate into workflow of staff • Consider in advance who will respond to various types of comments and how - e.g. what about during a crisis? • Do read the terms of service for social media sites
- 53. Policy - employee guidelines • identity transparency • personal responsibility • confidentiality • common sense 53
- 54. Policy - best practices for organization use • tone, quality • trust-building • oversight; escalation and resolution • staff training • HR use 54
- 55. Social Media Guidelines Checklist http://www.charleneli.com/resources/social-media-policies- directory/ 55
- 58. Want more on the Social Media Strategy Framework? Consider the Introduction to Social Media for Organizations course I co-teach with Daniel Lee via the iSchool Institute at the University of Toronto: http://www.plc.ischool.utoronto.ca/coursedescription.asp?courseid=269
- 59. Effective Blogging for Libraries by Connie Crosby The Tech Set series, Neal-Schuman Publishing http://www.neal-schuman.com/ebl Available in Canada via the OLA Store www.accessola.com/olastore/
- 60. Thank you! Connie Crosby Crosby Group Consulting http://crosbygroup.ca connie@crosbygroup.ca @conniecrosby @crosbygroup 416-919-6719 60