Social in Seattle: How Children's Hospital Boston uses social media to communicate and accomplish its goals
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The document outlines the strategic use of social media by Boston Children's Hospital to enhance patient and employee engagement, inform audiences, and build the hospital's brand. It highlights the importance of platforms like blogging, Facebook, Twitter, and YouTube to facilitate communication, share stories, and manage service issues in real time. The presentation emphasizes the need for planning, collaboration, and responsiveness in social media efforts to maximize their effectiveness and impact.
Social in Seattle: How Children's Hospital Boston uses social media to communicate and accomplish its goals
- 1. Social in SeattleThe Role of Social Media in Engaging Patients, Employees and the Media April 13-15, 2011
- 2. Today’s agendaWhy social media? Health careChildren’s Hospital BostonGetting started in social mediaChildren’s social media effortsBloggingFacebookTwitterYouTubeSome nuts and boltsFinal thoughts and Q and A
- 3. Why is health care using social media? Our jobs have changedThe tools have changedOur audiences, their needs and expectations have changedIncredible opportunities to inform and engage, all while building your organization’s brand
- 4. Why is Children’s doing it?Open up two-way communicationPosition us as a leader in pedi health infoBuild online brand and reputation, which contributes to brick and mortar reputationAugment and enhance website activitiesRespond in real-time to service issues, complaints and opportunitiesSpread awareness of our services; drive volume
- 5. The social media SEAStrategize: How do social media efforts help accomplish the organization’s goals?Execute/Engage: Share great stories, voices, images, videos Amplify your message using available internal and external resourcesIdentify and connect with others; quid pro quoAssess: How did it go?Replicate successes, learn from failures
- 6. BloggingChildren’s blogs:Thrive: Pediatric health, wellness and parentingVector: Science and innovationBenefits:Platform to share timely, relevant news and infoReal-time feedback on contentControl messagingSEO benefitsBrand building
- 7. BloggingDecide what your blog is—and isn’tDifferent medium, same rulesTake chances, encourage opinions, court controversy, inject personalityLet others do the talking
- 8. Blogs push your expertise
- 9. Children’s on Facebook550,000 likes:Largest hospital Facebook page in the world19 total pagesPosts viewed approx. 100 million timesBenefits:Everyone’s there; it’s part of everyday lifeVery easy to share and interactGreat, cost-effective way to push out content
- 10. Facebook how-to’sHow we use Facebook:Share our storiesPlace for people to share their stories Service recovery tool Morale builder for staff and familiesPolitical engager Source of referrals Create something that will engage your audienceGive people the chance to talk about themselves
- 11. Facebook breaks down walls and opens doors
- 12. Children’s on Twitter15 Twitter handles, all separately maintained11,500 total followersBenefits:Real-time communicationPush out our contentPersonal touch; easy to build relationshipsCheap and easy to maintain
- 14. Connect with reputable, like-minded organizations
- 16. Keep it relevant
- 17. Push the conversation with interesting, current info
- 18. Less likely to get lost in the din
- 19. Extremely limited window of opportunity
- 20. Share and share alike
- 21. Promotes good will, brings good content to your followers and can lead to more re-TweetsTwitter is connection and conversation
- 22. Children’s on YouTubePatient stories, clinical info and calls to action
- 23. Takes advantage of #2 search engine in the world
- 25. 350 subscribers
- 26. 250,000 views
- 28. Video shows your org like nothing elseYouTube brings your organization to life
- 29. When it all comes togetherNew 1st trimester test for Down syndromeThrive post by doc who treats Down and has a sister with itControversy and positive reaction10,000 viewsShared widely on other blogsHundreds of commentsThousands of social reactions
- 31. Nuts and boltsHIPAA and LegalHuddles help maximize collaboration, coordination and communicationKnow the tools; use them every dayWatch the data and searched termsGive your social media efforts the time, resources and attention they requireHuddles help you get your ducks in a row.
- 32. StaffingDedicated 1 Social Media SpecialistSignificant responsibilities3 directors2 writer/editors1 media team member1 videographerNot insignificant responsibilitiesMany staff throughout departmentPlus one very talented pediatrician, mother and writer
- 33. Last thoughtsShare the good stuff; make a plan for dealing with the bad stuffYou can’t buy buy-in; building trust throughout the organization will pay offDon’t be afraid to failHealth care’s compelling, important, always relevant—communicate thatAnd don’t forget…
- 34. There’s still a place for print
- 35. ContactMatt Cyr – Director, Patient and Family [email protected]: @mattcyr@childrensboston@thrivechildrensComplete listing of Children’s social media at: childrenshospital.org/socialmedia
Editor's Notes
- #6: How Can You Do It?
- #7: It’s your site. You have responsibilities to your patients and contributors. Don’t let it be a free-for-all. Plus, this will help with the selling of the idea to administration.Talk about Boston Med (microsite, media, FB, Twitter, etc). Talk about using all the tools at your disposal – in the right ways, and not every tool at every opportunity – to get your messages out.Make people feel comfortable with what you’re doing. If you seem too cavalier, they won’t go for it. Know your internal audiences and address their particular concerns.
- #8: Great stories; separate yourself from the pack with institutional differentiatorsFind and cultivate strong voicesMake illness, recovery and challenge come to life
- #11: People read these stories, which gives us brand and rep, plus we get stories out of it
- #20: Every dayReps from across departmentCan respond to news in real time…Plan for the week ahead…And look down the road in a strategic wayData helps inform content and outreach
- #22: Have a plan in place to handle bad comments, angry customers, etc.Comments, moderation and what to do when things get ugly (cause they will!)