social media in health care: what's working, what's not
Post on 06-May-2015
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John Sharp, MSSA, PMP, FHIMSS
Take Aways
Value of Social Media in Healthcare To block or not to block? Social media policy Risk assessment Hosting social media internally Using social media in IT Monitoring social media Driving innovation
Value of Social Media
The Big 4
500 million membersreal time microblogging
140 characters at a timebusiness oriented
network, online resume, groups
video is king, second largest search site
Social Media Uses in Healthcare Facebook – Profile physicians, Q&A,
links back to website content Twitter – daily wellness tips,
seminars, discoveries LinkedIn – recruitment, professional
community YouTube – content, diseases and
conditions, discoveries, medical specialties, patient stories
Patient CommunitiesPatientsLikeMe.com
Communicate during illness:CaringBridge.org
Communicating with family, friends
To block or not to blockAssessing risksCreating rational policies
Managing Social Media in Your Organization
Block or Not to Block?
Block Don’t Block
Employees waste time
Streaming video kills bandwidth
Potential leak of PHI Phishing, viruses Proprietary
information leaks No proven ROI
Provides employees with a platform to engage patients, others
GenX expects availability
Educational materials available
Networking with other healthcare providers
Employees access thru smart phones anyway
Assessing Risks
Use of shortened URLs masks websites linked to – phishing, trojans, etc.
Posting photos of patients – Long Beach, CA, 4/9/2010
Leaking proprietary data – contracts, legal actions, human resource issues
Physicians being contacted by patients Employee complaints Other activities which damage the
brand
LA Times 8/8/2010
When Facebook goes to the hospital, patients may suffer
Social networking sites can bolster the image of medical facilities, but privacy standards can easily be violated.
“Instead of focusing on treating him, an employee said, St. Mary nurses and other hospital staff did the unthinkable: They snapped photos of the dying man and posted them on Facebook.”
Risks of Not Participating Your organization is already being
talked about by others on social media
Billing complaints, staff complaints or worse
Competitive position – most hospitals now have a presence
Patients or potential patients want to engage via social media
What to do?
Clear Social Media Policy Based on Internet Use, Email use,
HIPAA policies Managers, supervisors trained to
enforce Consequences clear
Employee Social Media Policy Don’t share any information about patients Any selling or soliciting donations must be
approved in advance Make it clear that you are posting your
own opinions and not those of your employer (personal accounts)
Don’t publish confidential or proprietary information
Social Media Policy (2)
Posting and viewing social media sites should not interfere with your work
Post to social media sites should not contain any product or service endorsements or any content that may construed as political lobbying, solicitations or contributions
Approved Social Media Networkers should stay within the scope of their role in posting on behalf of the organization
Minimizing Risk
Minimize Risks
Block or throttle streaming media Virus protection at the desktop Firewall preventing incoming attacks Network secure Employees reminded about viruses,
phishing, identity theft
Successful Implementation Collaboration with Marketing,
Communications, HR Facebook – customize, include
videos, invite comments LinkedIn – Recruitment – HR focus Twitter – start with press releases,
meeting announcements YouTube – start with existing videos,
consider flip cam for short interviews
Using Twitter at Conferences Use specific hashtag Assign twitter leads Quote speaker Include photos
– twitpic.comvideos – twitvid.com
Summarize tweets – twitterwall.me
Hosting Social Media Internally
Hosting Social Media Internally
Low cost to entry LAMP or Windows platform Blogs common Wikis on virtual servers External facing – physician blog Internal facing – CEO blog, policy or
reference wiki, social networking Anyone can use or limited by policy Comments open or moderated?
Using Social Media in IT
Using Social Media in IT
CIO blog to communicate vision, strategy
Wikis for technical documentation Social Networking for teams to
manage projects Videos for training Staff profiles to identify
unique skills
CIO Blog
Monitoring Social Media
Monitoring Social Media
What are people saying about your organization?
Who is using your social media sites? How does this compare with the
competition? How much traffic is being driven to
your website? In source (Web team) or outsource?
Monitoring Tools
Twitter search IceRocket.com – blogs, Twitter,
Facebook twazzup.com – updates real time Hootsuite – social media dashboard Klout – rating of social media influence radian6.com – listen, measure, engageMost are free because of open APIs
Social Media & Website Traffic fewer than 1% of website visits came
from a link to a social media page, according to research released by ForeSee Results.
However, 18% of website visitors said social media content--such as a Tweet or a friend's comment on Facebook--prompted them to stop by the URL
Information Week – 4/8/11
How to Measure Engagement Retweets Comments, especially positive Mentions Rate of adding new Followers
Thank you to the staff for taking care of my wife this past week.The study of how music and
the human brain interact is to me so fascinating.
April is Occupational Therapy Awareness MonthIs there an occupational therapist who has made a difference in your recovery? Tell us your story.
Driving Innovation
Driving Innovation
Hear latest news in Health IT real time Community includes news sources,
CIOs, project managers, organizations, etc.
Opinions in ONC, MU, EMRs Direct Messages allow for quick,
private communications Announcements about new products,
deals CMS Adds Hospital-Acquired Condition Data to Consumer Website - http://bit.ly/gc8ZaB
Verizon, Medfx Successfully Test HIE to Share Data on Diabetics
Example – ONC on Twitter
New Social Media Tools 4Square.com – announce location Groupon – online coupons Posterous – new blogging tool Instagram - http://instagr.am/ - photo
journal Trunk.ly – bookmarking solution Quora – ask questions, find answers Paper.li – read Facebook and twitter
like a newspaper Yammer – private facebook for your
organization
Take Aways
Social Media Value To block or not to block? Social media policy Risk assessment Hosting social media internally Using social media in IT Monitoring social media Driving innovation
Quick References Ed Bennett’s list of hospitals on Social Media
ebennett.org/hsnl/ Social Media Policies -
http://socialmediagovernance.com/policies.php
Mayo Clinic Center for Social Mediasocialmedia.mayoclinic.org
#hcsm – tag for Health Care Social Media TweetDeck.com – monitor multiple tags at
once HIMSS Facebook -
www.facebook.com/HIMSSpage
My Social Media Profile
Linkedin.com/in/JohnSharp Twitter - @JohnSharp Blog – ehealth.johnwsharp.com EMR Daily - http://paper.li/tag/EMR
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