Keeping Ahead of the Curve Part 2

Social Mediaby Connie Crosby

Crosby Group ConsultingCADTH 2012 Symposium Workshop

Ottawa, April 15, 2012

Agenda

• Social Media Overview

• Healthcare Examples

• Planning Framework

• Risks & Policy

Social Media Overview

Apollo 11 Mission Image - 1969, from NASA on The Commons

http://www.flickr.com/photos/nasacommons/5052744574/in/set-72157625096855580

Facebook

Sources: Facebook, August 2011and Inside Facebook, June 12, 2011

• 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

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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

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LinkedIn

• “world largest professional network”

• more than 120 million members

• Canada: 4 million members

Source: LinkedIn, August 2011

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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 20117

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

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Google+LinkedIn

TwitterFacebook

YouTube

Use in Canada(millions of users active in the past month)

Note: data from various sources9

Organizational use (examples)

Facebook11

Facebook

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LinkedIn

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LinkedIn

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Twitter

YouTube (video)16

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Twitter

Google+

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Blogs

Flickr: The Commons20

Smithsonian Institute on Flickr21

Wikis22

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Wikis

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Social bookmarking

Delicious - stacks

RSS (feeds) / XML26

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RSS feed example

RSS feed example29

• monitoring

• re-feed to other websites

• combine and filter for specific feed

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• blogs

• news sites

• alerts from Google and others

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Monitoring tools - Google Reader32

Planning Framework

Learn

• Use social media yourself

• Study relevant case studies

• Educate senior executives

• Hear from practitioners

• Explore the latest trends

Engagement

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

Engage in Conversation

• Enter the conversation

• Provide relevant content

• Add value to communities

• Engage with influencers

• Respond positively

Measure and Refine

• Set relevant measures of success

• Monitor measures

• Capture and communicate success stories

• Report to senior executives

• Refine your strategy measures

Strategy Development

Prioritize Objectives

• Improve customer engagement

• Enhance brand and reputation management

• Accelerate customer-driven innovation

• Attract talented employees

• Increase sales

Establish Governance

• Identify opportunities

• Understand risks

• Clarify risk of NOT engaging

• Set clear social media policies

• Communicate policies internally

Define Activities• Define first and subsequent phases

• Target initial platforms

• Identify resources required

• Establish responsibilities and time commitment

• Link to offline marketing activities

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

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

Risks & Policy

Privacy & new technologies

• 48% of Canadians “somewhat concerned”

• 42% “very concerned”

• identity theft identified as biggest concern

Source: Canadians and Privacy report, Ekos, 2009http://www.priv.gc.ca/information/survey/2009/ekos_2009_01_e.cfm#sec4_3

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• 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

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What risks are you concerned about?

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

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

More

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

Policy - employee guidelines

• identity transparency

• personal responsibility

• confidentiality

• common sense

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Policy - best practices for organization use

• tone, quality

• trust-building

• oversight; escalation and resolution

• staff training

• HR use

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Social Media Guidelines Checklisthttp://www.charleneli.com/resources/social-media-policies-

directory/

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socialmedia.policytool.net

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

Effective Blogging for Librariesby Connie CrosbyThe Tech Set series,Neal-Schuman Publishinghttp://www.neal-schuman.com/ebl

Available in Canada via the OLA Storewww.accessola.com/olastore/

Connie CrosbyCrosby Group Consulting

http://crosbygroup.caconnie@crosbygroup.ca

@conniecrosby@crosbygroup416-919-6719

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Thank you!