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Archive for November, 2011

The NOW Revolution — 7 Shifts to Make Your Business Faster, Smarter and More Social

November 18, 2011 7 comments

Last month, Jay Baer — co-author of The NOW Revolution — 7 Shifts to Make Your Business Faster, Smarter and More Social — shared some great insights at a jam-packed coffee house. Cincinnati Social Media sponsored the event, which attracted a number of PR, marketing, IT and social media enthusiasts. 

Fortunately, I had read his book before the talk — and liked it. (And so had the person next to me on my flight back from the Health Care Social Media Summit in October, at the direction of her boss, who owns an East Coast PR shop!) Jay underscored all of the key points in the book in an engaging talk given from the top of the steps overlooking the group. Here’s his PowerPoint, which he wasn’t able to use due to technical issues.

Here are some highlights:

* We are living in a real-time world, where every customer is a reporter. If you have a negative experience now, you let the world know on Fourquare, Yelp, Facebook, Twitter, Google+, blogs… Complaint letters are quaint practices of the past.

* Companies have got to become faster, smarter and more social. You don’t have much time to verify and contemplate. You’ve got to be quick on your feet.

*  Organizations need to empower their employees to make the right decisions. That’s about culture, not about training.

* Businesses must hire for passion, train for skills.

* If your company sucks, Twitter is not your problem. Social media does not create negativity. It puts a magnifying glass on it.

* Social media is measurable. The last quarter of the book is about metrics. There is no linear relationship between Facebook Likes and business success. 84% of Facebook followers are current customers. As a general rule, you want to measure behaviors.

* How do we as companies get more social? Thank You and I’m Sorry. If you do that, you’ll be in really good shape. 70 % of customer complaints on social media go unanswered. Name the people who tweet on behalf of companies.

* Sales, marketing, customer relations and operations know what is going on. It never gets to PR and Marketing. Use Yammer and e-mail to harvest.

* In social media, you earn the right to promote by being helpful first. The more you sell, the less you sell, in social media.

* Capitalize on real-time opportunities. This requires more people in your organization in social media. Decentralization. It’s OK that every employee is potentially in marketing. The people will make you successful, not your official Facebook page.

* Every company is going to have to be social. Customers will demand that you interact with them in new ways. They’ve got to be faster, smarter and more social to win.

* We will see much more data segmentation. What do our best customers say about us? Etc. Drill down.

I highly recommend that you read the book for more details. Exciting stuff, as we move ahead in this new world of real-time communication.

 

 

 

How to avoid legal issues in social media

November 11, 2011 Leave a comment

Tucked near the end of many great marketing and PR sessions at the Health Care Social Media Summit at the Mayo Clinic last month was this discussion: How to Avoid Legal Issues in Social Media with David Harlow of The Harlow Group and Dan Goldman  and Randy Schwartz from Mayo Clinic.

OK, it might not have sounded as interesting as some of the other sessions. But the trio presented a  thorough and easy-to-understand 60 minutes of helpful info.

They first assured us that you can use social media effectively and stay on the right side of the law. In fact, one  in five institutions are using social media.

New rules are nudging the health care industry to get more social. Accountable Care Organizations (ACOs), a key component of the Patient Protection and Affordable Care Act,  center on patient engagement. Healthcare organizations must be where people live.  They must move existing norms into the online environment. (AMA Policy, Nov. 15, 2010, does this.)  However, the open-book ethic of social media runs up against privacy concerns of healthcare, so the speakers said to adopt a risk management mindset to understand risk and avoid liability. They noted that a patient can release her or his own health info online under HIPAA, but you can’t release someone else’s without permission.

Here are some notes culled from my Twitter stream:

Harlow: You can limit liability by clearly defining roles and responsibilities in social media policies and procedures. Good to scrub your Facebook page and take down inappropriate content every day. However much you may want to talk about individual cases, be super careful even if think have de-identified. Important for healthcare providers to curate to provide good content for patients.

Schwartz: Leadership buy-in important. Share successes and failures. Address IT and Security concerns. Share your guidelines — staff meetings, manager/supervisor meetings, department meetings, newsletters, brown bags… Discuss recurring issues, other guidelines. Make adjustments. Example: Not want providers friending patients. At Mayo, updated policy last week. First was two years ago. Involve HR, Legal, Social Media, Public Affairs

Goldman: There are some risks here, but you can manage those risks. There is risk in all you do. Challenges of social media: reach, blurring of professional/personal lives. Another challenge of social media — a new generation of lifecasters. Expectation of sharing all life details, work. Ethical challenges — Do you really want to be friending your patients? Supervisor? Employees? Control challenges — You may have to tolerate some things you don’t like, especially challenging with HIPAA. Prohibit employees from speaking anonymously or pseudonymously about where they work (FTC endorsement/testimonial), NLRB — Employees have a right to post about working conditions or wages to, or on behalf of, co-workers. Identify who can speak on behalf of your company. Have social media policy training part of new employee orientation, Social media policy best practices — No one-size-fits all. Is a reflection of corporate culture as law.

Hope you found this helpful. I did. Feel free to share any thoughts, or additions.

Doctors share how they use social media to improve health

November 4, 2011 4 comments

OK. I’ll admit it. I get choked up at times when sharing some of the highlights from the recent  Health Care Social Media Summit with others in PR and marketing. It really hits me when I tell them about the doctors and — especially — patients who are using social media to make a difference in the lives of others. Just ask my co-workers. I fought back tears during a lunch ‘n’ learn this week.

On the physician side, I had the great fortune of hearing from four doctors (listed below) who are active in social media in a fascinating 3-hour session.

They participate in social media mainly to provide accurate information about topics ranging from chronic illnesses to public health concerns. They find social media an effective way to build stronger relationships with patients and community members. They have attracted new patients and made existing ones feel more comfortable by establishing and nurturing relationships online. They are careful not to violate HIPAA, by not sharing direct advice to patients, but speaking in general about health-related topics. They share stories about their own families.

They also use social media as a listening tool – for gathering information about their specialty. For example, one of the docs follows a physician on Twitter who regularly shares links to pertinent articles in publications such as the New York Times. Another uses Tweetdeck to follow hashtags such as #hcsm.

For the most part, all of the members of panel do social media on their own, not as part of organization.  (Sidebar: Blogger and social media activist Wendy Sue Swanson, MD, (@seattlemamadoc) of Seattle Children’s Hospital gave a great keynote later. She is paid by her hospital to do social media and magazine writing part of her work week – two days a week as a consultant.)

Twitter appears to be top choice of docs due to time efficiency – followed by blogs, LinkedIn and videos, which can be time-savers when used to answer commonly-asked-questions. They reserve personal Facebook pages for family and friends. None mentioned Google+.

Here are a few highlights of their remarks:

Mark Katz, MD, (@subatomiicdoc) of Saints Medical Center uses social media to help patients with their cancer experience. Spends most of time on Twitter, LinkedIn. Found  Digg very helpful until this service changed . If were to start now, would not have used Yahoo! Answers to respond to questions.  Social media for physicians has to be intrinsic, not for pay, Took vacation time to do this and other social media talks.

Mark Ryan, MD, (@RichmondDoc ) Richmond, Va., family doctor who works with underserved patients and communities. Social media is a public health tool that allows you to share information on your schedule, instead of at health fairs, community presentations. Likes Twitter.  Doing social media in off hours is chance to express self and educate at same time, Find and create a “core group” of social media evangelists to help organization education. Helps non-profits with social media. Skills on individual accounts not same as for an organization.  Has to set time limits so social media doesn’t impinge on family time. Audience grew organically by joining conversations,

Christian Sinclair, MD, (@ctsinclair) Palliative Medicine Doctor-@KCHospice, Editor-@Pallimed, Founder @AdAstraSKC. Social media helps create more educated patients. Meet docs where they are when trying to explain the merits of their possible involvement in social media. Don’t impose social media on them. Can get referrals due to familiarity built through social media. Contribute, cultivate over time. Quality content published at least 2/3 times per week built blog audience,

Jennifer Shine Dyer, MD, (@EndoGoddess) (formerly with Nationwide Children’s Hospital in Columbus). Majored in journalism. Developed an app for diabetics — technology must provide trigger or reminder, information, motivation. The thing that drives her to do social media is helping people and making a difference in this world. “I keep really clean boundaries about when I do (social media),” she says. Can be like an addiction. Social media takes her an hour a day, cumulative.

Meanwhile, in the audience, Mike Sevilla,MD, of Youngstown. (@drmikesevilla) tweeted and status updated away to his many followers.

It was an honor to be in their presence. I am so thankful to Catholic Health Partners, my employer, for giving me the opportunity to attend the Summit. It’s no surprise to me why CHP was named one of the 2011 Best Places to Work in Greater Cincinnati today by the Greater Cincinnati Business Courier.