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Using Social Media to Build andMaintain a Successful Practice,
Connect with Clients, &Advocate for Mental Health
Nathan C. Gehlert, Ph.D. CandidateLoyola University Maryland
Presentation TopicsPresentation Topics Importance of social media in advertising
Shift in the activities of our clients online
Define social media and contrast it with old forms
of advertising
Review the different forms of social media
Steps you can take to start using social media
Template for using multiple social media platforms
Ethical considerations
Future of social media in the counseling profession
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How social media is changing the worldHow social media is changing the world
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
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What is social media?What is social media? an umbrella terms that defines the
various activities that integratetechnology, social interaction, and theconstruction of words, pictures, videos,and audio.
~ timetogetsocial, youtube.com
Why should I care?Why should I care?1. Social media is the #1 online activity
2. 2/3 of the global internet population visits social
networks.
3. Time spent on social networks is growing at 3x the
overall internet rate (accounts for 10% of time)
4. The internet is the most influential source in helpingconsumers make purchasing decisions
5. Your competition is already doing it.
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Why should I care? (cont.)Why should I care? (cont.)6. Because the next 3 billion consumers will accessthe internet from a mobile device.
7. Facebook is now the operating system of the web.
8. Twitter will have 1 billion users by 2012.
9. One-way marketing is dead.
10.Almost all social media is free.
~ timetogetsocial, youtube.com
ee--PatientsPatients individuals who are equipped, enabled,
empowered and engaged in their health andhealth care decisions.
health care ought to be an equal partnershipbetween e-patients and health professionals andsystems that support them.
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ee--Patients:Patients: Some StatisticsSome Statistics 93% said that it was important that the Internet
made it possible to get the medical informationthey needed when it was most convenient forthem.
92% said they found useful medical information.
83% said it was important that they could get morehealth information online then they could getelsewhere.
81% said that they learned something new.
72% searched for medical information just before orafter a doctors visit.
70% said the information they found influenced theirmedical decisions http://www.e-patients.net/e-Patients_White_Paper.pdf
An Obligation toAn Obligation toParticipateParticipate Only 25% of people searching for health information
online verify the reliability of the source and 58% of
people will make a self-diagnosis from onlineinformation . (healthdialog.com)
Proliferation of inaccurate health information online
Counselors need to:
a. Share and create reliable resources
b. Address misleading claims
c. Help clients understand issues accurately
http://www.softwareadvice.com/articles/medical/social-media-can-improve-healthcare-but-are-doctors-holding-us-back-1030411/
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EE--Patients: EmergingPatients: EmergingOpportunities for CounselorsOpportunities for Counselors
1. Social media represents an opportunity forcounselors to market themselves and advocate fortheir ideas
2. There is a need in social media for relevant,credible, and accurate information about issues
relating to mental health
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Types of Social MediaTypes of Social Media
http://y-desygn.com/ydesygnblog/?tag=social-media
FacebookFacebook
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TwitterTwitter
Differences Between StaticDifferences Between StaticWebsite & Facebook / TwitterWebsite & Facebook / Twitter People have to find and visit your website
With Facebook and Twitter your content is deliveredright to the user.
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YoutubeYoutube
WikipediaWikipedia
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Patients Like MePatients Like Me
Old ModelOld Model
Storytelling
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Old Model vs.Old Model vs.
Seth Godins ModelSeth Godins Model
www.ted.com/talks/lang/eng/seth_godin_on_the_tribes_we_lead.html
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Seth Godin on the tribes we leadSeth Godin on the tribes we lead
Tribes: its about leading and connecting people
o They are everywhere
o They are becoming more global
Key Features:
o Create change because the people in themwant to connect around an issue
o Not about mass products or messages
o Made up of true believers
Benefits of Building a TribeBenefits of Building a TribeBuilds Trust
You can Offer your services because you are the
Perceived expert
Gives you Outstanding visibility
Increases Familiarity
Makes you credible
Increases referralsBuilds New relationships
Demands higher prices
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Benefits of Building a TribeBenefits of Building a TribeBuilds Trust
You can Offer your services because you are the
Perceived expert
Gives you Outstanding visibility
Increases Familiarity
Makes you credible
Increases referrals
BuildsN
ew relationshipsDemands higher prices
~ UpsideDownIceberg, youtube.com
First StepsFirst Steps1. Start Small
2. Find interested people (your Tribe)
3. Provide quality content
4. Capture their information
5. Stay in touch
Remember, pick yourself instead of waiting to get
picked.- http://sethgodin.typepad.com/seths_blog/2011/03/reject-the-tyranny-of-being-
picked-pick-yourself.html
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Advanced StepAdvanced Step Purchase target ads
o Google AdWords
o Facebook Ads
Building ReferralsBuilding Referrals
Multi-pronged approach
Develop content that people find when searching,googling online want to be found by people whowould fit into your tribe.
Develop content relevant to other professionals inyour field.
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Connecting with ClientsConnecting with Clients Develop content that is relevant to your tribe.
o Book reviews
o Links to articles
o Blog posts written by you
o Community resources
AdvocacyAdvocacy
Use social media to get information in front of allyour networks.
Connect with (aka follow) stakeholders to increasevisibility of yourself and your message.
Connect with decision makers for the purpose ofdirect advocacy.
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9 Tips for Quality Content9 Tips for Quality Content1. Make your opinion known
2. Link like crazy
3. Write less: 250 words is enough
4. Make headlines snappy
5. Write with passion
6. Edit your post
7. Make your content easy to scan
8. Be consistent with your content and style
9. Use keywords
http://www.problogger.net/archives/2005/12/30/tens-
tips-for-writing-a-blog-post/
Social Media TemplateSocial Media Template Professional-looking website: THE HUB
o With blog aim for one post per week.
Facebook professional page.
o 1st invite everyone you know to follow you.
o Add Facebook details to marketing material andinvite clients to follow you (be sure to explainhow professional pages work)
o Great for micro blog postso Link to your website every time you post
o Use pictures
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Social Media TemplateSocial Media Template (cont.)(cont.) Twitter account, configured so that your Facebook
posts are automatically posted to Twitter.
Up-to-date Linkedin Profile
Bonus:
o Create your own Youtube channel
o Get active on community llistservs
o Write articles for Wikipedia or Scribd
Ethical ConsiderationsEthical Considerations
Separate professional and personal personas anduse appropriate privacy settings
Address social media guidelines in your privacypolicy, and /or personnel policies
Inform clients upfront that you will not acceptfriend requests from them. Explain that this is toprotect the counseling relationship and confidential
client information
Dont post inappropriate pictures or information onyour personal social media sites
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Ethical ConsiderationsEthical Considerations (cont.)(cont.) Avoid defamatory remarks online about anyone
Dont document information from the clients onlineprofiles/information without their consent
Consider the ethical implications of looking atclients online information without being invited
Whatever appears online should be consideredpermanent it may be there forever!
Social media advances faster than guidelines
~ Bertram & Wheeler , 2011
Whats Needed inWhats Needed inCounseling FieldCounseling Field
Clearer ethical guidelines
Training on use of social media
Embrace social media in education programs
Greater participation from counselors
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The Future of SocialThe Future of Social
Media in Our ProfessionMedia in Our Profession Emergence of new tools to help counselors and
health professionals communicate with each other
Reviews of counselors (similar to Yelp)
o Enable consumers to make informed decisionsabout their treatment
o Increase level of accountability for counselors
Proliferation of mobile apps for:
o e.g. Symptom & treatment management
ConclusionsConclusions Social media is THE technology shifting how
counselors need to market themselves &their ideas
E-patients turn to social media for healthinformation which informs their medical decisions
Counselors can utilize social media to connect withprospective and current clients and to advocatefor the counseling profession
Most social media is free, and developing a socialmedia presence takes little time and little ongoing
commitment its fun!