how hfma teams can use social media to be more effective
DESCRIPTION
How HFMA committee teams can use social media to be more effectiveTRANSCRIPT
HOW HFMA TEAMS CAN USE SOCIAL
MEDIA TO BE MORE EFFECTIVE
Lisa Crymes, Director Product Management Emdeon
2010-2011 Social Media Committee Chairperson
2010-2011 Education Content Committee Joint Chairperson
September 2010
GE
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Document
Objective
I. Rationale
II. Plan
III. Execution
HFMA Georgia Chapter Proposed Social Networking Strategy
Document Content: The purpose of this document is to highlight the rationale and strategy for developing and executing a social networking strategy.
This session will provide:
Rationale
An Overview of Social Networking, including what is it and why you should be listening
Examples of how HFMA national and others are effectively using social media
Plan
Execution plan and recommendations
Guidelines
Which Social Media tools are there, which ones are best to use
Personal and Professional uses for social networking
Execution
How Georgia Chapter Teams can use Social Media to extend their outreach
MY NAME IS LISA CRYMES, AND I’M A GEEK
@lisacrymes
http://www.linkedin.com/in/lisacrymes
http://www.facebook.com/lisacrymes
You can also follow me on
Foursquare
Blogger
Digg
Google Buzz
SOCIAL NETWORKING RATIONALE:
AN OVERVIEW OF SOCIAL NETWORKING,
INCLUDING WHAT IS IT AND WHY YOU SHOULD BE
LISTENING
GEORGIA CHAPTER’S MARKETING/SOCIAL
NETWORKING HISTORYSTRONG HISTORY OF LEADERSHIP AND EXCELLENCE
Where we Succeed
Georgia Chapter leads in many areas across HFMA today Volunteer participation
Quality of Programs
CPAR
..and much more!
Chapter has made great progress in Marketing/Communication efforts Website – Update to date, Great
layout
Email Blasts delivery announcements
Scroll
Launched Facebook Group (2008-09) Over 100 members
Launched LinkedIn Group (2009-2010) Over 160+ members
Communication Council Focus for 2010-2011
Coordination and consistency of messages and updates
Develop standards (branding, etiquette, etc)
Perception throughout Healthcare Financial industry in Georgia that the chapter has access and provides up to date information on industry news, position on legislation, etc. Institutes, Scroll and Website is not current enough
SOCIAL MEDIA OPPORTUNITIES TO EXCEL
Recent National leadership presentation on using Social
Networking
Only 32% of attend chapters attending call (160
registered) are actually using LinkedIn
Only approx 20% are using Facebook
4% Twitter
Expanding our networking both personal and professional
relationships
Are we reaching all members? What about non-members?
Growing membership
THE NEW WORLD OF SOCIAL NETWORKING
RATIONALE:
WHO USES SOCIAL NETWORKING?HOSPITALS USING SOCIAL MEDIA TOP 4: YOUTUBE, TWITTER, FACEBOOK, BLOGS
300 hospitals = 6% of all
hospitals
RATIONALE:WHY SHOULD WE USE SOCIAL NETWORKING? HOW CAN THE CHAPTER
BENEFIT FROM USING?
Marketing /Communications
“Free” Marketing tool.
Use to strengthen existing relationships.
Promote Chapter Events and education regarding chapter and
resources.
Membership
Recruit new members. Market Chapter Events and education
regarding chapter and resources.
Networking
Informal outreach blends the personal and professional
relationships.
Build new relationships
Bottom-line is we want to continue to Step Up and prove “We’ve
Got Your Back”!
Execution Plan
PL
AN
Plan: Chapter
Social
Networking
Plan - allows
for consistency
and leads to
success
Plan Details
2010-2011 Social Networking Committee Formed (Communications Council)
Objective: New Team is responsible for driving social networking strategy by using the social media tools and promoting and education use among the chapter and councils.
Consistency
Logo, branding, guidelines
Education
Educate chapter and teams on value of using and participating
Participation
Get members and teams to participate. Assign certain members to an area (events, discussions, etc)
Post events
Participate in discussions
Link website to social media sites
Stream data from sites to website
Divide and conquer (but be consistent)
Track metrics
Advertise (Website, Scroll, Blasts, other social media sites)
Monitor
Establish monitor/facilitator for each social media tool and assign tasks
GE
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Objective is to
define standards
that will be used
across all of the
chapters social
media networks.
Georgia Chapter Social Networking Guidelines
i. Description of Chapter: The Georgia Chapter HFMA is the
professional resource of choice for the healthcare financial industry in
Georgia. The group allows members to excel in healthcare financial
management by promoting personal and professional development
with education, information, networking and leadership. For more
information, please visit http://www.georgiahfma.org/.
ii. List current leadership, names and titles and contact information
iii. Establish and Post Etiquette Rules: (LinkedIn and Facebook)
We encourage everyone to participate in this group, but keep in
mind proper etiquette. This group is moderated and users who
abuse their membership will be blocked/banned from the group.
Group discussion spam should be avoided
Unsophisticated sales pitches in the group discussion or status
sections.
Unprofessional responses or discussions in the open forums
Post any job advertisements in the LinkedIn Group Jobs board
section.
iv. Use Chapters approved logo (on National Site)
v. Chapter should be listed as Georgia Chapter HFMA
i. Designate monitor/facilitators(s) : Purpose of facilitators is to monitor
Sites, start discussions, approve requests, post updated events, and
information
ii. Controlling access: HFMA National, allows anyone into their groups
based on the guideline that exposing non-members to our
organization only works to increase participation. The discussion
boards are a great place to converse about chapter events, industry
news, or other potential topics. Recommendation is that Georgia
Chapter follows the same principals.
APPROVED LOGO’S
Download from Leadership Tools - HFMA.org
SCOPE: WHICH TOOLS SHOULD WE USE?
Initially focus on the following social media tools
http://www.facebook.com/#!/pages/HFMA-Georgia-
Chapter/204488509104?ref=ts
http://www.linkedin.com/groups?mostPopular=&gid=19
15731
@georgiahfma
WHICH SOCIAL MEDIA TOOLS ARE THERE, WHICH
ONES ARE BEST TO USE
FA
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Best for:
Facebook is a
social networking
site dedicated to
non-business
relationships. It
has recently,
however, launched
Facebook Pages,
which were
designed for small
businesses.
Facebook Strategy
i. Follow established guidelines and make changes as needed
ii. Moved from a Page to a Group
Benefits:
Give you status update potential
Pages don’t reflect the administrators personally
Can be more easily modified
Somewhat tougher security
iii. Build a fan base: Get more members to become fans.
iv. Assign a moderator/facilitator
Meghan Lynch - Primary
Lisa Crymes - Secondary utilize your status updates
Enable message boards, photo, and video sharing and wall posts
Add applications, Twitter feed
Create events and keep updates current
Scholarship opportunities are perfect for Facebook
Engage other members to post Anyone can post!!
FACEBOOK – GETTING STARTED
Join
Create a Profile
Use Facebook
privacy
especially if you are
using professionally
and personally
Teams
Post events
Post pictures
Start discussions
Send announcements
CURRENT PAGE
LIN
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Best for: LinkedIn is the professional social network where users post online resumes and establish business relationships. It allows you to create groups, which is ideal for an HFMA chapter.
The group functions allow for posting of discussions, news, and jobs. You can even create subgroups for certain committees. This tool allows everyone in the chapter to communicate remotely and asynchronously.
LinkedIn Strategy
i. Follow established guidelines and make
changes as needed
ii. Education and encourage participation
iii. Consider using Subgroups (Patient Access,
Revenue Cycle, CFO or chapter business)
iv. Moderator/facilitator
Lisa Crymes
i. Facilitate discussions and look for any
misuse
ii. Approve invitations
iii. Move post to the appropriate location (jobs
to job board)
iv. Keep information current
v. Consider creating experts to monitor “forums”
– similar to National.
TIPS FROM NATIONAL ON
HOW TO USE LINKEDIN
Brand it with your chapter logo
Use the news feed
Start discussions related to chapter
events/publications
Post events and link to them via news
LINKEDIN FOR PROFESSIONAL
NETWORKING
POWER OF LINKEDIN NETWORK
GROUP DISCUSSIONS
Relevant
Can be sent to your email
Keeps you connected
Join the discussion to
build relationships
ATTEND EVENTS
Many group’s events
only
promoted now
through
social media
Informative way to
learn
new information
outside
the four walls of your
office
OTHER THINGS YOU CAN DO
Job Searches Research Companies
RESEARCH
Research:
- Job Candidates
- Vendors
- Potential Speakers
LINKEDIN GROUPS
How to get started and how to manage
GETTING STARTED
Personal Profile
Build Profile
Additional Tips:
http://mashable.com/2
009/07/27/linkedin-
personal-brand/
Invite connections
Join Groups
Setup subgroup
(Can be a subgroup to
HFMA group, or a new
group)
Decide if it is open or
closed
Setup
messages/templates
Check on a regular basis
Be consistent with
updates
SEARCH
Click on JOIN GROUP
CREATING A GROUP - HOW DO I CREATE A
GROUP?
To create a group (of which you will be the owner) take
the following steps:
Click on "Create a Group" from the "Groups"
dropdown menu (found in the top navigation bar of
the home page).
Follow the instructions to browse and upload a
group logo.
Enter your official group name.
Choose your group type from the drop down list.
Alumni Group - membership often composed of
former members of schools, universities,
fraternities or sororities.
Corporate Group - membership often composed
of current or past employees from the same
company.
Conference Group - membership often
composed of people attending the same (or
similar) trade shows or conferences.
Networking Group - membership often
composed of people with networking as one of
its primary goals.
Non-Profit Group - membership often composed
of people in support of a similar cause or value.
Professional Group - membership often
composed of people with similar industry
interests.
Other - groups that fall outside of one of the
above group types.
Enter a brief summary of your group and its purpose for display in the Groups Directory. Information here is limited to 300 characters and will be visible by group and non-group members.
Enter a full description of your group for display on the group page. Information here is limited to 2000 characters and will be visible by group and non-group members.
Enter the website for your group.
Enter the group owner email address which may be used for potential members to contact you.
Check the box if you would like to display your group in the Groups Directory.
Check the box if you would like group members to be able to display the group logo on their profiles.
Check the Location box if your group is based in a single geographic location.
Check the box to confirm you have read and accept the Terms of Service.
Click on 'Create Group' to complete
CREATE A SUBGROUP-HOW DO I CREATE A
SUBGROUP?
A subgroup is a more tightly focused arena for professional discussion and interaction within and for the members of an existing LinkedIn group. Managers of groups can create subgroups by following these steps: Click on "Groups" found in the top navigation bar of the
home page. This will take you to the "My Groups" page.
All Group managers can setup subgroups
From the "Go to" list under the appropriate group, select "Manage" (only managers and owners have this option).
Click on "Create a Subgroup" in the left navigation section under "Manage Group".
Choose the information and settings you want for this subgroup and click the "Create" button.
SUBGROUPS
TIPS
• Provide an overview of the group (objective/purpose)
• List key contacts
MANAGING GROUPS
MANAGING GROUPS - TEMPLATES
Welcome message
informs potential
members of chapter
and how to join but
also states etiquette or
rules
SETTING UP TEMPLATES
MANAGING GROUPS/SUBGROUPS
NEWS FEEDS
RSS feeds:
Blogs, News articles,
Twitter lists, etc
LINKEDIN GROUP TIPS
Should group(s) be
private?
TW
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Best for: Twitter is a popular short-form social networking site where authors post updates 140 characters at a time. This can work as a sort of news feed for associations and help you disseminate information quickly. Its web site is easy to use and its compatibility with mobile devices gives you extra accessibility.
“As a social network, Twitter revolves around the principle of followers. When you choose to follow another Twitter user, that user’s tweets appear in reverse chronological order on your main Twitter page.” Source: Time Magazine http://mashable.com/2009/06/04/time-magazine-twitter
Twitter Recommended Strategy
@georgiahfma
Why?
National is already there!
Other Chapters starting to explore (TN, FL)
It’s Free Marketing/PR
Moderator/facilitator
Lisa Crymes - Primary
Meghan Lynch - Secondary
Facilitate discussions and look for any misuse
Approve invitations
Move post to the appropriate location (jobs to job board)
Keep information current
Follow industry leaders
Block spam
Answer messages
Tweet Events or important news or information
FYI: Visitors to your Twitter feed don’t have to be signed up to the site, but to be official followers (who receive each of your updates on their Twitter page), they will have to sign up.
WARNING!! WARNING!!
Socialtis?!
Avoid the overload
Learn out to disconnect
Listen only
NEXT STEPS
Get started
Ask for help
Reports on if Social Media working for us? –
statistics, growing members, etc.
THANK YOU
MY NAME IS LISA CRYMES, AND I’M A GEEK
Twitter @lisacrymes
http://www.linkedin.com/in/lisacrymes
http://www.facebook.com/lisacrymes
Foursquare
Blogger
Google Buzz
Mobile 678.428.4454
ADDITIONAL RESOURCES
RESOURCES
Official HFMA Groups on LinkedIn: HFMA Group
HFMA CFO Forum Group
HFMA Revenue Cycle Forum Group
HFMA Healthcare Compliance Forum Group
HFMA Managed Care Forum Group
HFMA Medicare Payment Forum Group
HFMA Physician Alignment Forum Group
HFMA Student & Faculty Network
Resources/Additional Reading
http://mashable.com/
http://mashable.com/2009/08/14/facebook-networking/