michelle facebook presentation latest version managing a facebook page
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Managing a Hospital Facebook page
Michelle Murray, Assistant Web Site and Facebook Editor
University of Maryland Medical Center
Health 2.0 STAT – May 12, 2011
About UMMC / UMMS
University Of Maryland Medical System
Eleven hospital system
App. 1,800 beds
University Of Maryland Medical Center
731 Beds
36,500 inpatients / 600,000 outpatients
www.umms.org
www.umm.edu
Page 3
UMMC Goals for our Facebook Page
Enhance and enable “Word of Mouth”
Raise awareness of UMMC’s programs & people
Establish UMMC as a trusted source
Build community by providing a forum for patients, employees, doctors, others with ties to UMMC to share stories and comments
Provide perspective/expertise on important & timely health topics
Customer service: another point of contact for our customers
Routine Facebook Posts/Activities
Patient Stories
Videos
Medical Center blog posts
Links to media stories
Links to existing web content
General health information and tips
Health events and seminars
Respond to questions and complaints
Maximize positive comments to create patient success stories or videos, blog posts, other Web site content, etc.
Page 5
Facebook.com/medcenter
Over 10,000 Fans
Tools/Features:
Newsfeeds
Videos
Ask the Expert
Events
Discussions
UMMC Blog page
A Typical Facebook Interaction: responding to a question.
Is there any advice anyone can give me to ease my fears?
A Typical “Cry For Help”
Responding quickly can bring good results
“Thank you for all of your help. UMMS is the Best.”
3:25p.m.Help requested
3:51 p.m. UMMC Responds
4:58 p.m. Patient follows instructions for further assistance.
Issue resolved in 1 ½ hours
“My daughter was just in the peds ER for over 7 hours for something that should have been routine. I have never been treated so badly in my life.." – Facebook wall comment
Turn a negative into a positive
Maximizing positive comments: turning a fan post into patient success story
Solicit Feedback
“Are there any doctors you’d like to thank today?”
UMMC Facebook Patient Support Group
New feature, just launched April 2011
3 Support Groups
34 members
Offers patients a chance to interact with each other and offer support in private group environment
Positive patient response
Easy to create and manage
Web Team team oversees as second administrator
Facebook Tips
Monitor page constantly
Post engaging content at least 2-3 times a day, no more than that.
Respond promptly to user questions/comments, both positive and negative- engage with your audience
When responding to a negative comment, respond promptly and direct person to the appropriate help.
Don’t be afraid to ask questions/solicit feedback about your page and Web site, etc. Many times fans will respond with good suggestions
Share Patient Stories
Reuse Existing Web Content – Lists and stats can make good posts
Use Video and Photos to provide more visual interest.
Thank You
Michelle Murray
Assistant Web Site and Facebook Editor
University of Maryland Medical Center
410-328-7660
Facebook.com/medcenter