prism (professional interest in social media) meetup notes, 2011-06-22

8/6/2019 PrISM (Professional Interest in Social Media) meetup notes, 2011-06-22

1/3

PrISM 6-22-2011

Why are you here? What are some of your challenges?

y How do you find time towork in Social Media?y How to keep up with all of the changes (especially Facebook changes)y How toopen up 2-way communication with customers/readers/whomevery How to get redirect towork properly and send people to the right placey

How to engage people touse my site morey How to get interesting posts to engage peopley When and why to dive intoother social media sites (there are a lot out there)y Convince leadership usage of social media is okay, help make the business case and remove

obstacles

y Podcasting for students - looking for nuggets to sharey ITunes U channel - UT System we need one

o http://itunes.stanford.edu/o http://www.uthouston.edu/itunesu/

y You Tube Channel?We need a standard channel for UTHSCSAo http://www.youtube.com/watch?v=B69IXO8ojO8

y Which social media for our students?

y Build correct audience for your product or servicey How to encourage tentative instructors touse social mediay How touse social media to improve student engagementy How splintered social media seems to bey So much to learn - tools, how to integrate, how touse RSS feeds?y Lingo - what are all of these abbreviations??? Refer tohttp://www.urbandictionary.com/ (be

aware - you may see things youwouldn't say on radio).

y I am a Social Media Troglodyte!y What to recommend for appropriate use in my department?y Best routes for our message - how to "foster the brand"?y W

hat should I prune? How to focus and meet my goals?W

hat am I trying to accomplish withsocial media?

y Outreach strategies - access underserved populationsy Reach out to members

University Health Systems - Social Media Journey

Know that Facebook would be the 3rd largest country in the WORLD if it was a country (so many

members). From a personal perspective, it saves time for busy folks towant tocommunicate with all

their friends all at once.

In July 2010 University Health Systems started theirjourney by doing like other organizations and

creating a "person" for a Facebook page - used "Robert B. Green" and posted nuggets of health

information. There was no interaction. Facebook changed - now youcan "join" without sharing

information using a FAN Page. Think of it as a 2-way conversation on a 1-way street. The fans read all

about us & comment, but don't share their personal info like they dowith their friends.

Decisions they had to make:

yShort posts - decided they would limit a post to 3 linesyLooked at what will actually engage peopleyDetermined what "voice" touse - and be consistent


2/3

PrISM 6-22-2011

yDecided to post consistently (at least 2 per day)yReview any legal or privacy issues and make all aware to avoid any problemsyLooked at how to feed conversation starters vs. plain old brochure copy.

How to address both positive and negative posts? Always thank the positive ones for sharing their story.

For the negatives go ahead and post that we are responding directly to the person and then sent them

a direct message. This allows us to be transparent and everyone who sees the post knows we are taking

it off-site. Be sure to follow through, listen and take actions. Try to turn the detractor into an advocate!

Who gets a Fan Page - need guidelines for new departments to add, if they aren't providing value - pull

them off (first re-direct their fans to the corporate page so you don't lose them)? Set up criteria for who

will get a Facebook page within your organization - no rogue sites allowed for UHS. You may need to

have a governance conversation. UHS will share forms and policy developed. Know that different

departments are out there representing the organization (maybe unknown tous) and are not consistent

with the brand or the message. Work with them; nurture them to help them be successful.

Did all of this with a team of 3 folks. Two people post throughout the day - takes them a few hours each

day. They have weekly meetings to review. In addition they utilize automated notification tools to alertthem to specific stuff. Pick topics for the month ahead of time so not spending time daily tocome up

with topics. They did a promotion to get more friends "Your Ticket to Good Health" and new friends

won movie tickets. Then they created a "Face" for health messaging with "Mrs. Munoz Knows Best"

video spots, cross promoted and resulted in many "quality" fans (check her out - she is delightful!)

Learned 2,000 is the threshold for number of fans for your Facebook page to be really interactive (they

aren't there yet, but close (now at 1,777). Theyve used multiple ways to attract new fans including a

Healthy Videocontest (everyone waited until the last day to submit). Facebook ads - some they used

were very valuable to adding more participatory fans. They had advice from Goodwill on how toutilize

ads.

Posting etiquette evolves; helps to have someone else listen and ask "do you really say that?"

Understand your audience and include appropriate language. Use lots ofLinks, Events, Photos, and

tagging to engage folks. Keep them on Facebook to get the value - don't automatically send them via link

to your webpage (make it available, not forced)

Twitter@univhealthsys

It is really important to follow the "right" people (this takes a lot of time to review, search, add, and

purge) become more active and people will follow (then it will take less time). They provided a Twitter

Camp for people in departmentsjust starting out. They held a Mrs. Munoz Tweet Up over 7,000

people saw it because 10 people were tweeting - the right people came!

Stay Active in the social media community in San Antonio

y Business, Marketing, Professionals http://thebmpr.com/ biggest in San Antonio - monthlytweet up http://twtvite.com/thebmpr

y Social media breakfast http://www.socialmediabreakfast.com/sanantonio/Dell does twitter really well, employees like Joe@Dell(example not a real name)


3/3

PrISM 6-22-2011

Use http://tweet.grader.com/ to see how youutilize twitter (you get a grade so you might track how

you doover time). Their names are:twitter@univhealthsys and Facebook/UniversityHealthSystem

Social Media is not going away!! Search "socialnomics" 2011 on you tube

http://www.youtube.com/watch?v=2uoiXcQ6UEo

UHS Transplant department is doing a greatjob on Facebook, although it is a slippery slope with Patients

- suggest you interact with patients on your "Fan" page not on your "Friend" page to keep the privacy

issue correct. Be sure touse your own "voice" for posting - not that of a consultant, they did an RFP to

find a consultant towork with - ESDN Associates was chosen (convenient since they were already

working with them on other project). Allow social media to become part of marketing mix.

Sources youcan share?

Ragan http://www.ragan.com/Main/Home.aspx

Demographics?

Facebook 75% Female ages 25 - 55

Twitter more organizations than individuals - they are working on getting more individuals

prism (professional interest in social media) meetup notes, 2011-06-22

Documents