#winning at social media - home | phca...2016/07/14 · •don’t be too defensive. •invite them...
TRANSCRIPT
#Winning at Social Media
Rachel Reeves
NCAL Director of Communications
Agenda
Part One
Social Media Explained
Who’s Using It?
How are They Using It?
• Residents & Families
• Staff
Where Does Your Facility/Company Fit In?
Part Two
Why Do It?
Am I Ready?
Risk vs. Reward
Effective Posting
Analyzing Your Success
Social Media Explained
What Is Social Media?
Websites and apps that enable users to:• create and share
content
• connect and collaborate
• engage in interactive dialogue
• participate in social networking online
140 character limit
Can contain text, photos, and videos
Reply: comment on a Tweet
Retweet: share a tweet with your followers. You can add your own thoughts before you share it.
Favorite: let the author know you like a tweet
Connect and share with your family and friends online
See updates and posts from friends
Share photos and videos with friends
Share information on your profile page
Invite friends to join groups and events
Chat with available friends
Play games and use applications
Connect with businesses and celebrities
Google+
Social network that builds off Google accounts
Post photos and status updates to the stream or internet based communities
Group different types of relationships into Circles
Multi-person instant messaging, text and events, location tagging
Video chat called Hangouts• Hangouts on Air – publicly viewable,
invite people to join
+1’ing a post = “liking” the post
Yelp
Community-driven review site
Star reviews – out of 5
Comments
Newly added for hospitals and skilled nursing centers: Medicare data
Photo sharing mobile application
Choose filters to transform your photo
Share photos on multiple platforms at once (Facebook, Twitter, Flickr)
Specify your location with your photo
All photos are public, unless an account is made private – then only available to your followers
YouTube
Discover, watch and share originally-created videos
Subscribe to channels
Like, dislike and comment
Build playlists of favorite videos
Leading professional network
Connect with colleagues and classmates
Discover professional opportunities, business deals, and new ventures
Get the latest news, inspiration, and insights
Build your professional brand/market yourself in your field
Add “connections”, join groups, ask for recommendations from previous employers or professional contacts
A visual take on the social bookmarking site
Upload, save, sort and manage images – known as pins(bookmark) – and other media content through collections known as pinboards
Repin – share someone else’s pin
Snapchat
Photo and video messaging app
Snaps: Photo or video that only lasts 1-10 seconds before they disappear forever
Though you can take a screenshot of snaps to save them
Your “Story” – a 24-hour collection of your photos and videos, which you can broadcast to the world or just your followers
#hashtags
A type of label or metadata tag used on social network and microblogging services
Makes it easier for users to find messages with a specific theme or content
Place the hash character (#) in front of a word or unspaced phrases, either in the main text of a message or at the end
Searching for that hashtag will present each message that has been tagged with it
Websites that support hashtags:• Facebook• Flickr• Google+• Instagram• Twitter• Pinterest
Who’s Using It?
Who’s Using It?
76% of all internet users are now active on social media
In 2014, 52% of online adults use two or more social media sites• Up from 42% in 2013
Source: Pew Research Center
How Many Users
Facebook – 1.59 billion users
Twitter – 1 billion+ users
Google+ – 1 billion users
Yelp – 100 million reviews
Instagram – 400 million active users
YouTube – Over 1 billion users
LinkedIn – 400 million+ users
Pinterest – 176 million users
Ownership and Active Usage
Source: Global Web Index summary, Jan 2015
Fastest Growing Channels
Source: Global Web Index summary, Jan 2015
How Are Residents & Families Using It?
Residents & Families on Social Media Connecting with old friends and family
Connecting with the facility • Learning more about it
• Posting online reviews
Citizen journalism
Ideas to Increase Your Customer Experience Free WiFi
Computer stations or laptops and tablets• Assistance/training with Google, Facebook, games, etc.
Skype vs. long distance calls
Connect with the local community
Google+
Yelp
Review Websites
Responding to Negative Comments Social media is a two-way conversation
Negative comments are a risk, but it’s how you handle it.
Steps on Responding to Negative Comments Stay calm
Respond (privately)• Introduce yourself. • Thank them for the comment/feedback.• Apologize. • Acknowledge their complaint, and explain what you’ve done to
address the problem.• Don’t be too defensive. • Invite them to return.
Respond (publicly)• It’s not an opportunity to nitpick the comment, but to demonstrate
to would-be customers that you’re on top of your customer service.
How Would You Respond?
A disgruntled family member of a resident/patient who left your facility over a year ago posts this on your Yelp page:
“They promise you everything and
they give you nothing.”
Citizen Journalism: Assume You’re Being Recorded
Consumers are Getting More of Their News on Social Media
How Are Staff Using It?
Employees are Likely Using Social Media Personally
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
16 to 19 20 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 yearsand over
Number of Long Term Care Employees, by Age
Residential care facilities, except skilled nursing facilities Nursing care facilities (skilled nursing facilities)
Source: Bureau Labor Statistics, 2015
Staff Have Rights on Using Social Media National Labor Relations Act
• Protects rights of employees to act together to address conditions at work, with or without a union
• Extends to certain work-related conversations conducted on social media
• Employer policies cannot prohibit activity protected by federal labor law, such as discussion of wages or working conditions among employees
But They Must Adhere to HIPAA
Tips for Mitigating Your Risk Policies
• Have a social media policy that protects not only the residents and patients, but also the employees and the care center. o Define what employees can or cannot do on social media - a “code
of conduct” that clearly defines what the center expects from its employees when it comes to online behavior.
• Review and update existing social media policies frequently.
Training• Train new employees during orientation; but also existing
employees periodically about its privacy and social media policies.• Training should clearly articulate the center’s process for
monitoring and/or taking corrective action against individuals who inappropriately use social media.
• Prominently post the center’s social media policy and procedures for residents, families, and staff.
AHCA/NCAL Tools to Ensure Patient Privacy Social Media Guidance Document
• Template social media policy
Best Practices for Social Media
https://www.ahcancal.org/News/Pages/SocialMedia.aspx
Where Does Your Facility/Company Fit In?
It Affects You
What happens in your facility could go very public.
It could shape your reputation or brand. • Which shapes the reputation of the entire profession.
You could be held responsible.
Why Do It?
Opportunity to Reach Your Audience Twitter
• The average Twitter user follows 5 or more businesses. • Over a third (37%) of Twitter users will buy from a brand they
follow.
Facebook• Nearly half (48%) of all online adults 65 and older use Facebook
o 31% of all seniors
• 70% of Facebook users engage with the site daily
Google+ • 53% of interaction between a Google+ user and brand is positive
Yelp• 90% of Yelp users say positive reviews impact their buying choices
Opportunity to Reach Your Audience Instagram
• Fastest growing demographic: 55-64 year olds
YouTube• Over 6 billion hours of video is watched per month
LinkedIn• Over 39 million students & recent college graduates on
Pinterest• 85% of users are female
Why Do It?
Today’s world offers and encourages multiple ways to communicate.
Consumers no longer search for products and services. They will find the consumers.• 50% of shoppers have made purchase decisions based on a
recommendation through a social network
There may be a conversation going on about you online. Do you want to be part of it?
Am I Ready?
Understand Its Purpose
Not the destination
Set of tools
Reflective of your company’s/community’s image
Use it to your advantage• Residents in the Spotlight
• Innovation at your company
• Consumer information
Where to Start
What is the size of my facility or company?• Dedicated staff
• Potential audience reach
What do I want to accomplish?• Marketing my community(ies)
• Keeping current consumers and stakeholders updated
• Advocate for the profession
Not Online? Get Things Started
Look for your business on Facebook, Google+, or Yelp
Claim your business
Get things started with basic information and encourage positive reviews
Google+ is Connected to Google Search
Have a Plan
Join a site because you and your consumers will use it, not just because it’s popular nationwide
Identify who will manage your social media sites
Set SMART goals
Brainstorm possible posts and stories
Create a schedule to post content, follow others
Monitor progress
Check your reviews; respond appropriately
Return on Investment
Joining a site may be free, but social media is not.• It takes time, people, and resources.
Does it make good business sense?
How will you use it?
Align with your goals
Risk vs. Reward
Ensuring Privacy
HIPAA Requirements
Your existing communication plans and privacy policies
Image/authorization forms
Training staff
Social Media: Risk
Social Media: Reward
Effective Posting
Effective Posting
Social media is a discussion
What are we offering here?
Why should they follow us?
Can they identify with what we’re saying?
Too promotional is boring
Engage, Engage, Engage
Effective Posting
Effective Posting
Ask questions
Use images and multimedia
Use features of the platform
Encourage sharing
Tag / Retweet / Like / Mention
Encourage families to post reviews about your center/community
Twitter Tips
Tweet with Images• 2x the engagement rate of those without
KISS • Tweets with 100 characters or less get 17% more engagement
Use 1 or 2 hashtags
Keep it mobile friendly• 181% more likely to be on Twitter during their commute
It doesn’t hurt to ask• 12x higher chance of being retweeted if you ask for it
• 23x higher if you actually spell out the word "retweet"
Facebook Tips
KISS• Keep posts generally between 100-250 characters
Use photos and videos• 5x (photos) and 10x (videos) more likely to be shared
Tell stories
Timing is everything• Test to find out what works best for your audience
75% of the engagement on a post happens in first 5 hours
Connect like a friend, not a business
Google+ and Yelp Tips
An active, complete Google+ business profile can really boost your search rankings
Complete your profile
Encourage customer reviews
Post often with optimized content
Interact with Google events and Google+ hangouts
Take It a Step Further
Facebook Ads Manager
Twitter Ad Campaigns
Going Viral
It’s not a science - no one can really put their finger on it
Concentrate on content• Positive
• High arousal emotions (awe, anger, anxiety, fear, joy, lust, surprise)
• Practically useful
Accept that your audience makes the ultimate decision
ALS Ice Bucket Challenge (June-Aug 2014)
1.2 million videos on Facebook 2.2 million mentions on Twitter $100 million raised, $20 million in 2013
Analyzing Your Success
What to Monitor
Posts
• Views
• Clicks
• Shares
• Commentso Sentiment
Likes/Followers
Feedback
Mentions
Organic Reach vs. Paid Reach
How to Monitor
Setup notifications for instant feedback
Most sites have analytics for your business built in
But there are also specific tools you can use to track:• Hootsuite
• SumAll
Also Monitor Mentions of You
Reputation management
Constant monitoring of online brand mentions and sentiment• Especially during a crisis
• Social media happens in real time, customers expect fast responses
Final Thoughts
Social media is here to stay.
There are risks, but there are also opportunities.
Must: claim your business on major social media channels.
Next: get active on the channel(s) that are best for you, not just because they’re popular
Join the Discussion
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@ahcancal
/ahcancalstream
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