PrISM 6-22-2011

Why are you here? What are some of your challenges? y How do you find time to work in Social Media? y How to keep up with all of the changes (especially Facebook changes) y How to open up 2-way communication with customers/readers/whomever y How to get redirect to work properly and send people to the right place y How to engage people to use my site more y How to get interesting posts to engage people y When and why to dive into other 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 share y 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 UTHSCSA o http://www.youtube.com/watch?v=B69IXO8ojO8 y Which social media for our students? y Build correct audience for your product or service y How to encourage tentative instructors to use social media y How to use social media to improve student engagement y How splintered social media seems to be y So much to learn - tools, how to integrate, how to use RSS feeds? y Lingo - what are all of these abbreviations??? Refer to http://www.urbandictionary.com/ (be aware - you may see things you wouldn'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 What should I prune? How to focus and meet my goals? What am I trying to accomplish with social media? y Outreach strategies - access underserved populations y 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 to want to communicate with all their friends all at once. In July 2010 University Health Systems started their journey 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 you can "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 do with their friends. Decisions they had to make: y Short posts - decided they would limit a post to 3 lines y Looked at what will actually engage people y Determined what "voice" to use - and be consistent

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y Decided to post consistently (at least 2 per day) y Review any legal or privacy issues and make all aware to avoid any problems y Looked 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 to us) 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 alert them to specific stuff. Pick topics for the month ahead of time so not spending time daily to come 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). They ve used multiple ways to attract new fans including a Healthy Video contest (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 to utilize 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 of Links, 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 departments just 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 - monthly tweet 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)

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Use http://tweet.grader.com/ to see how you utilize twitter (you get a grade so you might track how you do over 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 great job 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 to use your own "voice" for posting - not that of a consultant, they did an RFP to find a consultant to work 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 you can 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