Social Media in Hospital Organizations:Do you need to be on Facebook, Twitter, etc.?

And do you need a social media policy?

For PR and Marketing ExecutivesOf the Hospital Council of Western Pennsylvania

Paul FurigaWordWrite Communications • June 11, 2010

Social media: Why should I care?•This is the view of “digital immigrants”

•“Digital natives” think differently

•Which are you?

Social media: Why I should care

Equalman Social Media Revolution video

The issues for hospital organizations:1. Can you spell HIPAA???

2. Can you be social without being personal (can you spell HIPAA???)

3. Health information is one of the top three categories of Internet search

4. If you are not part of the conversation, someone else is telling your story

5. Oh yeah, how do I police these other people who are telling my story?

Can you spell HIPAA?1. Privacy considerations are

real2. The “space” is new, not the

the issue, if you are in marketing or PR

3. What is new:1. Any employee can do it2. Any patient/family member

can do it3. You will never completely

control it

Can you be social and not personal?• Yes, other hospitals are doing it, so can you

• The key is how you engage

• “Permission marketing” lives on Facebook and other social media

Why you need to be in social media• After porn, health is the most frequently searched topic

on the Internet (and social media)

• Especially after health carereform, your hospital organization is the “front door”to health care for thecommunities you serve

• Your Internet presence is the “digital front door” to your hospital. Social media are the digital highways that lead people to your front door

Example: Mayo Clinic

Example: UC San Diego

Example: VCU Medical

Around here example #1

Around here example #2

Avoid the conversation at your peril

People do the darnedest things!– Your employees’

behavior is a legitimateissue — sometimes

– You need a policy!• Internal• External• Who’s responsible?

Sample SM Communication Policy

From the Texas Hospital Association (portion):– “The corporate communications division is responsible for the management and oversight of official THA social media communications, as part of its responsibility for management of THA’s overall communications initiatives.”

Thank you! Questions?

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Paul.furiga@wordwritepr.com