Social Media: Doing it Right Social Media: Doing it Right (so it does (so it does forfor you, not you, not toto you) you)

Lee Aase, DirectorMayo Clinic Center for Social

Media

DisclosureDisclosure

I have no financial relationships with a commercial entity producing health-care related products and/or services

Full-time salaried employee of Mayo Clinic

DisclaimersDisclaimers

These results not typical Use as directed Social media are an essential part of a

balanced communications diet Batteries not included Some assembly required Your mileage may vary

OutlineOutline

Why you can use social media Mayo Clinic’s social media history Why you need to pay attention to

social media Professionalism and social media Positive social media opportunities

About @LeeAase (and why About @LeeAase (and why YOU can do social media)YOU can do social media)

B.S. Political Science 14 years in politics and government at

local, state, national levels Mayo Clinic since April 2000

Media relations consultant Manager since 2004 Director, Center for Social Media, 2010-present

And one more reason for And one more reason for confidence…confidence…

A Brief History of Social Media A Brief History of Social Media at Mayo Clinicat Mayo Clinic

Answering a burning Answering a burning question…question…

It all started with a tornado…It all started with a tornado…

Mayo Clinic’s First Social Mayo Clinic’s First Social NetworkersNetworkers

Social Networking is part of the Social Networking is part of the @MayoClinic DNA and is @MayoClinic DNA and is

fundamental to health carefundamental to health care

Mayo Clinic Medical EdgeMayo Clinic Medical EdgeSyndicated News ResourcesSyndicated News Resources

Existing Medical Edge radio mp3s Launched Sept. ‘05; Downloads up

8,217 percent Oct. vs. Aug.

Beyond the Hypochondriac feedBeyond the Hypochondriac feed

Mayo Clinic Medical Edge Mayo Clinic Medical Edge Sample Sound BiteSample Sound Bite

Involuntary Social Network RepresentationInvoluntary Social Network Representationmyspace.com/mayoclinicmyspace.com/mayoclinic

Facebook: 11/7/07Facebook: 11/7/07

Reasons to Care About Social Reasons to Care About Social Media: Risks are UnavoidableMedia: Risks are Unavoidable

The Revolutionary impact of The Revolutionary impact of consumer-grade videoconsumer-grade video

Dramatically increased number Dramatically increased number of videos and depth of contentof videos and depth of content

Reasons to Care About Social Reasons to Care About Social Media: Risks are UnavoidableMedia: Risks are Unavoidable

Anyone (especially determined detractors) can Tweet about you Upload a critical video Start a blog

Search optimized rating/review sites ROI = Risk of Ignoring (Hat tip: USCG)

Case Study: United Breaks Case Study: United Breaks GuitarsGuitars

Case Study: Friday Case Study: Friday Faux PasFaux Pas

““Maybe we should just block Maybe we should just block all of our employees from all of our employees from

social sites!”social sites!”

The Defining Communications The Defining Communications Trend of the Third MillenniumTrend of the Third Millennium

A Balanced Approach to A Balanced Approach to ProfessionalismProfessionalism

Avoiding faux pas is important but cannot be the only standard for judging professionalism in social media

Professionalism is more than the absence of unprofessional conduct

Professionals have a moral obligation to use available tools effectively on behalf of those they serve

Key Elements of Mayo Key Elements of Mayo GuidelinesGuidelines

All policies apply in social media, too Privacy Mutual Respect Computer use

Generally don’t “friend” patients Remember the “front page” rule

Moving Beyond Risk Moving Beyond Risk AvoidanceAvoidance

#17: Social media are free in #17: Social media are free in any ordinary sense of the word any ordinary sense of the word

(or at least ridiculously (or at least ridiculously inexpensive)inexpensive)

Total Cost for Mayo Clinic Total Cost for Mayo Clinic Facebook, YouTube and TwitterFacebook, YouTube and Twitter

$0.00

In the European Union, based In the European Union, based on current exchange rates:on current exchange rates:

€0.00

#18: As I approaches zero, ROI #18: As I approaches zero, ROI approaches infinityapproaches infinity

Unique Myelofibrosis PatientsUnique Myelofibrosis Patients

Dr. Fischer,Dr. Fischer,

Thank you SO much for this video! Tomorrow I'm going for a tilt Thank you SO much for this video! Tomorrow I'm going for a tilt table test so I'd gotten on YouTube to see if I could find anything table test so I'd gotten on YouTube to see if I could find anything about what I might expect. A few clicks later, I found this video and about what I might expect. A few clicks later, I found this video and your statement at 2:00 minutes in made me rewind so I could hear your statement at 2:00 minutes in made me rewind so I could hear someone say the exact thing I've been feeling for the last couple of someone say the exact thing I've been feeling for the last couple of months. I'm so very appreciative that there are healthcare providers months. I'm so very appreciative that there are healthcare providers like yourself.like yourself.

Please keep being awesome!Please keep being awesome!Thanks again, KelliThanks again, Kelli

Yesterday on YouTubeYesterday on YouTube

#37: Applying social media in #37: Applying social media in health care isn’t just inevitable: health care isn’t just inevitable: it’s the it’s the right right thing to do in the thing to do in the

interest of patients.interest of patients.

Mayo Clinic Center for Social Mayo Clinic Center for Social MediaMedia

The Mayo Clinic Center for Social Media exists to improve health globally by accelerating effective application of social media tools throughout Mayo Clinic and spurring broader and deeper engagement in social media by hospitals, medical professionals and patients.

Our Mission: Lead the social media revolution in health care, contributing to health and well being for people everywhere.

A Catalyst for Social MediaA Catalyst for Social Media

Social Media Health NetworkSocial Media Health Network

Membership group associated with Mayo Clinic Center for Social Media

For those wanting to use social media to promote health, fight disease and improve health care

Individual and organization memberships available

THETHE Book on Social Media in Book on Social Media in Health CareHealth Care

Essays from 30 thought leaders

Amazon/Kindle and discount bulk orders

http://mayocl.in/OGvNCx

Proceeds fund scholarships

Lessons and ObservationsLessons and Observations

Sometimes the perfect can be the enemy of the good. Take the side of the good.

Follow the Mayo Clinic Center for Innovation Motto: Think Big. Start Small. Move Fast.TM

Iterate until it’s great

Don’t Consider Social Media in Don’t Consider Social Media in IsolationIsolation

Not a silver bullet Seek synergy with existing means of

communication Necessary but likely not sufficient Need to justify NOT using social media You will be represented in social media

whether you like it or not

For Further InteractionFor Further Interaction

Google Lee Aase or @LeeAase on Twitter For Social Media Health Network

information http://network.socialmedia.mayoclinic.org/

mccsm/joining-the-network/ Contact Mayo Clinic Center for Social Media By email: socialmediacenter@mayo.edu By phone: 507-538-1091