The Evolution of Social Media Residency

Lee Aase (@LeeAase)

Origins of Social Media Residency

• Goal: Create a hands-on social media crash course emphasizing practical application in health care and development of strategic plans

• 1.5-day intensive course with faculty/student ratio of 1:8

• First held Oct. 20-21, 2011 in Rochester, Minn. after #MayoRagan Social Media Summit

• Residency metaphor but no overnight shifts

First-Year Feedback• Favorable response and lots of learning

• Issues with Resident burn-out

• General punchiness after 5 p.m.

• At end of a long week, the overnight writing assignment was underappreciated

• Residency metaphor didn’t break down, but participants did

Social Media Residency 2012

• Kept 1.5-day format, but ended at 5:30 vs. 7 p.m.

• Held 2x (Spring/Fall) in Rochester, Jacksonville and Scottsdale/Phoenix

• Moved Oct in RST to front of Social Media Week

• Starting Fresher

• Encouraging application during #MayoRagan

Social Media Residency 2013

• Continued Spring/Fall in Rochester, Jacksonville and Scottsdale/Phoenix

• Held course in NYC, Dallas and Seattle

• Discussed improvements for 2014 with EAB

• Shorten to one day to reduce costs

• Online “prerequisite” modules

• SMHN members hosting opportunity

Prerequisites

Salt Lake City

• University of Utah Health Care was first SMHN Member Host on April 15, 2014

• Promoted to employees and Utah Hospital Association

• Sold Out with >90 registrants

Helpful Feedback:Move Metrics to the

Morning

Monday in Rochester

Measuring the Learning Impact of

Social Media Residency

Before

After

Before

After

Before

After

Before

After

Before

After

Before

After

Before

After

0

1

2

3

4

Blogging Facebook Google+ LInkedIn Pinterest Twitter YouTube

Before After

SLC Average Competency Scores

0

1

2

3

4

Blogging Facebook Google+ LInkedIn Pinterest Twitter YouTube

Before After

RST Average Competency Scores

0

0.375

0.75

1.125

1.5

Blogging Facebook Google+ LInkedIn Pinterest Twitter YouTube

SLC RST

Post-Course Competency Increase

0

1.1

2.2

3.3

4.4

Prereq EPL Twitter FB Blog Video Metrics

SLC RST

Usefulness of Program Elements

Future Plans

• Continue to Refine Program based on feedback

• Upcoming sessions scheduled

• Sept. 15 in Arizona

• Oct. 20 in Rochester

• Nov. 10 in Jacksonville

• Virtual Residency and Hosted Sessions TBD