How to Avoid a Social Media Crisis - e-Patient Connections 2011 Workshop

Changing lives through healthcare engagementwww.creationhealthcare.com

Social Media Crisis?

Taming the Digital Wild WestDaniel Ghinn, Creation Healthcare

e-Patient Connections, PhiladelphiaSeptember 2011


What to expect

• Get equipped to avoid a social media crisis• 4 key take-aways• Tools to envision senior executives

• We’ll look at real-world examples• You’ll compare notes with peers• You’ll get to ask questions


Daniel Who?


Who’s in the room?


Defining Social Media

Online tools that foster communication and interaction

What are ‘Social Media?’


Defining Social Media

What are ‘Social Media?’

Social networking

Social bookmarking

Social news-sharing

Community forums

Social wikis

Blogs

Micro-blogs


What’s the tone?

What kind of words have you heard used about social media?


Is social media changing the world?


…young Egyptians armed with Twitter accounts instead of assault rifles emerged as rebel darlingsLATimes.com, August 28, 2011


Police revealed they had considered switching off social messaging sites including BBM and Twitter.Guardian.co.uk, August 16, 2011


Everything’s changed

Changing lives through healthcare engagementwww.creationhealthcare.com“A tiny spark can set a great forest on fire.”

James 3:5


What’s the worst case social media scenario for your organization?


What went wrong?

• Thinking about that worst case scenario,– Where did it start?– What would be the first sign that things were

going wrong?


be preparedHow will you

?

Take-Away #1


The price of a social media crisis?


FDA understands that the manufacturer of Makena,KV Pharmaceuticals, has sent letters to pharmacists indicating that FDA will no longer exercise enforcement discretion with regard to compounded versions of Makena. This is not correct. …FDA does not intend to take enforcement action against pharmacies that compound hydroxyprogesterone caproate based on a valid prescription…FDA, March 30, 2011


What went wrong?


Social media vs traditional media?

• The ‘journalists’ of social media don’t call your press line to ask you for a quote before they publish

• Social media publishers ‘go to press’ at any time of day or night

• Compelling stories have the potential to achieve huge reach very quickly – before you have even woken up

• In social media, everybody has a voice, instantly.


The e-Patient’s strategy

• “I started this page quite simply because I was outraged. I knew if other people knew… they’d be outraged too.

• “Facebook gave me the platform to reach a lot of people in a short time.• “My hope was that we’d stir up enough public anger… I believed that if we

put our heads together, we’d figure something out.• “Not only did affected moms and dads get involved, but doctors, news

reporters and medical organizations joined the conversation.• “We shared information and ideas on everything from boycotts to

contacting our Congressional representatives.”

Christine O’Connell, founder of ‘Shame on you, KV Pharmaceutical and CEO Greg Divis ‘ Facebook pageQuoted in Healthcare Engagement Strategy, March 30, 2011

http://creationhealthcare.com/articles/shame-on-you-crisis-kv/


Digital GovernanceWho’s responsible for

?

Take-Away #2


Source: http://marketing4health.ca


Crisis PlanWhat’s your

?

Take-Away #3


J&J: Lessons from engagement


1. Keep the content fresh2. Monitor comments every day, on a regular basis3. Be open and honest. If you make a mistake, or offend

somebody, take responsibility for it.4. Don’t try to sneak in a commercial message without being

transparent about it.5. Remember it’s a living organism – it’s not something that’s

static. You have to get your hands dirty. And it’s fun!

Youtube lessons from J&J’s experience

Rob Halper, Director of Video Communication, Johnson & JohnsonQuoted in Healthcare Engagement Strategy Awards 2010

http://creationhealthcare.com/articles/best-engagement-through-video-award/


Source: Harris Interactive, New York, March 23, 2011


EngageHow do you

?using social media

Take-Away #4


Take-Aways

1. Listen and be prepared2. Control how your organization engages:

Digital Governance3. Develop your Crisis Plan4. Be familiar with channels & online

stakeholders: Engage


Self-diagnosis: Social media

1. Listening– As an organization, we know what people are saying online about us, within less

than 24 hours.– This information immediately gets to the people in our organization who can

take appropriate action.

2. Digital governance– All our digital engagement activities are controlled by a digital governance

policy backed by senior executives.

3. Crisis plan– We have a social media crisis plan in place, and it’s been tested.

4. Engagement– As an organization, we can confidently engage stakeholders using social media

channels.


Questions?

• Talk with us on the Creation Healthcare Stand• Sign up for our book,

Taming the Digital Wild West• Sign up to receive our monthly e-journal,

Healthcare Engagement Strategy at http://engagementstrategy.tv or on our stand.

Daniel [email protected]@EngagementStrat

How to Avoid a Social Media Crisis - e-Patient Connections 2011 Workshop

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