Lee Aase (@LeeAase) Mayo Clinic Center for Social MediaHealthcare Communicators of OregonFall Conference 2014November 7, 2014
Workshop: Best Practices and Tips for Success
©2011 MFMER | 3139261-
Agenda• Developing the right mindset• Starting with Strategy• Platform-specific tips and best practices• Discussion
©2011 MFMER | 3139261-
SMUG Thesis #14: Strategic thinking about social media is no substitute for action
©2011 MFMER | 3139261-
#29: Your kids arenʼt smarter than you are. Theyʼre just not afraid to look dumb.
©2011 MFMER | 3139261-
From Mayo Clinic Center for Innovation:Think Big. Start Small. Move Fast.TM
©2011 MFMER | slide-40
• Why were you hired?• What problems do you need to solve for your
employer?• What existing programs do you have in place?• How could social strategies strengthen those
programs with an interactive dimension?
Start with Strategy
©2011 MFMER | slide-40
• Who is currently gathering on a given platform?
• What platform features could be put to beneficial use?
• How could the platform be adapted for a non-traditional use?
• Is your use case compelling enough to get your audience to try a new platform or use an existing one in a non-traditional way?
Develop understanding of relevant platformsʼ capabilities, communities
©2011 MFMER | slide-40
• Donʼt protect your tweets• Improve readability w/Camel Case (@LeeAase
v. @leeaase; #MayoClinic v. #mayoclinic)• #Hashtags help to a point. That point is two.• Use the symplur.com hashtag directory• Consider a custom link shortener (i.e.
mayocl.in vs. bit.ly)• 100 is the new 140
Top Twitter Tips
©2011 MFMER | slide-40
• Organic reach has plummeted• Sharing > Liking• Images boost engagement• Consider and test boosting posts vs. other
advertising
Finer Points of Facebook
©2011 MFMER | slide-40
• Donʼt hesitate to Annotate• Optimize Titles, Tags, Descriptions• The right video length isnʼt necessarily what
youʼve been told• “Shoot first. Ask questions later.”• Four factors that massively improve quality:
Stability. Sound. Framing. Lighting.
YouTube Usefulness
©2011 MFMER | slide-40
• Integration point; social media “home base”• Boost SEO • Embed videos, slide decks• Feeds make static site more dynamic• Social sharing buttons drive referrals• Framework for an “owned” community
Blogging Benefits, Best Practices
©2011 MFMER | slide-40
• Some content can be universally available• Various levels of access based on individual
permissions for logged-in users• Mobile optimized• Option to link to Facebook, Twitter, LinkedIn
accounts• Customization opportunities with possible cost
sharing on generally applicable feature requests• Secure, HIPAA-compliant groups
Power, Flexibility of CareHubs Wordpress-based Community Platform
©2011 MFMER | 3139261-
Recap• Deepen your understanding to think like MacGyer• Start with strategy, but donʼt let the perfect be the
enemy of the good• Social strategies should be part of any
communications/marketing initiative unless you have good reasons to not include them
• Good reasons to not include social are rare
Top Related