Ellis Medicine – Social Media

Matthew Van Pelt Social Media / Communications Specialist

Ellis Medicine Social Media Overview

Facebook • 2,218 Likes • Nearly 400% Growth Since June

2012

Twitter • 160 Followers

YouTube • More than 100 videos • Patient Testimonials • Meet Our Doctors

Blogs • Four Blogs – ER Construction,

Healthy Eating, Nursing, Women’s Health

Web Chats • 8 Online Chats with Health Experts

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Blogs

ER Construction • Community updates • Photos of construction progress

Healthy Eating • Recipes • Seasonal eating tips

Nursing at Ellis • Employee highlights • Perspective on nursing profession • Employee engagement

Woman’s Health • Pregnant & Post-Pregnancy Tips • “What to Expect When You’re

Expecting” • Team approach to content

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Web Health Chats

• Monthly chats with health experts • Education & Community Marketing Tool • Promoted through social media, online and print

advertising • Timely topics including healthy eating, congestive

heart failure and sports medicine • “Online Shared Group Appointments” • Increased Physician Engagement

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Facebook Growth

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Facebook Opened on Ellis computers

1. Senior Leadership Support 2. Engaged Employees 3. Relevant Content 4. Images/Graphics 5. Schedule of Posts

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Drivers of Facebook Growth

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Senior Leadership Support

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Facebook Access for Employees

Marketing & Communications

Human Resources

Information Services

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How Do You Gain Access for Your Employees?

1. Understand Resistance 2. Explain Benefits of Social Media 3. Develop Policy with Applicable Stakeholders

1. Human Resources 2. Information Services/Technology

4. Communicate Policy with Employees

Once your employees have access, engage them in your content strategy!

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Know Your Audience

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Know Your Audience

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Top 5 Most Popular Posts

1. Nurse Recognition 2. Royal Baby Connection 3. Residents’ Graduation 4. School of Nursing Graduation 5. Bellevue Baby Photo Album

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Posts You Can Do

1. Recognize Your Employees 2. Celebrate Organizational Achievements 3. Make Connection to Current News Topics 4. Ask Questions

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Engaging Content

Engaging Content

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Customer Service

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Customer Service

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Social Media Comment Policy

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Positive

Description: The post is factual

and well-cited and is a positive review of

an Ellis post, event or experience.

Response: Thank the customer for their words. Ask if they would like to

share their story further.

Balanced

Description: The post is factual and isn’t neither

positive nor negative. The post isn’t

erroneous, a rant or rage, bashing or

negative.

Response: Let the post stand.

No response needed.

Negative

Description: The post is negative and does not agree with the organization’s mission and values.

Trolls: The post is dedicated

to bashing and degrading others.

Monitor Only: Remove posts that

include cursing or are harmful to others.

Rager: The post is a rant,

rage, joke or satirical in nature.

Monitor Only: Remove posts that

include cursing or are harmful to others.

Misguided: The facts posted are

erroneous.

Fix the Facts: Apologize for their

experience. Respond publicly with the

correct information on the posting.

Unhappy Customer:

The posting is a result of a bad experience. Connect with Patient Experience to follow

up

Restoration: Apologize publicly for

the experience. Respond privately

asking for more information to better

serve them and others.

Customer Service

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Customer

Marketing & Communications • 24/7 Moderation • Taking Conversation Offline

Patient Ambassadors • Director, Service Excellence • Engage Senior Team • Engage Quality

Department Directors • Review Chart/Case • Call Patient/Customer

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How To Respond

Transparency Always disclose Ellis connection A response should be made by the Ellis Medicine profile, not a user profile.

Sourcing Always include sources to more information, including links, videos or other references

A response should be backed up by information on the Ellis website if correcting erroneous information.

Timeliness Respond to a comment quickly, but don’t rush to avoid mistakes

Worthy comments should be responded to within 24 hours.

Tone Respond in a tone that reflects the mission, vision and values of Ellis

Respond compassionately with a “human” voice, rather than an organization voice.

Influence Respond to posts most related to the organization Only respond to posts that relate to the Ellis organization.

Customer Service

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Customer Service Takeaways

• Set Up Applications on Smartphone • Designate Responsibility to Primary/Secondary

Responders • Respond Within 24 Hours • Post Response Publicly, Asking To Have Private

Conversation • Ask for Phone Number to Call • Engage Stakeholders to Reach Out Directly • Follow Up Publicly