using social media to your advantage · 4/8/2014 18 recap 9social media can help you reach your...
TRANSCRIPT
4/8/2014
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Using Social Media to Your Advantage
Amy MendozaAmerican Health Care Association
Agenda
A Word About Social Media
Return on Investment
Effective Posting
Analysis Tools
Privacy Concerns
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A Word About Social Media
• Not the destination
• Set of tools
• Reflective of your company/facility image and mission
• Use it to your advantage• Residents in the spotlight• Innovation at your company• Consumer information
A Word About Social Media
Two-Way Discussion
Citizen Journalism
Privacy Settings and Controls
Facebook, Twitter, YouTube, LinkedIn
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Return on Investment
Return on Investment
• Social Media is not free• It takes time, people, and resources• Does it make good business sense?• How will you use it?• Align with your goals
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Return on Investment
• Take into account....• The cost of doing social media
• Sites are free
• Time required by your staff is not
• The more specific, targeted work the better
• Your plan and goals
Effective Posting
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Effective Posting
• Social Media is a discussion• What are we offering here? • Why should they follow us? • Can they identify with what we’re saying?• Too promotional is boring• Encourage a response • Engage, Engage, Engage
Effective Posting
• Ask questions• Use images and multimedia• Use features of the platform• Encourage sharing• Tag / Retweet / Like / Mention
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Effective Posting
• Assertive• Conversational• Responsive• Friendly• Positive• Recognize your followers whenever possible
Effective Posting for…
Branding
Communication Tool
Creates a Sense of Community
PR
Showcase the great things at your Facility
Establish organization as Expert or Leader based on your Mission/Philosophy
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Effective Posting
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Engagement
Engagement
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5 Lessons Learned About Facebook
Members Love to See Themselves
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Politicians Love To See Themselves More
Get More “Likes” by Posting Group Shots
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Not All Fans See your Posts
Use Tagging to Get Posts to Go Viral
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Encourage “Sharing”
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Care Conversations
Consumer Education – Outreach – Thought Leadership
Content For Your Use
Website Enhancements
Having the Conversation
Caregiver Tips and Advice
Change the Perception of Skilled Nursing Facilities
Analysis Tools
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Analysis Tools
• Go Back to your Goals• What do you want to analyze?
• Views
• Shares
• Comments
• Click Throughs
Analysis Tools
• Likes/Folllowers• Sentiment• Comments• Shares/ Retweets• Mentions• Reach
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Analysis Tools
• Paid vs. Non Paid• Social media offers some measurement already
• Facebook, Twitter, Tweetdeck, etc.
• Radian 6, existing media monitoring tools
Privacy Concerns
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Privacy Concerns
Avoiding HIPAA Violations
National Labor Relations Board OM 12-59
New Jersey’s Social Media Law
Existing Communication Plans and Policies
Image Releases
Avoiding HIPAA Violations
www.ober.comUnderstand The TechnologyKnow Your WorkforceDevelop a Social Media PolicyDon’t be a SnoopNew Jersey’s Social Media Law
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NLRB OM 12-59
“Concerted Activity” and Social Media Use
OM 12-59 Memo
Model Social Media Policy
Search for “OM 12-59 Memo”
Privacy Concerns
Avoiding HIPAA Violations
National Labor Relations Board OM 12-59
New Jersey’s Social Media Law
Existing Communication Plans and Policies
Image Releases
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Recap
Social Media can help you reach your goals – worth your time
Understand what it takes to have a successful social media presence
Engage and respond to employees, residents, family members, etc.
Follow/ tweak existing communication plans/policies
If something’s not working, change strategy
Use Care Conversations as a content tool
Be creative and have fun!
Here to help!Amy Mendoza
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