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Success of Social Media and Health Care | HookLineandThinker

Success of Social Media and Health Care | HookLineandThinker | Social Media content | Scoop.it

Hospitals and healthcare systems are now fully engaged in the social networking phenomenon. Despite many healthcare systems’ historically risk averse cultural orientations, and their tendency to rely on the most authoritative sources for information, hospitals increasingly are breaking out of this mold with their use of social media. Many now depend on social networking sources, such as LinkedIn Groups, Facebook, and Twitter, to attract and assess candidates for employment, to enhance their brand, and to build employee and patient loyalty. This is perhaps no surprise, considering the studies that show that all age groups (including 60% of people age 55 and over, and a still higher percentage of all other age groups over 15) are comfortable with, and are regularly using, social media. The fastest growing segment of social network users are women between 35 and 64—a demographic that describes a significant percentage of healthcare decisionmakers.

Responding to this reality, hospitals and healthcare systems now regularly tout their success stories on YouTube; they use social networks to increase donations, education, and evangelism and to empower their employees, stakeholders, and advocates; and they sponsor groups that enable patients to easily spread the word about their experiences at the hospital. This year, several hundred healthcare systems used YouTube, Twitter, Facebook or blogging to interactively deliver messaging. Some established vibrant online communities where employees and patients regularly congregate and exchange ideas. Many captured newsworthy moments, provided health tips, or responded to requests for health information, by “tweeting” on Twitter. Hiring employers used LinkedIn Healthcare Groups to identify applicants and place targeted job advertisements. The most successful of these social network users identified the value of a strong partnership between their marketing and staffing functions, and plenty of hospitals quickly learned that their YouTube accounts and Facebook Groups were vastly more successful at branding important initiatives, and attracting traffic, than were their traditional websites. By developing tools that enable immediate interactions with patients and employees, several healthcare systems were uniquely poised to effectively respond, in real time, to what others were posting about them on the web.
Before leaping into the fray, however, healthcare systems and hospitals are well-advised to develop a comprehensive strategy, and sound policies, to govern how social media should be appropriately used. After all, the risks associated with social networks are varied and can include such claims as discrimination and harassment, privacy and stored communications violations, negligence, defamation, intellectual property infringement, off-the-clock work by nonexempt employees, and violations of HIPAA or the National Labor Relations Act. As just one example, a hospital in the Southwest fired two employees who posted pictures of patients’ injuries on MySpace. The parties disputed whether the infraction identified the patients in a way that would constitute a HIPAA violation, but the hospital relied on a violation of its policy on cellphone use to support the termination and defend against invasion of privacy claims.

While three quarters of managers believe that social networking sites may put their brand or reputation at risk, less than twenty percent of employers have specific risk mitigation policies in place. For some organizations, operational considerations and management’s unwillingness to buy-in to social networking strategies may place hurdles in the path. But even in organizations where social networking tools are embraced, an entity’s ability to carefully control content and effectively manage distribution will dictate success. Hospitals should work with legal counsel to create and distribute policies that specifically address how social networking works within the hospital’s communications and other programs. These policies also should cover all aspects of the employment relationship: pre-employment considerations (such as antidiscrimination, because employers may gain access to information through social networks that would not otherwise be available from more traditional hiring tools); disciplinary issues during employment (such as prohibiting the posting of patient information, and mandating anti-harassment and respectful language); and post-employment considerations (such as whether to prohibit “recommendations” on LinkedIn, for example, to avoid inconsistent messaging regarding an employee terminated for performance reasons). Of course, all employers must define clear goals for their social media programs (including who they want to reach, why, and how they will measure success), and must incorporate specific training and monitoring programs to ensure their social networking policies are understood and enforced.

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6 Ways B2B Marketers Use Social Media To Get Gangbuster Results - Business 2 Community

6 Ways B2B Marketers Use Social Media To Get Gangbuster Results - Business 2 Community | Social Media content | Scoop.it
Social media is a proven winner for B2C marketers, and recent research proves it. In fact, according to a survey from Vision Critical, four out of 10 consumers buy products that they’ve liked, twee…
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Fan Page Manager Photos - Nicolas Alan Dominko | Facebook

Is Content Marketing Social Media Marketing By
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How to Use Social Media to Market Your Medical Practice

How to Use Social Media to Market Your Medical Practice | Social Media content | Scoop.it
Tips on Getting Started with Social Media Until recently, the importance of social media marketing and participation has been frequently overlooked by medical practitioners and small practices in general and instead focused on by traditional...
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How To Use Facebook Ads to Promote Your Blog Content | Social Media Examiner

How To Use Facebook Ads to Promote Your Blog Content | Social Media Examiner | Social Media content | Scoop.it
Could you use more traffic to your blog? Have you considered Facebook ads? To get the most out of your Facebook marketing efforts, #Facebook #ads can help drive quality traffic to your blog content.
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SocialKNX on Twitter

SocialKNX on Twitter | Social Media content | Scoop.it
Social media #marketing is so much more than just throwing some promotional #content on a Facebook page each day. pic.twitter.com/5bh20zwmUA
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How to Use Social Media for Customer Service

How to Use Social Media for Customer Service | Social Media content | Scoop.it
Social media use shouldn't just be a #marketing tactic; it should serve as a component of your customer service. Here's how to make it work for your business.
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UBS Sees Content Marketing Driving Growth at Facebook, LinkedIn, Twitter (NASDAQ: FB) (NYSE: LNKD) (NYSE: TWTR) - 24/7 Wall St.

UBS Sees Content Marketing Driving Growth at #[Facebook, #LinkedIn, #Twitter (NASDAQ: FB) (NYSE: LNKD) (NYSE: TWTR) - 2.. http://t.co/BXV8DxIOga
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How to Build an Instagram Influencer Campaign in Six Steps

How to Build an Instagram Influencer Campaign in Six Steps | Social Media content | Scoop.it
Social Media - Discover how to identify, contact, and work with influential Instagram users for your own marketing campaigns.
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Photos du journal - NVN Marketing Strategy | Facebook

Photos du journal - NVN Marketing Strategy | Facebook | Social Media content | Scoop.it
I've been white-labelling whitepapers. One on social media advertising and another on content marketing.
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5 ways social media marketing can earn more respect - ITBusiness.ca

5 ways social media marketing can earn more respect - ITBusiness.ca | Social Media content | Scoop.it
5 ways social media marketing can earn more respect ITBusiness.ca That was the sentiment coming from a social media-focused panel at Inbound Con, a Toronto-based conference that looked at search engine marketing, content marketing, conversion rate...
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Reliabuild - If you have marketing, brand development,... | Facebook

If you have marketing, brand development, content and social media mangement or business strategy planning requirements, contact me at #MAJOHI CONSULTANTS...
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Meet the social media content wranglers - Upstart

Meet the social media content wranglers - Upstart | Social Media content | Scoop.it
Meet the social media content wranglers Upstart CurateKing, which is designed for small- and mid-sized businesses, is a sharing application that both curates and schedules user-related content for professional social media accounts such as Twitter...
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Tips On Creating Engaging Facebook Content | Social Media Marketing Tips & Training

Discover tips on creating compelling Facebook content that increases your reach on Facebook, engages your audience and increases conversions.
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Top 10 Social Media Posts of 2014 - socialmouths

Top 10 Social Media Posts of 2014 - socialmouths | Social Media content | Scoop.it
Top 10 Social Media posts published by SocialMouths in 2014, the best about Facebook, Google+, Pinterest, content marketing and even Nicki Minaj.
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Here's How Social Media Marketing Will Change in 2015 - Huffington Post

Here's How Social Media Marketing Will Change in 2015 - Huffington Post | Social Media content | Scoop.it
Eight years ago I began my career as a social media marketer. To give this time frame some context, the year was 2007...
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Let your social media content sparkle... - Indra International | Facebook

Let your social media content sparkle today! #SocialMedia #Marketing #writing
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3 Non-Promotional Marketing Campaign Ideas to Boost Engagement

3 Non-Promotional Marketing Campaign Ideas to Boost Engagement | Social Media content | Scoop.it
Are you tired of running #promotions online? There are a variety of ways to boost engagement on your social profiles without running a promotion. Below are three examples of businesses who are engaging with their fans without a giveaway.
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The Top 7 Social Media Marketing Trends That Will Dominate 2015 - Forbes

The Top 7 Social Media Marketing Trends That Will Dominate 2015 - Forbes | Social Media content | Scoop.it
It’s that time again: When I look ahead to 2015 to predict social media #marketing trends we can expect over the coming year.
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How to Craft Perfect Posts for Facebook, LinkedIn & Twitter [SlideShare]

How to Craft Perfect Posts for Facebook, LinkedIn & Twitter [SlideShare] | Social Media content | Scoop.it
Get 30 tips for creating and promoting engaging #content on social media.
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5 Simple Tactics to Spice Up Your Social Media Marketing

5 Simple Tactics to Spice Up Your Social Media Marketing | Social Media content | Scoop.it
Getting enough traffic to your website is by far the biggest challenge of running an online business. Every marketing tactic, and marketing channel really boils down to one singular objective. Getting more traffic through the site.
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Why social networking sites are turning e-commerce - Castleford Media (blog)

Why social networking sites are turning e-commerce - Castleford Media (blog) | Social Media content | Scoop.it
Social networking sites are already powerful tools for content marketing, but the sites may become even better when they turn e-commerce.
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Why Infographics Are Powerful Marketing Tools

Why Infographics Are Powerful Marketing Tools | Social Media content | Scoop.it
Infographics serve a variety of purposes that make them very useful for Web 2.0. With so much information these days out on the web, people’s attention spans are very limited.
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social media: make the best out of your communities

social media: make the best out of your communities | Social Media content | Scoop.it
A majority of social media sites allow their members to join community known as community. This is true for Facebo (...)
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Social Media Conference und Content Marketing

Social Media Conference und Content Marketing | Social Media content | Scoop.it
Unter dem Motto "Social Media Conference meets Content Marketing" findet die Fachkonferenz mit B2B-Special vom 6. bis 8. Oktober 2014 in Hamburg statt.
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