Over 4,400 Facebook posts were systematically cataloged across a random sample of 100 hospitals with active Facebook pages to analyze and provide insight into the content hospitals utilize to communicate with their audience and the way in which their audience uses Facebook to communicate back. Learn how hospitals, large and small, are capitalizing on Facebook as a powerful and effective medium to inform, engage and converse with their audience. Learn best practices and get inspired to reinvent your organization’s own approach to creating content for Facebook.

1. Webinar Series HEALTHCARE & FACEBOOK: How 100 Hospitals and the Communities They Serve Communicate Through Facebook presented by Elliot Darvick, @edarvickManager, Online Marketing & Social Media ©2010 Earthbound Media Group | earthboundmediagroup.com 1

3. A better idea of how communities are using Facebook pages to communicate with hospitals

4. Inspiration to translate these findings into immediate action and new content

5. Some observed best practices used by hospitals across the US©2010 Earthbound Media Group | earthboundmediagroup.com 2

7. Deep Dive: Hospital to Community

8. Deep Dive: Community to Hospital

9. Deep Dive: Custom Facebook Tabs

10. Observed Best Practices / Takeaways©2010 Earthbound Media Group | earthboundmediagroup.com 3

11. Research Overview ©2010 Earthbound Media Group | earthboundmediagroup.com 4

13. What are the reasons and intentions of people that post to U.S. hospital Facebook fan pages?©2010 Earthbound Media Group | earthboundmediagroup.com 5

14. OverviewTo explore, in-depth how hospitals and their audiences are interacting through Facebook. Documented 295 hospitals with active presence on Facebook & Twitter Randomized population, n = 100 (c = 95%, c.i. = +/- 8) Performed initial research to categorize content, interactions For each, recorded and categorized last 30 Hospital to Community posts For each, recorded and categorized last 30 Community to Hospital posts Aggregated and analyzed data (Summer 2010) ©2010 Earthbound Media Group | earthboundmediagroup.com 6

15. Audience DistributionThe median audience for the 100 hospital Facebook pages we studied was 651 people Median: 651 ©2010 Earthbound Media Group | earthboundmediagroup.com 7

16. Why this approach?An overview of the logic used to support the research methodology and approach Chose Facebook for broad spectrum of posted media and messages Content-focused approach reflective of core social strategy Meant to serve as inspiration for hospitals growing own social presence Population size captures wide-spectrum of hospital types and sizes ©2010 Earthbound Media Group | earthboundmediagroup.com 8

17. Hospital to Community – OverviewHigh level overview of what hospitals post to their Facebook pages Post Categories Original Content (34%) External Content (22%) Events (20%) Announcements/PR (13%) Conversation Starters (6%) Employee Recognition (5%) 2,855 total posts examined across 100 hospitals ©2010 Earthbound Media Group | earthboundmediagroup.com 9

18. Community to Hospital – OverviewHigh level overview of what communities post to hospital Facebook pages Post Categories Compliments/Thanks (36%) Self-promoting (23%) Conversation Starters (17%) Questions (11%) Suggestions (5%) Photo (3%) Video (3%) Complaints (2%) 1,576 total posts examined across 100 hospitals ©2010 Earthbound Media Group | earthboundmediagroup.com 10

19. Deep Dive: Hospital to Community ©2010 Earthbound Media Group | earthboundmediagroup.com 11

20. Hospital to Community – Original Content (36%)High level overview of original content hospitals post to Facebook pages Original Content Subcategories Photos (20%) Other (20%) Videos (19%) Health Tips (16%) News Articles (15%) Blog (10%) ©2010 Earthbound Media Group | earthboundmediagroup.com 12

21. Hospital to Community – Original Content: Photos (20%)High level overview of original content hospitals post to Facebook pages Events Employee Spotlights Construction/Renovations Special Visits by Celebrities/Athletes ©2010 Earthbound Media Group | earthboundmediagroup.com 13

22. Hospital to Community – Original Content: Videos (19%)High level overview of original content hospitals post to Facebook pages Employee Spotlights Specific Departmental Info Health & Training Tips Event Footage ©2010 Earthbound Media Group | earthboundmediagroup.com 14

23. Hospital to Community – Original Content: Health Tips (16%)High level overview of original content hospitals post to Facebook pages ©2010 Earthbound Media Group | earthboundmediagroup.com 15

24. Hospital to Community – Original Content: News Articles (15%)High level overview of original content hospitals post to Facebook pages Internal News Articles Links to Newsletter ©2010 Earthbound Media Group | earthboundmediagroup.com 16

25. Hospital to Community – Original Content: Blog Posts (10%)High level overview of original content hospitals post to Facebook pages ©2010 Earthbound Media Group | earthboundmediagroup.com 17

26. Hospital to Community – Original Content: Other (20%)High level overview of original content hospitals post to Facebook pages Contests Recipe Links to other social channels Other items: Podcasts, Radio recordings, eCards, Surveys, Live Q&A, Patient of the Month ©2010 Earthbound Media Group | earthboundmediagroup.com 18

27. Hospital to Community – External Content (22%)High level overview of external content hospitals post to Facebook pages External Content Subcategories News (59%) Health Tips (16%) Video (11%) Awards/Recognition (6%) Blogs (4%) Other (4%) ©2010 Earthbound Media Group | earthboundmediagroup.com 19

28. Hospital to Community – External Content: News (59%)High level overview of external content hospitals post to Facebook pages ©2010 Earthbound Media Group | earthboundmediagroup.com 20

29. Hospital to Community – External Content: Health Tips (16%)High level overview of external content hospitals post to Facebook pages ©2010 Earthbound Media Group | earthboundmediagroup.com 21

30. Hospital to Community – External Content: Videos (11%)High level overview of external content hospitals post to Facebook pages ©2010 Earthbound Media Group | earthboundmediagroup.com 22

31. Hospital to Community – External Content: Recognition (6%)High level overview of external content hospitals post to Facebook pages ©2010 Earthbound Media Group | earthboundmediagroup.com 23

32. Hospital to Community – External Content: Blogs (4%)High level overview of external content hospitals post to Facebook pages ©2010 Earthbound Media Group | earthboundmediagroup.com 24

33. Hospital to Community – External Content: Other (4%)High level overview of external content hospitals post to Facebook pages ©2010 Earthbound Media Group | earthboundmediagroup.com 25

34. Hospital to Community – Events (20%)High level overview of events hospitals post to Facebook pages Event Categories Classes Seminars Blood Drives Fundraisers Free Health Screenings Lectures Company Outings Community Events Programs Support Groups ©2010 Earthbound Media Group | earthboundmediagroup.com 26

35. Hospital to Community – Announcements (12%)High level overview of announcements hospitals post to Facebook pages Special Hours/Nearby Construction Fundraiser Results/Large Donations Accreditation/Qualifications/Accolades ©2010 Earthbound Media Group | earthboundmediagroup.com 27

36. Hospital to Community – Conversation Starters (6%)High level overview of conversation starters hospitals post to Facebook pages Holiday Greetings Topical Question Trivia Question General Inquiry Call Out for Stories ©2010 Earthbound Media Group | earthboundmediagroup.com 28

37. Hospital to Community – Employee Recognition (5%)High level overview of employee recognition hospitals post to Facebook pages Departures/Retirees Spotlight Award Winners/Honorees Promotions/New Hires ©2010 Earthbound Media Group | earthboundmediagroup.com 29

38. Deep Dive: Community to Hospital ©2010 Earthbound Media Group | earthboundmediagroup.com 30

39. Community to Hospital – Compliments/Thanks (36%)High level overview of compliments communities post to hospital Facebook pages Facility Compliments Compliments/Thanks to Staff Webite Compliments ©2010 Earthbound Media Group | earthboundmediagroup.com 31

40. Community to Hospital – Self Promoting (23%) High level overview of self promotion communities post to hospital Facebook pages Spam Links to Other Facebook Profiles Event/Fundraiser Reach for Support ©2010 Earthbound Media Group | earthboundmediagroup.com 32

41. Community to Hospital – Conversation Starters (17%)High level overview of conversation starters communities post to hospital Facebook pages Connections to Hospital Well Wishes Inspirational Quotes Greetings ©2010 Earthbound Media Group | earthboundmediagroup.com 33

42. Community to Hospital – Questions (11%)High level overview of questions communities post to hospital Facebook pages General Inquiry Medical Inquiry Contact Info Request Searching for Specialty Doctor Employment/Volunteer Inquiry ©2010 Earthbound Media Group | earthboundmediagroup.com 34

43. Community to Hospital – Photos (3%) and Video (3%) High level overview of media communities post to hospital Facebook pages Community to Hospital – Suggestions (5%)High level overview of what communities post to hospital Facebook pages Community to Hospital – Complaints (2%)High level overview of what communities post to hospital Facebook pages ©2010 Earthbound Media Group | earthboundmediagroup.com 35

44. Deep Dive: Custom Facebook Tabs ©2010 Earthbound Media Group | earthboundmediagroup.com 36

45. Custom Facebook Page Tabs – HighlightsHigh level overview of custom tabs hospitals install on Facebook pages Job Listings ©2010 Earthbound Media Group | earthboundmediagroup.com 37

46. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages Link to Donation Page ©2010 Earthbound Media Group | earthboundmediagroup.com 38

47. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages Stream of Tweets YouTube Channel Integration ©2010 Earthbound Media Group | earthboundmediagroup.com 39

48. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages US News Feature ©2010 Earthbound Media Group | earthboundmediagroup.com 40

49. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages Polls ©2010 Earthbound Media Group | earthboundmediagroup.com 41

50. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages ER Wait Times ©2010 Earthbound Media Group | earthboundmediagroup.com 42

51. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages Patient Stories ©2010 Earthbound Media Group | earthboundmediagroup.com 43

52. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages Email List Signup ©2010 Earthbound Media Group | earthboundmediagroup.com 44

53. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages Welcome from hospital president/CEO ©2010 Earthbound Media Group | earthboundmediagroup.com 45

54. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages Ask the Expert / FAQs ©2010 Earthbound Media Group | earthboundmediagroup.com 46

55. Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages MyChart Application ©2010 Earthbound Media Group | earthboundmediagroup.com 47

56. Observed Best Practices ©2010 Earthbound Media Group | earthboundmediagroup.com 48

57. Observed Best PracticesEvidence-based recommendations from most ten popular hospital Facebook pages 1. Always include a link in your updates, even if Facebook automatically generates one vs. 2. Have an institutional personality! vs. ©2010 Earthbound Media Group | earthboundmediagroup.com 49

58. Best Practices Evidence-based recommendations from most ten popular hospital Facebook pages 3. Turn the like button into a show of support 4. Cross-promote your Facebook pages ©2010 Earthbound Media Group | earthboundmediagroup.com 50

59. Best Practices Evidence-based recommendations from most ten popular hospital Facebook pages 5. Only 3 of 10 Facebook pages from top 10 defaulted to a tab vs. 6. Only 1 of 10 Facebook pages from top 10 defaulted to “Just Fan Page Owner Posts” vs. ©2010 Earthbound Media Group | earthboundmediagroup.com 51

60. Best Practices Evidence-based recommendations from most ten popular hospital Facebook pages 7. Keep it short, 315 characters or less (avoid the “See More” link) vs. 8. Mix it up, have a good blend of content ©2010 Earthbound Media Group | earthboundmediagroup.com 52

61. Best Practices Evidence-based recommendations from most ten popular hospital Facebook pages 9. Multiple Facebook Pages Per Hospital System 10. Create a Social Media Playbook Overall Context Organizational Structure Standard Process Branded Content ©2010 Earthbound Media Group | earthboundmediagroup.com 53

63. Community often just wants to say thanks, or connect with others

64. Take advantage of additional Facebook page functionality

65. Invest the time into creating a Social Media Playbook ©2010 Earthbound Media Group | earthboundmediagroup.com 54

66. Next Webinar January 2011: Healthcare and Online Video: How to Use YouTube to Engage Health Consumers Questions? Project Ideas? Contact Zach Murray, Client Services | (310) 558-7127 zmurray@earthboundmediagroup.com

67. Q & ASlides Available at: http://www.slideshare.net/EarthboundMediaGroup Elliot Darvick Manager, Online Marketing & Social Mediaedarvick@earthboundmediagroup.com