The Evolution of Social Media Residency

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Mayo Clinic

Santé Business Technologie

The Evolution of Social
Media Residency
Lee Aase (@LeeAase)

Origins of Social
Media Residency
• Goal: Create a hands-on social media crash
course emphasizing practical application in
health care and development of strategic plans
• 1.5-day intensive course with faculty/student
ratio of 1:8
• First held Oct. 20-21, 2011 in Rochester, Minn.
after #MayoRagan Social Media Summit
• Residency metaphor but no overnight shifts

First-Year Feedback
• Favorable response and lots of learning
• Issues with Resident burn-out
• General punchiness after 5 p.m.
• At end of a long week, the overnight writing
assignment was underappreciated
• Residency metaphor didn’t break down, but
participants did

Social Media
Residency 2012
• Kept 1.5-day format, but ended at 5:30 vs. 7 p.m.
• Held 2x (Spring/Fall) in Rochester, Jacksonville
and Scottsdale/Phoenix
• Moved Oct in RST to front of Social Media Week
• Starting Fresher
• Encouraging application during #MayoRagan

Social Media
Residency 2013
• Continued Spring/Fall in Rochester,
Jacksonville and Scottsdale/Phoenix
• Held course in NYC, Dallas and Seattle
• Discussed improvements for 2014 with EAB
• Shorten to one day to reduce costs
• Online “prerequisite” modules
• SMHN members hosting opportunity

Salt Lake City
• University of Utah Health Care was first SMHN
Member Host on April 15, 2014
• Promoted to employees and Utah Hospital
Association
• Sold Out with >90 registrants

Helpful Feedback:
Move Metrics to the
Morning

Measuring the
Learning Impact of
Social Media
Residency

0
1
2
3
4
Blogging Facebook Google+ LInkedIn Pinterest Twitter YouTube
Before After
SLC Average
Competency Scores

0
1
2
3
4
Blogging Facebook Google+ LInkedIn Pinterest Twitter YouTube
Before After
RST Average
Competency Scores

0
0.375
0.75
1.125
1.5
Blogging Facebook Google+ LInkedIn Pinterest Twitter YouTube
SLC RST
Post-Course
Competency Increase

0
1.1
2.2
3.3
4.4
Prereq EPL Twitter FB Blog Video Metrics
SLC RST
Usefulness of Program
Elements

Future Plans
• Continue to Refine Program based on feedback
• Upcoming sessions scheduled
• Sept. 15 in Arizona
• Oct. 20 in Rochester
• Nov. 10 in Jacksonville
• Virtual Residency and Hosted Sessions TBD

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The Evolution of Social Media Residency

1. The Evolution of Social Media Residency Lee Aase (@LeeAase)

2. Origins of Social Media Residency • Goal: Create a hands-on social media crash course emphasizing practical application in health care and development of strategic plans • 1.5-day intensive course with faculty/student ratio of 1:8 • First held Oct. 20-21, 2011 in Rochester, Minn. after #MayoRagan Social Media Summit • Residency metaphor but no overnight shifts

3. First-Year Feedback • Favorable response and lots of learning • Issues with Resident burn-out • General punchiness after 5 p.m. • At end of a long week, the overnight writing assignment was underappreciated • Residency metaphor didn’t break down, but participants did

4. Social Media Residency 2012 • Kept 1.5-day format, but ended at 5:30 vs. 7 p.m. • Held 2x (Spring/Fall) in Rochester, Jacksonville and Scottsdale/Phoenix • Moved Oct in RST to front of Social Media Week • Starting Fresher • Encouraging application during #MayoRagan

5. Social Media Residency 2013 • Continued Spring/Fall in Rochester, Jacksonville and Scottsdale/Phoenix • Held course in NYC, Dallas and Seattle • Discussed improvements for 2014 with EAB • Shorten to one day to reduce costs • Online “prerequisite” modules • SMHN members hosting opportunity

6. Prerequisites

7. Salt Lake City • University of Utah Health Care was first SMHN Member Host on April 15, 2014 • Promoted to employees and Utah Hospital Association • Sold Out with >90 registrants

9. Helpful Feedback: Move Metrics to the Morning

10. Monday in Rochester

11. Measuring the Learning Impact of Social Media Residency

12. Before

13. After

14. Before

15. After

16. Before

17. After

18. Before

19. After

20. Before

21. After

22. Before

23. After

24. Before

25. After

26. 0 1 2 3 4 Blogging Facebook Google+ LInkedIn Pinterest Twitter YouTube Before After SLC Average Competency Scores

27. 0 1 2 3 4 Blogging Facebook Google+ LInkedIn Pinterest Twitter YouTube Before After RST Average Competency Scores

28. 0 0.375 0.75 1.125 1.5 Blogging Facebook Google+ LInkedIn Pinterest Twitter YouTube SLC RST Post-Course Competency Increase

29. 0 1.1 2.2 3.3 4.4 Prereq EPL Twitter FB Blog Video Metrics SLC RST Usefulness of Program Elements

30. Future Plans • Continue to Refine Program based on feedback • Upcoming sessions scheduled • Sept. 15 in Arizona • Oct. 20 in Rochester • Nov. 10 in Jacksonville • Virtual Residency and Hosted Sessions TBD