I presented this webinar for Ragan Communications on Thursday, Feb. 24, 2011 with colleagues Ryan Paul and Tripp Underwood. It covers how to use blogs, Facebook and Twitter to accomplish your health care communications and marketing goals.

2. Today’s agenda Overview (20 min) Why social media? From SEA to shining SEA The three C’s of social media Blogging (15 min) Facebook (15 min) Twitter (10 min) Q’s and A’s (15 min)

3. Why social media Our jobs have changed Our tools have changed Our audiences, their needs and expectations have changed Incredible opportunities to inform and engage, all while building your organization’s brand

4. Social Media at Children’s Blogs Thrive: pediatric health Vector: science and innovation Facebook 19 pages Departments and programs such as Heart Center, Advanced Fetal Care Center, Cleft Lip and Palate Twitter 15 feeds Some overlap of Facebook pages, but most are general SocialText CHB about to launch internal collaboration software Complete listing at chbos.org/socialmedia

5. Social Media:From SEA to shining SEA

6. SEA: Strategic Strategize: Let your goals be your guide Reputation building? Volume building? Name recognition? Thought leadership? Patient support? Execute: Use the right tool for the specific goal Assess: Was it successful? If yes, evaluate what went well and replicate. If not, that’s OK. Learn from successes and failures. SEA to SEA

7. SEA: Tactical Share Find great stories, personalities, voices, images, videos Give yourself time to share the content you create Engage Identify and connect with those most likely to be interested in a topic or story Share your content in as many ways as possible Be personal—and not just when you need something Return the favor Amplify Use internal resources to spread the word Then get help from others outside your organization SEA to SEA

8. SEA: TacticalThe Three C’s of Social Media Coordination! Collaboration! Communication! SEA to SEA

9. SEA: TacticalHuddle Encourages the three C’s ½ hour EVERY DAY Reps from social media, media, web, physician and patient comm, etc Can respond to news in real time… Plan for the week ahead… And look down the road in a strategic way Huddles help you get your ducks in a row. SEA to SEA

10. Blogging Children’s has two blogs: Thrive: Pediatric health, wellness and parenting Vector: Science and innovation Benefits: Two-way communication Share timely, relevant news and info Real-time feedback on content Control messaging SEO benefits Brand building

11. Blogging Just do it—but be smart Decide what your blog is—and isn’t Don’t build it on your own: great, simple, EXISTING blog platforms—use one HIPAA disclaimer Don’t be afraid to fail Follow the data

12. Blogging Different medium, same rules Great stories, organizational benefit, separate yourself from the pack Let others do the talking Doctors, nurses, patients, parents, employees Find and cultivate strong voices Make illness, recovery and challenge come to life If it’s a no-brainer, don’t waste your time Fireworks safety on July 4th, tooth-brushing tips during Dental Health Month

13. Children’s on Facebook Facebook.com/ChildrensHospitalBoston 507,000 likes as of February 21, 2011 Largest hospital Facebook page in the world 19 total pages (more: chbos.org/socialmedia) Facebook is:Facebook isn’t: Wall posts and comments — Websites Photos — Blogs Custom tabs — YouTube

14. Children’s on Facebook Great way to push out content More interaction than blog comments …but that doesn’t always relate to clicks Even negative comments are a good thing Our posts have been viewed over 88 million times (equals $225,000 in ad savings)

15. Facebook as political engager

16. Connecting on Facebook Don’t use it only to push your content Create something that will engage your audience 57% of our Facebook audience is women between ages 18-44. What do moms like? People on Facebook love to talk about themselves. Give them the opportunity.

17. Connecting on Facebook

18. Children’s on Twitter 15 Twitter handles, all separately maintained 11,500 total followers @ChildrensBoston and @ThriveChildrens are the most widely read and shared See chbos.org/socialmedia for a full listing

19. Twitter 101 It’s all about who you know. Like Hollywood or high school, the company you keep on Twitter says a lot about you. Connect and interact with reputable, likeminded groups and organizations that can help you spread your message—and you theirs. When it comes to followers, quality over quantity is key.

20. @Positives vs. @Negatives Benefits Real-time communication Personal touch Cheap and easy to maintain Challenges Unpredictable Extremely limited window of opportunity Twitter-verse is overpopulated; it can be difficult to stand out

22. Avoid tweets that don’t push conversation forward or contain relevant, timely information

23. Share focused, interesting and current info

24. Makes your feed less likely to get lost in the din

25. Share and share alike

26. Push your own content, but share the work of others doing similar things

27. Promotes good will among likeminded organizations

29. The last word Let each tool do what it does best Share the good stuff; make a plan for dealing with the bad stuff You can’t buy buy-in Health care’s compelling, important, always relevant—communicate that

30. Contact us Matt Cyr – Director, Patient and Family Communications @mattcyr or matthew.cyr@childrens.harvard.edu Ryan Paul – Social Media Specialist @RYANdashPAUL or ryan.paul@childrens.harvard.edu Tripp Underwood – Writer/Blogger @ESUIII or tripp.underwood@childrens.harvard.edu

31. Questions?