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How Mayo Clinic Grappled and Gained with Social Media Governance

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SocialMedia.org Health

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How Mayo Clinic Grappled and Gained with Social Media Governance

  1. 1. ©2017 MFMER | slide-1 How Mayo Clinic Grappled and Gained with Social Media Governance Makala Arce (@MakalaArce)
  2. 2. ©2017 MFMER | slide-2 What it looked like in 2012 • “Why did you post this one minute after me?” • Screenshots to record • “Did you get through all the comment monitoring?” • Log in, log out, log in, log out • IT Security audit
  3. 3. ©2017 MFMER | slide-3 Onboarded Enterprise Accounts in 2013 • Approval workflow • Schedule posts on Planner • Track campaigns / custom field tags • Link shortener integrated • Incoming comments streamlined to one inbox • Comment response templates
  4. 4. ©2017 MFMER | slide-4
  5. 5. ©2017 MFMER | slide-5 Why onboard more? • Improved security / tighter password control • Audit record • Stop publishing switch • Image sharing
  6. 6. ©2017 MFMER | slide-6 Expand to onboard subsidiary accounts - 2014 • Communicated it as policy • Paid for the first two userseats per account
  7. 7. ©2017 MFMER | slide-7 Rollout Tactics • Setup: custom dashboard with inbox; scheduled report export • Mandatory training video before publishing access • Yammer Sprinklr group • Answer FAQs for all to see • Sprinklr Adoption Report to all • Reach out to accounts with ≤25% adoption rate • Great adoption (80%)
  8. 8. ©2017 MFMER | slide-8 Challenges • High and increasing interest (138 Mayo FB/TW/G+ accounts) = unsustainable cost model • 25% of accounts didn’t publish a single post per month • Too much administrative burden reaching out to inactive users 25 50 65 110 0 20 40 60 80 100 120 2013 2014 2015 2016 Sprinklr Userseats
  9. 9. ©2017 MFMER | slide-9 Significant Shift Announcement - 2017 • Specialty accounts to pay for their own userseats • Minimum posting frequency: 10x per month (FB, TW, G+) • What we offered to those that closed: • Submission form for content suggestions to enterprise accounts – better reach (win/win)
  10. 10. ©2017 MFMER | slide-10 Beginning of 2018… • Greater stewardship • Multiple accounts closed • 127 userseats • (106 paid for by others) 0 20 40 60 80 100 120 140 2013 2014 2015 2016 2017 Sprinklr Userseat Payments Social Media Team Other Teams
  11. 11. ©2017 MFMER | slide-11 Questions?

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