SocialMedia.org Health

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How Mayo Clinic Grappled and Gained
with Social Media Governance
Makala Arce (@MakalaArce)

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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

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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

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Why onboard more?
• Improved security / tighter
password control
• Audit record
• Stop publishing switch
• Image sharing

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Expand to onboard subsidiary accounts - 2014
• Communicated it as policy
• Paid for the first two userseats per account

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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%)

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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

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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)

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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

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Questions?