Presentation by: Bradley Jobling, Office of External Affairs, Columbia University Department of Surgery www.bdionline.com

1. Columbia University Department of Surgery
www.columbiasurgery.org
info@columbiasurgery.org
@columbiasurgery

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Why social media for health care?
“This business as we knew it for
the last 20 years has changed. We
used to market to the doctors who
would refer their patients to us.
Now more patients are hearing
about us from other patients.”

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From the Bottom of My LVAD

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The Liver Spot

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Heart-Valve-Surgery.com

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Columbia Surgery Facebook Pages
Pages Likes (Mar/11) Followers
(Mar/11)
Aortic Surgery 42 65
Atrial Fibrillation 29 58
Center for Hyperhidrosis 38 34
Center for Metabolic and Weight 40 72
Loss Surgery
Clinical Breast Cancer Program 10 207
Columbia Surgery 1,444 3,205
Living Liver Donor Transplant 356 492
Program
Minimally Invasive Hybrid Cardiac 27 51
Care
Pancreas Center 372 362
Second Opinion 25 7
Thoracic Surgery 37 26

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www.columbiasurgery.net

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Does social media work for NYPH/Columbia?

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Social Media Strategy

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1. Determine First Program

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2. Listen

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3. Prepare

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4. Engage
(Blog as a Power Station)

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5. Measure Successes

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Success Dashboard
Content Goals - (# of posts and q&a items written per month)
• Content Produced By Area
Posts & Articles Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 Total
Goal 6 6 6 6 6 6 6 6 6 54
Clinical Trial Articles
Journal Reviews
Meeting Summaries
Other
Difference
Questions & Answers
Goal
Ask an Expert Q&A
Other
Apr/10
20
May/10 Jun/10 Jul/10
20 20 20
Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 Total
20 20 20 20 20 180
• Social Media Activity Scores
Difference
Post Syndication
Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10
Web Site Referrals - (traffic coming to your web site from other Internet sites)
Oct/10 Nov/10 Dec/10 Total
• Facebook Insights
Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 Total
• Twitter Klout
Facebook
Twitter
Blog
ShareCare
Other (NYP.org, columbia.edu, …)
Search
Total Visits
Facebook Page Activity - (http://www.facebook.com/help/?search=insights)
Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 Avg
Likes
Monthly Active Users
• Traffic to Web Site
Post Views
Post Feedback
Twitter Activity - (http://klout.com/kscore)
Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 Avg
Followers
Klout Score
• Informational Requests
• Referrals
• Article Syndication & Links

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Strategy is Important
• Consistent communications message
• Justifying social media to management
• Content creation, page monitoring, community building
• Employee policies regarding social media
• Issue, and crisis control
• New requirements for even more “community” content.
• New operational work flows

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New Initiatives
• Ask An Expert
• ShareCare
• Patient
• Clinician
• Online Support Communities
• Pancreatic Cancer
• Liver
• Online Chats
• Content Management & Workflow
• Content Syndication

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www.columbiasurgery.org
@columbiasurgery
Bradley W. Jobling Deborah Schwarz
@bradjobling ds348@columbia.edu
www.linkedin.com/in/bradleyjobling http://www.linkedin.com/in/deborahschwarz
mcgregor