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Digital Health Strategies to Engage via Social Media

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Makala Arce
Makala Arce
Tecnología
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Digital Health Communication Strategies to Engage Communities Makala Johnson (@MakalaJohnson) Mayo Clinic Center for Social Media Associate April 26, 2013
Agenda • Our History • Social Media Platforms • Case Studies • Things to Consider • Questions
1994 – The Today Show http://www.youtube.com/watch?v=hVKRSsrIqpA
Our History
Mayo Clinic and Word of Mouth
The Internet merely amplifies word of mouth.
Mayo Clinic’s Social Media Experience
Center for Social Media • Exists to improve health globally by accelerating effective application of social media tools. socialmedia.mayoclinic.org • Social Media Health Network (SMHN) network.socialmedia.mayoclinic.org Over 160 member organizations
http://network.socialmedia.mayoclinic.org/
Social Media Platforms • Facebook • YouTube • Twitter • Blogs • Pinterest
Facebook
“There is a huge need and a huge opportunity to get everyone in the world connected, to give everyone a voice and to help transform society for the future.” Mark Zuckerberg
Engagement
Expert(s) Available to Chat
Ask. Listen. Learn.
Facebook Insights
YouTube
Annotations
Efficiency
YouTube Analytics
Information Sharing
Quick Answers
Discussion
• Handle = username (@MakalaJohnson) • Retweet = Forwarding another user’s tweet to all of your followers • Follow = choose to receive another’s tweets in your newsfeed • Hashtag = the # symbol is used to mark keywords or topics in a tweet • #Connecting13 • Direct Message = private tweet sent to a follower • Twitter Chat (tweetchat) = Twitter meeting where participants coalesce around a predetermined hashtag Vernacular
@MayoClinic on Twitter
Online Ideation Twitter Chat #POTF
Link Shortener http://www.mayoclinic.com/health/crohns-disease/DS00104 http://bit.ly/IAT9o5 Concerns? • Lost brand consistency • Difficult to remember
Eliminate barriers to engagement.
Custom-Shortened Domain
Measurement
Pinterest • Fastest site to reach 10 million users • Largely popular among women • Create boards • Share, recommend and educate • Endless scroll • Inspires action ©2011 MFMER | 3139261-41
What is Pinterest?
Connecting the Dots: Case Study #1
Know Your Numbers bit.ly/HeartNumbers
Facebook
Twitter
Contest Site and Posting • Participation: • 1031 individuals • 18 teams
MayoClinic.com Ad
Connecting the Dots: Case Study #2
Discovery by Richard Berger, M.D., Ph.D. (Dean, Mayo School of CME): Ulnotriquetral (UT) Ligament Split Tear
Jayson Werth’s Experience
Things to Consider Before Diving In… • Business Goals? • Audience? • Most effective platforms? • Desired Outcomes? • Measurement?
Questions? Email: johnson.makala@mayo.edu Twitter: @MakalaJohnson SocialMedia.MayoClinic.org

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