Not-so-Scary Social MediaRyann RasmussenPublic Relations SpecialistUniversity of Utah Health Care Social media can be your friend… not your fearsomefoe ….
Our Mission… • To build a reliable, transparent, interactive, and widely accessible source of online information related to U of U Health Care. • Increase brand loyalty and awareness by creating a place to reciprocate news and information. • Provide a sense of “community” for patients and staff.
Why we chose to embrace social media… • The majority of our population is online. • Facebook/Twitter/YouTube user population is growing… and growing… and still GROWING. • We have to continue strategically adapting to our audience, so it was do… ….or die!!!!
OK, not really. But there are a few things to be aware of…
The internet and the way with interact with each other is always changing. Always be prepared for the next “big thing.” • Anyone online can say whatever they want, whenever, about whoever, including you or your organization. • Social media participation can be a tool to help manage online brand recognition and reputation.
Social Media at the U Main Campus U of U Health Care Emphasis on patient appeal and unified brand. One primary FB/Twitter/YouTube page with a few strategic exceptions. More narrowed demographic of followers. • Very broad target audience and approach strategy. • Many FB/Twitter pagesconnected to primary U of U profile. • Large following (students, alums, athletics, etc.)
Challenges Unique to U of U Health Care • Strict priority on patient privacy. • Maintaining unified brand while still encompassing 800+ specialties, 4 hospitals, 11 Community Clinics, etc. • killer local competition… (bwah ah ah!)
Kevin Pearce, Snowboarding Accident • Snowboard Accident in Park City in Dec. • 2009 • 48,754 followers as of June 2010, 35,000 in • first week • “Kevin’s parents would like to give a special thank you to all of the doctors, nurses and staff at the University of Utah Hospital who have helped Kevin and the Pearce family though this difficult time.”
Cody Marshall, Accident in Park City • Summer 2008 • Unknown number of blog followers • “University Hospital is like a race horse that leaves the gate strong, and then has to be put down half way through the race.”
Lessons Learned • Patient privacy is our first priority in all our communication, but that doesn’t mean patients won’t disclose information. • Social media requires constant management to ensure appropriate content and patient privacy. • We’re still learning…