Social Media Networking

Social Media Networking Implications for Healthcare Recruiting Presented By Steven Jacobs, FASPR Kaweah Delta Medical Center

SOCIAL MEDIA DEFINED • The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. -Wikipedia • Social Media refers to forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos) -Merriam-Webster

PHYSICIANS AND SOCIAL MEDIA • Nearly 90% of physicians reported that they used at least one social media site personally, according to a survey by the online physician learning collaborative QuantiaMD. • By those numbers, physicians are well ahead of the general adult population -- 65% of the general public use social media, according to a study published in August by the Pew Internet & American Life Project. • According to QuantiaMD, 87% of physicians make personal use of social media, but a lesser amount, 67%, use it professionally. And one thing that hasn't changed during those 18 months is the lack of patient-physician communication on social media. • One-third of the QuantiaMD survey respondents said they had received a friend request from a patient on Facebook. Three-quarters of the physicians declined those invitations.

PHYSICIAN FRIENDLY SOCIAL MEDIA • WWW.SERMO.COM With over 120,000 community members, Sermo is revolutionizing the way physicians collaborate across the United States. The Community Sermo is the largest online physician community in the US. It’s where practicing US physicians—spanning 68 specialties and all 50 states—collaborate on difficult cases and exchange observations about drugs, devices and clinical issues. And find potentially life-saving insights that have yet to be announced by conventional media sources. Sermo is a real-time meeting place where physicians get help with everything from patient care to practice management. They’ve described it as “therapeutic,” a “virtual water cooler” and “vital to my everyday practice.”

PHYSICIAN FRIENDLY SOCIAL MEDIA • WWW.MEDSCAPE.COM Medscape from WebMD offers specialists, primary care physicians, and other health professionals the Web's most robust and integrated medical information and educational tools. After a simple, 1-time, free registration, Medscape from WebMD automatically delivers to you a personalized specialty site that best fits your registration profile. Some of the key features of Medscape from WebMD are: Original, professional medical content, including review articles, journal commentary, expert columns, patient education articles, book reviews, and more; Conference Coverage: Thought leaders summarize key data and presentations from major medical meetings; The Internet's first primary-source medical journal, The Medscape from WebMD Journal of Medicine; Selected daily professional medical news in your specialty from Reuters, Medscape Medical News, and medical news journal publishers; Physician Optimized MEDLINE; Free subscription to Medscape's MedPulse, a weekly email newsletter that highlights what's new in your specialty on Medscape from WebMD; More than 125 medical journals and textbooks; Business, financial, managed care, and medical practice information;

PHYSICIAN STATS • In a NEJM survey 71% of the respondents stated they looked on-line for a position. • Manhattan Research, meanwhile, cited that 88% of all doctors use the internet to access medical and device information • In a separate survey by Knowledge Networks, 60% of healthcare specialists and about half of all doctors use smartphones, and that 90% of these mobile owners use it to go online, which includes social networking sites. • Ed Bennett of University of Maryland Medical Center has listed that 1,229 hospitals are currently using social media technologies as of October 9, 2011. This includes Facebook, Twitter, YouTube, LinkedIn, and blogging.

HOW PHYSICIANS SEARCH FOR JOBS • Zeldis Research Associates was commissioned by NEJM to do survey in December 2010. • 4,008 were sent out and 376 (9.4%) usable surveys were returned. • 97% of respondents were 40 years old or younger • 89% rated professional/personal referrals as useful in finding a job • 88% started looking just prior to or during their last year of training • 70% use a mobile device & 67% of them are interested in using a job app • 60% rated print and online versions as equal • 50% were practicing physicians • 50% used classified/recruitment sources in print • 50% used classified/recruitment sources on-line • 15% rated social media as useful during a job search • The most important factor online was job quality • Interest is highest for permanent positions at a hospital or group

HOW CAN A HOSPITAL USE SOCIAL MEDIA? Customer Service: Contact point for our customers, catch problems early. Community Outreach: The people in our physical community are on these sites. Patient Education: Natural extension of efforts to reach & teach. Public Relations: The media is there looking for stories & sources. Crisis Communications: Take control of the message, and keep community updated in real-time.

Best Practices at other Hospitals • Community Engagement • Real-time education • Referring Physician Outreach • Coordinated Social Media Programs • Customer Service • Crisis Communications

Hospital Social Networking Accounts • U.S. Hospitals that use Social Networking tools – updated on October 9, 2011 • 1,229 Hospitals total • 575 YouTube Channels • 1068 Facebook pages • 814 Twitter Accounts • 566 LinkedIn Accounts • 946 Four Square • 149 Blogs • 4,118 Hospital Social Networking Sites • Data as of October 9, 2011 - Source: ebennett.org/data

WHAT’S YOUR PLAN KEY INGREDIENTS TO USING SOCIAL MEDIA/NETWORKING ARE: • PLANNING (WHAT DO YOU WANT TO ACCOMPLISH) • COMMITMENT (WHO’S GONNA DO ALL THE WORK) • MARKETING (HOW DO YOU GET THE WORD OUT) • BRAND MNGMNT (WHAT’S A BUSINESS CARD)

STEP 1: PLANNING • IDENTIFY KEY STAKEHOLDERS • DO YOU REALLY WANT THE EXPOSURE? • WHAT”S THE BIG PICTURE? • IS THERE A SOCIAL MEDIA POLICY/SHOULD THERE BE? • WHAT ARE THE BENEFITS OF USING SOCIAL MEDIA? RISKS? • WHO IS IN CHARGE OF SOCIAL MEDIA AT YOUR ORG.? • WHO IS RESPONSIBLE FOR CONTENT IN YOUR DEPT.? • HOW DOES CONTENT GET PUT UP? • HOW OFTEN DO YOU UPDATE? • PRIVACY & HIPAA

Talking Points for Stakeholders • The 30-second elevator pitch – suitable for anyone:Social Media is a conversation. Millions of people use these sites to connect, create trusted circles and talk to each other. Sometimes they talk about us – our hospital, our staff and their experiences here. We have to be in the room – i.e. the social media site, if we want to be invited into the conversation. • To the Marketing folks:You can use Social Media in three ways – 1. It’s another way to promote our services and let interested patients find us. 2. You can also use it to monitor and protect our brand reputation. 3. It’s also a great tool to follow what folks say about our competition. And oh yes, our competition is starting to use it to promote their services. Do you want to be left behind? • To the Customer Service team:It’s an easy, asynchronous way to let our customers contact us when they need help. It’s simple, cheap and a way to catch problems quickly – then resolve them before they get out of control. • To the Public Relations office:The traditional media (TV, Radio, Print) is monitoring social media looking for breaking stories. They use Twitter, Facebook and other sites – many times connecting directly with our employees, asking questions and bypassing traditional news releases. Participating in social media is one way to monitor this activity, and promote the messages you consider important. • To the Community Outreach folks:You invest energy working with the local community around our hospital. Social networks are a extension of our local, physical communities – many of the folks who live near us use these sites. In addition, with these tools, the definition of community extends beyond physical boundaries. • To the Patient Education / Support teams:Our patients and many others are on these sites are looking for trusted medical information. We can be that trusted source – and yes, we can do it without violating privacy and HIPAA rules.

STEP 2: COMMITTMENT • ONCE IT STARTS IT DON’T STOP (UNLESS YOU QUIT) • DAILY, WEEKLY, OR MONTHLY UPDATES • WHEN TO FIT IT IN YOUR SCHEDULE (IF YOU ARE RESPONSIBLE) • SOFTWARE IS AVAILABLE TO MAKE LIFE EASIER BY CONNECTING WITH ALL SITES YOU MAINTAIN AT THE SAME TIME

MANAGING MULTIPLE ACCTS • THESE PROGRAMS ALLOW YOU TO CONNECT UPDATES ACROSS SOCIAL MEDIA PLATFORMS • WWW.TWEETDECK.COM • WWW.SEESMIC.COM • WWW.HOOTSUITE.COM

STEP 3: MARKETING • WHO IS MY AUDIENCE • HOW DO I GET CONTENT IN FRONT OF THEM • HOW CAN MY MARKETING DEPT. HELP ME • WHAT DO I WANT TO ACCOMPLISH OLD SCHOOL

STEP 4: BRAND MANAGEMENT Brand management is the application of marketing techniques to a specific product, product line, service line, or brand. It seeks to increase a product's or service’s perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product or service.

KAWEAH DELTA FACEBOOK PAGE www.facebook.com/kaweahdelta • Run by our marketing department • Used as a community outreach and patient education portal • Not related to physicians or physician recruiting

MY FACEBOOK PAGE • WWW.FACEBOOK.COM/KAWEAHDELTARECRUITING • LAUNCHED APRIL 30, 2010 • 61 MONTHLY ACTIVE SUBSCRIBERS • 77 VISITS PER WEEK • PEOPLE HAVE TO HAVE FACEBOOK ACCOUNT TO JOIN YOUR PAGE BUT DON’T NEED AN ACCOUNT TO SIMPLY VIEW IT.

TWITTER • WWW.TWITTER.COM/KDRECRUITING • FILL OUT REGISTRATION • TWEET AWAY • WWW.TWEETMYJOBS.COM • NEED PEOPLE TO FOLLOW YOU • HAVE TO MARKET YOUR ACCOUNT

LinkedIn • WWW.LINKEDIN.COM • WWW.LINKEDIN.COM/IN/STEVENJ • CAN BE COMBINED WITH OTHER ACCOUNTS

YOUTUBE • WWW.YOUTUBE.COM • SEARCH BY NAME • http://www.youtube.com/watch?v=3I9sV4XesGQ • CAN DOWNLOAD VIDEOS OR GIVE DIRECTIONS WHERE TO FIND THE VIDEO • EASY TO UPLOAD ANYTHING SAVED ON YOUR HARD DRIVE OR OFF OF A JUMP DRIVE

BLOGGING MY BLOG: http://placeyourdocs.blogspot.com/ STARTED AUGUST 23, 2009

SOCIAL MEDIA, JOB LISTINGS AND CANDIDATE HUNTING • JOBING TECHNOLOGY SERVICES • WWW.JOBING.COM ($249 a job/4 weeks) • The Facebook App, by Jobing Technology Services, enables you to make your company's career center directly available on Facebook. Candidates can research your company, find a position and apply for jobs - all without ever leaving Facebook. Plus, your employees and stakeholders can update their friends and family members when jobs come available helping you to leverage the power of your employment community. • The Twitter App, by Jobing Technology Services, enables employers to Tweet their jobs, blogs, and employment information directly to candidates who follow your company. Conversations can then be facilitated around specific topical areas to engage your community. The Twitter App allows content to be optimized for search through Twitter's growing community.

WWW.TWEETMYJOBS.COM • TweetMyJOBS is the leading job distribution network for employers and job seekers, and a pioneer in the shift toward social recruiting. • TweetMyJOBS provides a social solution for job seekers by integrating Twitter and Facebook into its next-generation job search tool. As a result, TweetMyJOBS users can take advantage of their existing social network connections to get personally introduced to hiring employers. • TweetMyJOBS is also the gateway for employers to post jobs to social networks. Utilizing a powerful Social Network Interface (SNI) engine, employers can advertise opportunities and promote their brand through Facebook, Twitter, TweetMyJOBS Mobile and the major job search engines.

SOCIAL MEDIA RECRUITING • EXAMPLE OF THIS TECHNOLOGY APPLIED: • www.facebook.com/StJosephsHospital • http://www.facebook.com/sportchalet

THINGS TO THINK ABOUT • WHAT IS NOW BEING DUBBED AS “SOCIAL RECRUITING” IS YOUNG BUT GROWING • MANY MORE HOSPITALS AND CLINICS WILL TAKE ADVANTAGE OF THE CUSTOMER BASE OFFERED BY SOCIAL MEDIA OUTLETS • COST & BANG FOR THE BUCK WILL BE BIG INFLUENCERS IN YOUR DECISION.

FACEBOOK STATS People on Facebook • More than 800 million active users • 50% of our active users log on to Facebook in any given day • Average user has 130 friends • People spend over 700 billion minutes per month on Facebook Activity on Facebook • There are over 900 million objects that people interact with (pages, groups, events and community pages) • Average user is connected to 80 community pages, groups and events • Average user creates 90 pieces of content each month • On average, more than 250 million photos are uploaded per day Global Reach • More than 70 translations available on the site • About 70% of Facebook users are outside the United States • Over 300,000 users helped translate the site through the translations application Mobile • There are more than 350 million active users currently accessing Facebook through their mobile devices. • People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. • There are more than 475 mobile operators in 60 countries working to deploy and promote Facebook mobile products • Source: facebook.com

TWITTER STATS • Twitter has 106,000,000 registered users • It adds 300,000 new users a day • It gets 180,000,000 unique visitors • 75% of its traffic is outside twitter.com • It gets 3,000,000,000 requests a day • Users are doing 140,000,000 tweets a day • 6,939. Current TPS (Tweets Per Second) record, set 4 seconds after midnight in Japan on New Year’s Day • Thursday & Fridays are the most active days • Ashton Kutcher has the most followers on Twitter 4.8M • Source: Onlinemarketingtrends.com

LinkedIn Stats • 135 million members including all Fortune 500 companies • Membership grows by 2 new members approximately every second • There were nearly two billion people searches on LinkedIn in 2010 • More than half of the members are outside the United States • More than 2 million companies have LinkedIn Company Pages • Source: press.linkedin.com

YOUTUBE • Founded in February 2005 • More than 13 million hours of video were uploaded during 2010 and 48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day • Over 3 billion videos are viewed a day on YouTube which is double the prime time audience of all three major US broadcast networks combined. • Users upload the equivalent of 240,000 full-length films every week • More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years • YouTube mobile gets over 400M views a day (up 3x year/year), representing 10% of our daily views • Nearly 17 million people have connected their YouTube account to at least one social service (Facebook, Twitter, Orkut, Buzz, etc) • 70% of YouTube’s traffic comes from outside the US. Source: http://www.youtube.com/t/press_statistics

BLOGGING • More than 133,000,000 blogs have been indexed by Technorati since 2002 • 87% of all bloggers use Facebook • 81% use Facebook to promote their blog • 64% use Facebook to interact with readers • 45% say Facebook drives more traffic to their blog than it did a year ago • 73% of hobbyists and 88% of professional bloggers still use Twitter • More than half of all bloggers link Twitter to their blog • 34% of bloggers say Twitter is a more effective traffic source than it was a year ago • Source: technorati.com • Source: umww.com

Social Media Networking