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H EA LT H C A R E & FA C E B O O K : How 100 Hospitals and the Communities
They Serve Communicate Through Facebook
presented by Elliot Darvick, @edarvick
Manager, Online Marketing & Social Media
Webinar Ser ies
©2010 Earthbound Media Group | earthboundmediagroup.com 1
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Learning Objectives
• A comprehensive understanding of how hospitals are using Facebook pages as a communication outlet
• A better idea of how communities are using Facebook pages to communicate with hospitals
• Inspiration to translate these findings into immediate action and new content
• Some observed best practices used by hospitals across the US
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Agenda
• Research Overview• Deep Dive: Hospital to Community• Deep Dive: Community to Hospital• Deep Dive: Custom Facebook Tabs• Observed Best Practices / Takeaways
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Research Overview
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Through research, we set out to answer 2 questions:
• Of U.S. hospitals that have Facebook pages, what type of content do they share?
• What are the reasons and intentions of people that post to U.S. hospital Facebook fan pages?
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OverviewTo explore, in-depth how hospitals and their audiences are interacting through Facebook.
• Documented 295 hospitals with active presence on Facebook & Twitter• Randomized population, n = 100 (c = 95%, c.i. = +/- 8)• Performed initial research to categorize content, interactions• For each, recorded and categorized last 30 Hospital to Community posts• For each, recorded and categorized last 30 Community to Hospital posts• Aggregated and analyzed data (Summer 2010)
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Audience DistributionThe median audience for the 100 hospital Facebook pages we studied was 651 people
Median: 651
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Why this approach?An overview of the logic used to support the research methodology and approach
• Chose Facebook for broad spectrum of posted media and messages• Content-focused approach reflective of core social strategy• Meant to serve as inspiration for hospitals growing own social presence• Population size captures wide-spectrum of hospital types and sizes
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Post Categories• Original Content (34%)• External Content (22%)• Events (20%)• Announcements/PR (13%)• Conversation Starters (6%)• Employee Recognition (5%)
2,855 total posts examined across 100 hospitals
Hospital to Community – OverviewHigh level overview of what hospitals post to their Facebook pages
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Post Categories• Compliments/Thanks (36%)• Self-promoting (23%)• Conversation Starters (17%)• Questions (11%)• Suggestions (5%)• Photo (3%)• Video (3%)• Complaints (2%)1,576 total posts examined across 100 hospitals
Community to Hospital – OverviewHigh level overview of what communities post to hospital Facebook pages
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Deep Dive: Hospital to Community
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Original Content Subcategories• Photos (20%)• Other (20%)• Videos (19%)• Health Tips (16%)• News Articles (15%)• Blog (10%)
Hospital to Community – Original Content (36%)High level overview of original content hospitals post to Facebook pages
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Events
Construction/Renovations
Employee Spotlights
Special Visits by Celebrities/Athletes
Hospital to Community – Original Content: Photos (20%)High level overview of original content hospitals post to Facebook pages
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Specific Departmental Info
Health & Training Tips
Employee Spotlights
Event Footage
Hospital to Community – Original Content: Videos (19%)High level overview of original content hospitals post to Facebook pages
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Hospital to Community – Original Content: Health Tips (16%)High level overview of original content hospitals post to Facebook pages
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Internal News Articles
Links to Newsletter
Hospital to Community – Original Content: News Articles (15%)High level overview of original content hospitals post to Facebook pages
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Hospital to Community – Original Content: Blog Posts (10%)High level overview of original content hospitals post to Facebook pages
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Contests
Recipe
Hospital to Community – Original Content: Other (20%)High level overview of original content hospitals post to Facebook pages
Links to other social channels
Other items: Podcasts, Radio recordings, eCards, Surveys, Live Q&A, Patient of the Month
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External Content Subcategories• News (59%)• Health Tips (16%)• Video (11%)• Awards/Recognition (6%)• Blogs (4%)• Other (4%)
Hospital to Community – External Content (22%)High level overview of external content hospitals post to Facebook pages
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Hospital to Community – External Content: News (59%)High level overview of external content hospitals post to Facebook pages
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Hospital to Community – External Content: Health Tips (16%)High level overview of external content hospitals post to Facebook pages
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Hospital to Community – External Content: Videos (11%)High level overview of external content hospitals post to Facebook pages
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Hospital to Community – External Content: Recognition (6%)High level overview of external content hospitals post to Facebook pages
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Hospital to Community – External Content: Blogs (4%)High level overview of external content hospitals post to Facebook pages
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Hospital to Community – External Content: Other (4%)High level overview of external content hospitals post to Facebook pages
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Hospital to Community – Events (20%)High level overview of events hospitals post to Facebook pages
Event Categories• Classes• Seminars• Blood Drives• Fundraisers• Free Health Screenings• Lectures• Company Outings• Community Events• Programs• Support Groups
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Hospital to Community – Announcements (12%)High level overview of announcements hospitals post to Facebook pages
Special Hours/Nearby Construction
Fundraiser Results/Large Donations
Accreditation/Qualifications/Accolades
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Hospital to Community – Conversation Starters (6%)High level overview of conversation starters hospitals post to Facebook pages
Holiday Greetings
Topical Question
Trivia Question
General Inquiry
Call Out for Stories
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Spotlight
Award Winners/Honorees
Departures/Retirees
Promotions/New Hires
Hospital to Community – Employee Recognition (5%)High level overview of employee recognition hospitals post to Facebook pages
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Deep Dive: Community to Hospital
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Community to Hospital – Compliments/Thanks (36%)High level overview of compliments communities post to hospital Facebook pages
Facility Compliments
Webite Compliments
Compliments/Thanks to Staff
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Spam
Event/Fundraiser
Links to Other Facebook Profiles
Reach for Support
Community to Hospital – Self Promoting (23%) High level overview of self promotion communities post to hospital Facebook pages
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Community to Hospital – Conversation Starters (17%)High level overview of conversation starters communities post to hospital Facebook pages
Connections to Hospital
Well Wishes
Greetings
Inspirational Quotes
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General Inquiry
Medical Inquiry
Contact Info Request
Searching for Specialty Doctor
Employment/Volunteer Inquiry
Community to Hospital – Questions (11%)High level overview of questions communities post to hospital Facebook pages
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Community to Hospital – Complaints (2%)High level overview of what communities post to hospital Facebook pages
Community to Hospital – Suggestions (5%)High level overview of what communities post to hospital Facebook pages
Community to Hospital – Photos (3%) and Video (3%)High level overview of media communities post to hospital Facebook pages
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Deep Dive: Custom Facebook Tabs
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Job Listings
Custom Facebook Page Tabs – HighlightsHigh level overview of custom tabs hospitals install on Facebook pages
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Link to Donation Page
Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages
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Stream of Tweets
Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages
YouTube Channel Integration
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US News Feature
Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages
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Polls
Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages
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ER Wait Times
Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages
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Patient Stories
Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages
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Email List Signup
Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages
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Welcome from hospital president/CEO
Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages
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Ask the Expert / FAQs
Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages
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MyChart Application
Custom Facebook Page Tabs – Highlights High level overview of custom tabs hospitals install on Facebook pages
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Observed Best Practices
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Observed Best PracticesEvidence-based recommendations from most ten popular hospital Facebook pages 1. Always include a link in your updates, even if Facebook automatically generates one
2. Have an institutional personality!
vs.
vs.
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Best Practices Evidence-based recommendations from most ten popular hospital Facebook pages
3. Turn the like button into a show of support
4. Cross-promote your Facebook pages
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Best Practices Evidence-based recommendations from most ten popular hospital Facebook pages
5. Only 3 of 10 Facebook pages from top 10 defaulted to a tab
6. Only 1 of 10 Facebook pages from top 10 defaulted to “Just Fan Page Owner Posts”
vs.
vs.
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Best Practices Evidence-based recommendations from most ten popular hospital Facebook pages
7. Keep it short, 315 characters or less (avoid the “See More” link)
8. Mix it up, have a good blend of content
vs.
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Best Practices Evidence-based recommendations from most ten popular hospital Facebook pages
9. Multiple Facebook Pages Per Hospital System
10. Create a Social Media Playbook
Overall Context Organizational Structure Standard Process Branded Content
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Takeaways
• Dig deep into your organization to produce original content
• Community often just wants to say thanks, or connect with others
• Take advantage of additional Facebook page functionality
• Invest the time into creating a Social Media Playbook
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NEXT WEBINAR
JANUARY 2011:
Questions? Project Ideas?Contact Zach Murray, Client Services | (310) [email protected]
Healthcare and Online Video: How to Use YouTube to Engage Health Consumers
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©2010 Earthbound Media Group | earthboundmediagroup.com 56
Q & A
SLIDES AVAILABLE AT:
Elliot DarvickManager, Online Marketing & Social [email protected]
http://www.slideshare.net/EarthboundMediaGroup