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How to Avoid a Social Media Crisis - e-Patient Connections 2011 Workshop
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Transcript of How to Avoid a Social Media Crisis - e-Patient Connections 2011 Workshop
Changing lives through healthcare engagementwww.creationhealthcare.com
Social Media Crisis?
Taming the Digital Wild WestDaniel Ghinn, Creation Healthcare
e-Patient Connections, PhiladelphiaSeptember 2011
Changing lives through healthcare engagementwww.creationhealthcare.com
What to expect
• Get equipped to avoid a social media crisis• 4 key take-aways• Tools to envision senior executives
• We’ll look at real-world examples• You’ll compare notes with peers• You’ll get to ask questions
Changing lives through healthcare engagementwww.creationhealthcare.com
Daniel Who?
Changing lives through healthcare engagementwww.creationhealthcare.com
Who’s in the room?
Changing lives through healthcare engagementwww.creationhealthcare.com
Defining Social Media
Online tools that foster communication and interaction
What are ‘Social Media?’
Changing lives through healthcare engagementwww.creationhealthcare.com
Defining Social Media
What are ‘Social Media?’
Social networking
Social bookmarking
Social news-sharing
Community forums
Social wikis
Blogs
Micro-blogs
Changing lives through healthcare engagementwww.creationhealthcare.com
What’s the tone?
What kind of words have you heard used about social media?
Changing lives through healthcare engagementwww.creationhealthcare.com
Changing lives through healthcare engagementwww.creationhealthcare.com
Is social media changing the world?
Changing lives through healthcare engagementwww.creationhealthcare.com
…young Egyptians armed with Twitter accounts instead of assault rifles emerged as rebel darlingsLATimes.com, August 28, 2011
Changing lives through healthcare engagementwww.creationhealthcare.com
Police revealed they had considered switching off social messaging sites including BBM and Twitter.Guardian.co.uk, August 16, 2011
Changing lives through healthcare engagementwww.creationhealthcare.com
Everything’s changed
Changing lives through healthcare engagementwww.creationhealthcare.com
Changing lives through healthcare engagementwww.creationhealthcare.com“A tiny spark can set a great forest on fire.”
James 3:5
Changing lives through healthcare engagementwww.creationhealthcare.com
What’s the worst case social media scenario for your organization?
Changing lives through healthcare engagementwww.creationhealthcare.com
What went wrong?
• Thinking about that worst case scenario,– Where did it start?– What would be the first sign that things were
going wrong?
Changing lives through healthcare engagementwww.creationhealthcare.com
be preparedHow will you
?
Take-Away #1
Changing lives through healthcare engagementwww.creationhealthcare.com
The price of a social media crisis?
Changing lives through healthcare engagementwww.creationhealthcare.com
FDA understands that the manufacturer of Makena,KV Pharmaceuticals, has sent letters to pharmacists indicating that FDA will no longer exercise enforcement discretion with regard to compounded versions of Makena. This is not correct. …FDA does not intend to take enforcement action against pharmacies that compound hydroxyprogesterone caproate based on a valid prescription…FDA, March 30, 2011
Changing lives through healthcare engagementwww.creationhealthcare.com
What went wrong?
Changing lives through healthcare engagementwww.creationhealthcare.com
Social media vs traditional media?
• The ‘journalists’ of social media don’t call your press line to ask you for a quote before they publish
• Social media publishers ‘go to press’ at any time of day or night
• Compelling stories have the potential to achieve huge reach very quickly – before you have even woken up
• In social media, everybody has a voice, instantly.
Changing lives through healthcare engagementwww.creationhealthcare.com
The e-Patient’s strategy
• “I started this page quite simply because I was outraged. I knew if other people knew… they’d be outraged too.
• “Facebook gave me the platform to reach a lot of people in a short time.• “My hope was that we’d stir up enough public anger… I believed that if we
put our heads together, we’d figure something out.• “Not only did affected moms and dads get involved, but doctors, news
reporters and medical organizations joined the conversation.• “We shared information and ideas on everything from boycotts to
contacting our Congressional representatives.”
Christine O’Connell, founder of ‘Shame on you, KV Pharmaceutical and CEO Greg Divis ‘ Facebook pageQuoted in Healthcare Engagement Strategy, March 30, 2011
http://creationhealthcare.com/articles/shame-on-you-crisis-kv/
Changing lives through healthcare engagementwww.creationhealthcare.com
Changing lives through healthcare engagementwww.creationhealthcare.com
Digital GovernanceWho’s responsible for
?
Take-Away #2
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Source: http://marketing4health.ca
Changing lives through healthcare engagementwww.creationhealthcare.com
Crisis PlanWhat’s your
?
Take-Away #3
Changing lives through healthcare engagementwww.creationhealthcare.com
J&J: Lessons from engagement
Changing lives through healthcare engagementwww.creationhealthcare.com
Changing lives through healthcare engagementwww.creationhealthcare.com
1. Keep the content fresh2. Monitor comments every day, on a regular basis3. Be open and honest. If you make a mistake, or offend
somebody, take responsibility for it.4. Don’t try to sneak in a commercial message without being
transparent about it.5. Remember it’s a living organism – it’s not something that’s
static. You have to get your hands dirty. And it’s fun!
Youtube lessons from J&J’s experience
Rob Halper, Director of Video Communication, Johnson & JohnsonQuoted in Healthcare Engagement Strategy Awards 2010
http://creationhealthcare.com/articles/best-engagement-through-video-award/
Changing lives through healthcare engagementwww.creationhealthcare.com
Source: Harris Interactive, New York, March 23, 2011
Changing lives through healthcare engagementwww.creationhealthcare.com
EngageHow do you
?using social media
Take-Away #4
Changing lives through healthcare engagementwww.creationhealthcare.com
Take-Aways
1. Listen and be prepared2. Control how your organization engages:
Digital Governance3. Develop your Crisis Plan4. Be familiar with channels & online
stakeholders: Engage
Changing lives through healthcare engagementwww.creationhealthcare.com
Self-diagnosis: Social media
1. Listening– As an organization, we know what people are saying online about us, within less
than 24 hours.– This information immediately gets to the people in our organization who can
take appropriate action.
2. Digital governance– All our digital engagement activities are controlled by a digital governance
policy backed by senior executives.
3. Crisis plan– We have a social media crisis plan in place, and it’s been tested.
4. Engagement– As an organization, we can confidently engage stakeholders using social media
channels.
Changing lives through healthcare engagementwww.creationhealthcare.com
Questions?
• Talk with us on the Creation Healthcare Stand• Sign up for our book,
Taming the Digital Wild West• Sign up to receive our monthly e-journal,
Healthcare Engagement Strategy at http://engagementstrategy.tv or on our stand.
Daniel [email protected]@EngagementStrat