Late last year, we worked with a team from Audit Services on a comprehensive review of our institutional social media program, looking for best practices, gaps, opportunities. The report was shared with executive leadership and many key stakeholders, and since then we’ve been moving ahead with development and implementation. The project shares many similarities and in many places intersects with our transformative “Web Reboot” project.
There were are a few common themes in our audit recommendations, largely centered on formalization of the program, providing additional oversight, creating more standards and policies governing use, and offering more training and additional monitoring. Here’s what it said:
1) The Office of Marketing and Communications, working with the Office of Information Security (OIA), should conduct a risk assessment of institutionally branded social media sites. This assessment process should include identifying and evaluating associated risks and developing an action plan to mitigate those risks. (This has been completed.)
2) Using the DIR Social Media Resource Guide core elements as guidance, the Office of Marketing and Communications should develop a formal strategy for UTMB Health’s social media program. Once the formal strategy is developed, the social media policy should be aligned and revised accordingly. (You can review a draft of the plan now.
4) The Office of Marketing and Communications should require that institutionally branded social media sites be formally registered with UTMB Health. (Visit our site inventory tool, part of the Web Reboot project.)
5) The Office of Marketing and Communications should develop a formal strategy for monitoring social media to protect the institutional brand from negative publicity or adverse reputational issues. (We are monitoring, and are working to formalize and enhance the program to better serve our many UTMB customers. This is a major area of focus for us.)
6) The Office of Marketing and Communications should develop targeted training for individuals responsible for administering institutionally branded social media sites that detail proper procedures for managing these sites. Consideration should be given to this training being a prerequisite for site/account approval. (While the training programs are developed, we’ve been meeting with interested groups or individuals as requested. Contact us below for more information.)
Driving through Louisiana this weekend, I was having a conversation with my teenage son about potential careers and how things change. He’s an avid reader so we got on the topic of writing as a profession, and the many challenges and changes the field has undergone. Somewhere in there we talked about how we live at a time where there is more to read, material is easier to access , and more people are writing (present company included, no statement on quality). How all this content gets to audiences is very relevant to what we do as communicators and as readers.
There’s an article I found useful that distills a lot of what’s been going on with content, authors and the channels that deliver them. It helps explain why Facebook (and other successful aggregators) matter. It’s a long read: https://medium.com/@yayitsrob/what-blogging-has-become-fea2e58b83b9
More than ever, Facebook Business Pages need to “pay to play” (i.e. pay to boost/target their posts &/or buy ads vs. sending out “promotional” posts) in order to reach their followers’ Newsfeeds. Candis Hidalgo on Amazly.com provides additional tips to try to keep your FB page posts visible to your fans.
- Encourage Fans To Use Interest Lists
- Encourage Fans To Get Notifications From Your Page
- Use Promotions In Combination With Facebook Ads
Who uses which social networks in 2015 & projections for 2016
An infographic on Adweek.com by by Carlos Monteiro featuring research from eMarketer.
A few of the findings:
- The majority of Instagram’s users are between the ages of 18-34. Instagram has 11.4 million users aged 17 and younger
- Facebook has more users than any other social network
- The Facebook demographic with the most growth is the 65+ crowd
- While the 25-34 age group makes up the majority of Facebook’s users, the proportion of persons from this age group joining Facebook as new members has gone down relative to other age groups.
Commenters question the absence of Snaphat, YouTube, LinkedIn and Google+, but there are interesting stats for Facebook, Twitter, Pinterest, Tumblr and Instagram. Despite issues with declining organic reach, Facebook will still have the largest share of users.
There’s a news item that caught our collective interest related to social media and free speech. It’s notable for a number of reasons: it’s in our market area and in health care, and about a topic that will be getting more official attention at UTMB in the coming year. The news item is about an employee at Memorial Hermann Southeast (in the Scarsdale area) who was fired for a Facebook post about the situation in Ferguson.
The post was unarguably insensitive, but beyond the content, it raises a lot of questions about where the line exists between personal life and work. It’s been a blurry divide for years; new initiatives we have planned related to policies and user guidelines at UTMB will hopefully help to steer people in the right direction. The work’s being driven by a review of our overall institutional use of social media and the programs/practices that support it. We’ll share a lot more about this in the coming weeks and future posts.
Here’s the full KHOU story:
While we currently do some online advertising for UTMB services (mostly search based), we’ve not yet taken the plunge into social media advertising. We get asked about it from time to time and it’s an outlet we’ve been watching. Why the trepidation? Digiday writer John McDermott sums it up pretty well in his article “Haters Gonna hate: Brands pay to get an earful on social platforms.”
Facebook is changing the look of Timelines on Pages to a one-column design more similar to the Timelines on individual profiles. (Quick reminder: Pages are generally public and can be for a person, business, movie, etc., while personal profiles are just for individual use.) This news came out on Mashable yesterday, and UTMB’s timeline was changed by this morning (June 6). Well, it’s changed when I view it as an Administrator. When I log in to my personal account and go to the Page, it’s still in the old format. Weird.
From an Admin. point, it looks like a change for the better, and hopefully it will be a good change in practice as well. I like the new ways to navigate to and access Page info., including new “THIS WEEK” stats at upper right.
I had a great opportunity to speak with UTMB’s Support Staff Professionals about social media at their monthly luncheon today.
It was great to make your acquaintance, and I look forward to working with you in the future!
I encourage everyone who uses social media in their role at UTMB to join the Social Media Workgroup to keep up with trends and UTMB policies.
Here are links to past blog posts (from here), a couple of infographics and an article that I hope you will find to be helpful.
- UTMB’s Social Media Badge
- Facebook, Twitter, Instagram, Pinterest – Complete Social Media Image Size Guide
- The drop in Facebook Page reach
- Social Media Etiquette – Tips, Stats And Suggestions [Infographic]
- How To Create Perfect Posts for Blog, YouTube, Tumblr, Vine, Google+, Facebook & Twitter: Version 4 [Infographic]
- Steer Clear of these 15 Social Media Mistakes
By now you’ve likely heard about the recent Heartbleed security flaw. If not, here is a good FAQ:
Q. and A. on Heartbleed: A Flaw Missed by the Masses
If you haven’t already, you should change the passwords on UTMB third-party tools including social media accounts. Here is a list of affected media:
The Heartbleed Hit List: The Passwords You Need to Change Right Now
One UTMB department’s Twitter account was hacked and posted spam yesterday. It wasn’t terrible spam, but not something that UTMB would endorse or promote. It was nipped in the bud, deleted and password changed. Hope this info. will help prevent further breaches of this sort.
You work to come up with interesting content and creative Facebook posts to get comments, Likes, Shares and ultimately more page Likes or followers. But that can’t happen if Facebook isn’t letting your posts reach your followers’ newsfeeds. Unless you’re willing to pay to “boost” posts or buy ads, that’s the reality for business pages on Facebook.
I’ve certainly noticed a drop in UTMB’s Facebook Page reach. The page has close to 5,100 Likes. Its posts, whether initiated on the page itself or through the social media monitoring tool we use, Meltwater Buzz, are reaching 50 to 200 people. Woohoo.
Except the post for Ben & Jerry’s recent Free Cone Day whose donations benefited Galveston’s Ronald McDonald House. That reached more than 800. Free ice cream gets through (and is shared). Groundbreaking scientific research, not so much.
This week information about declining Facebook reach has been plentiful. Among what I’ve seen that may help other UTMB Facebookers: Read More»
Who among us hasn’t solicited and often heeded the advice of other shoppers while perusing the pages of Amazon.com, avoiding those products with one or two stars, electing instead to drop our hard-earned coin on those with four or five stars. Most of us add an additional level of buyer sophistication to the analysis: we know to look for and heed the advice of the masses. Two or three total reviews either way: Meh. But two or three hundred reviews, and we know the advice is solid. (Amazon ratings are one of the first and most widely used forms of social media: it’s communities of interest sharing experiences online, even if the experiences are with a toaster oven. But that’s another post.)
Now what about when the “product” is a knee replacement or a new family medicine doctor? One would think consumer reviews would be a natural, and sure enough, we are starting to see more people rating their docs and other care givers online. Unfortunately, the numbers aren’t there yet in terms of people, there’s little oversight or accountability, and as the article below highlights, there are potential pitfalls for both patients and practitioners. Definitely worth keeping an eye on this, but in the meantime, buyer beware.
How Doctors Are Losing The War Against Trolls
In the untamed world of online comment sections, no one is more vulnerable to criticism than doctors, who are restricted by confidentiality laws from defending themselves against even the most outland…