Monday I had the pleasure of participating in a panel titled "Doctoring Up your Social Media Advocacy" (a.k.a. #AmplifyHC) as part of the Health track at #SXSW, along with Dr. Skye Clarke and Jacob Sloan of Baylor Scott & White Health, with Michael Blondé of Hootsuite as our moderator.
The focus of the session was how to engage health care employees, and particularly physicians, in social media to help magnify an organization's reach and impact in social media.
Each of us had two minutes for introduction (my slides are at the bottom of this post) and to highlight a main point, and so I wanted to come up with an analogy that would capture the essence of what we're doing through our Mayo Clinic Social Media Network programs.
And while I didn't exactly formulate it this way during the session, with another day to think about it here's a pithier version:
I think this analogy is apt because it:
No one is suggesting mandatory training for all social media users because the risks of serious harm for most people are quite small. But for those in health care, with concerns ranging from patient privacy to professional boundaries to appropriate practice of medicine, the social media equivalent of Driver's Ed makes sense.
That's why we created the Social for Healthcare Certificate from Mayo Clinic and Hootsuite, and included it in our Premium Memberships. We want our Mayo Clinic staff and other members of the Mayo Clinic Social Media Network to realize the potential benefits of using social media while minimizing risks.
Based on our certification, Baylor Scott & White has worked with Hootsuite to create a customized online course for its staff, and Dr. Clarke is one of the first graduates. Whether you use our certificate or consider developing a derivative program, we hope the framework we've established will enhance safety and effectiveness of your social media program.
One final analogy: just as transportation accidents haven't caused us to abandon motorized vehicles and return to pedestrian travel, the possibility of social media mishaps shouldn't stop us from embracing the good these powerful technologies can help us accomplish.
Tweeter's Ed can prevent violations and collisions.