2018 #MCSMN Annual Conference – Day Two

Join us here for live coverage of Day 2 of the Mayo Clinic Social Media Network Annual Conference in Jacksonville, Florida or on Twitter at #MCSMN.

Susannah Fox opened this morning's session with an inspiring talk on using social media as a platform for hope. Pulling from her experience as a health and technology advisor, former CTO of the U.S. Department of Health and Human Services and associate director of the Pew Research Center, and personally as a caregiver for her father, she reminded us of the power of open access to health information to make informed decisions and connecting with peers for support, guidance, and hope. A few key lessons:

  • Don’t neglect older adults on social media and their access to information on the Internet—a majority of individuals of all age ranges up to 79 years old are looking for information online.
  • 7 out of 10 of U.S. adults have a social media profile. People still turn to clinicians for diagnosis and treatment plans but turn to peers for support and advice.
  • 1/3 of U.S. teens and young adults have successfully connected with peers online and 91% of them say the experience was helpful.

Dr. Matthew Rehrl presented Ikigai 2.0—Finding and Using Your Purpose in a Social Media World. This practical, inspirational, and moving session demonstrated how to use the concept and principles of ikigai to identify passion and purpose at both individual and organizational levels, and how to maximize the impact and effectiveness of this passion by focusing it through the lenses of abilities, resources, needs, and economic drivers. Matthew shared examples, from pop stars to millionaires, classical violinists to hospitals.

What we learned:

  • Ikigai is a practical tool. It is the confluence of four things: what you love to do, what you have the ability to do; what the world needs; and what the world will pay for.
  • What does your world need? Look at the leading causes of death and disability from the CDC. Where do you fit in?
  • Social media is more than just a branding/marketing tool, it has positive impacts on business and health outcomes.

The Questions Your Patients Are Too Embarrassed to Ask: Using Digital Listening to Inform Your Social Strategy presented by Stephanie Phillips of ReviveHealth challenged the audience to reconsider what content an audience receives vs. what they want from brands. Stephanie shared some of the top search queries on their website for a behind-the-scenes look at what patients really care about.

Key takeaways:

  • Use your website search queries as a guide for what your audience cares about and offer content that addresses or answers their questions. There are a number of free tools to help mine info including Google Trends, Answer the Public, Keywords + Google, Google Search Console (developer tool).
  • Combine findings to discover actionable trends:
    1. Develop your hypothesis (people have more heartburn during the holidays)
    2. Identify related inquiries (heartburn, baking soda for heartburn, how do I treat heartburn)
    3. Incorporate into social strategy (develop relevant content to meet the need)

The afternoon keynote presenter, Jacob Weiss, Ph.D., entertained the crowd with a special show: How Juggling Taught me to Engage my Community for Health and Well-Being. While we learned how to juggle, we also learned:

  • Juggle. Drop. Juggle. Drop. This is a part of trying, testing, failing, and succeeding. And it's OK.
  • We have more in common than we think. In an online poll of attendees, Dr. Weiss asked users an open-ended question: What are you trying and dropping? Common themes emerged: parenting, exercise, promotions, keeping up with social media. When we recognize the commonality and humanity in each other, we move from "marketing content" to helping our neighbors with real problems.

Ahava Leibtag shared a glimpse of the future with Getting Your Content Ready for Voice-Activated Search. Key lessons:

  • Content Considerations: write the way people talk; be short and quick; context is paramount; and does your content actually answer the user's question?
  • Chatbot Considerations: use shorter responses; avoid questions that could be answered in one word; anticipate what the user wants; and take advantage of web links.

Katherine Brown, Ed.D. at Meharry Medical College presented Transforming Medical Education and Clinical Practice to Give Voice to Vulnerable Populations, LGTBQ and Homeless Persons. This presentation addressed the question of how to identify and communicate the true needs of patients in marginalized communities in a way that can inform clinical practice and medical education. The project was pitched as a project and case presentation at the 2017 MCSMN residency and has succeeded in powerful ways just one year later. Main takeaways: if you build trust, patients will talk to you. If patients talk to you, they may say things clinicians don't know and need to know. When we know, we bring this information to medical education and clinical practice and make changes to help.

When it comes to engaging leaders and subject matter experts in social thought leadership, the American Psychological Association's Alicia Aebersold enthusiastically says "yes!" during her workshop: Can you teach an old dog new tricks?

Here are some insights from Alicia to help get your senior leaders, board members, and content thought leaders engaged online:

  • Do your research before-hand

Identify what drives this thought leader and what scares them about social media. Should they have their own social accounts, or should he or she simply contribute to your institutional channels? Remember that this is a long-term investment for you and for them.

  • Make the case

What would be most compelling to this person? Share peer stories to demonstrate the value of an active presence. Share stats around the media's use of social networks. Or, sit down 1:1 and walk them through a social conversation or feed that's focused on their area of expertise.

  • Identify what makes them unique

It's important that your subject matter expert bring their authentic voice to these channels. "Thought Leadership" starts with thoughts, Alicia says. Understand what they care about most. Start the thought leadership conversation there.

  • Remove barriers to success

Remind your experts that the anxiety they feel about engaging in social media is reasonable and that others feel it too. Then, tell them you're going to help them through it. Alicia offers individual and group training opportunities for her team. One, called "From twitter novice to bird nerd," walks attendees through the basics: How to get online, how to follow others, tweeting basics, finding and following hashtags.

  • Reinforce successes

Don't leave your thought leader behind after social media onboarding. Continue to support their use by checking in, sending encouragement and pre-populated content, where appropriate.

Much like traditional media coverage, Alicia explains to her experts that their professional brand will be impacted by social media whether or not they choose to engage in this space. As her Father (and Tony Robbins) puts it: Change is inevitable; progress is optional.

Can You Hear Me Now: Using Podcasting to Highlight Your Expertise and Engage Your Audience presented by Chris Boyer and Reed Smith confirmed that podcasting is alive and well. Here's what we learned:

  • Podcasting is experiencing a resurgence in interest and continues to grow.  67 million monthly users.
  • Good audio + good content = essential
  • Podcast Forms: episodic, interview, solo, news, discussion, late night/radio style, knowledge base, repurposed
  • Podcasts can be an extension of traditional digital or print communications.
  • How long should a podcast be? Good rule of thumb is the average commute time in your area. Most podcasts are listened to during commutes.
  • Podcasts can live in many places: website, blog, but getting into a network or iTunes can broaden your reach.
  • Podcasting is a commitment and consistency is important. But benefits to your audience is worth it.

Wrapping up the 2018 Annual Conference, Vaughn Hester presents Inside Facebook: Building Community for Health. Besides learning that real, live people actually work at Facebook (we met one), we learned:

  • Best practices for building Facebook communities track best practices for building online communities: know your audience; share your personal story; emphasize shared identity, experience and purpose; choose activities that foster social bonds; and make people feel a part of something big.
  • Create a safe community by choosing the privacy setting of the group carefully; approving new member requests; block or remove violating members; assign roles to help you moderate; report violations to Facebook; clearly state the group's mission.

An engaged community is a powerful tool and strong foundation to create and deliver benefits over time.

We hope to see you next year at the #MCSMN Annual Conference 2019 October 21-23 in Rochester, Minnesota!



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