2018 #MCSMN Annual Conference Program

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Join us for a Welcome Reception on Tuesday, November 13, at 5:30 p.m.!                   

Mayo Clinic
4500 San Pablo Rd S,
Jacksonville, FL 32224

The reception will be held in the Kinne Auditorium, which is in the Cannaday Building. Click here to view a campus map.

Social Media Residency and the conference Welcome Reception are the only events held on the Mayo Clinic campus. During the reception, attendees will have the opportunity to take a campus tour.


The Annual Conference, on Wednesday and Thursday, will be held at the Omni Hotel in Downtown Jacksonville.

Wednesday, November 14

7:00 a.m.    Registration, breakfast, networking

8:30 a.m.    Welcome
                      Lee Aase, Director
                      Farris Timimi, Medical Director
                      Mayo Clinic Social Media Network

9:00 a.m.    Keynote: The Magic of Storytelling
                     on Social Media

                      Alfredo Quinones-Hinojosa, M.D.,
                      Chair, Neurologic Surgery
                      Mayo Clinic

10:00 a.m.  Refreshments, networking, exhibitors,
                     and expert consultations

10:30 a.m.  Session 1 (Select one)
                      Crisis Communication: Managing 
                     Negative News, Angry Followers, 
                     and Trolls on Social Media 
                      Lee Aase, Mayo Clinic 
                      Cynthia Floyd Manley, Vanderbilt University
                      Medical Center 

                      How Mayo Clinic's Patient Online
                     Community Changes Health Care
                     and Advances Science
                      Colleen Young, Online Community
                      Strategist, Community Director
                      Mayo Clinic Connect

                      Deconstructing Stigma:
                     Mental Health and Social Media
                      Adriana Bobinchock, Sr. Director,
                      Public Affairs & Communications 
                      McLean Hospital

11:30 a.m.  Session 2 (Select one)
                     Are You It? Managing Your Social Media
                    Presence with Limited Resources  
                    Lucy Bordewick, Digital Marketing
                    Coordinator, Blessing Health System

                    Empathetic Civility in an Uncivil
                   Social World: Responding to Public
                   Comments on CDC Social Media
                   Channels
                    Maureen S. Marshall, Health
                    Communications Specialist
                    Centers for Disease Control
                    and Prevention

                    Workshop: Tools, Tips, and
                   Strategy for Facebook Live
                    Lee Aase and Taryn Offenbacher
                    Mayo Clinic 

12:30 p.m.  Lunch, networking, exhibitors,
                     and expert consultations

1:30 p.m.  Keynote: Health Communication
                  on Social Media: A Pragmatic
                  Framework for Addressing
                  Mistrust and Misinformation

                   Wen-ying (Sylvia) Chou, Ph.D., MPH
                   Program Director in the Health
                   Communication and Informatics
                   Research Branch of the Behavioral
                   Research Program
                   National Cancer Institute

2:45 p.m.  Session 3 (Select one)
                   Designing Chatbots to Improve
                  Patient Experience
                   Rachel Haviland, Ph.D.
                   Chatbot Nation

                   Help Your Organization Link to
                  Patients, Partners and Profits
                  on LinkedIn
                   Beth Granger
                   Beth Granger Consulting

                   Workshop: Energize Your Digital
                   Ad Campaigns to Improve 
                   Performance and Conversions
 
                   Ashley Testa
                   Marketing Manager, Mayo Clinic

3:30 p.m.  Refreshments, networking, exhibitors,
                   and expert consultations

4:00 p.m.  Session 4 (Select one)
                    Social Listening to Improve
                   Practice-Patient Relations
                   in Healthcare Communication
                    Margaret C. Stewart, Ph.D. and
                    Christa L. Arnold, Ph.D.
                    University of North Florida

                    When, Whether and How to
                   Join the Social Conversation:
                   The Debate Around Thoughts
                   and Prayers
                    Monique Tremblay and
                    Tom Hardej
                    Massachusetts General Hospital

                    Workshop: Simple Tools and 
                   Tactics for Easy Video Production
                    Shawn Bishop and Margaret Shepard
                    Mayo Clinic

5:00 p.m.  Reception

7:30 p.m.  Dine-Around 
                    Connect with other conference
                    attendees. Sign up to dine
                    with small groups at nearby
                    restaurants.
                    (Registration coming soon.)

Thursday, November 15

7:30 a.m.  Breakfast, networking, exhibitors, 
                  and expert consultations

9:00 a.m. Keynote: Share, Connect, Engage:
                  Social Media as a Platform for Hope

                   Susannah Fox

10:00 a.m.  Refreshments, networking,
                     exhibitors, and expert consultations

10:30 a.m.  Session 5 (Select one)
                     The Questions Your Patients Are
                     Too Embarrassed to Ask: Using
                     Digital Listening to Inform Your
                     Social Strategy
                      Stephanie Phillips
                      Revive Health

                      Teaching Old Dogs New Tricks: 
                     Getting Your Thought Leaders
                     Engaged in Social Media
                      Alicia C. Aebersold, 
                      Chief Communications Officer
                      American Psychological Association

                      Ikigai 2.0 - Finding and Using Your
                     Purpose in a Social Media World
                      Matthew Rehrl, M.D.

11:30 a.m.  Lunch, networking, exhibitors, and 
                    expert consultations

12:30 p.m.  Keynote: How Juggling Taught Me
                    to Engage my Community for
                    Health and Well-Being

                      Jacob Weiss, Ph.D., Founder/Dir.
                      High-Wired Communities
                      Do Good and Juggle

1:45 p.m.  Session 6 (Select one)
                   Getting Your Content Ready for
                   Voice-Activated Search
                   Ahava Leibtag
                   Content Strategist and President
                   Aha Media Group

                   Transforming Medical Education
                   and Clinical Practice to Give Voice
                   to Vulnerable Populations, LGTBQ
                   and Homeless Persons
                   Katherine Y Brown, Ed.D.
                   National Center for Medical
                   Education, Development and Research
                   Meharry Medical College

                   Workshop: Can You Hear Me
                    Now? Using Podcasting to 
                   Highlight Your Expertise and 
                   Engage Your Audience  
                    Chris Boyer
                    University of Minnesota/Fairview
                    Health 
                    Reed Smith 
                    Consulting Strategist 

2:45 p.m.  Refreshments, networking,
                   exhibitors, and expert consultations

3:30 p.m.  Keynote: Inside Facebook:
                  Building Community for Health

                    Vaughn Hester 
                    Facebook Community Partnerships Team

4:20 p.m.  What's Next? 
                    Lee Aase, Director
                    MCSMN

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