Criteria for developing Mayo Clinic branded social media sites
-Reviewed by Mayo Clinic Brand Team and MCSMN Internal Advisory Group-
Principles and Philosophy:
- We encourage appropriate use of general-purpose social networking sites by Mayo Clinic employees. See our Mayo Clinic guidelines for employees.
- We encourage business units around Mayo Clinic to submit occasional content/post ideas for our main Mayo Clinic accounts (e.g., Twitter, Facebook, LinkedIn, Instagram) and platforms (e.g., established blogs such as Sharing Mayo Clinic). This gets maximum exposure due to Mayo’s large following. Mayo Clinic Social Media Network (MCSMN) staff will coordinate use of our enterprise-level accounts and platforms. A post request form may be submitted.
- Some Mayo Clinic groups may desire more frequent social media involvement on an ongoing basis, in which case posting their content on the general Mayo Clinic accounts would degrade the experience for other users. At the same time, having targeted Mayo Clinic content and enabling interaction in a separate community of interest can meet needs for some Mayo communities.
- When groups within Mayo Clinic want to create social media accounts using Mayo’s name, this sets a high standard to do it well. Accounts and projects using Mayo Clinic’s name must be approved by MCSMN, which provides guidance and training, as well as consultation to help select the best platforms for the business objective.
- We want to stimulate, not inhibit, creative thinking in applying social technologies productively. Part of innovation is the possibility of failure, and we do not shy away from this. But, we want to apply it to learn and improve. This heightens the need for consultation with the MCSMN staff, who can share insights from others’ experiences.
- Employees should develop familiarity with the relevant social media tools using their individual accounts before using accounts with Mayo Clinic branding.
- MCSMN provides training opportunities to quicken the learning process for those interested in applying social media.
Guidelines for development of Mayo Clinic sites and accounts:
Prior to developing a social media account, proponents and MCSMN staff should gauge the likelihood of success in developing an engaged community of interest. Questions to answer include:
- What are we trying to accomplish through this initiative? What is the business objective?
- Do we have multiple people with ownership of the account or platform? If just one person is interested in tweeting, for instance, that person should use an individual account, not one that includes Mayo Clinic’s name.
- Have we recruited others at Mayo Clinic who are interested in this community to be part of the initiative? Have we connected with other sites and the Health System? Lack of interest at other Mayo campuses is not a veto, but others need to be offered the opportunity to join.
- Does this community already gather elsewhere online? If so, would supporting the existing community be the best option? Would it be consistent with our goals? Why or why not? What new value could a Mayo Clinic-branded account or platform offer?
- If no such online community exists, are there characteristics of the target population that may hinder online community formation? How would you overcome them?
- Do people like those in your potential community have a preference for a given social platform?
- Are proponents committed to the volume of content creation and interaction needed to sustain the community?
General Requirements for Mayo Clinic branded accounts and platforms
- Completion of relevant MCSMN training.
- MCSMN’s approval to create account, involvement in set-up, and administrative access (including maintaining a directory of updated account login credentials) for all Mayo-branded accounts so staff can intervene and help as needed.
- All accounts must be connected to and use Sprinklr, MCSMN’s social media management system. This will provide brand cohesion and improved security. Account proponents must pay for a minimum of one Sprinklr userseat; more are required if additional authors will publish.
- Accounts must be enterprise-wide and not site-specific, with very few exceptions (ex: site-specific Residency account).
- Proponents must be committed to daily comment monitoring, engagement, and regular, long-term content production (minimum of 10 posts per month per Twitter, Facebook, Google+, and Instagram account is encouraged). MCSMN staff are not responsible for daily maintenance of Mayo Clinic-branded outposts below the enterprise level. Students and volunteers may help in account management under employee leadership.
YouTube Requirements and Naming Conventions
- MCSMN welcomes videos from Mayo staff and business units to be considered for posting on the Mayo Clinic YouTube channel.
Facebook Page Requirements and Naming Conventions
- The choice of Pages vs. Groups in Facebook should be made based on the nature of the desired interaction. Groups are like a club with members, and administrators can limit or manage membership and make a group open, closed or secret. Pages are open, branded presences, where Facebook users can “like” to show affiliation. Pages and Groups have other differences that change over time, which is why MCSMN staff needs to consult with those creating a Mayo Clinic presence, to help select the best tool to meet the objective.
- The Mayo Clinic page must be one of the page likes, which will be reciprocated upon request.
- New page categories should be “Company/Organization/Institution”, followed by “Non-profit organization,” with few exceptions, which should be discussed with MCSMN prior to creation.
- Page names should follow this convention: Subject – Mayo Clinic, generally based on what is relevant to the potential community of interest, not Mayo Clinic organizational structure (e.g., Blood Diseases – Mayo Clinic instead of Division of Hematology – Mayo Clinic).
- It is against Facebook’s terms of service for anyone to develop a personal profile that does not reflect a real person, such as creating an account named “Mayo Cardiology.” Also, you should not create two personal accounts for yourself, but should use Facebook’s privacy settings to limit access to your personal information. MCSMN provides online and in-person training on appropriate use of Facebook.
- New physician-oriented Facebook pages are strongly discouraged, as physicians often do not want to engage with each other in this space, and maintenance becomes burdensome.
Twitter Account Requirements and Naming Conventions
- Except when it would make the account name exceed the 15-character limit, the Twitter username should include “MayoClinic” instead of just “Mayo.” For example, we would use MayoClinicCPD instead of MayoCPD. The full name should always include “Mayo Clinic.”
Mayo Clinic Connect Pages
- Mayo Clinic Connect pages are analogous to Facebook pages, but are established within our patient-to-patient community. Pages enable Mayo stakeholders to publish timely content targeted to patients and consumers. “Mayo Clinic” is not required in the page title since the page is within a Mayo Clinic web property.
- Page proponents are required to maintain day-to-day management of the page, including comment monitoring.