In spite of the headlines earlier this year, it can be easy to forget that Instagram was testing functionality around this type of identification as early as 2016 (though it relied at the time on users to identify the at-risk posts) – https://money.cnn.com/2016/10/20/technology/instagram-suicide-prevention-tools/index.html – and, after years of partnering with the National Suicide Hotline, Facebook stepped up its game again in 2017 – https://techcrunch.com/2017/11/27/facebook-ai-suicide-prevention/ – I don't say this to undermine the awesome work Pinterest is doing so much as to challenge the "every social media company should …" premise of the initial headline.
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Nov 18, 2019
I can't say whether it's better or worse for anyone, but I can share with you how our system is set up. On all accounts but Facebook, we have just one brand-level account for OSF HealthCare. In a couple spots, we have a separate channel for our innovation team because their audience and goals don't align with the audience for most of our content, but by and large, everyone benefits most from the collective audience of the singular channel.
With Facebook, however, we have one channel at the brand level, one for each of our branded service lines (three total, including our children's hospital) and one for each community hospital. We've found that people in each community tend to think of their local hospital as the system itself, even in the city that hosts our headquarters – it's not OSF HealthCare, it's "Saint Francis." These are the channels we use for market-specific paid ads or events functionality as well.
The only way we're really able to maintain those accounts (14 locations) is by having marketing representatives on the ground at each hospital who can find local content and post regularly. Without the team providing that regular stream of hyperlocal content, the channels' existence would be hard to justify resourcing. For each of these folks, this is only a small part of their job, so while we rely on them for regular social media content, they're also our boots on the ground for almost every marketing initiative launching in their market. Hope that helps!
We may have gotten creative once with a CPR video demonstration. Haha.
"Did you know when a person has a cardiac arrest, CPR can triple the chance of survival? This National CPR Week, Nathan is here to provide a quick preview of what to expect from hands-only CPR training. Get trained today, and be prepared to save a life tomorrow!" (Even with the "quick preview" disclaimer, we still had a couple people joke in the Comments asking if they could get their certificate after watching the video)
Oct 2, 2019
To the extent it may be of use to anyone, here are the quick tips we provide the people new to our team for captioning consistency:
• If a script has been provided, format it to meet the guidelines below and then copy and paste it into the video transcript box.
• If there are sound effects that are important to the narrative, describe those in parenthesis, i.e. (crunch) or (bells ring).
• If someone is speaking off screen or two people are alternating, denote who is speaking.
• When switching between scenes or cutting to a new on-screen speaker, add a paragraph break.
• If the video is longer, you may want to save your captions in a Word doc or .txt file outside of YouTube as you go in case something should happen while captioning.
i. (Narrator) But that’s not the only benefit …
ii. Dr. Tillery: So what does that mean for us?
Lindy: Well, it means a lot of things.
iii. (crunch) Mmm, guacamole.
iv. … He has a lot to be proud of, and I wish him the best.
I'm Linda Lanasa. I worked with …
(Have I mentioned I LOVE when this topic comes up and we smoke out more people who are passionate about this topic?)
Oct 2, 2019
Great post – I alluded to this a little bit in a blog back in May ("Why not auto-caption? Three reasons: your branding, doctors’ names and accurate health terminology. Auto-captioning has come a long way, but it does not know how to spell “Dr. Shabirhusain Abadin.” You’re going to have to help it out."), but we've spotted some pretty terrible things that we definitely didn't want to see in the captions when we've reviewed the auto-captions. It does tend to get a bit better when the audio is clearer, but even then, our M.O. is to always provide our own captions, both for YouTube and FB.
@tahoeforest – we currently have separate Facebook Pages for our Neurological Institute, Cardiovascular Institute and Children's Hospital, but each of those also have their own independent branding and multiple clinics throughout the system. We have not created any for a single department or provider at a specific facility.
To offset some of the dilution of audience, we share posts back and forth with the primary brand account to increase post visibility. We have discussed whether it made sense for Foundation or Careers to have their own channels for their more specific needs, but neither of those have come to fruition at this time.
Caveat – the only platform on which we do this, though, is Facebook. Every other platform is our brand channel and our Innovation channel (which typically has a different audience). We recently made a consistent effort to merge our channels on each other platform, including Twitter and YouTube, since we did not feel we had the audience or resourcing to support additional channels in a way that would justify the extra effort.
May 15, 2019 · Optimizing Social Media for Impairments
Navigating the world with an impaired sense of sight or
hearing is difficult, but within the digital sphere, that challenge is even
greater as we reduce the entire spectrum of sensory input down to sight and
sound. What happens when one (or both) of those senses is impaired?
In health care, we face a stronger imperative than most to
provide access for every ability level. Statistics suggest that around 15% of
American adults report trouble hearing, and 2.4% of American adults report
visual disability as of 2016. As our population ages, we know those percentages
are only going to rise. In order to care effectively for every person who comes
to us, we have to start by making ourselves accessible.
For social media and Web materials, the test is simple – would
you understand the content of the post or page if the images were suddenly
removed? If not, either use descriptive alt text that a screen reader could
translate or incorporate the information from the image into the text. For
reference, here is a good post about alt
text best practices.
While screen readers can read most PDFs, they cannot read
image files without alt text. For OSF HealthCare social media, we have been
placing any image text alongside the stylized images we use for Monday Motivation
posts. While it may appear redundant, it’s providing improved accessibility
both for screen readers and for people struggling with hard-to-read fonts.
In the realm of hearing accessibility, it’s best practice
that any podcasts you produce should have scripts available or that the content
also be available in another format elsewhere on your site.
At OSF HealthCare, more often than not, if we’ve created a
video for a campaign, it’s also going to be archived on one of our YouTube
channels, so YouTube has become our go-to for generating captions quickly.
There are alternative solutions, but transcribing in YouTube is a
straightforward solution for generating caption files that doesn’t require an
accounting or IT approval process. For longer videos, it may be worth
transcribing in Word first so you can save as you go. The last thing you want
is to be 6 minutes into a video and have your Internet go out.
To add captions with YouTube, upload the video to your
channel, and then click on “Transcriptions” in the left-hand corner. Click
“Add” under “Subtitles.” Select “Transcribe and auto-sync.” Play the video and
type the spoken words and any sound effects relevant to the video’s narrative.
Why not auto-caption? Three reasons: your branding, doctors’
names and accurate health terminology. Auto-captioning has come a long way, but
it does not know how to spell “Dr. Shabirhusain Abadin.” You’re going to have
to help it out.
For our captions, we use “Dr. Abadin: “ to indicate someone
speaking off-screen or differentiate when one or more speaker is sharing
information. We use parentheses for sound effects like (crunch). However you
decide to denote these things, set a standard and be consistent from one video
to the next.
Three quick captioning tips:
- Add “yt:cc=on” to the tags for the video to
automatically turn on captions for people watching the video on YouTube.
- When embedding, add “?cc_load_policy=1” to do
the same for the embedded video.
- From Transcriptions > (Video) > Published
by Creator, you can also select “Actions” above the captions to download your
captions in a variety of file formats. If downloading a .SRT file, you can
rename it “FileName.en_US.srt” to have a Facebook-compatible caption file.
It Doesn’t Take a Bird Box
At the end of the day, we all want to provide excellent,
accessible health care communications, both for internal and external
As search engines and virtual assistants increasingly
determine what content people are served, remember that the search engines and
assistants themselves are often subject to many of these same impediments to
access. If Google can’t understand you, how can it help pass your message
- MCSMN – https://socialmedia.mayoclinic.org/link/image-alt-text-what-it-is-how-to-write-it-and-why-it-matters-to-seo/
- National Association of the Deaf – https://www.nad.org/resources/technology/captioning-for-access/when-is-captioning-required/
- National Eye Institute (NIH) – https://nei.nih.gov/eyedata
- National Federation of the Blind – https://nfb.org/resources/blindness-statistics
- National Institute on Deafness and Other Communication Disorders (NIH) – https://www.nidcd.nih.gov/health/statistics/quick-statistics-hearing
Mar 25, 2019
I love the idea of this, @audreylaine, though my one-man sounding board for all things visually impaired has told me that the platform is basically useless for him, so he avoids it in its entirety. I appreciate that they're trying to provide ways to make it more relevant for all audiences, though, and this definitely seems very useful for things like our Motivation Mondays that sometimes have fonts that aren't easy for eyes of all ages to parse.