News and Social Media

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News and Social Media

• And How we Can Work Better Together

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The Media
1. Why we Need to Care
2. Working with the Media
3. A Changing Landscape
4. The Future
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Why do we Need to Care?

• 81 of Americans access news each day
• 57 watch TV news
• 40 read a newspaper
• 36 listen to news on the radio
• 33 get news online
• 19 from a mobile device

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Keep this in Mind . . .

• The majority of people polled expect the Internet
  to be their 1 news source within five years

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If 2008 was any indication

• 46 went online to research the candidates
• 35 watched online video of the candidates
• 10 used Facebook and Myspace to get political
  info
• 5 posted their own commentary

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So What?

• The media and online world shape our perception
  of reality
• Twitter continues to take off like wildfire
• Businesses are watching what people are tweeting
  about them and responding faster than ever

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NASA Using Twitter

• Rumors circulating that NASA found water life
  on Mars
• White House supposedly briefed on the matter to
  hide from public
• NASA sends text via Twitter to 32,000 subscribers
  hoping to stop it
• Heard about the recent news reports implying I
  may have found Martian life. Those reports are
  incorrect"

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Why we Work with the Media

• The public wants to learn more about health
• The media are there to help sift through that
  health info
• They need us to provide experts
• We need them to help build the reputation of our
  doctors

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Some Dos

• Have a Plan
• Learn what the media want
• Come up with ways to tell our story in a way that
  meets their needs . . .
• Its about relationships with the media
• Build equity during the good times in case
  something goes wrong
• Because something will go wrong

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When Something Goes Wrong . . .

• If you mess up, fess up, and then dress up.

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When Something Goes Wrong . . .

• Get ahead of a bad news story (Get something
  out fast)
• Tell the truth tell the same story internally
  and externally (Remember, employees
  watch/read/listen to the news)
• Be humane and empathetic Show you care
• Explain whats being done to fix it
• Apologize, if possible
• Have a Plan B

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When Something Goes Wrong. . .

• Message
• Home base Your core message. Its the one thing
  you want people to remember
• We will do whatever it takes to keep our
  patients safe. . .
• Use facts to support your home base
• Thats why we have educated all employees about
  . . .
• People always come first
• You dont know what you dont know . . .

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When Something Goes Wrong . . .

• Be positive Use positive language
• Dont use jargon/acronyms
• Dont use marketing language
• Call others Crisis experts, legal - the more
  great minds, the better your ability to respond
• Dont use no comment
• Always take the high road

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The Media
1. Why we Need to Care
2. Working with the Media
3. A Changing Landscape
4. The Future
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Working with the Media

• Have a Plan
• Learn what the media want
• Build relationships find out what stories your
  reporters are interested in
• Its not about youits helping them
• Establish trust

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What makes a Good Story?
Compelling Story
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Increase Your Chance of Coverage
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No Comment

• Viewed as you have something to hide
• The story will proceed whether or not you say
  anything

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The Media
1. Why we Need to Care
2. Working with the Media
3. A Changing Landscape
4. The Future
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A Changing Landscape

• Deadlines arent what they used to be
• Someone needs to be reachable 24 hours a day
• All media have instant abilities to post stories
• Internet playing an increasingly important role

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In Broadcast

• Laptops with wireless cellular cards allow for
  near-instant posting of story synopsis
• Rush is for first online
• Videos live there forever and can be shared or
  reused
• Your reputation is on the line in blogs and
  comments on those stories as well

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In Print

• Publication Its not just the morning paper
  anymore
• Online means constant deadlines
• Constant posting
• Measuring by hits instead of papers sold

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Speaking of the Cap Times
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Shrinking or Expanding?

• It depends
• May have less space in print but much more online
• Now can include related documents, files,
  databases, etc.
• Also multimedia (video, slideshows)

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The Media
1. Why we Need to Care
2. Working with the Media
3. A Changing Landscape
4. The Future
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Social Network Growth
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Now adding roughly 700,000 NEW users a day!
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Facebook 2009 Stats

• 30 million users update their statuses at least
  once each day (13 million did per month at the
  beginning of the year)
• 10 million videos are uploaded each month (up
  from 4 million)
• 900 million photos are uploaded to the site each
  month (up from 700 million)
• 1 billion pieces of content (web links, news
  stories, blog posts, notes, photos, etc.) are
  shared each week (up from 15 million per month)
• 35 million active groups exist on the site (up
  from 19 million)
• 30 million users access Facebook each month
  through a mobile device

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ANYONE can be Media

• Qik.com, kyte.tv offer live streaming from your
  cell phone
• Politicians main targets right now
• As camera phones get clearer the technology will
  catch on

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The social media universe is big, so where do you
start?
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Making the Most of Social MediaLook before you
leap

• What is the end-in-mind?
• Listen for comments, compliments and areas for
  improvement at St. Marys both internally and in
  the community
• Engage with the community and staff through the
  same vehicles that theyre already using
• Be a resource for the community on wellness and
  health-related news
• Supplement an integrated campaign

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Making the Most of Social MediaLook before you
leap

• Words of caution
• Social media doesnt run itself. Determine before
  you start how much time you can dedicate to
  social media initiatives.
• Focus on a couple initiatives at first to get up
  and running.
• Network support. Does your company have the
  bandwidth other technical capacity to meet your
  social media needs?
• Whats your comfort level? Social media is about
  engagement and conversation. Is it ok if youre
  not in the drivers seat?

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Making the Most of Social Media Dip your toe?
Or, do a cannonball?

• Decide what approach is right for your
  organization
• Dip your toe model
• Monitor external blog chatter through Technorati,
  BlogPulse, Social Mention
• Post relevant news on social bookmarking sites
  like Delicious and Digg
• Add a Share This or Add This option to your
  website
• Set up news alerts through services like Google
  Alerts

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Take Advantage of Googles power

• Set up comprehensive FREE monitoring
• http//alerts.google.com

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Take Advantage of Googles power

• Set up comprehensive FREE monitoring
• http//alerts.google.com

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Making the Most of Social MediaDip your toe? Or,
do a cannonball?

• Decide what approach is right for your
  organization
• Cannonball model Dip your toe plus
• Video assets? Create a YouTube channel
• Build a Facebook fan page. Add targeted groups.
• Think about who can contribute. Just the
  administrators? Anyone?
• Create a Twitter account for news health tips.
• Employee blogs anonymous or names required?
• Try a Ning site for departments to share their
  specific information.

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Events
Feature Stories
Hospital News
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Making the Most of Social Media

• Keeping up with social media may seem daunting
• See whos saying what about you
• Use tracking to quantify your ROI

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HootSuite
Note link shortener built in
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HootSuite
Use send later to stock up on tweets
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HootSuite
Track your tweets
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HootSuite
See which tweets are getting results
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Tracking your Tweets

• See whos retweeting

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Watch it all in Realtime twitterfall.com
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Try a Social Media Release

• www.pitchengine.com

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Build Your Social Media Release

• www.pitchengine.com

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The Final Result

• www.pitchengine.com

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Dont be Afraid to Try

• If youre concerned, try setting up a Facebook or
  Twitter page
• Dont advertise
• Monitor how its being used

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Stay Connected

• steve_van_dinter_at_ssmhc.com
• 608.258.5700
• Twitter.com/stmarysmadison
• Facebook