News and Social Media And How we Can Work Better Together

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

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

The majority of people polled expect the Internet to be their #1 news source within five years Keep this in Mind...

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

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

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"

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

Some Do’s Have a Plan Learn what the media want Come up with ways to tell our story in a way that meets their needs... It’s about relationships with the media Build equity during the “good times” in case something goes wrong –Because something will go wrong

When Something Goes Wrong... If you mess up, fess up, and then dress up.

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 what’s being done to fix it –Apologize, if possible –Have a Plan B

When Something Goes Wrong... Message – –Home base – Your core message. It’s 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 “That’s why we have educated all employees about...” –People always come first –You don’t know what you don’t know...

When Something Goes Wrong... Be positive – Use positive language Don’t use jargon/acronyms Don’t use marketing language Call others – Crisis experts, legal - the more great minds, the better your ability to respond Don’t use “no comment” Always take the high road

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

Working with the Media Have a Plan Learn what the media want Build relationships – find out what stories your reporters are interested in It’s not about you…it’s helping them Establish trust

What makes a Good Story? Visually Appealing Wide Effects Human Interest New Technology Studies Compelling Story

Increase Your Chance of Coverage Offer Exclusives Reporters like to feel special. You will likely get more coverage Don’t Push Give good details. Don’t make it seem like a commercial Give Supplements Do you have a fact sheet? What about other fun facts? Have a Hook Can your story tie in with anything else? Could it hold until there’s a nice tie-in?

“No Comment” Viewed as you have something to hide The story will proceed whether or not you say anything

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

A Changing Landscape Deadlines aren’t 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

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

In Print Publication: It’s not just the morning paper anymore –Online means constant deadlines –Constant posting –Measuring by hits instead of papers sold

Speaking of the Cap Times…

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)

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

Social Network Growth

Now adding roughly 700,000 NEW users a day!

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

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

The social media universe is big, so where do you start?

Making the Most of Social Media Look before you leap What is the end-in-mind? Listen for comments, compliments and areas for improvement at St. Mary’s both internally and in the community Engage with the community and staff through the same vehicles that they’re already using Be a resource for the community on wellness and health-related news Supplement an integrated campaign

Words of caution Social media doesn’t 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? What’s your comfort level? Social media is about engagement and conversation. Is it ok if you’re not in the driver’s seat? Making the Most of Social Media Look before you leap

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

Take Advantage of Google’s power Set up comprehensive FREE monitoring

Take Advantage of Google’s power Set up comprehensive FREE monitoring

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

Events Feature Stories Hospital News

Making the Most of Social Media Keeping up with social media may seem daunting See who’s saying what about you Use tracking to quantify your ROI

HootSuite Note: link shortener built in

HootSuite Use “send later” to stock up on tweets

HootSuite Track your tweets

HootSuite See which tweets are getting results

Tracking your Tweets See who’s retweeting

Watch it all in Realtime – twitterfall.com

Try a Social Media Release

Build Your Social Media Release

The Final Result

Don’t be Afraid to Try If you’re concerned, try setting up a Facebook or Twitter page Don’t advertise Monitor how it’s being used

Stay Connected Twitter.com/stmarysmadison Facebook