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News and Social Media
And How we Can Work Better Together
The Media
1. Why we Need to Care1. Why we Need to Care
2. Working with the Media2. Working with the Media
3. A Changing Landscape3. A Changing Landscape
4. The Future4. 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 Care1. Why we Need to Care
2. Working with the Media2. Working with the Media
3. A Changing Landscape3. A Changing Landscape
4. The Future4. 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?
VisuallyAppealing
Wide Effects Human
Interest
New Technology
Studies
Compelling Story
Increase Your Chance of Coverage
OfferExclusives
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 aHook
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 Care1. Why we Need to Care
2. Working with the Media2. Working with the Media
3. A Changing Landscape3. A Changing Landscape
4. The Future4. 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 Care1. Why we Need to Care
2. Working with the Media2. Working with the Media
3. A Changing Landscape3. A Changing Landscape
4. The Future4. 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 MediaLook 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 MediaLook 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
http://alerts.google.com
Take Advantage of Google’s power
Set up comprehensive FREE monitoring
http://alerts.google.com
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 MediaDip 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
www.pitchengine.com
Build Your Social Media Release
www.pitchengine.com
The Final Result
www.pitchengine.com
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
