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Rachel Reeves
NCAL Director of Communications
#Winning at Social Media Amy Mendoza
AHCA/NCAL Senior Manager of Public Affairs
Agenda
Part One Social Media Explained Who’s Using It? How are They Using It?
• Residents & Families• Staff
Where Does Your Facility/Company Fit In?
Part Two Why Do It? Am I Ready? Risk vs. Reward Effective Posting Analyzing Your Success
Poll: Who are you?
a) Administrator/Executive Director of assisted living or skilled nursing facility
b) Marketing and/or communications director of assisted living or skilled nursing facility
c) Corporate staff of company that operates assisted living or skilled nursing facilities
d) Other
Poll: How familiar are you with social media?a) I currently manage my facility/company’s social media
efforts.b) I only use social media in my personal life.c) I’m a little or not at all familiar with social media.
Social Media Explained
What Is Social Media?
Websites and apps that enable users to:
• create and share content
• connect and collaborate• engage in interactive
dialogue• participate in social
networking online
140 character limit Can contain text, photos,
and videos Reply: comment on a
Tweet Retweet: share a tweet
with your followers. You can add your own thoughts before you share it.
Favorite: let the author know you like a tweet
Connect and share with your family and friends online See updates and posts from friends Share photos and videos with friends Share information on your profile page Invite friends to join groups and events Chat with available friends Play games and use applications Connect with businesses and celebrities
Google+
Social network that builds off Google accounts Post photos and status updates to the
stream or internet based communities Group different types of relationships
into Circles Multi-person instant messaging, text
and events, location tagging Video chat called Hangouts
• Hangouts on Air – publicly viewable, invite people to join
+1’ing a post = “liking” the post
Yelp
Community-driven review site Star reviews – out of 5 Comments Newly added for hospitals and skilled
nursing centers: Medicare data
Photo sharing mobile application Choose filters to transform your
photo Share photos on multiple platforms
at once (Facebook, Twitter, Flickr) Specify your location with your
photo All photos are public, unless an
account is made private – then only available to your followers
YouTube
Discover, watch and share originally-created videos Subscribe to channels Like, dislike and
comment Build playlists of
favorite videos
LinkedIn Leading professional network Connect with colleagues and
classmates Discover professional
opportunities, business deals, and new ventures
Get the latest news, inspiration, and insights
Build your professional brand/market yourself in your field
Add “connections”, join groups, ask for recommendations from previous employers or professional contacts
A visual take on the social bookmarking site Upload, save, sort and manage
images – known as pins(bookmark) – and other media content through collections known as pinboards Repin – share someone else’s
pin
Snapchat
Photo and video messaging app Snaps: Photo or video that only lasts 1-10 seconds before
they disappear forever Though you can take a screenshot of snaps to save them Your “Story” – a 24-hour collection of your photos and
videos, which you can broadcast to the world or just your followers
#hashtags
A type of label or metadata tag used on social network and microblogging services Makes it easier for users
to find messages with a specific theme or content Place the hash character
(#) in front of a word or unspaced phrases, either in the main text of a message or at the end
Searching for that hashtag will present each message that has been tagged with it Websites that support
hashtags:• Facebook• Flickr• Google+• Instagram• Twitter• Pinterest
Who’s Using It?
Who’s Using It?
76% of all internet users are now active on social media In 2014, 52% of online adults use two or more social media
sites• Up from 42% in 2013
Source: Pew Research Center
Ownership and Active Usage
Source: Global Web Index summary, Jan 2015
How Many Users
Facebook – 1.59 billion users Twitter – 1 billion+ users, 255 million active Google+ – 1 billion users Yelp – 100 million reviews Instagram – 400 million active users YouTube – Over 1 billion users LinkedIn – 400 million+ users, nearly 190 million active Pinterest – 176 million users, 100 million active monthly
Fastest Growing Channels
Source: Global Web Index summary, Jan 2015
How Are Residents & Families Using It?
Resident & Families on Social Media Connecting with old friends and family Connecting with the facility
• Learning more about it• Posting online reviews
Citizen journalism
An Opportunity to Increase Your Customer Experience
Ideas
Free WiFi Computer stations or laptops and tablets
• Assistance/training with Google, Facebook, games, etc.
Skype vs. long distance calls Connect with the local community
Online Reviews
Current or former residents or family members• Posting review of experience
Potential residents or their loved ones• Looking up online reviews to help determine where to go
FacebookGoogle+Yelp
Review Websites
Responding to Negative Comments Social media is a two-way conversation Negative comments are a risk, but it’s how you handle it.
Steps on Responding to Negative Comments Stay calm Respond (privately)
• Introduce yourself. • Thank them for the comment/feedback.• Apologize. • Acknowledge their complaint, and explain what you’ve done to
address the problem.• Don’t be too defensive. • Invite them to return.
Respond (publicly)• It’s not an opportunity to nitpick the comment, but to demonstrate
to would-be customers that you’re on top of your customer service.
Small Group Discussion: How Would You Respond? A disgruntled family member of a resident/patient who left
your facility over a year ago posts this on your Yelp page:
“They promise you everything and they give you nothing.”
Citizen Journalism: Assume You’re Being Recorded
How Are Staff Using It?
Employees are Likely Using Social Media Personally
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
16 to 19 20 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 yearsand over
Number of Long Term Care Employees, by Age
Residential care facilities, except skilled nursing facilities Nursing care facilities (skilled nursing facilities)
Source: Bureau Labor Statistics, 2015
Staff Have Rights on Using Social Media National Labor Relations Act
• Protects rights of employees to act together to address conditions at work, with or without a union
• Extends to certain work-related conversations conducted on social media
• Employer policies cannot prohibit activity protected by federal labor law, such as discussion of wages or working conditions among employees
But They Must Adhere to HIPAA
Tips for Mitigating Your Risk
Extend existing compliance policies to explicitly include the use of social networking sites and other Internet activities
• Clearly state that company policies apply to both on- and off-duty use of social networking sites
Include specific examples of the kinds of statements on social networking sites that could run afoul of HIPAA Distribute social networking policies both as a part of
employment manuals and separately as stand-alone policies Require employees to acknowledge receiving and reading
these policies• Periodically remind them of the risks
Where Does Your Facility/Company Fit In?
It Affects You
What happens in your facility could go very public. It could shape your reputation or brand.
• Which shapes the reputation of the entire profession.
You Could Be Held Responsible
BREAK
Why Do It?
Opportunity to Reach Your Audience Twitter
• The average Twitter user follows 5 or more businesses. • Over a third (37%) of Twitter users will buy from a brand they
follow. Facebook
• Nearly half (48%) of all online adults 65 and older use Facebooko 31% of all seniors
• 70% of Facebook users engage with the site daily Google+
• 53% of interaction between a Google+ user and brand is positive Yelp
• 90% of Yelp users say positive reviews impact their buying choices
Opportunity to Reach Your Audience Instagram
• Fastest growing demographic: 55-64 year olds
YouTube• Over 6 billion hours of video is watched per month
LinkedIn• Over 39 million students & recent college graduates on
Pinterest• 85% of users are female
Why Do It?
Today’s world offers and encourages multiple ways to communicate. Consumers no longer search for products and services. They
will find the consumers.• 50% of shoppers have made purchase decisions based on a
recommendation through a social network
There may be a conversation going on about you online. Do you want to be part of it?
Am I Ready?
Understand Its Purpose
Not the destination Set of tools Reflective of your company’s/community’s image Use it to your advantage
• Residents in the Spotlight• Innovation at your company• Consumer information
Where to Start
What is the size of my facility or company?• Dedicated staff• Audience reach
What do I want to accomplish?• Marketing my community(ies)• Keeping current consumers and stakeholders updated• Advocate for the profession
Not Online? Get Things Started
Look for your business on Facebook, Google+, or Yelp Claim your business Get things started with basic information and encourage
positive reviews
In fact, let’s try it.Google your company/facility right now.
What does your business look like to someone?What would you do differently?
Google+ is Connected to Google Search
Have a Plan
Join a site because you and your consumers will use it, not just because it’s popular nationwide Identify who will manage your social media sites Set SMART goals Brainstorm possible posts and stories Create a schedule to post content, follow others Monitor progress Check your reviews; respond appropriately
Return on Investment
Joining a site may be free, but social media is not.• It takes time, people, and resources.
Does it make good business sense? How will you use it? Align with your goals
Risk vs. Reward
Ensuring Privacy
HIPAA Requirements Your existing communication plans and privacy policies Image/authorization forms Training staff
Social Media: Risk
Social Media: Reward
Social Media: Reward
Social Media: Reward
Effective Posting
Effective Posting
Social media is a discussion What are we offering here? Why should they follow us? Encourage a response Too promotional is boring Engage, Engage, Engage Can they identify with what we’re saying?
Effective Posting
Effective Posting
Ask questions Use images and multimedia Use features of the platform Encourage sharing Tag / Retweet / Like / Mention Encourage families to post
reviews about your center/community
Twitter Tips
Tweet with images - 2x the engagement rate of those without KISS - tweets with 100 characters or less get 17% more
engagement Use hashtags but #dontoverdoit
• 1 or 2 have 21% more engagement than if you have 4 or more
Keep it mobile friendly• Mobile users - 181% more likely to be on Twitter during their
commute
It doesn’t hurt to ask• 12x higher chance of being retweeted if you ask for it• 23x higher if you actually spell out the word "retweet"
Facebook Tips
KISS – Keep posts generally between 100-250 characters Use photos and videos
• 5 and 10x more likely to be shared, respectively
Tell stories Timing is everything
• Test to find out what works best for your audience
75% of the engagement on a post happens in first 5 hours Connect like a friend, not a business
Google+ and Yelp Tips
An active, complete Google+ business profile can really boost your search rankings Complete your profile Encourage customer reviews Post often with optimized content Interact with Google events and Google+ hangouts
Take It a Step Further
Facebook Ads Manager Twitter Ad Campaigns
Going Viral
It’s not a science - no one can really put their finger on it Concentrate on content
• Positive• High arousal emotions (awe,
anger, anxiety, fear, joy, lust, surprise)
• Practically useful
Accept that your audience makes the ultimate decision
ALS Ice Bucket Challenge (June-Aug 2014)
1.2 million videos on Facebook 2.2 million mentions on Twitter $100 million raised, $20 million in 2013
Analyzing Your Success
What to Monitor
Posts• Views• Clicks• Shares• Comments
o Sentiment
Likes/Followers Feedback Mentions Organic Reach vs. Paid
Reach
How to Monitor
Setup notifications for instant feedback Most sites have analytics for your business built in But there are also
specific tools you can use to track:
• Hootsuite• SumAll
Also Monitor Mentions of You
Reputation management Constant monitoring of online brand mentions and
sentiment• Especially during a crisis • Social media happens in real time, customers expect fast
responses
Final Thoughts
Social media is here to stay. There are risks, but there are also opportunities. Must: claim your business on major social media channels. Next: get active on the channel(s) that are best for you, not
just because they’re popular
Join the Discussion
/ahcancal
@ahcancal
/ahcancalstream
/ahcancal
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