Use the POST Method (People, Objectives, Strategies, Technologies) for creating and deploying social media in healthcare professional education and continuing medical education. Presentation includes free social media tools and step-wise approach for strategically planning your social media presence.

1. Social Media Strategic Planning for the CME Enterprise Presented by: Jeremy C. Lundberg, MSSW, LSW

2. Agenda What is social media? The Social Media Tool Kit Strategic planning and the P-O-S-T Methodology Organizational considerations

3. What is Social Media? Social media (SM) supports the human need for social interaction using web-based technologies. Transforms traditional monologues (one to many) into social dialogues (many to many). Supports the democratization of knowledge and information, transforming people from content consumers into content producers.

4. What is Social Media? Must be applied as a strategy and NOT a tactic. Uses technology to create an actual relationship with your audience. Requires a commitment to strategic planning and execution in the context of your target audience’s demographics, objectives, and your available resources. Look at social media as a collection of tools in your CME tool box.

5. Why Use Social Media? The technology is free. Very low-cost, high-return. Tremendous potential for reach and ongoing engagement. It is not a “fad”, but an expectation. Enhance continuity of learning, develop needs assessments, foster professional networking, promote advocacy and research...

6. Social Media Tools

7. It’s a Jungle Out There

8. Free Social Media “Starter Kit”

9. Drupal CMS Leading open source content management system (CMS). Support multiple Websites, designs and navigation. Thousands of free add-on modules (e,g., blogs, discussion forums, mobile). Tight integration with different social media channels Role-based access and publishing. Administered by people of all technical levels.

10. WordPress.org Top open-source blogging and CMS application. Very easy to setup, brand and manage. Great way to share your expertise and build traffic to your site. Offers “one-touch” publishing. Supports single- and multi-author blogs. Robust moderation, commenting Website and mobile browsing and publishing. Free add-on features to integrate with your Website and social media tools.

11. Facebook Most popular social networking platform. Over 500 million active users worldwide. Enables anyone to easily setup, connect with friends and share content (e.g., status updates, video, pictures). Fastest growing demographic 35+ yrs with females 55+ leading the pack. Different levels of privacy settings. Ideal for viral marketing, networking, andadvocacy. Integration with your Website and other SM applications.

12. YouTube Most popular video sharing platform. Over 250+ million active users worldwide. Enables anyone to easily setup, upload, categorize and convert videos to Adobe Flash format. People can view, comments, share, and embed your videos anywhere. Different levels of privacy settings. Ideal for viral marketing and awareness campaigns. Popular with mobile smartphones. Integration with your Website and other SM applications.

13. Twitter Very popular micro-blogging site. 3rd most popular social networking site. Enables anyone to easily setup, network with others and post/receive text messages limited to 140 characters. Available via personal Webpage and desktop and mobile applications. Different levels of privacy settings. Ideal for viral marketing, research, AND networking. Integration with your Website and other SM applications.

15. Strategic Planning and Organizational Considerations

16. Organizational Considerations Effective social media implementation is a marathon, not a sprint. There is no finish line. Make social media part of your “organizational DNA.” Manage risk with clear policies on privacy, abuse, marketing, “friending”, etc. Buy-in from senior leadership non-negotiable. Setup an internal work-flow that identifies roles and responsibilities for implementation, maintenance and growth. Setup a working group of 3-4 stakeholders with one team leader Solicit ideas and feedback from broader committee including your clients. Consider starting with manageable pilot projects.

17. P-O-S-T Methodology People: Assess your audiences’ social activities and demographics. Objectives: Define what you want to accomplish and how you will measure success. Strategy: Plan for how relationships with your audience will change. Technology: Decide which social technologies to use. Source: Forrester Research, Inc.

18. Alliance for CME and Social Media Wished to leverage social media for membership drives, education, networking, and advocacy. Established 3-person working group to: Develop fluid two-year social media strategic plan. Produce social media policy document. Convened weekly standing conference call Evaluated current and planned technology infrastructure

19. Alliance for CME: People Researched social technographics from membership surveys Interviewed key stakeholders Alliance staff Board and committee members Gathered information on available staff resources

20. MECCA SM Survey 79% use SM in personal life compared to 83% in 2010. 55% self-identify as “novice” or “intermediate” 53% vs 44% MECCAs use social media in 2011. 45% of MECCAs are conducting small SM pilots. LinkedIn and Facebook most popular Source: Alliance for CME MECCA listserv (2011)

22. Social Technographics Bernoff, J & Li C (2008) Groundswell.

23. BtoB Social Media Profile Bernoff, J & Li C (2008) Groundswell.

24. Alliance for CME: Objectives Drive traffic to Alliance website. Increase visibility, awareness to drive membership. Increase visibility of research, education, and commerce activities. Inform public about the Alliance’s work, news, and events. Communicate with Alliance followers, contacts, and members. Disseminate Alliance publications, education opportunities, and conferences.

25. CommonPOST Objectives Learning Listening Engagement Energizing Embracing Support

26. Alliance for CME: Strategies What do we hope to accomplish? How will we support the changing relationships with our target audiences? What will be the metrics of success/failure? EX: Increase membership by 20% Improve access to advocacy and regulatory information

27. Alliance for CME: Technologies Match People, Objectives and Strategies with appropriate SM tools. Determine resource allocations for each channel to be successful. Define roll-out and interactions w/ other media elements

28. Alliance for CME: Technologies LinkedIn, Facebook, and Twitter (Jan 2011) Re-design Website and community launch (March 2011) Blog (April 2011) YouTube and iTunes (Summer 2011)

29. Alliance for CME: Technologies Blog Link: http://blog.acme-assn.org/ Implementation: Fall 2010 Cost: Application being purchased by Alliance. Resource Requirements: One Editor (4-6 hours per month) Alliance President (2 hrs per month) 6-10 initial contributing authors/Editorial Board (1.5 hrs per month per person).

30. In Summary Develop and commit to a realistic strategic social media plan. Use your Website as your “basecamp” for all social media use. Keep the content fresh and ongoing. Avoid “brand cannibalization” by unifying your identity under one brand. Listen, share and engage through thoughtful dialogue. Personalize your relationship with your audience. Analyze key metrics to determine success and adjust your strategic plan accordingly.

31. Suggested Resources “Goundswell: Winning in a world transformed by social media” by Charlene Li and Josh Bernoff @ www.forrester.com/Groundswell/ The Social Life of Health Information” by Susannah Fox @ www.PewInternet.org

32. Jeremy C. Lundberg, MSSW www.dlc-solutions.com