Going Viral Against HIV and STIs

Social Media: Going Viral Against HIV and STIs

Strategic Planning for Use of Social Media

December 7, 2010

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Bradley W. Jobling

• 15 years online marketing and Internet strategy

• 5 years online marketing and web strategy at

Columbia University Medical Center

• 1 year social media for Department of Surgery

• MBA from Columbia Business School

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Videos Talk

Breast Cancer in Women of Color Breast Cancer 101http://www.youtube.com/watch?v=DeT-YusTIGI

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Is social media working for health care?

• The WHO used Twitter to communicate, research, and

monitor the H1N1 pandemic.

• Patients are using Diabetic Connect, Daily Strength,

PatientsLikeMe, and ShareCare..

• Clinicians are joining Sermo and Ozmosis.

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Does social media work for NYP/Columbia?

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Why is strategy important?

• What is the message of your social media project?

• How is social media justified to management? Is there an

ROE?

• Who is going to generate the content & monitor pages?

• What are the employee policies regarding social media?

• What happens when an issue, crisis or legal conundrum

occurs?

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Social Media Mindset

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1. Determine 1st Program

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2. Listen

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3. Prepare

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4. Engage

Graphic Courtesy Social Media University Global social-media-university-global.org

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5. Assimilate & Enjoin

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6. Measure Successes

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Why is content strategy important?

• New requirements for even more “community” content.

• Content should be edited for various property.

• Editorial calendar creates campaigns and proves results

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Solutions Summary

Q&A Online Communities

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From the Bottom of My LVAD

Bradley W. JoblingSocial Media Manager

Columbia University Department of Surgerywww.columbiasurgery.org

bjobling95@gsb.columbia.edu@bradjobling

www.linkedin.com/in/bradleyjobling