(Song): Jenny, Jenny, since I first saw you...
Hello, I'm Jason Pratt, the social media specialist on the Florida campus.
The Mayo Clinic Center for Social Media would like to welcome you to Mayo Clinic.
My name is Lee Aase, and I'm the director for the Center for Social Media.
We manage Mayo's official presence on platforms like Facebook, YouTube and Twitter, and also
manage several blogs like "Advancing the Science" and "Sharing Mayo Clinic."
We also provide guidance and training for Mayo Clinic employees in how they can conduct
themselves professionally online and then also how they can apply these tools in their
work.
My name is Farris Timimi.
I am a cardiologist and I'm the medical director for the Center for Social Media.
Our leadership formed the Center in 2010 to take these revolutionary tools from PR and
Marketing to clinical practice, research and education, to fundamentally change the way
we communicate - internally and externally.
One of the fun projects that our Center for Social Media has produced is this YouTube
video that promotes awareness of the risk factors of heart disease.
(Song): Jenny, please watch your numbers, blood pressure, lipids and BMI...
And here's another YouTube video that explains why Mayo Clinic has a Center for Social Media
in the first place.
(video): I'm going to talk a little bit about our founders.
They saw it as their mission to reduce the burden of disease everywhere -- not just in
their rural practice here in Rochester, Minnesota, over 100 years ago.
Following in their example, I am proud say that Mayo Clinic has been, and intends to
be among the leaders in using social media in medicine.
We're really fortunate that Mayo Clinic's leaders see the power and potential of using
social media tools in health care.
But as Peter Parker's uncle said in "Spiderman," with great power comes great responsibility.
That's why it's important for all of us as Mayo Clinic employees to use these powerful
tools in the right way.
That's why we've established these social media guidelines.
We WANT you to participate in Facebook.
We want you to use Twitter effectively, but to do so within the guidelines that govern
our clinical practice, research and education.
Our social media staff are going to take you through these guidelines step-by-step so that
you can use these tools carefully, effectively and with confidence.
Mayo Clinic employees act with integrity, treat each other with respect and always protect
patient privacy.
Remember, don't do anything in the social media world that you wouldn't do in the real
world.
Whenever you are creating an online profile - such as a new social media account - make
sure you don't use Mayo Clinic's name within your user name, and don't use Mayo Clinic's
logo within your profile photo.
Be sure you are clear that you're speaking for yourself, not for Mayo Clinic.
You should put a disclaimer such as this on your Twitter bio or your blogs.
If you identify yourself as a Mayo employee online, then you should act in a way that
reflects well on you and on Mayo.
When you are online commenting on a story about Mayo Clinic be transparent.
State somewhere in the comment that you are working for Mayo and that you are an employee.
Whether you are on your phone or at your desk, use good judgement and be honest and accurate
in your online communications, like these guys.
Don't let social networking interfere with your work commitments.
If you're on the clock, you shouldn't be on Facebook.
If you are an hourly employee, wait til your break to check in on Facebook or Twitter or
other social platforms.
If a personal friend who is a patient wants "to friend" you and you have a close relationship
offline you can have that relationship online as well.
However, in general, if a patient requests to "friend" you on Facebook, it's best to
decline that request.
If you want to add your manager as a friend that's okay, but the manager really shouldn't
initiate the relationship.
Here's a hint: use Yammer to connect with your manager about work-related issues.
Mayo Clinic doesn't endorse people, products or services, and as stated in our Mayo Clinic
Social Media Guidelines, you as an employee shouldn't either.
This includes all LinkdIn recommendations and endorsements.
We are here to help you harness the power of these social media tools.
We will train you.
We can consult -- all you have to do is ask.
Our Mayo Clinic Center for Social Media formed the Social Media Health Network as a gathering
point where organizations across the world look at using these tools effectively in health
care.
We have member organizations from across the United States as well as Canada, Europe and
even Australia.
As a Mayo Clinic employee, you get access to the network at no charge including access
to some great online learning modules.
Here at Mayo we have an intensive, day-and-a-half training program on social media called the
Social Media Residency.
It's open to all Mayo employees and people outside of Mayo.
It covers all skill levels, so individuals who are just starting in social media to people
who have had some experience.
Here are a few of your Mayo Clinic colleagues talking about which social media networks
they use and how it's benefitting them and their work area.
Social Media is a powerful tool which can help us enhance what we do, how we serve our
patients.
I utilize social media primarily with Twitter and Facebook...
I follow YouTube and Yammer.
...Mayo Clinic's Facebook page and Twitter...
...LinkdIn, Yammer and Pinterest.
...YouTube, google+...
...I use Facebook...
...FourSquare...
...Instagram...
...LinkdIn, Pinterest, blogger...
This isn't in addition to your job, this is a part of your job.
This is a conversation, which is what we're trying to do.
We are about the needs of the patient and this is where our patients are, this is where
their needs are going to be met most effectively.
And fundamentally, these tools allow us to engage learners, patients and peers in an
asynchronous fashion so that we're not dependent or limited by geography or by time.
As a physician at Mayo Clinic, I like to use Twitter to tweet about studies that I think
are important to advance patient care.
I also have a circle of experts on Twitter who help me keep up to date so they help me
know which studies are important in their field.
An on Yammer, I follow a few different groups.
One of them is the clinical educator group so that we can communicate and find out what
other people are doing at different sites and kindof make sure that we're all on the
same page so that we can borrow ideas from each other.
It extends the reach of the news stories that we get, so we can take a news story that appears
in TV and radio that has been posted online and we can further promote that to our audiences
via Mayo's Facebook page.
And now it's really an integral part of what we do for marketing, for engaging patients,
athletic coaches, trainers, around the topic of concussion.
Even older doctors like me can learn how to use social media.
I actually now have a Twitter account, I'm on Yammer.
Oh, and by the way, I'm a Yammer poweruser.
We use Yammer to replace a weekly meeting.
We believe social networking platforms can contribute positively to productivity.
That's why we have Yammer, which is like our internal version of Facebook and Twitter,
to enable employees across the Mayo Clinic system to connect with each other, to share
knowledge and to work together.
In addition to Yammer, Mayo Clinic offers online comment capability on the Newscenter
and on some internal blogs.
Employees can recommend an article, send it to a coworker or leave a comment on stories
they've read.
This creates opportunities for conversation and helps employees share feedback.
This is the same conversation that's been occurring for hundreds of years.
It's just in a digital platform.
I think the misconception people often have is that they get confused about the platform
and, it's not the content, it's the conversation.
It's not the content, it's the connection that's the issue.
I think as long as you make the mindset that it's fundamentally about connecting with people,
then it becomes easy to understand and apply.
So, there are three things that you're going to want to do now.
First, review the social media guidelines for Mayo Clinic employees.
Second, join the Social Media Health Network, and third, log in to your Yammer account at
Yammer.com using your Mayo Clinic email address.
And lastly, we want you to know that you can email us at any time at socialmediacenter@mayo.edu
if you have any questions about social media at Mayo Clinic or if you, or your department,
want to know more about being social at Mayo.
I think I'm going to Tweet that.