How Does This Best Practice Hospital Grade Out??

Children's Hospital Foundation in Washington D.C. (http://www.childrensnational.org/give) is a best practice hospital in their utilization of social media tools. They are the top U.S. hospital on Twitter with 2,906 followers (@childrenshealth). On their facebook page, they have 1,666 fans. Certainly with these numbers of fans and followers they certainly have a solid "social capital" base of fans, followers, and friends.

Their website is excellent - with ways to financially support their mission, learn about events, and a great section dedicated to meeting children that they have cared for!

As the utilization of social media tools continue to evolve - I believe that the 2.0 version of social media will turn towards quantifying and measuring the "social capital" and "social effectiveness" of organizations and businesses that have adopted these tools. The hospital CFO mind in me wants to see a report/score card format for hospitals using social media tools.

It is very important for us to engage our communities by having tons of followers, friends, and fans. But as we move towards to social media 2.0, how are we capitalizing on our new online engaged communities? Are the friends, fans, and followers that we have really quality, local customers/patients? Are our social media efforts and initiatives translating into a stronger market share, more surgeries, outpatient revenue, and ultimately bottomline impact?

I am starting to work on a social media scorecard that will measure and track hospital and health system social media grades/scores. I believe that this scorecard will be very important for our business and we progress into a social media 2.0 world.

Children's Hospital Foundation's website has earned a grade of 76 out of 100 (according to http://www.websitegrader.com/) - Here is a copy of their report - http://www.grader.com/site.php?URL=www.dcchildrensfoundation.com/site/PageServer

As you will see - there are very specific areas that they can improve on with their website to maximize their excellent efforts in this area.

Their twitter efforts certainly show with a grade of 98.4 out of 100 - here is a copy of their report - http://twitter.grader.com/childrenshealth - their follower/following history is excellent with a great growth of both on this chart http://twitter.grader.com/history/childrenshealth.

As mentioned above Children's Hospital has 1,666 fans on their facebook page - http://www.facebook.com/childrens.national - they do a great job in presenting a "presurgical tour" online, interviews of their medical staff that appeared on CNN and even a visit by President Obama!

Great job - Children's Hospital Foundation for a solid scorecard and great use of social media tools!!

DIY or Outsource Your Hospital's Social Media Activities??

With the current low hospital and hospital association social media adoption rate - I would tend to conclude that there are multiple factors that are keeping this number low. Is it a cost issue? Is it a knowledge/awareness issue? Is it a time issue? We could speculate all night as to what the driving factors are behind this issue.

As I have documented in some recent posts, the issue for a hospital is not whether to adopt/implement these tools as much as it is who is going to become the "social media" champion within their organization.

Ok - so your CEO just came into your weekly administrative meeting and proclaimed that your hospital is going to become the next "social media superstar" within thirty days. What do you do? Do you take on the steep learning curve and spend the next 2-3 weeks learning how facebook, twitter, blogs, and Youtube work? Do you contact your marketing company to see if they know how do social media? Do you do a Google search for "outsource social media" companies?

According to a July 7, 2009 article by Lydia Dishman - http://www.entrepreneur.com/ebusiness/expandingyouronlinepresence/article202500.html - she states that "as the number of platforms grows, so does the time it takes to feed and groom each account. Not to mention the front-end investment of setting everything up". She also poses the question "for those caught up in a social media blitz - and those contemplating taking the plunge - why not consider outsourcing"?

If you are considering outsourcing your social media and are looking for an "expert" - I would recommend that you script your interview questions using Ian Lurie's "10 Questions to Evaluate a Social Media Expert" - http://www.conversationmarketing.com/2009/07/10-questions-for-social-media-experts.htm - this is a very good place to start - as well as give you a basic idea of what to look for. The upside to outsourcing is that (in theory) you will be engaging a social media expert (no learning curve), quick implementation, cheaper than hiring a dedicated employee or a portion of an FTE, and they will be up to date with social media tool trends. The downside is that there is a lot of pressure to select the right firm out of many that claim they are "experts", lack of control, and the typical outsource management issues (i.e. performance, responsiveness..etc).

From the D.I.Y. (Do It Yourself) side of the ball - you can hire a person or people to take on your social media program - the advantages of this is that you will maintain direct control over the messages, your branding, and promotions. The downside is that you will have to deal with typical employee relations issues (i.e. sick/vacation time), cross training, steep learning curve, and large time commitment.

You can certainly make a very compelling case for either DIY or outsourcing your social media strategy. As with any strategic decision, make sure you do your homework before you choose your path.

Good luck with your selection! I look forward to seeing and reporting on your future successes!!