“What do you think about "social media ambassador" roles (formal or informal) at HC organizations? Who should fill these?”
As usual, chat participants offered up a lot of good insight including thoughts, ideas and opinion on whether a Social Media Ambassador (SMA) is an Educator, Docent, a Specialized Traffic Cop - or something else. Also discussed were the skills needed to be effective, lessons learned, concerns about conflict of interest and whether or not SMA’s should receive some sort of remuneration for their efforts.
Given that HIMSS just announced the Social Media Ambassador's for #HIMSS17, I thought this would be a timely post.
Handle
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Tweet
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Opinions & Ideas on the Role of Social Media Ambassadors
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(Good, Bad & Indifferent - Aren't we all Social Media
Ambassadors?)
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@abrewi3010
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Love the idea of SoMe ambassadors. I still think this job is
still being designed and developed.
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@quickmuse
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"Ambassador" has a distinctly archaic flavor to it.
C'mon, ---let's cook up a better, livelier, more relevant term.
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@actualkats
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SoMe ambassador is an important role that should be filled by a
dedicated advocate for your brand, fluent in all social platforms.
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@mahoneyr
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Not gonna lie...I remain a bit uncomfortable with ambassadors,
or paid advocates, or any non-objective participation.
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@heltweet
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Struggling with the concept? 'ambassadors' suggests #SoMe is a
foreign country. It's modes/spaces of communication where #patients live
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@lalupuslady
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Representing an HC org. online as a SM Ambassador is an
important role and there should be "rules of engagement"
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@shereesepubhlth
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When the role of the SoMe ambassador and the mission of the
relationship are made clear, it can be effecctive, esp. for non-profits
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@catchthebaby
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SM Ambassador seems like good idea for HC org. Get someone who
understands SM to translate for HCPs at org who don't have time
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@missthr
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I think I qualify as one of these. Work alongside internal
marketing + healthcare marketing pros.
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@billwongot
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That said, for a profession, each HCP and student are also
ambassadors, regardless they know it or not.
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@abrewi3010
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Would like medical schools, insurance co, conferences, etc need
SoMe ambassadors too. Not just for HCP.
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@actualkats
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I agree! I think it should be a dedicated role vs something an
HCP is also doing on the side. Ideally, both are happening.
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@survivorshipit
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Roles and goals can be unclear, confusing. Transparency around
SoMe ambassadorship is critical
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(Educator, Informers or Guide? All Three? Or Something Else?)
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@elizabe85727641
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Not familiar wth idea or concept, ?? How can this be separated
from advertising, avoid being self-serving, is education possible?
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@davidcookemd
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Totally different. #SoMe ambassadors are informing, not
providing patient care.
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@abrewi3010
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Maybe instead of ambassadors we should look for more SoMe
Educators/Professors. Give the job more power than just messaging
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@lalupuslady
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If a HC org. uses a "patient leader" (via @wegohealth)
or SM Educator believe the terminology is important.
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(What about Patients?)
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@abrewi3010
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Ideally these jobs would be given to patients. They speak
patient & can translate doc speak. These jobs need flexibility to develop
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@bwolf95
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I do think that social media HC reps can bridge the gaps that
intimidate patients from having an active relationship with drs
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What Skills Does a Social Media Ambassador Need?
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@lalupuslady
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Before an Ambassador can engage they need to know how to listen
and share from the POV and mission of the HC org. they represent.
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@quickmuse
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Great social involves admitting ignorance when you don't know.
Not all HCPs, or patients, want that.
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@shereesepubhlth
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Its important to note; HC SoMe Ambassadors must convey
"accurate" knowledge on behalf of orgs w/ whom they have a relationship.
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@thebingle
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Big problem is HCP's won't say they don't know. Henceforth, many
wrong Dx's.
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@tiffanyandlupus
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Not every well established physician is well versed on proper
SoMe protocol though so I feel that's a tad much to expect
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@billwongot
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Considered I am on the well versed end, I have seen my share of
blocks on Twitter by students.
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@billwongot
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But I think HCP's should also know fair share of such platforms.
This will make the ambassadors' impact more powerful.
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@billwongot
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That is why I take it on myself to try to master 1 new social
media platform per year.
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@billwongot
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I have been trying to prove to people that I am a smart HCP,
while I am also a strong social media ambassador for OT.
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@pfanderson
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They are always changing. Personally, I recommend playing with
many, adopting few.
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@actualkats
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Absolutely! And people can certainly be great at both jobs. It
just means you have two jobs though :)
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Communicating and Delivery
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@abrewi3010
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Just like life, you can't win everyone. Keep message honest and
let haters hate I say
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@davidcookemd
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Good positions. Highlight important topics. Points to good
research. Promotes camaraderie. Even some customer service.
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@billwongot
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And it's also too easy to misread friendly comments as rude and
unwanted.
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@mahoneyr
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You and me both. I find the louder and more vigorously it is
said, the less likely it is actually to be true.
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@davidcookemd
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I disagree. (Sarcasm. I actually mean I agree, but saying it in
a way that seems like a disagree, but it's funny because I agree)
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@quickmuse
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There are people who refuse to listen to critics? Sad!
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Lessons Learned
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@bwolf95
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We need to be sure some of these social media advocates for HC
orgs aren't taking the place of the patient-physician relationship
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@tiffanyandlupus
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Social Media Ambassadors are a great way for health orgs to
increase & welcome online engagement from new & current audiences.
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@amolutrankar
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The lesson for health orgs: hire & train *everyone* with the
assumption that they are your public face.
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@tiffanyandlupus
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For those looking to be Social Media Ambassadors make sure to do
your research. Be careful, so you're not taken advantage of.
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Payment or Remuneration?
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@lalupuslady
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If a HC org uses SM Ambassadors they should be transparent and
use clarity. If you hire an agency or staffer reveal.
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@mahoneyr
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Interestingly, with social media, it is possible not only not to
listen but not to even know criticism exists.
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@tiffanyandlupus
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If a Patient Advocate is a Social Media Ambassador for a health
org they should most definitely be paid for their time & expertise
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@pfanderson
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I feel disheartened when I see post that is clearly paid, but I
also want my friends to GET paid for this! Need a new model
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@tiffanyandlupus
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Physicians & keynotes attend events & are paid to do so.
SocMed Ambassadors do the same thing. Both stories R still genuine
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@mahoneyr
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If you advocate for a restaurant and get free food, it doesn't
seem as much a conflict as getting paid cash to do so.
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You've got to have a sense of humor to keep your sanity - Lance
Bass
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@shereesepubhlth
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Sometimes a little humor keeps the patient or audience engaged.
I use humor to educate.
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@ebukstel
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Humor and Empathy are critical
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@thebingle
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Great! I'll send the request to PEOTUS to find one! Being
serious, someone with vision to see both sides.
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@billwongot
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So what I am doing is literally an HCP impersonation of a social
media ambassador... lol!
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@quickmuse
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Thx. Evangelist has been co-opted by biz. I dig Jedi more,
though wonder if it might be too lighthearted for hc.
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