Wednesday, December 14, 2016

Thoughts, Ideas, Experiences & Opinions About Healthcare Social Media Ambassadors

Topic #2 of last Sunday’s “Health Care Social Media” Tweetchat - hosted by @HealthSocMed and moderated by @danamlewis asked:

“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
Tweet
Opinions & Ideas on the Role of Social Media Ambassadors
(Good, Bad & Indifferent - Aren't we all Social Media Ambassadors?)
@abrewi3010
Love the idea of SoMe ambassadors. I still think this job is still being designed and developed.
@quickmuse
"Ambassador" has a distinctly archaic flavor to it. C'mon, ---let's cook up a better, livelier, more relevant term.
@actualkats
SoMe ambassador is an important role that should be filled by a dedicated advocate for your brand, fluent in all social platforms.
@mahoneyr
Not gonna lie...I remain a bit uncomfortable with ambassadors, or paid advocates, or any non-objective participation.
@heltweet
Struggling with the concept? 'ambassadors' suggests #SoMe is a foreign country. It's modes/spaces of communication where #patients live
@lalupuslady
Representing an HC org. online as a SM Ambassador is an important role and there should be "rules of engagement"
@shereesepubhlth
When the role of the SoMe ambassador and the mission of the relationship are made clear, it can be effecctive, esp. for non-profits
@catchthebaby
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
@missthr
I think I qualify as one of these. Work alongside internal marketing + healthcare marketing pros.
@billwongot
That said, for a profession, each HCP and student are also ambassadors, regardless they know it or not.
@abrewi3010
Would like medical schools, insurance co, conferences, etc need SoMe ambassadors too. Not just for HCP.
@actualkats
I agree! I think it should be a dedicated role vs something an HCP is also doing on the side. Ideally, both are happening.
@survivorshipit
Roles and goals can be unclear, confusing. Transparency around SoMe ambassadorship is critical

(Educator, Informers or Guide? All Three? Or Something Else?)
@elizabe85727641
Not familiar wth idea or concept, ?? How can this be separated from advertising, avoid being self-serving, is education possible?
@davidcookemd
Totally different. #SoMe ambassadors are informing, not providing patient care.
@abrewi3010
Maybe instead of ambassadors we should look for more SoMe Educators/Professors. Give the job more power than just messaging
@lalupuslady
If a HC org. uses a "patient leader" (via @wegohealth) or SM Educator believe the terminology is important.

(What about Patients?)
@abrewi3010
Ideally these jobs would be given to patients. They speak patient & can translate doc speak. These jobs need flexibility to develop
@bwolf95
I do think that social media HC reps can bridge the gaps that intimidate patients from having an active relationship with drs
What Skills Does a Social Media Ambassador Need?
@lalupuslady
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.
@quickmuse
Great social involves admitting ignorance when you don't know. Not all HCPs, or patients, want that.
@shereesepubhlth
Its important to note; HC SoMe Ambassadors must convey "accurate" knowledge on behalf of orgs w/ whom they have a relationship.
@thebingle
Big problem is HCP's won't say they don't know. Henceforth, many wrong Dx's.
@tiffanyandlupus
Not every well established physician is well versed on proper SoMe protocol though so I feel that's a tad much to expect
@billwongot
Considered I am on the well versed end, I have seen my share of blocks on Twitter by students.
@billwongot
But I think HCP's should also know fair share of such platforms. This will make the ambassadors' impact more powerful.
@billwongot
That is why I take it on myself to try to master 1 new social media platform per year.
@billwongot
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.
@pfanderson
They are always changing. Personally, I recommend playing with many, adopting few.
@actualkats
Absolutely! And people can certainly be great at both jobs. It just means you have two jobs though :)
Communicating and Delivery
@abrewi3010
Just like life, you can't win everyone. Keep message honest and let haters hate I say
@davidcookemd
Good positions. Highlight important topics. Points to good research. Promotes camaraderie. Even some customer service.
@billwongot
And it's also too easy to misread friendly comments as rude and unwanted.
@mahoneyr
You and me both. I find the louder and more vigorously it is said, the less likely it is actually to be true.
@davidcookemd
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)
@quickmuse
There are people who refuse to listen to critics? Sad!
Lessons Learned
@bwolf95
We need to be sure some of these social media advocates for HC orgs aren't taking the place of the patient-physician relationship
@tiffanyandlupus
Social Media Ambassadors are a great way for health orgs to increase & welcome online engagement from new & current audiences.
@amolutrankar
The lesson for health orgs: hire & train *everyone* with the assumption that they are your public face.
@tiffanyandlupus
For those looking to be Social Media Ambassadors make sure to do your research. Be careful, so you're not taken advantage of.
Payment or Remuneration?
@lalupuslady
If a HC org uses SM Ambassadors they should be transparent and use clarity. If you hire an agency or staffer reveal.
@mahoneyr
Interestingly, with social media, it is possible not only not to listen but not to even know criticism exists.
@tiffanyandlupus
If a Patient Advocate is a Social Media Ambassador for a health org they should most definitely be paid for their time & expertise
@pfanderson
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
@tiffanyandlupus
Physicians & keynotes attend events & are paid to do so. SocMed Ambassadors do the same thing. Both stories R still genuine
@mahoneyr
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.
You've got to have a sense of humor to keep your sanity - Lance Bass
@shereesepubhlth
Sometimes a little humor keeps the patient or audience engaged. I use humor to educate.
@ebukstel
Humor and Empathy are critical
@thebingle
Great! I'll send the request to PEOTUS to find one! Being serious, someone with vision to see both sides.
@billwongot
So what I am doing is literally an HCP impersonation of a social media ambassador... lol!
@quickmuse
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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