social media aca 2011-05

8/7/2019 Social Media ACA 2011-05

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Using Social Media to Build andMaintain a Successful Practice,

Connect with Clients, &Advocate for Mental Health

Nathan C. Gehlert, Ph.D. CandidateLoyola University Maryland

Presentation TopicsPresentation Topics Importance of social media in advertising

Shift in the activities of our clients online

Define social media and contrast it with old forms

of advertising

Review the different forms of social media

Steps you can take to start using social media

Template for using multiple social media platforms

Ethical considerations

Future of social media in the counseling profession


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How social media is changing the worldHow social media is changing the world

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng


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What is social media?What is social media? an umbrella terms that defines the

various activities that integratetechnology, social interaction, and theconstruction of words, pictures, videos,and audio.

~ timetogetsocial, youtube.com

Why should I care?Why should I care?1. Social media is the #1 online activity

2. 2/3 of the global internet population visits social

networks.

3. Time spent on social networks is growing at 3x the

overall internet rate (accounts for 10% of time)

4. The internet is the most influential source in helpingconsumers make purchasing decisions

5. Your competition is already doing it.


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Why should I care? (cont.)Why should I care? (cont.)6. Because the next 3 billion consumers will accessthe internet from a mobile device.

7. Facebook is now the operating system of the web.

8. Twitter will have 1 billion users by 2012.

9. One-way marketing is dead.

10.Almost all social media is free.

~ timetogetsocial, youtube.com

ee--PatientsPatients individuals who are equipped, enabled,

empowered and engaged in their health andhealth care decisions.

health care ought to be an equal partnershipbetween e-patients and health professionals andsystems that support them.


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ee--Patients:Patients: Some StatisticsSome Statistics 93% said that it was important that the Internet

made it possible to get the medical informationthey needed when it was most convenient forthem.

92% said they found useful medical information.

83% said it was important that they could get morehealth information online then they could getelsewhere.

81% said that they learned something new.

72% searched for medical information just before orafter a doctors visit.

70% said the information they found influenced theirmedical decisions http://www.e-patients.net/e-Patients_White_Paper.pdf

An Obligation toAn Obligation toParticipateParticipate Only 25% of people searching for health information

online verify the reliability of the source and 58% of

people will make a self-diagnosis from onlineinformation . (healthdialog.com)

Proliferation of inaccurate health information online

Counselors need to:

a. Share and create reliable resources

b. Address misleading claims

c. Help clients understand issues accurately

http://www.softwareadvice.com/articles/medical/social-media-can-improve-healthcare-but-are-doctors-holding-us-back-1030411/


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EE--Patients: EmergingPatients: EmergingOpportunities for CounselorsOpportunities for Counselors

1. Social media represents an opportunity forcounselors to market themselves and advocate fortheir ideas

2. There is a need in social media for relevant,credible, and accurate information about issues

relating to mental health


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Types of Social MediaTypes of Social Media

http://y-desygn.com/ydesygnblog/?tag=social-media

FacebookFacebook


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TwitterTwitter

Differences Between StaticDifferences Between StaticWebsite & Facebook / TwitterWebsite & Facebook / Twitter People have to find and visit your website

With Facebook and Twitter your content is deliveredright to the user.


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YoutubeYoutube

WikipediaWikipedia


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Patients Like MePatients Like Me

Old ModelOld Model

Storytelling


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Old Model vs.Old Model vs.

Seth Godins ModelSeth Godins Model

www.ted.com/talks/lang/eng/seth_godin_on_the_tribes_we_lead.html


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Seth Godin on the tribes we leadSeth Godin on the tribes we lead

Tribes: its about leading and connecting people

o They are everywhere

o They are becoming more global

Key Features:

o Create change because the people in themwant to connect around an issue

o Not about mass products or messages

o Made up of true believers

Benefits of Building a TribeBenefits of Building a TribeBuilds Trust

You can Offer your services because you are the

Perceived expert

Gives you Outstanding visibility

Increases Familiarity

Makes you credible

Increases referralsBuilds New relationships

Demands higher prices


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Benefits of Building a TribeBenefits of Building a TribeBuilds Trust

You can Offer your services because you are the

Perceived expert

Gives you Outstanding visibility

Increases Familiarity

Makes you credible

Increases referrals

BuildsN

ew relationshipsDemands higher prices

~ UpsideDownIceberg, youtube.com

First StepsFirst Steps1. Start Small

2. Find interested people (your Tribe)

3. Provide quality content

4. Capture their information

5. Stay in touch

Remember, pick yourself instead of waiting to get

picked.- http://sethgodin.typepad.com/seths_blog/2011/03/reject-the-tyranny-of-being-

picked-pick-yourself.html


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Advanced StepAdvanced Step Purchase target ads

o Google AdWords

o Facebook Ads

Building ReferralsBuilding Referrals

Multi-pronged approach

Develop content that people find when searching,googling online want to be found by people whowould fit into your tribe.

Develop content relevant to other professionals inyour field.


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Connecting with ClientsConnecting with Clients Develop content that is relevant to your tribe.

o Book reviews

o Links to articles

o Blog posts written by you

o Community resources

AdvocacyAdvocacy

Use social media to get information in front of allyour networks.

Connect with (aka follow) stakeholders to increasevisibility of yourself and your message.

Connect with decision makers for the purpose ofdirect advocacy.


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9 Tips for Quality Content9 Tips for Quality Content1. Make your opinion known

2. Link like crazy

3. Write less: 250 words is enough

4. Make headlines snappy

5. Write with passion

6. Edit your post

7. Make your content easy to scan

8. Be consistent with your content and style

9. Use keywords

http://www.problogger.net/archives/2005/12/30/tens-

tips-for-writing-a-blog-post/

Social Media TemplateSocial Media Template Professional-looking website: THE HUB

o With blog aim for one post per week.

Facebook professional page.

o 1st invite everyone you know to follow you.

o Add Facebook details to marketing material andinvite clients to follow you (be sure to explainhow professional pages work)

o Great for micro blog postso Link to your website every time you post

o Use pictures


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Social Media TemplateSocial Media Template (cont.)(cont.) Twitter account, configured so that your Facebook

posts are automatically posted to Twitter.

Up-to-date Linkedin Profile

Bonus:

o Create your own Youtube channel

o Get active on community llistservs

o Write articles for Wikipedia or Scribd

Ethical ConsiderationsEthical Considerations

Separate professional and personal personas anduse appropriate privacy settings

Address social media guidelines in your privacypolicy, and /or personnel policies

Inform clients upfront that you will not acceptfriend requests from them. Explain that this is toprotect the counseling relationship and confidential

client information

Dont post inappropriate pictures or information onyour personal social media sites


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Ethical ConsiderationsEthical Considerations (cont.)(cont.) Avoid defamatory remarks online about anyone

Dont document information from the clients onlineprofiles/information without their consent

Consider the ethical implications of looking atclients online information without being invited

Whatever appears online should be consideredpermanent it may be there forever!

Social media advances faster than guidelines

~ Bertram & Wheeler , 2011

Whats Needed inWhats Needed inCounseling FieldCounseling Field

Clearer ethical guidelines

Training on use of social media

Embrace social media in education programs

Greater participation from counselors


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The Future of SocialThe Future of Social

Media in Our ProfessionMedia in Our Profession Emergence of new tools to help counselors and

health professionals communicate with each other

Reviews of counselors (similar to Yelp)

o Enable consumers to make informed decisionsabout their treatment

o Increase level of accountability for counselors

Proliferation of mobile apps for:

o e.g. Symptom & treatment management

ConclusionsConclusions Social media is THE technology shifting how

counselors need to market themselves &their ideas

E-patients turn to social media for healthinformation which informs their medical decisions

Counselors can utilize social media to connect withprospective and current clients and to advocatefor the counseling profession

Most social media is free, and developing a socialmedia presence takes little time and little ongoing

commitment its fun!

social media aca 2011-05

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