• Social Media Residency, an intense 1.5-day hands-on course on strategic application of social media in health care, starting Monday morning and running through Tuesday noon
• Four half-day Pre-Conference Workshops on Tuesday
• The 5^th Annual #MayoRagan Social Media Summit, a 34-speaker, 3-track conference on Wednesday and Thursday, and
• Our Social Media Health Network Annual Member Meeting and Dinner, starting at 2 p.m. Thursday and concluding at noon on Friday.

Our friends at Ragan Communications have a special “early bird” offer to encourage early sign-ups. From now through Friday, June 21, Ragan is offering a $500 discount off the regular $1,195 registration for the #MayoRagan Social Media Summit. So if you can register this week, it’s just $695.

If you are a member of our Social Media Health Network you receive an added bonus: you get to attend one of the Tuesday pre-conference workshops (a $345 value) at no additional charge. You also have the option of using your Network Points to cover some or all of the costs. Network members should go to this post to learn about your registration options, including the free pre-conference workshop.

If you’re not a member of the Social Media Health Network, learn more about how to join and the Network benefits. Or, if you’d like to just take advantage of the limited-time early-bird savings, you can register for the#MayoRagan Summit directly on the Ragan site.

And Social Media Residency is the first event in this year's Social Media Week at Mayo Clinic, Oct. 21-25, 2013.

Residency curriculum includes:

• Twitter chats
• Facebook privacy and page management
• Pinterest
• How to start and manage a blog
• Hands on shooting and editing video
• and much more!

The goal for Social Media Residency is that participants will develop a plan for strategically applying social media tools in their work. Download Sample Agenda/Curriculum, and see the Social Media Residency page for more background on the program.

See the Social Media Week page for an overview of the entire week's events, and for links to where you can register.

Note to Social Media Residency participants: Social Media Residency goes through Tuesday noon, so you only should register for an afternoon workshop.

Morning Workshops

Measuring with no (or little) budget

Sir William Thompson Kelvin famously said "to measure is to know." Do you know your communications are working? Creating an engaging communication strategy is difficult enough—who has time to set up effective measurement? Never fear: Measuring your communications is not only easy, it's affordable.

In this hands-on workshop, you'll learn from Chris Boyer, AVP of Digital Strategy for North Shore-LIJ Health System in New York. He'll show:

• Why measurement is important and should be done immediately (or else your successor might be doing it better!)
• How communication tools differ, and the best way to measure them
• Ways to easily begin measuring—at little to no expense
• The difference between success measurement and true ROI (and how you can measure both)
• How to use your results to gain momentum, impress your CFO and celebrate your successes

Does your hospital need a brand journalism site?

You'll get the answer to this question in this soup-to-nuts pre-conference workshop. Veteran journalist and consultant Jim Ylisela will show you how a brand journalism site offers your audiences compelling content and showcases the work of your hospital and its people. Jim served as project manager for Advocate Health Care's new site, health enews, launched earlier this year in a Ragan collaboration with the Chicago hospital network.

He'll show you how to:

• Make the business case for brand journalism to hospital leaders
• Assess your existing content and know how it needs to change
• Build a website that matches your editorial strategy and branding
• Develop editorial processes and guidelines: Train your team
• Test, launch, market and maintain your new site

Special Bonus: As part of this pre-conference workshop, you'll get an insider's look at the Mayo Clinic News Network, Mayo's daily health and medical news site.

Ron Petrovich and Karl Oestreich from Mayo Clinic will describe how their team:

• Created a vision for the News Network
• Built the News Network site—triumphs and difficulties along the way
• Maintains the daily news site (yes, that means every day!)
• Integrates content on multiple media platforms

Afternoon Workshops

Video boot camp for health care communicators
It's nearly impossible to keep the attention of patients or medical staff when your video plods through a dry medical subject. Successful videos deal with people and stories that create understanding with a human touch. To engage you need to do more than relay facts.

Learn how to create videos that enlighten, engage, inspire and educate:

• Make your message resonate with your audience: Learn how to match content to audience expectation
• Is your message technical? Procedural? Are you creating awareness? Understand your goal before you start
• Training videos don't have to put your audience to sleep.  Who you cast as your on-camera talent can make or break your message. What to consider (likability? credibility?) when you choose your messenger
• Put patients at ease with videos that help them understand procedures
• Is your outreach seen and heard by your audience? Match your video's tone and method to your audience
• How to manage docs, nurses, and research PhD.s/MDs on-camera. The key: Help them understand more information is often less effective
• Script basics and when to skip the script
• The Production Practices Survival Guide: Camera height, framing and environment
• Sequencing and mastering ways to avoid the "talking head" video
• Move beyond white walls: Ensure your video's environment boosts your message
• How to shoot an interview (it's not as straightforward as you think)
• The best way to shoot when you can't use external lighting
• Why sound is so important and how you can make yours better

Drew Keller is an award-winning television producer, editor, Web developer and educator.

How to moderate and monitor your hospital's social sites

Online communities are living, breathing entities. You can't take the management of these communities for granted. In healthcare, with its minefields of compliance and privacy issues, the stakes are even higher. But the payoff can be huge if you're able to build trust, stimulate conversation and fulfill a genuine need.

In this pre-conference workshop, you will learn how to monitor and moderate social sites–internally with employees or externally with patients and community.

You will learn how to:

• Define the rules that govern online communities
• Monitor the conversation to find the best course of action
• Plan content that sparks dialogue and increases loyalty to the community
• Measure results to show the community's value and gain support internally
• Pay attention to influencers and external referrers
• Find out how to deal with anonymous vs. semi-anonymous vs. public comments
• Decide when to say "no" to a comment
• Protect your audience's user experience while you maintain transparency
• Get deeper engagement with real-time monitoring

Makala Johnson is a Public Affairs Associate for Mayo Clinic Center for Social Media.

Elizabeth Harty is a Specialist, Institutional Communications and Public Affairs for Mayo Clinic.

Cynthia Floyd Manley is the Director of Strategic Marketing for Vanderbilt University Medical Center.

Ashley Howland is the Social Media Manager for Baylor Health Care System.

Learn More and Register

To learn more about all of the events of the week, see the Social Media Week page.

But Dr. Montori remains committed to using social media tools to empower and engage patients. In fact, this week he is in his native Peru leading an international conference on shared decision making, and we’ve helped him create an online community platform to enable global participation. If the Internet connection from Peru holds, many of the plenary sessions will be streamed live (if not, we’ll upload recorded video later).

As you will see from this presentation at our Mayo Clinic Transform conference, Dr. Montori is passionate about helping patients deal with the burden of disease, and particularly in managing time-consuming treatments. As he says, for patients with multiple diseases and conditions, following all of their doctor’s treatment prescriptions can be “the equivalent of a part-time job.”

In addition to the ISDM2013 conference, Dr. Montori also is collaborating with colleagues internationally on a Burden of Treatment study. There are two ways you can help:

• If you’re a patient who has been dealing with a chronic condition such as high blood pressure, diabetes or chronic obstructive pulmonary disease, please answer a short survey.
• If not, please share this post on Facebook, Twitter or LinkedIn and encourage those in your social networks to join.

We're excited to be able to play a role in helping Dr. Montori and his colleagues look for ways to help patients manage the "extra job" they have in coping with chronic conditions.

Farris Timimi,M.D., the Medical Director for the Mayo Clinic Center for Social Media, was interviewed for the story.

Dr. Farris Timimi, medical director of the Mayo Clinic Center for Social Media, hopes that striking images on social media will prompt patients to ask more questions of their doctors.

“Conversations are occurring between a provider and their patients that may not have occurred without that kind of knowledge and awareness,” he said.

...

Timimi of Mayo Clinic said that sense of online community has brought solace and strength to many struggling with breast cancer and the difficult choices it requires.

“Knowing that others face the same challenges and do so with dignity and courage — that’s a powerful message for anyone to see and receive,” Timimi said.

The article is entitled, "Mastectomy debate: Much-needed information or fueling hysteria?"

Discuss.

In the video below, Dr. Farris Timimi, the medical director of the Mayo Clinic Center for Social Media (MCCSM), and I provide an overview of how the Social Media Fellows Program relates to Social Media Residency. We also describe the various levels and the criteria for advancement.

Watch

Steps to joining the Social Media Fellows program

To be eligible for Bronze Fellow designation you must complete Social Media Residency, either during one of our in-person sessions or as part of an online cohort. (We expect to offer the first online cohort beginning in August or September.) The end product of Social Media Residency is development of a Strategic Social Media Plan. See BUS 150 for details.

The second step is to Submit your plan for Review by your Chief Resident or another member of the MCCSM Staff or Advisory Board. Review may occur at the end of your in-person Residency, or you can wait and submit your plan after further reflection. This is your opportunity to get feedback and guidance from an experienced social media practitioner. In essence, it’s a consulting conversation to help you strengthen your plan.

Upon completion of your plan review, send your revised plan via email to the Center for Social Media. When Dr. Timimi and I receive and review your plan we will send your Bronze Fellow Certificate and upgrade your Network badge from Resident to Bronze Fellow.

You receive Silver Fellow designation by executing your plan and then reporting results and lessons learned through a post on the Network site. Click this link to indicate your interest in becoming a Silver Fellow, and then we’ll arrange a phone call to discuss your project progress and what we would expect in a curriculum post. Upon publication of the post, we upgrade your badge to Silver Fellow and send your new certificate. We also may wish to feature your work in a members-only webinar.

Gold Fellow status comes when you have shared your results with a broader audience

• by presenting at our Social Media Health Network Scientific Sessions in October (part of Social Media Week)
• by presenting at a scientific or medical specialty meeting (e.g. American College of Cardiology, state hospital association), or
• by publication in a peer-reviewed journal.

Those demonstrating significant mentorship and teaching commitments within the Social Media Health Network also may receive Gold Fellow designation, apart from presentation or publication. Click here when you are ready to apply for Gold Fellow status.

Platinum Fellow designation is conferred by nomination rather than application. It represents the highest level of community involvement, engagement and contribution. To be eligible for nomination, a candidate must be a Gold Fellow or have served as a member of the Mayo Clinic Center for Social Media Advisory Board.

Assignment:

The Social Media Fellows Program is available to Social Media Health Network members in good standing who have completed Social Media Residency. If you are not a Network member, see this page for information on how your organization can join. If you haven't completed Social Media Residency, see the listing of upcoming course offerings.

If you are a member and have completed Social Media Residency, go to the Residency group and let us know that you're ready to request a review of your plan.

If you have questions about the Social Media Fellows program, ask them in the comments below, in the Residency group or contact us by email.

Lee Aase is the Director of the Mayo Clinic Center for Social Media. 

During a recent Twitter brown bag with some of my Mayo Clinic cardiology colleagues, we asked for a volunteer to create a Twitter account while the rest watched, giving an example of what to expect in the process.

What happened next was something I certainly wasn't expecting.

When we asked our physician volunteer to search for individual accounts to follow, his search for "Farris Timimi" came up with two profiles: one mine, and one an impostor.

The second account included my Twitter profile photo and header, my word-for-word bio, even my link to the Mayo Clinic Center for Social Media.  Discovering an identical profile did make for a great teaching point (how important it is to define your digital persona online before the web does so for you), and also led to a lively discussion on how to handle an impersonation on Twitter.

I reviewed the Twitter Impersonation Policy and found that, “Impersonation is a violation of the Twitter Rules.  Twitter accounts portraying another person in a confusing or deceptive manner may be permanently suspended under the Twitter Impersonation Policy."

So what steps should you take if you suspect your account has been hacked?  The first step should be to reset your password via e-mail using the password request form.  If you find that you cannot log into your account after resetting your password, your next step should be to work through these steps for a compromised account.

If the issue centers on an impersonation, as mine did, there is a well-defined process in place that you can follow.  The impersonation report should either come from you directly, as the individual being impersonated, or someone who is legally authorized to act on their behalf.  The key issue centers on documenting ownership and your identity, or if you are acting on behalf of someone else, documenting that you possess the legal authority to do so.

The reporting process itself is really straightforward.

You can file a report that a Twitter account is impersonating you by going to this page.  The online submission process is straightforward, including your name, e-mail address, Twitter username, and the account that is impersonating you.  In followup, you will need to fax a copy of your government-issued photo ID to Twitter as part of that process, faxing a one page document that includes the assigned Ticket number to User Safety, Twitter Inc.

And that truly is it.  The entire process took little more than a day or two from start to finish, and required no more than one fax.

As Oscar Wide observed, “Most people are other people. Their thoughts are someone else's opinions, their lives a mimicry, their passions a quotation.”

Just make sure your online persona is yours.

Farris Timimi, M.D. is the Medical Director for the Mayo Clinic Center for Social Media. TW 140 is part of the Twitter section of the Course Catalog for the Social Media Health Network 

We've just finalized the agenda and our cadre of Chief Residents, who will be teaching the course and also offering small group and individual consultation for participants.

Download the Agenda

The goal of Social Media Residency is to enable people working in health care to develop capability and confidence in using social media tools, and to guide them in developing plans for applying social media in their work. The New York City event runs from the morning of June 18 until 1 p.m. on June 19.

We still have a few openings, so you may register here.

As indicated on the Agenda, we have some advance homework assignments for participants, to help them be prepared to dive into the Residency program. Note that items below marked with * are open with no registration necessary for those wanting to preview course content.

1. Create a Social Media Health Network account and complete these online courses:

• GSM 105: Overview of Social Media Tools*
• GSM 110: Mayo Clinic's Social Media History*
• EPL 101: Health Care Social Media and Professionalism
• EPL 120: Managing the Legal Risks of Social Media
• BL 101: Getting Started with Blogging

2. Watch #SocialAtMayo - Mayo Clinic's Social Media Guidelines*

Those registered for the course also will participate in the private Social Media Residency blog and community site.

This is National Stroke Awareness Month. Stroke is a leading cause of death in the United States, killing nearly 130,000 Americans each year—that’s 1 of every 18 deaths, according to the Center for Disease Control and Prevention. On average, one American dies from stroke every 4 minutes, costing the United States an estimated $38.6 billion each year.

Join The Wall Street Journal’s Shirley Wang, the American Academy of Neurology, the American Stroke Association and the National Institute of Neurological Disorders and Stroke and Mayo Clinic for a Twitter Chat Wednesday, May 29 from 1-2 p.m. ET #strokechat

Bring your questions and we’ll discuss risk, causes, symptoms, treatment methods, new therapies and research and prevention. Log in to tweetchat.com to more easily follow the flow of the conversation.

To learn more about premature births, please join the @USNewsHealth chat with experts prepared to discuss the latest research and innovations in therapy. They'll also cover prevention and treatment; complications; what to expect in the hospital and how to care for your baby when he or she goes home.

Date: Thursday, May 23
Time: 2 p.m. to 3 p.m. ET
Hashtag: #Preemie 
Moderator: @USNewsHealth
Experts: @AmerAcadPeds, @ChildrensPhila, @marchofdimes, @mayoclinic