The Power of Blogging at Mayo Clinic’s Social Media Residency

I’m sitting in a room with 60 Social Media Residency students at the Mayo Clinic entering blog posts as part of our residency homework.

Yesterday I spoke to the group about social media strategy, and, although my friend Chris Boyer says I sound a lot like beloved Chicago baseball announcer Harry Caray (still trying to figure out whether or not that’s a compliment), it went well. Along with Reed Smith, a handful of us are social media chiefs, providing some mentoring moments for the residents.

Thankful for the leadership of Lee Aase

The Mayo Clinic Center for Social Media is a pioneer in health care social media, and I am grateful for the leadership of Lee Aase and his entire team who are working hard to model social media adoption with a constant focus on quality patient care.

Yesterday we covered social media ROI and the keys to quality video production along with some essential social media platforms: Twitter, Facebook, Pinterest (yes, pin-sanity has joined the ranks of top social media platforms), LinkedIn, and blogging.

I am a huge fan of blogging

I am a huge fan of blogging, but most hospitals have been slow to embrace the opportunity. According to the Health Care Social Media List, now curated by Mayo Clinic, only 185 of the 1501 hospitals engaged in social media have a blog.

I think this is a big mistake. Blogging is a powerful opportunity to share quality information, entice readers to return regularly to your website, and gives you higher Google search rankings.

So many benefits — more hospitals should blog

In addition, blog posts can be repurposed as content for traditional marketing such as newsletters, direct mail, news releases, internal email communications and even some types of advertisements.

I understand there are hurdles of time and coordination and editing and approvals to overcome, but the results are worth it. I hope more hospitals take advantage of this powerful social media tool.


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Hive Strategies helps health systems create HIPAA-compliant online communities for better health, lower costs and greater loyalty.

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