So you have a hospital blog, now what? The more contributions you have to your social media effort, the more engaging you will be. No one is an island, and it would be nearly imposable for one person to represent an entire hospital or health system. Fortunately, the nature of social media is that everyone can join in the fun. A model of which I am increasingly in favor is the "Pipeline" approach. The pipeline is where many contributors funnel in various media (video, written posts, photos, etc) into the effort. Those contributions can live on which ever site is most appropriate (IE video on youtube) and be aggregated and embedded on a centralized, branded "social media hub". Sharing.mayoclinic.org is a great example of a social hub. They then become the fodder of tweets, facebook updates, etc.
As interest in social media grows and marketing funds disappear, service lines and departments are clamoring for support. We answer that demand by asking those interested to become contributors - part of the funnel of content, the pipeline. When an department or service line is identified, we share a guideline document with them. The guide highlights the social media program and establishes expectations for time commitments and content.
The example below is not fancy or even complete (what about policies and a review process?) but it may help serve as a launching point for those creating their own pipeline of social media contributors. This is a de-identified and simplified version of the document we use internally, please forgive the generic name and branding. It can be downloaded and used under the creative commons guidelines.
Social Sharing guidelines by Nick Dawson is licensed under a Creative Commons Attribution-Share Alike 3.0 United States License. Based on a work at www.nickdawson.net.