// By Jane Weber Brubaker //
The time change between China and the U.S. made it relatively easy to connect with Lee Aase, Director of Mayo Clinic Social Media Network; it was Wednesday evening on the East Coast, and Thursday morning in Beijing—12 hours apart. Aase was on a two-week trip to China in June, scheduled to speak at nine hospitals, with Kent Seltman, co-author of Management Lessons from Mayo Clinic: Inside One of the World’s Most Admired Service Organizations. Seltman is former Marketing Division Chair at Mayo Clinic.
“A significant part of the story I am telling in China about our experience is that social networking really isn’t anything new,” says Aase. “Dr. Will and Dr. Charlie Mayo were our first social networkers. They really believed that to do the best care for patients, they needed to learn from others, and they felt an obligation to share what they were learning in their practice.”
The theme of learning and sharing has been carried over to Mayo Clinic Social Media Network (MCSMN), a lively community of clinicians and communicators dedicated to sharing best practices in social media. “The digital tools are just taking the analog way that we’ve always done things and made it more efficient, and much faster,” says Aase.
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Mayo Clinic saw the opportunities as well as the challenges of social media early on, and wanted its own employees to have a better grounding in the tools and strategies. It formalized a robust social media training program for employees that is now available for those interested in using social media to share ideas and information related to healthcare. Does your organization possess the knowledge and skills to capture and cultivate your desired audience through social media?
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