USING SOCIAL MEDIA + BLOOMtoolkit.providencehealthcare.org/sites/toolkit... · USING SOCIAL MEDIA Inform and empower PHC’s 10,000 staff, physicians/medical staff, researchers &
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September 30, 2013
PRESENTED TO: Providence Senior Leaders
USING SOCIAL MEDIA + BLOOM
TODAY ON BLOOM...
DIGITAL STRATEGY
SOCIAL MEDIA + BLOOM
YOUR ROLE
DIGITAL STRATEGY
You may be familiar with our digital strategy.
The goal of a digital strategy is to allow an organization to listen, engage and communicate online. And to build a community around issues and values that it cares about.
CHANNELS...
TOOLS AND SUPPORT...
‣ PHC Social Media Policy and Guidelines
‣ Content strategy including key messages, voice, tone and manner
‣ Living, online content calendar
‣ Topics and content planned months ahead
‣ Engagement and coordination between research organizations and foundations
‣ Issues mitigation protocol
‣Measurement and analytics plan
‣ Beginner and advanced training
USING SOCIAL MEDIAInform and empower PHC’s 10,000 staff, physicians/medical staff, researchers & volunteers!
‣ Join social media channels and start participating in our communities in a more informed and meaningful way
‣ Create internal groups for planning and content sharing
‣ Launch a Dashboard where people can easily interact with PHC on various channels.
PHC is a recognized leader in health innovations.
‣ PHC regularly profiled for successes and areas of emphasis
‣Digital Strategy
‣ Social media communities
‣ Prominent researchers sharing work individually
NOW IT’S TIME TO BRING EVERYONE TOGETHER!
US health care providers are leading in digital innovations.
‣Orgs. show that it can be done
‣Users can search for valid health information
‣Users can join the community - make a private account
‣Anyone can donate
HOW CAN SOCIAL MEDIA + BLOOM HELP LEADERS?Our program and department goals + our strategic directions
‣ Engaging & Inspiring Donors (demonstrating innovations, connecting directly with donors, thanking donors publicly, connecting donations with specific actions)
‣ Care Experience (transparency, feedback, volunteer recruitment, improvement, partnerships, care advisors)
‣ Infrastructure Redevelopment (consultation, status updates, communications)
HOW CAN SOCIAL MEDIA + BLOOM HELP LEADERS?
‣Quality & Safety (transparency, feedback, ideas)
‣ Innovation (input for new ideas, testing the waters, promotion of new solutions, knowledge translation
‣ People (recruiting, engagement, thriving communities/teams)
PEOPLEConnect with and lead your team. Manage projects and share your progress.
‣Manage your projects and share milestones
‣ Promote successes and innovations from your department
‣Demonstrate the PHC community to others (students, future employees, volunteers, donors)
‣Understand current opinions and feelings
BARRIERS FOR STAFF:
‣Fear: I will be disciplined for ‘wasting time’ during work hours.
‣Confusion: Is this an expected behaviour or not?
‣Hesitancy: I’m not a leader, no one is interested in my views.
BARRIERS FOR STAFF:
People need to understand that they are welcome on PHC digital spaces. We are inclusive, encouraging and welcoming to everyone - including those of us who disagree with decisions, or with one another. As long as we embody PHC ethics and demonstrate respect, anyone is welcome.
CHANNELS...‣ Bloom
‣ YouTube
‣ Flickr
‣ and a few others...
WHAT PHC IS DOING:In addition to producing and managing all the content on our channels, we are taking action to ensure that our channels are inviting spaces.
‣Moderating the channels for quality
‣Responding directly to users
By engaging on digital channels, we are fulfilling our obligation to transparency, crisis management, profile building, engaging patient communities, recruitment and connecting with people.
But we can’t do it alone.
WHAT YOU CAN DO:
SOCIAL MEDIA FOR LEADERSHIP
‣ Share your vision with your staff. Expect your staff to learn about these tools and encourage them to participate.
‣Realize that patients expect these tools. Start developing ways to use these tools in a professional setting because people expect experts to use these tools.
‣ Participate by leading the discussion. People will seek out advice on digital channels. Rather than have no voice, share good information, recommend good sources and set the standard of discussion.
BARRIERS FOR LEADERS:‣ What would I say on these channels? What do you want to be known for? What would you
share at a conference? What would you like others to recognize you for?
‣ Newness / innovation of concept: Is this just a fad? How do we deal with all these channels? - Google is over a decade old, launched in 1998.
‣ Privacy concerns: How do we ensure patient privacy on these public channels? All professionals need to respect privacy in all communications, digital or otherwise.
‣ Liability concerns: Is my department/this hospital liable for misinterpreted communication online? Disclaimers appropriate for public communication are appropriate for digital.
‣ Professionalism concerns: These conversations are so casual, how do we maintain our professional standards of behaviour? We are on these channels. It is our decision to raise the bar of professionalism on these channels.
‣Doctors are naturally seen as experts on whom advice can be depended. Instead of leaving the public to find anything anywhere - from just anyone - online, start recommending excellent tools.
SOCIAL MEDIA FOR MEDICAL PROFESSIONALS
‣ Continuing Education: Reputable resources exist online with in-depth instructions and demonstrations.
‣ Sharing information: Specialists are sharing knowledge and educating other doctors and patients on a wide scale by publishing online.
‣Knowledge Translation: Making standards easily available can increase uptake by other professionals and patients.
TIME TO GO DIGITAL!
USING THE CHANNELS
Using these channels - Twitter, LinkedIn, Disqus
‣What’s your area?
‣ Let’s talk about your channel and how you will use these tools
‣ Profile
Hashtags
‣Hashtags are designated keywords that organize a conversation together. Anyone can use one and anyone can create one.
‣Hashtags expire after 6 days of non-use.
Lists
‣ Lists are helpful for topics and groups. Use them for department news and projects.
‣ They can be public or private.
‣ Profile
‣Updates
‣ Groups
List your certifications and
associations.
Disqus
‣How PHC uses Disqus
Disqus
‣ Leaving a comment
‣ Sharing & SubscribingRespond to
questions, or to other people in a
discussion.
Disqus
‣ Sharing & Subscribing
Share your comments with
others.
NOW THAT YOU KNOW HOW...
IT’S TIME TO ACT
‣ Lead and engage on these discussions
‣ Build social media channels into your work plan
‣ Expect staff to learn at their own pace and expect them to learn.
“It’s a fundamental equation: no involvement (by leaders), no commitment (by employees), no exception.”
~Vala Afshar, chief marketing o!cer and chief customer o!cer Enterasys Networks
http://sloanreview.mit.edu/article/the-executives-role-in-social-business/
WHAT CAN YOU DO?‣ Talk about Bloom with your staff and
encourage them to participate
‣ Encourage staff to attend training sessions
‣ Advocate for Personal Devices in the Workplace
‣ Ensure everyone on your team has access to Chrome on their work computer
‣ Join Bloom and comment
‣ Follow us on your channel of choice
‣ Retweet us, Repost our videos and messages
‣ Integrate Bloom in your work plan
RESOURCES‣ BC Medical Journal, February 2013: Physician, Tweet Thyself http://www.bcmj.org/mds-be/physician-tweet-thyself-guide-
integrating-social-media-medical-practice
‣ Canadian Medical Association: Social Media Rules of Engagement http://www.cma.ca/advocacy/social-media-canadian-physicians
‣ Columbia University Medical Centre, August 2013: 10 Things Every Health Care Professional Should Know About Social Media http://newsroom.cumc.columbia.edu/2013/08/15/10-things-every-health-care-professional-should-know-about-social-media/
‣ College of Registered Nurses of British Columbia: Social Media Guidelines https://www.crnbc.ca/StandardsOld/Confidentiality/Pages/SocialMedia.aspx
‣ Video mentioned in presentation: Dr. using YouTube to implement new ER guidelines http://www.npr.org/blogs/health/2013/09/10/221025847/breakfast-at-ti!anys-improved-doctors-asthma-treatment
‣ Video at beginning of presentation http://www.youtube.com/watch?v=fScgEA9imCI&list=PLZPBiTEeqgyoSw0zcyP-BlO0mCbTLs9w6&index=6
‣ PHC Social Media Policy, PHC Social Media Guidelines, PHC Digital Strategy Documents
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