CSREthicspreso9272011

Professional Boundaries in a Social Media World

CHRISTUS Santa Rosa CME Sept. 27, 2011

Fran Stephenson Step In Communication

How Does Social Media Impact Our Society?

http://www.socialnomics.net/2011/06/22/social-media-revolution-3-video-long-version/

Pull vs. Push Customer leads the negotiationCompanies must “be there” & respondThink differently about “who” is your

customer

The days of the broadcast tower are gone!

Welcome to the world

of the community

huddle!!

New Community Model

ORGANIZATION

Media

Government

Donors

Community

Clients

Customers

Competitors

Activists

How will you reach them?• Radio• Traditional News Media • Print Media• TV Advertising• E-Mail Newsletters• Facebook/Twitter• Flickr ~ Picasa ~ Snapfish• YouTube• Podcasting• Foursquare/Gowalla• LinkedIn ~ SlideShare • Itunes• Wikis• Groupon • Digg ~ Delicious

So Many Choices!

You Need a Social Culture“The Myths”It’s not just for kidsOur stakeholders aren’t onlineFace-to-face isn’t importantSocial media isn’t “core” to our workUsing social media is hardUsing social media is time-c0nsuming

“The Networked Nonprofit,” Kanter and Fine

How can you become a Social Culture?

Open Leadership (Charlene Li)Transparency DecentralizationExploration Commitment

See: “Open Leadership” by Charlene LiAnd “The Networked Nonprofit” by Kanter and

Fine

Network-Building

Social Networks Come in Many SizesPersonalProfessionalSelf-organizedOriginate with the organization or by

outsiders

Community Thinking

Exploration

Selection

Integration

Comfort Level

Capability

Adoption TipsPersonal JourneyLeadership Buy-InCreate a Sustainable PlanIntegrateSocializeMove from Internal Practice to External

Inclusion

A Word about ToolsMany choicesBeware bright and shinyKeep stakeholders top of mindFree entryTime commitment is key

Tools may change, but a sound strategy will prevail.

Welcome to Health 2.0!It’s a movement

like Web 2.0It’s also a series of

conferences for tech, developers, communicators

Navigating HIPAA in Social MediaMake a Plan Engage the Right PlayersCreate a policy or revise current

communication policyCoach, train, educateMeet, collaborate, evaluate

Tips from KevinMDDon’t talk about patients, even in general termsDo talk about conditions, treatment, researchDon’t be anonymousIf you wouldn’t say it in the elevator, don’t put it

onlineCheck the tone of your soc med presence

http://www.kevinmd.com/blog/2011/06/7-tips-avoid-hipaa-violations-social-media.html

Don’t Forget….You’re the expert and the world needs

expertsBe yourselfLook for Best Practices and adopt/adapt them

Some Case Studies Advocacy

EducationResearch

Choose You

Blame Drew’s Cancer

1. Started out small2. Enter the Champion3. Expand, grow,

evaluate

1. Spontaneous coronary artery dissection (SCAD)2. No clinical studies on which to base treatment3. “Switched-on” SCAD survivor recruits subjects

through social media channels4. First-ever pilot study features 12/18 candidates

identified by social media outreach

1. Best Practices

2. Sound Policy

3. Creating Excellence

1. Baylor Health Care unlocks social media for employees;

2. Creates online training/policy program

3. Empowers community with blog, facebook, Twitter and YouTube.

resources

Things to Read

Cluetrain Manifestowww.cluetrain.com

Naked ConversationsRobert Scoble and Shel Israel

Things to ReadNow is Gone

Geoff Livingston

GroundswellCharlene Li and Josh Bernoff

The Networked NonprofitBeth Kanter &Allison Fine

Things to Read

I Love You More Than My DogJeanne Bliss

Open Leadership Charlene Li

The New Rules of Marketing and PRDavid Meerman Scott

Other Resources

Visit my social bookmarking page: Delicious.com/franstep/medicalReview the most recent articles on the subject

Connect with Me!

E-Mailto:[email protected]: 210-557-8207Twitter: @franstepsFind me on:

Facebook LinkedInFoursquareScribd, SlideShare, etc.

Visit my website: stepincomm.com

Questions?

Thank you!