Nursing                                  I           N   D   I   A   N    A                                               ...
NURSES’ NEW TOOL                                                 SOCIAL                          ETWORKING    TWITTER FACE...
By Ashley Petry                  Cover Story                                  St. Vincent       Patients at the St. Vincen...
Sites to get you started                                              Continued from Page 9Whether you’re a social media n...
provide unprecedentednt and networking.         For nurses, that means countless      opportunities to connect with patien...
Cover Story More sites to get you started                                                                         Social m...
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Indiana Nursing Quarterly 2011 Cover Story


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Indiana Nursing Quarterly 2011 Cover Story

  1. 1. Nursing I N D I A N A QUA R T E RLY i n d y s t a r . c o m /n u r s i n g 0 2 . 11Nurses’ new tool:SOCIAL NET•WORK• ING CAREERS & TRAINING: Learning while healing Your World Q&A: Redd Knotts
  3. 3. By Ashley Petry Cover Story St. Vincent Patients at the St. Vincent Bariatric Center of Excellence blog about their weight-loss experiences, and physicians at Health has the St. Vincent Heart Center of Indiana create videos on cardiovascular health. 17 Facebook For women’s health alone, the hospital system has a heavily promoted “Health Tips 4 Her” blog, podcast series, Facebook pages, five page, Twitter account and online “ask us a question” feature. Nurse practitioner Julie Schnieders, MSN, (pictured at left) is the face of the women’s health project. Schnieders and the Twitter accounts, marketing team are building a social media presence. Since last February, her blog ( has attracted more a YouTube than 60,000 readers. “As a nurse, I never thought this would be anything I would channel and ever do,” said Schnieders, who spent more than 15 years in private practice. “This was all totally new.” countless blogs Social media tools, including blogs, podcasts and websites like Facebook and Twitter, are making it easier for health care that collectively organizations to connect with patients and the community. For nurses, this creates opportunities for job placement, professional development, networking and — like Schnieders address a range of — new job descriptions. health issues. Social media as career coach | One key opportunity for nurses: Social media has streamlined the job-search process, making it easier to find listings and research employers. The American Nurses Association’s Facebook page — which has nearly 30,000 fans — includes a career center and other resources for job seekers. Likewise, many individual health care organizations are creating specific social media tools for the same purpose. Wishard Health Services, for example, hired 110 nurses last year. Its Facebook recruiting page — Careers at Wishard Health Services — has about 35 job opportunities listed, along with videos and event information. In its first year, the page attracted 1,000 fans and reached half a million impressions. Among its features, the website allows job hunters to ask questions of hospital officials, patients and other employees who visit the site. Continued on Page 10 Julie Schnieders’ site features a popular blog, podcast series, Facebook page and Twitter account.MARC LEBRYK / Custom Publications Indiana Nursing Quarterly • • Winter 2011 9
  4. 4. Sites to get you started Continued from Page 9Whether you’re a social media newbie ora tweeting/blogging/podcasting veteran, Once nurses land a job, social media tools pcheck out these websites to gainfresh insight into the ways health care opportunities for professional developmenprofessionals are reaching patients. “Our initial goal was to try to reach a Social media as community builder | different demographic Perhaps the most valuable benefit of social and diversify our applicant media is its ability to connect nurses and pool,” said Tricia other health care professionals with patients. Dierks, BSN, manager According to Brian Geyser, APRN- of recruitment and BC, MSN, chief social media strategist employment. “I think the for CareNetworks, the applicants who come our ability to glean insight is Dierks way already have positive unprecedented. information to bring to a job interview.” “For health care companies, social Social media as support group| Once technologies allow them nurses land a job, social media tools provide to engage in a dialogue unprecedented opportunities for professional with consumers like never Geyser development and networking. They also before,” he said. “Organizations can learn make it easier for on-the-go nurses to keep what’s on consumers’ minds and adjust their up with industry trends and discuss common product and service offerings accordingly.” issues. Geyser saw a significant increase in 2010 On Twitter, nurses can post comments in the number of health care organizations with a special hashtag — #RNchat — to using social media, despite lingering connect with their peers. On the allnurses. concerns about HIPAA and other privacy Children’s Hospital Boston com Facebook page, nearly 10,000 people issues. join discussions about all things nursing, “In my experience, nurses in general tend This one is the gold standard of from the stress of working long shifts to the to shy away from social media because they social media in the health care latest developments in computer charting. fear the confidentiality and privacy issues,” industry. It has nearly half a million The American Journal of Nursing has a he said. “That said, nurses who do engage in Facebook fans and uses every Facebook page, Twitter feed, blog, YouTube the social mediasphere often act as experts social media tool available. videos, podcasts and e-newsletter. Blog in a particular subject and may share their topics have included “pain assessment in knowledge in forums, on YouTube or on people with intellectual or developmental blogs. I think there is incredible potential for disabilities” and “bullying among nurses to make an impact on the social web, nurses.” just as they do in the physical world.” “It’s another way of networking Bennett, whose blog tracks 10 Indiana and connecting with your peers in hospitals that use social media, also has different geographic observed a significant increase in online locations by finding conversations related to health care. He sees people who have health care professionals becoming integral shared interests,” said in pointing people to accurate information. Ed Bennett, director “As hospitals get less afraid of social of Web strategy at media and less fearful that the world is the University of going to come crashing down if they post Maryland Medical Bennett something, they’re going to find a growing Center, which maintains a blog about role for health care professionals in the social media in the health care industry. curating of content,” Bennett said. Found in Cache Mayo Clinic Social media guru Ed Bennett maintains this site, which tracks the online efforts of The Mayo Clinic has been using nearly 900 hospitals worldwide. It provides social media since 2005 and has links to 701 Facebook pages, 662 Twitter more than 100,000 followers on accounts and 431 LinkedIn accounts, plus Twitter. Its new Center for Social blogs and YouTube channels. If you want an Media communicates the hospital’s overview of what your peers are doing, this hard-won expertise with other is the place to go. organizations.10 Indiana Nursing Quarterly • • Winter 2011
  5. 5. provide unprecedentednt and networking. For nurses, that means countless opportunities to connect with patients — and Schnieders is experiencing that impact firsthand. In the past year, she has answered more than 500 questions from patients through her blog’s “ask us a question” feature. She said patient questions run the gamut and come from men, women and teens. Many ask about topics they feel uncomfortable discussing in face-to- face appointments, such as panic attacks and bladder control. Once, Schnieders suspected a case of appendicitis and called the patient right away to recommend immediate medical care. “It’s one of those things where we can really relate to people,” she said. “That’s how people are communicating. Health care is changing and getting more expensive, so maybe simple questions could be answered this way.” But Schnieders emphasized that nothing can replace the human touch. “I would never say that this should replace your relationship with your physician,” she said. “No way.” ● Julie Schnieders, MSN, is helping St. Vincent Health build its online presence. We treat everyone like a champion Especially Nurses As the most technologically advanced facility Discover the opportunities waiting for you by visiting available for orthopaedic care in the Midwest, our website. Indiana Orthopaedic Hospital is focused on delivering the best results possible for our patients. OrthoIndy is an Equal Opportunity Employer. Working alongside the nest orthopaedic surgeons in the world provides opportunities for professional and personal growth. Indiana Nursing Quarterly • • Winter 2011 11
  6. 6. Cover Story More sites to get you started Social media do’s and don’ts Across the globe, health care organizations are jumping on the social media bandwagon, developing an array of tools to connect with internal and external audiences. And it’s no wonder: Launching a in the elevator,” Bennett said. “Just Facebook page or Twitter account is free remember that the rules we’ve had in and takes just a few minutes. But it’s not place for decades apply to social media, quite that easy to do social media right. too.” A basic policy should establish Before using these new tools, health expectations for employees’ use of social care professionals must address specific media both on and off company time issues: What’s the best way to connect and define the consequences for policy with consumers? How do these efforts violations. create value for the organization? And, ■ DO create a conversation. Online perhaps most important, what policies and chats, Facebook discussion threads and procedures should be in place to avoid other tools help patients connect violating HIPAA and other patient- with one another and become privacy regulations? word-of-mouth advocates The prospect might seem for your organization. daunting, but the payoff is worth Brian Geyser, APRN- it — especially by connecting with BC, MSN, a social media American Journal of Nursing patients one-on-one. Here, strategist, believes health industry experts share their care companies that only tips for getting started. disseminate information This site connects with readers through a wide range of social media, are missing the point. including podcasts and YouTube When using “It’s dialogue and sharing videos. It offers an easy way to stay social media for that really make social media on top of industry developments. professional networking: powerful,” he said. ■ DO use career-related sites ■ DO create guidelines for the like LinkedIn ( and public that will foster positive Smaller Indiana (www.smallerindiana. conversation. The Mayo Clinic’s com) to network with your peers, participation guidelines call including your co-workers and other for “a basic level of civility — nurses from around the globe. disagreements are fine, but mutual respect is a must, and profanity ■ DON’T ignore the networking [and] abusive language are out of possibilities of more casual sites bounds.” like Facebook ( Your third cousin or best friend from ■ DO have a system in place for elementary school could be the one to managing inappropriate comments and refer you to your next job. complaints about your organization. ■ DO assume that everything is public, ■ DO remind patients that your site is including the photos you post on a public forum. As the Mayo Clinic’s Facebook and the comments you make guidelines suggest, “Please remember on Twitter. “Just use common sense,” that when you post a comment to a blog, said Ed Bennett, a social media expert. it is published for the world to see.” “Don’t say anything in these spaces that ■ DON’T create a social media outlet and you wouldn’t want your boss to see.” then ignore it. Keep the material freshCareNetworks and give people a reason to come back. When using social media to “Getting into social media is not a one-This site specializes in social media connect with patients: time thing,” Geyser said.strategy for long-term care and ■ DON’T worry too much about patient- ■ DON’T rush it. Establishing a mature andhome-care providers and features privacy issues. Just reinforce the meaningful online presence takes time.a popular blog. Recent topics have standards you’re already following.included “social media and HIPAA: “There’s nothing new and different ■ DON’T ignore opportunities. “Thewhat you need to know” and “seven about patient confidentiality that’s most important thing a company canbest social media tools for senior different from using a fax machine, do is realize that social media is hereliving and long-term care.” talking on the telephone or talking to stay and to begin getting involved,” Geyser said. ● — Ashley Petry 12 Indiana Nursing Quarterly • • Winter 2011