Social Media in the Work Place

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Presentation given to the Houston CPA Society Sept. 23, 2011 on Social Media in the workplace, specifically in regard to healthcare entities.

To learn more about BrandExtract, visit www.brandextract.com.

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Social Media in the Work Place

  1. 1. Social Media in the workplace; how to use it formaximum benefit, and what is necessary to"protect" you.Presented by Jonathan FisherBrandExtract
  2. 2. Who we areWe are a brand experience firm.Our firm is driven by business strategists, communicationsprofessionals, designers, writers, interactive analysts, socialmedia marketers, web developers and relationshipmanagers.We employ 32 people in Houston.We have (re)branded and positioned hundreds oforganizations
  3. 3. BrandExtract sample brands we have developed (past and present)
  4. 4. BrandExtract sample brands we have developed (past and present)
  5. 5. Top 100 companies out performAccording to a Corporate Watch survey of U.S.companies, ______ of Senior Executives saythat their employees have the strongestinfluence on their company’s (brand)reputation?
  6. 6. Who would you rather work for?According to a Corporate Watch survey of U.S.companies, 80 percent of Senior Executivessay that their employees have the strongestinfluence on their company’s (brand)reputation?
  7. 7. Most utilized
  8. 8. Good news – there are plenty of VolunteersLinkedIn grew by 15 million users in only 90days since February 2011!http://www.healthcaremarketingcoe.com/health_care_social_media/googling_physicians_linkedin_how_to_control_online_presence.php65% of adults online use social networking sites.62% of adults on social media use it to postupdates related to their professional life.Pew survey released August 26, 2011
  9. 9. Facebook growth in Houston 900,780 new users
  10. 10. Why it matters
  11. 11. Review anything,anyone
  12. 12. Review anything,anyone
  13. 13. You are not alone - Hospital Social Network ListU.S. Hospitals that use Social Networking tools –updated on June 8, 20111,188 Hospitals total• 548 YouTube Channels• 1018 Facebook pages• 788 Twitter Accounts• 458 LinkedIn Accounts• 913 Four Square• 137 Blogs• 3,952 Hospital Social Networking Sites
  14. 14. Q. Where do we 1start?A. Policy
  15. 15. Policy elements• Respect the Fundamental Principles and corevalues of the organization.• Abide by the Code of Conduct and these onlineguidelines.• Follow Stanford Copyright and Fair UseGuidance• Maintain Confidential Information andIntellectual Property Agreements• Terms of use
  16. 16. Fundamental Principals • Philosophy - Does the company have a supportive, open philosophy on the use of social media or a stronger, more limited embrace of this technology? • Honesty and Respect - One of the most important aspects of a policy is a requirement that employees be open, honest, respectful and transparent • Confidential and Proprietary Information - Disclosure of confidential or proprietary information through social media can be prevalent. • Online Identity - When engaging in online social networking, it is important to differentiate an employee’s personal identity from his or her business identity.
  17. 17. Fundamental Principals (Russell Herder and Ethos Business Law) • Focus on Job Performance (not company time) - There is a lot of discussion on whether social media hurts worker productivity. Remember, the new work force does not live in an eight-to-five world. • Avoid Conflicts of Interest - Discuss how to identify potential conflicts of interest, what types of conflicts are prohibited and who to talk to when in doubt. • Include a Disclaimer - Employees should make it clear that their views about work-related matters do not represent the views of their employer • Monitoring - The policy should state whether – and to what extent – the company has the right to monitor social media usage and identify any associated disciplinary guidelines.
  18. 18. Q. Is that enough? 1A. No, Trainingcounts
  19. 19. It’s training - not policy that matters most
  20. 20. Tips for being safe online• Can you be a health professional online – YES. You can put forthcreditable information• Just like you cannot disclose information about a patient. Whatmatters in the hallway matters online.• Remember that anything you creative online is public and can beshared, so how will what I just shared be viewed by a patient or peer• You are creating a carbon foot print• If you have a doubt when posting sleep on it – wait a day• We are all human, but avoid venting• Anonymity is not as secure as one might think – and it adds no value toyou• The American Medical Associations ethics policy on social media doesnot explicitly advise against posting online anonymously, but warns,"Physicians must recognize that actions online and content posted ...can undermine public trust in the medical profession."
  21. 21. Training on engagementEach platform has unique rulesEach social media platform has unique rules and processes forcommunication. So, learn the rules.Remember, the rules of society are essentially the same withinsocial media: • Listen and learn - a lot! • Be gracious & generous (say thank you) • Reciprocate & Connect people • Be personable & Engage others • Offer actual value • Don’t sell stuff
  22. 22. Q. Where doespolicy and trainingstart?A. Assessment
  23. 23. Measure your employees experience
  24. 24. Q. What’s nextA. Strategy 1
  25. 25. Has any thought gone into this?
  26. 26. Twitter getting startedExample: Follow if you want to build followers • Find anything on twitter:# http://search.twitter.com/ • Find lists of people to follow on twitter: http://tweepml.org/ • Find the right people/places/issues: http://www.twellow.com/ • Find topics and communities: http://www.tweetizen.com/ • Find executives to follow: http://exectweets.com/ • Find people and communities: http://mrtweet.com/ • Find anyone, anywhere: http://www.peekyou.com/ • Discover lists of people on Twitter: http://listorious.com/ • List interests and find others who share them: http://wefollow.com/ • 8 Easy Ways to Network on Twitter http:// www.socialmediaexaminer.com/8-easy-ways-to-network-on-twitter/
  27. 27. What to communicate? Messaging 10. life threatening 9. mission critical 8. required to know 7. need to know 6. core / base 5. helpfulMessaging levels 4. functional 3. nice to know 2. general 1. extraneous noise
  28. 28. What tools will you choose to build content?Each platform has unique rules• http://www.youtube.com/create • Xtranormal Movie Maker• GoAnimate
  29. 29. What tools will you use promote effort and savetime?
  30. 30. What tracking and benchmarking tools will you use?
  31. 31. What platforms will you leverage• Doximity• QuantiaMD
  32. 32. Q. What is possibleA. Tons
  33. 33. The art of possible (ideas)•Use Social Media for Training•Secure Facebook sharing•Private user groups•Internal education event sign-ins•Internal crisis communication platforms•User friendly links from Facebook or blogs, to patient friendlymedication information sites•Promotion of medical apps - bant simplifies your diabetesmanagement.•Patient/caregivers using social media (Facebook or twitter) -including private messages–to request nurse calls (and SMS)
  34. 34. The art of possible (ideas)•Use of social media to recruit a community - 20,000 Volunteersrecruited for Bone Marrow registry and 266 additional volunteerswere matched•Raising awareness of warning signs•YouTube or other video discussion and patient friendlypresentations•Post-op care instructions (video or photos)•TweetChats used as "ask a doctor/nurse" sessions for generalinformation about illness and care•Facebook user groups and discussions (can be set with privacysettings)•User-friendly links to patient-friendly chronic diseasemanagement resources
  35. 35. The art of possible (ideas)•Links to illness support groups•Patient reminders about disease self-management suggestions•Hospital to nursing home (or ambulatory outpatient) knowledgetransfer•Twitter/Facebook direct messages to inform nursing homes/skilled nursing facilities of impending discharges (including SMS)•Advanced education (links/blogs/videos) on complicatedillnesses to staff•Links to live, point-of-care medication and care resources forstaff•Links to end-of-life information and groups•Discussion of end-of-life choices
  36. 36. Strategies includes (summary)• Training methods for Policy• The constructions tools• The benchmarking, tracking and monitoring methods• The messaging models• The deploy networks, platforms and channels forleverage and raising awareness• Topics and editorial plan for content
  37. 37. For more about our work and culture:Jonathan@brandextract.comhttp://www.brandextract.comhttp://brandextract.com/blogtwitter.com/BrandExtractfacebook.com/BrandExtractHouston 713.942.7959

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