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CCSAD Social Media

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Social Media Ethics & Boundaries for Addiction Treatment Providers …

Social Media Ethics & Boundaries for Addiction Treatment Providers

Presented at the Cape Cod Symposium on Addictive DIsorders Sept. 9, 2011

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  • Copies of this presentation are available online at slideshare.com
  • My story – feeling of “Hey, wait for me!”
    So, I started to poke around for answers

    Found lots of internet experts talking to treatment providers, and met with mixed results. What I wanted was a treatment expert to help me make sense of Web 2.O, Social Media, etc.
  • Last year I did a presentation in three various locations called Social Media 101 for Treatment Providers, which really focused on Tips and Tactics for getting started – essentially, it was about marketing your treatment center.

    Inevitably, the questions were on Social Media ethics and guidelines, so That is the focus of today’s talk.

    I would like to SPEED through the top of my slide deck to cover the basics on Social Media 101… Then talk about policies and guidelines for treatment providers.
  • Perhaps the most important thing to understand about Social Media, online marketing and Web 2.0 is that, because of companies like GOOGLE, there has been a very significant SHIFT is how it is consumers shop for goods and services.

    If you were shopping for a camera, or a mountain bike or a car, would you begin on a website of a big 3 auto maker, or would you start at Edmunds or Bike Reviews.com?
  • When you think of Social Media – think of online activities that integrate technology with social interaction….

    There is a “build” effect with comments upon comments… as people share their stories.

    Again, these are not unlike the norms of a healthy 12 Step recovery community.
  • Many of us in this room work or got sober in programs which are based in the 12 Step recovery program. Well, the good news for those of us who feel overwhelmed by the New Rules of Marketing, take heart….
  • Once again, these are the basics of social media interactions online, and they sound a lot like what my sponsor in AA reminds me about sharing in a 12 Step meeting.
  • Why are treatment programs embracing new online marketing tools like:

    BLOGS – FB – TWITTER – YOUTUBE – LINKED IN?

    There is an old saying – I can offer you quality, speed, or price. Choose any two, but you can’t have all three. Well, an effective social media campaign can outperform a costly television or broadcast print campaign, delivery a more credible and authentic message, and do it for a lot, lot less.
  • Why are treatment programs embracing new online marketing tools like:

    BLOGS – FB – TWITTER – YOUTUBE – LINKED IN?

    There is an old saying – I can offer you quality, speed, or price. Choose any two, but you can’t have all three. Well, an effective social media campaign can outperform a costly television or broadcast print campaign, delivery a more credible and authentic message, and do it for a lot, lot less.
  • Why are treatment programs embracing new online marketing tools like:

    BLOGS – FB – TWITTER – YOUTUBE – LINKED IN?

    There is an old saying – I can offer you quality, speed, or price. Choose any two, but you can’t have all three. Well, an effective social media campaign can outperform a costly television or broadcast print campaign, delivery a more credible and authentic message, and do it for a lot, lot less.
  • Why are treatment programs embracing new online marketing tools like:

    BLOGS – FB – TWITTER – YOUTUBE – LINKED IN?

    There is an old saying – I can offer you quality, speed, or price. Choose any two, but you can’t have all three. Well, an effective social media campaign can outperform a costly television or broadcast print campaign, delivery a more credible and authentic message, and do it for a lot, lot less.
  • What I see it saying is

    Those who are new in recovery stay more connected through social media.
    Alumni new in recovery check FB more often. Read: Craving connection.
    They are connected to social media more often than they typically go to say a 12-step meeting.
    Our group of alumni and clients personally knows and has met there FB friends… unlike say, many of us who are marketers in this room.
    In many cases their FB friends are NOT also in recovery.  At least those new in sobriety.
    Many have “unfriended” or deleted others based on putting their sobriety first.
  • What I see it saying is

    Those who are new in recovery stay more connected through social media.
    Alumni new in recovery check FB more often. Read: Craving connection.
    They are connected to social media more often than they typically go to say a 12-step meeting.
    Our group of alumni and clients personally knows and has met there FB friends… unlike say, many of us who are marketers in this room.
    In many cases their FB friends are NOT also in recovery.  At least those new in sobriety.
    Many have “unfriended” or deleted others based on putting their sobriety first.
  • What NLRB has determined is that employer have significant rights in this area… BUT ONLY IF their employees are made aware of these policies up front, and if these policies are evenly and consistently enforced. Similar to sexual harassment in that the responsibility for even-handed enforcement rests on the company.
  • What NLRB has determined is that employer have significant rights in this area… BUT ONLY IF their employees are made aware of these policies up front, and if these policies are evenly and consistently enforced. Similar to sexual harassment in that the responsibility for even-handed enforcement rests on the company.
  • CONCLUSIONS:

    Does it feel organic and natural to the recovery process for our alumni to be connected with staff after treatment… on FB or otherwise? In our case, we are program that believes in power tools, mountain bikes and airplane rides in treatments… so the answer is yes.

    Are there are dangers of being TOO RESTRICTIVE in your policies? We believe so:
    Not in touch with reality, so compliance becomes problematic
    Lose opportunity to model healthy recovery through the FB lens
    Closes a valuable window of visibility into well being of alumni

    Challenge is to bridge the old school values of our staff and the reality of the New Rules of social interaction in the 21st Century. FB and Social Media aren’t going away, and we as a staff, and we as an industry, need to embrace and manage our own roles in this brave new world.
  • CONCLUSIONS:

    Does it feel organic and natural to the recovery process for our alumni to be connected with staff after treatment… on FB or otherwise? In our case, we are program that believes in power tools, mountain bikes and airplane rides in treatments… so the answer is yes.

    Are there are dangers of being TOO RESTRICTIVE in your policies? We believe so:
    Not in touch with reality, so compliance becomes problematic
    Lose opportunity to model healthy recovery through the FB lens
    Closes a valuable window of visibility into well being of alumni

    Challenge is to bridge the old school values of our staff and the reality of the New Rules of social interaction in the 21st Century. FB and Social Media aren’t going away, and we as a staff, and we as an industry, need to embrace and manage our own roles in this brave new world.
  • The purpose isn’t to make money but to connect with customers and potential customers, the money will follow if you put your customers first.

    We have chosen to have one audience and one primary source of information.

    There isn’t a right way
    Lots of options: first decide who you want to do this for, what are your goals, your audience?
    Start looking at what everyone else is doing
    You can’t mess up and if you do, erase, apologize and it will be gone in a day or two

    Kristen Black
    832-577-7738
    kblack@lahacienda.com
  • This is the HUB.

    I made the decision to post 6-7 times a week. There are no rules, you can post once a month or once a week if you.

    Potent Posts – be entertaining and informative in the least amount of words.

    Be authentic, honest, use the author’s own voice, be aware of your audience. If it’s all alumni do they really want to read posts on what is the disease of addiction? Hopefully they learned that in the time they spent with you.

    Don’t sell, its similar to working a program, you do action in one way it you get results in another area. I have stopped following sellers…

    Introduce new writers

    Visually appealing: pictures, bolded points, good spacing. Potential patients have enjoyed seeing staff and pictures of the facility.

    Links: other people appreciate it and helps to build relationships. It also makes it easy on your reader. If they want to read a book on the subject presented in the blog they have the opportunity to that. Alumni reunion post example.
  • It’s only manageable with a plan. I will be walking the campus and look around with the mind of what can I blog on.

    I have notes everywhere, post it’s on my binder, notes in my cell phone, and sometimes I email myself.
  • My posts are at least a few days out if not a week. Also depends if I am going on vacation or will not have the time. By August 31st I had posts planned until the 9th.

    I have someone look over for grammatical errors.

    I also go back every now and then to see if there is something I want to add, change what I have highlighted etc.

    I have a theme that I pretty much stick to each day of the week.
  • Have some numbers and charts to show progress.. It feels kind of weird “putting stuff out there”. You sometimes wonder if anyone is even looking at it or half way enjoying what you are doing.
  • Facebook is more your personal realm, friends, people somewhat connected to you: you come into their personal space

    There are lots of different options here to see what works for you.



  • Personal page is for you and your friends/family. Some companies have chosen to set up their personal page like this, La Hacienda does not to maintain privacy

    La Hacienda – same 2 year rule applies

    I also don’t market my friends with the La Ha Blog or anything having to do with work

    I use good judgment

    You can or cannot be friends with people you work with, professional contacts or alumni
  • What people see when they search for me and are not my friend. Make sure your security settings are always what you are comfortable with.

    It's also a good idea to check in periodically to see if anything has changed.
  • La Hacienda has chosen a like page because it maintains privacy, if I am not personally “friends” with them I can’t see their “stuff”, they can’t see mine either

    I have also limited posting from other people, they can only comment on posts which gives them a bit of direction rather than just posting what is on their minds.

    I see insights on how much traffic I am getting

    I can use facebook as La Hacienda, I like other business pages and when I comment, I comment as La Hacienda.

    Rarely do I ever erase anything, I respond to it, apologize if I need to, etc.
  • This is the Home page for La Hacienda, I also have one for my personal account.

    I see updates from other treatment centers in this newsfeed. These are page updates from other pages that La Hacienda likes. Once again, I post as La Hacienda

    On my personal news feed/home page, I see updates from my friends and family.
  • You have to be invited into this group, there may even be an option for an access code.

    No one can see that you are a member (besides those in the group) and there will be no updates anywhere if you post, like or comment on something on the page.

    Updates will show in your newsfeed, unless you set it up for them not to.
  • Attention grabbing titles, to want them to know more and click to your other sites (blog, website, you tube, etc)

    National conversation, connecting with authors, interventionists, treatment centers. Also contact with organizations I never would, msnbc, Dr. Oz, etc. (interventionist example)


    Use an @ in front of someone’s twitter name (their handle) in order to “tweet somebody”

    #, a hashtag, is to designate to a popular theme. Common recovery hashtags are #onedayatatime, #xa, #meetinginmypocket

    RT is when you “retweet” someone’s post as is.

    Teitter is more popular on the east and west coast, also depends on what population you serve. An adolescent treatment center on the west coast would probably utilize it a lot more

    You can tweet images, links and videos. Link to your You tube page, another’s site, etc. It’s all about going in circles and building internet relationships.

    Twitter connects you to parts of the world you would not normally connect to.

    There are a couple of other apps that help organize all this, Tweetdeck (shown on the next slide) and Hootsuite
  • How to keep it organized – another on is Hootsuite

    A litt window pops p like emails in outlook, I can get blog post ideas, etc.

    All friends: everyone’s tweets that I am following

    Mentions: someone uses @ to tweet me

    Direct Messages: only I can see the tweet

    New Followers: always check out legitimacy and as a courtesy you can follow them as well.

    Search #xa: following a theme
  • Connecting professionally. Connecting professionally with those I probably wouldn’t ever meet or connect with.

    More emphasis on my job, my skills, and education

    I have linked my twitter account to Linkedin. I try to “network” with other marketers or treatment centers.

    Example: onnect with Dr. Smith in California. I wouldn’t on facebook because we don’t know each other personally. He may or may not have a twitter account but this gives him more of a connection, a name and a face.

  • There are no pictures, and about me is all business related.
  • This is similar to liking a page on facebook although here it is referred to as joining a group.

    Sherri Layton is involved in the National Alumni Professionals Association that is forming. I found that there was a Linkedin group and there was a national conversation going on. She needed to be a part of it.
  • Yes, you do have to keep up with it but it doesn’t have to feel like a chore.

    Probably want to find someone who is already “staying connected”. I was in Belize and kept an eye on everything. I am planning a trip to Peru and will probably have someone else “watch” it for me.

    I would introduce them and tell everyone I was going on vacation.

    I couldn’t do it without my iphone.
  • Organized my social media apps in one folder on my iphone
  • I can access facebook and check to see what kind of action a post is getting. And respond in real time.

    I also get an email notificationwhen some comments

    Example: a link didn’t work, I posted that I would fix as soon as I got to a computer
  • Linked in my phone. I don’t really do a lot with this but it is available.
  • To sum up:

    Decide your audience, what you want to accomplish, and what you are able to do. You want to have consistency in whatever you chose.

    Be organized, have a plan. Be honest and authentic. Link everything together. Update one thing and have update everywhere else.

    There is no right or wrong way.

    Hopefully by next year I have had more experience with You Tube, Slide Share as well as a better system or tracking and evaluating.
  • Transcript

    • 1. Social Media – Ethics & Boundaries For Treatment Providers Bob Ferguson / Jaywalker Lodge Kristen Black / LaHacienda Cape Cod Symposium of Addictive Disorders – September 9, 2011
    • 2. Social Media – Ethics & Boundaries  Part 1 – Social Media and Addiction Treatment  The “New Rules” of Social Media Marketing  Ethics & Boundaries for Social Media  Sample Social Media Policy and Guidelines
    • 3.  Part 1 – Social Media and Addiction Treatment  The “New Rules” of Social Media Marketing  Ethics & Boundaries for Social Media  Sample Social Media Policy and Guidelines  Part 2 – Social Media: Tips n Tactics for Tx. Centers  Facebook / Twitter / LinkedIn / Tumblr  Staying Organized  Taking it on the Road Social Media – Ethics & Boundaries
    • 4. Social Media – New Rules of Mktg. www.davidmeermanscott.co m “The Internet and social media have transformed the way companies communicate with consumers. Forget old advertising tactics that don’t work online... Instead of one-way interruption messaging, Web marketing is about delivering useful content at the precise moment a buyer needs it… The audience has become the expert.”
    • 5. Social Media – New Rules of Mktg. The Old Rules
    • 6. Social Media – New Rules of Mktg. The New Rules: (1,829,475 “likes”)
    • 7. The online construction of words, pictures and videos… the “building” of shared meaning among communities - as people share their stories and experiences. Social Media & Addiction Treatment
    • 8.  Alcoholics Anonymous = Social Marketing circa 1941?  Rapid, Sustained Growth Fueled by Word of Mouth  Platform of Anonymity Essential to Engagement  First-person Testimonials a Cornerstone  Program of Attraction… Not Promotion Social Media & The 12 Traditions
    • 9.  Social Media – The “Unwritten” Rules  BE AUTHENTIC… transparency is essential.  Social media is “a program of attraction, not promotion.”  KEEP IT SHORT… real time messaging to your market.  Always include or link to visual images wherever possible.  LINKS & PICS… connect content via multiple platforms.  Blog links to FB, Twitter and Linked In and your homepage. Social Media – Marketing Challenges
    • 10.  Building the Brand via First-Person Testimonials  Blogs posts and comments  Facebook “Like page”  Twitter retweets and @ replies Social Media – Marketing Objectives
    • 11. Building the Brand via First-Person Testimonials Social Media – Marketing Objectives
    • 12.  Real Time Content and Contact Management  Convert website to blogware, i.e. WordPress, etc.  Private groups for Alumni on Facebook (Kristen)  Yammer – i.e. Facebook for the office Social Media – Marketing Objectives
    • 13. Real Time Content & Contact Management Social Media – Marketing Objectives
    • 14. Social Media – Multiple Audiences  Social Media Policies for…  Marketing  Staff  Clients  Alumni
    • 15.  Social Media – Workplace Productivity & Attitudes  22% of employees visit social networking sites 5 or more times per week, and 23% visit social networking sites 1-4 times per week.  In a recent survey, 53% of employees said their social networking pages are none of their employers’ business.  27% of employees surveyed said they don’t consider the ethical consequences of posting comments, photos, or videos online. Social Media – Ethics & Boundaries Source:!http://www.deloitte.com/dtt/cda/doc/content/us_2009_ethics_workplace_survey_22509.pdf
    • 16. Social Media – Staff Guidelines
    • 17. JWL Alumni (40 respondents) Average age – 27 years old Facebook member – 100% On FB multiple x/day – 55% FB friends w sponsor – 45% Have “unfriended” others based on sober concerns – 40% Social Media – Ethics & Boundaries  Facebook Survey – Jaywalker Lodge Clients/Alumni/Staff
    • 18. JWL Alumni (40 respondents) Average age – 27 years old Facebook member – 100% On FB multiple x/day – 55% FB friends w sponsor – 45% Have “unfriended” others based on sober concerns – 40% JWL Staff (20 respondents) Average age – 39 years old Facebook member – 65% On FB multiple x/day – 20% FB friends w sponsor – 30% Have “unfriended” others based on sober concerns – 25% Social Media – Ethics & Boundaries  Facebook Survey – Jaywalker Lodge Clients/Alumni/Staff
    • 19.  Social Media Guidelines for the Workplace Social Media – Ethics & Boundaries Source: Center for Competitive Management / Mark Batten, Partner, Proskauer Rose LLC 1. The use of company equipment for electronic communication that includes disparaging, threatening, harassing, or other inappropriate content, whether about the company, its employees or others… is prohibited.
    • 20. Social Media – Ethics & Boundaries Source: Center for Competitive Management / Mark Batten, Partner, Proskauer Rose LLC 2. Disclosure of trade secrets, trademark, copyright or other confidential, proprietary non- public information is prohibited. 3. Prohibit the use of the company’s name, logo or slogans. 4. No blogging, Facebook, etc. on the clock +/or on company network.  Social Media Guidelines for the Workplace
    • 21.  Social Media Guidelines for Treatment Providers  Program-Specific Factors:  What is Program’s Level of Care? (Primary vs. Transitional)  What is the size and makeup of the local 12 Step community?  Program core values re: self-disclosure, therapeutic alliance, etc.  Online Ethics Guidelines Should Mirror “Real-life” Policies Social Media – Ethics & Boundaries
    • 22.  Social Media Guidelines for Treatment Providers Social Media – Ethics & Boundaries 1. Avoid dual or exclusive relationships between staff and clients 2. Ethical Guidelines: 12 Step Calls, Sponsorship, Business Contact 3. Integrate social media into sexual harassment & ethics training
    • 23.  Jaywalker Lodge - Sample Social Media Guidelines  Staff are not permitted to engage with current clients/patients in social media environments, such as Facebook, MySpace, Twitter, etc.  Social networking between the staff and the alumni is permitted only after a client is discharged from all Jaywalker Lodge programs, including aftercare, for at least the following periods of time:  Clinical Staff (licensed or certified) may engage with alumni one year following discharge from treatment, including aftercare.  Administrative Staff (non-clinical) may engage with the alumni 6 months Post Treatment discharge, and the alumni not participating Social Media – Ethics & Boundaries Source: Jaywalker Lodge. LLC Employee Handbook – April, 2011
    • 24. Social Media – Ethics & Boundaries Source: Jaywalker Lodge. LLC Employee Handbook – April, 2011
    • 25.  Jaywalker Lodge – Sample Social Media Guidelines (cont.)  Social networking between the staff and former clients is permitted only if the former client has made the initial online friend invitation. (i.e. staff may not ever “friend” clients or former clients on Facebook.)  In the event that a client re-admits to any Jaywalker Lodge treatment programs, the online friendship will need to be terminated.  Social Media Guidelines to appear in Employee and Client Handbooks; and are posted prominently at Client Computer. Social Media – Ethics & Boundaries Source: Jaywalker Lodge. LLC Employee Handbook – April, 2011
    • 26. 1. Think twice (or even three times) before engaging in Facebook friendships with current or former patients/clients, or their family members. 2. Adjust Facebook privacy settings to allow only “friends” to view your profile, status, photos, posts, etc. Make your profile unsearchable as a privacy setting. Social Media – Ethics & Boundaries Source: Counselor Magazine, February, 2011 Social Media Suggestions (Not Policy) For Counselors
    • 27. 3. Do not accept friendship requests from persons unknown to you, even if you share mutual friends. 4. Do not post your e- mail address, phone number, date of birth or physical address on your Facebook page. Social Media – Ethics & Boundaries Source: Counselor Magazine, February, 2011 Social Media Suggestions (Not Policy) For Counselors
    • 28. Social Media – Ethics & Boundaries Q. Ever feel like this fellow? A. Yes – we all do!
    • 29. Bob Ferguson, Director/Founder - Jaywalker Lodge www.jaywalkerlodge.com bferguson@jaywalkerlodge.com www.twitter.com/jaywalkerforeal PowerPoint slides available online at: http://www.slideshare.net/ Keyword: “CCSAD Social Media” Social Media – Ethics & Boundaries
    • 30. Great info…but how do I do it? Kristen Black La Hacienda Treatment Center Interactive Media Coordinator
    • 31. How to stay organized
    • 32. PERSONAL PAGE HOME PAGE LIKE PAGE PRIVATE GROUP
    • 33. PERSONAL PAGE
    • 34. You are not my friend
    • 35. LIKE PAGE
    • 36. HOME PAGE
    • 37. Private Group
    • 38. Taking it on the road
    • 39. Kristen Black La Hacienda Treatment Center Interactive Media Coordinator

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