HPNA Leadership Institute: Finding Your Social Media Rhythm
Finding Your Social RhythmHospice and Palliative Nursing Association’sPalliative Nursing Leadership InstituteJuly, 2012 Renee Berry CEO, BeMoRe firstname.lastname@example.org @rfberry
• Co-Founder of the #hpm TweetChat, an online interdisciplinary forum on Twitter about hospice and palliative Renée Berry care• Chief Executive Ofﬁcer of BeMoRe, a Silicon Valley startup with a mission to foster passion empowerment• Inspired every day by the amazing people working in hospice and palliative care. @rfberry• Passion for making a difference in the ﬁeld; started as a hospice volunteer• Disclosure: Provides public engagement consulting services for online presence development
what is @goBeMoRe?a publicengagementconsulting ﬁrm
what is @goBeMoRe ? @goBeMoReSpecializing in the designand maintenance of aparticipatory audience,BeMoRe facilitates publicengagement consulting fororganizations and individuals.BeMoRe is differentiated byworking with organizations,helping their staff learn what ismost relevant and strategic toensure sustainableimplementation of anauthentic online voice.
Benefits of aProfessional Public Presence Online A. Stay in touch with brilliant people you currently know. • You never know how this will play out in the future. Potential for mutual beneﬁt relationships. B. Find and Follow (new!) Brilliant People • Start relationships with them. Can begin by being a part of their audience, listening ﬁrst (lessons across platforms!) C. Access (the new) Brilliant People • Comment, reach out, show appreciation, ask, collaborate, create initiatives D. Change the World
Benefits of a Professional Public Presence Online A. Stay in touch with brilliant people you currently know. • You never know how this will play out in the future. Potential for mutual beneﬁt relationships. B. Find and Follow (new!) Brilliant People • Start relationships with them. Can begin by being a part of theirdid she just say?! audience, listening ﬁrst (lessons across platforms!) C. Access (the new) Brilliant People • Comment, reach out, show appreciation, ask, collaborate, create initiatives D. Change the World
Benefits of aProfessional Public Presence Online • Participating in plaforms establishes a baseline of trust. • Social Rhythm: Finding your process, start as a listener, move from being a listener, quiet observer into a participant. A couple of stories: • Should LinkedIn really be a priority? ﬁrst step) . • Diane Meier, MD, Executive Director CAPC
Benefits of aProfessional Public Presence Online • Comment: I’m not sure about LinkedIn as a priority • Comment: I’m having a hard time with the response rate of my pitches. Response: • Your online presence (LinkedIn as a great ﬁrst step) is the beginning of building trust • Building trust is the ﬁrst part of your pitch
“little fish” in the Twittersphere@rfberry @DianeEMeier
“little fish” in the real world@rfberry @DianeEMeier
Developing a Presence Online Why Find Your Social Rhythm?Everyone has their own: • Pace in learning social platforms • Individual comfort in frequency, voice & platform cultureBottom Line: • Learn what your strengths are • Work on progress where you have challenges
Developing a Presence OnlineWhy Find Your Social Rhythm? Each person will ﬁnd different aspects of developing and maintaining a public online presnece challenging. Commit to constant learning. Find your social rhythm.
Roles:Who Should Find Social Rhythm?Everyone: • Founders, Board Members, Executives, Communications Professionals, Marketing Teams, Clinicians and other Professionals, Professors and Students.Priorities: • For organizations starting out, there’s a great opportunity to make having a public online presence the standard. • For established organizations, starting with the communications team is optimal for centralized resources, strategies and transitions. Requires an open organizational structure.
Roles: Communications Print Website Blog Social MediaMost understand these tools as a necessity. Traditional New Some understand these tools as a necessity. Many are recognizing the importance of social media but are unsure about where to start and how to effectively manage time for an engaging online presence.
Roles:Communications Print Website Blog Social MediaOne-Way Pushing messages at people.. Conversational NewMessaging ..on conversational platforms is not effective.Understanding the major difference between these tools.
Getting Started... (applies for individuals & organizations) Key to Remember (Across Platforms): Always Start By ? One-Way Conversational Messaging Knowing the platform culture, norms and functions before attempting to use a microphone is key! If you were speaking at an event, where do you start... “Know Your Audience”
Getting Started... (applies for individuals & organizations) Key to Remember (Across Platforms): Always Start By Listening! One-Way Conversational Messaging Appropriately adjust tone. If you were speaking at an event, where do you start...“Know Your Audience”
Getting Started... (applies for individuals & organizations) Key to Remember (Across Platforms): Always Start By Listening! Even if... you are an expert and... you have a well respected history and career.
Clinical PerspectivesResponding to the New York Times “ She preached the gentle gospel of her profession, persuading patients to confront their illnesses and get their affairs in order and, above all, ensuring that their last weeks were not spent in unbearable pain. The doctors began to understand the extent of her underlying cancer, “they asked me if I wanted palliative care to come and see me.” She angrily refused. She had been telling other people to let go. But faced with that thought herself, at the age of 40, she wanted to fight on. Link to article here.The New York Times clearly missed many important aspects in this article about theend of life of a palliative care physician, Desiree Pardi.
Clinical PerspectivesResponding to the New York Times“ Unfortunately, the articles overall theme undercuts the idea that patient autonomy and goals of care are central to palliative care in spite of giving a ﬁne example in Dr. Lims efforts. Rather, palliative care is painted as existing mainly for the purpose of cajoling patients to accept the unacceptable and to "be ok" with the idea of receiving only therapies oriented towards comfort. Lyle Fettig M..D. posted here on PALLIMED
Clinical PerspectivesResponding to the New York Times An incredible professional (partially clinical) discussion began in the comments section of Dr. Lyle Fettig’s post on PALLIMED. Lyle Fettig’s Conversational
Clinical PerspectivesResponding to the New York Times Robert Pardi, Desiree Pardi’s husband, adds to the discussion in the comments section of Dr. Lyle Fettig’s Lyle Fettig’s post on PALLIMED. Yes, On a Blog!
Clinical PerspectivesResponding to the New York Times“ I am Desirees husband and while I appreciate the numerous comments posted and the fact that this "story" has generated so much discussion, I need to convey that the article was very misleading and that many of the take away messages are wrongly presented. My wife, knowing her life was going to be shorter than most spent her remaining years preaching the value of Palliative Care; something she herself accepted in her life. The problem is most people lump Palliative Care and end-of-life care as one ﬁeld of medicine. They are two separate disciplines. Second Palliative Care is about providing symptom support throughout all stages of a chronic disease, it is about providing patients with a full understanding of their condition and treatments so they can live a life they want. Robert Pardi
Clinical PerspectivesResponding to the New York Times Robert Pardi’s full comment here.Can you imagine responding on a blog to an emotional“journalistic story” about your spouse, written just followingtheir death? ... a blog?!Seeing the (live) thoughts from leaders in the ﬁeld ANDRobert Pardi’s insightful and appropriate commentaryfeatured on a blog was a deﬁning moment for me inunderstanding the value of blogs as professional platforms. -renee berry
Clinical Perspectives FDA Limits Liquid Morphine1. 2. Full presentation here.3. 4.
Developing a Presence OnlinePersonal vs. Professional Self Connecting With People • Facebook: Inviting people to your home dining room • LinkedIn: People you’ve had ofﬁce meetings with • Twitter: Meeting people at a conference, following the work of your favorite author (semi-extension of LinkedIn) • Blog: Balancing all three into the context of your larger professional voice as a content creator (semi-extension of Twitter)Where do all of your personal interests ﬁt in?
Developing a Presence OnlinePersonal vs. Professional Self Professional means no personal? (nope) • You have a few family photos on your desk • You’ve started meetings with small talk about the weekend and asking about people’s families Bottom Line: • You don’t have so many photos and personal things around your ofﬁce that you can’t get work done • You don’t let the small talk take the entire meeting
Developing a Presence OnlineFacebook: A Professional Tool? Facebook proﬁles tend to be a personal Facebook space more than a professional space for individuals.Facebook Presence Options & Considerations:1. Facebook Proﬁles • Facebook Proﬁles Privacy & Subscribe2. Facebook Pages • Facebook Pages vs Facebook Groups3. Facebook Groups • Facebook Groups vs LinkedIn Groups
Developing a Presence OnlineFacebook Key Takeaways 1. Facebook Proﬁles: For individuals Facebook 2. Facebook Pages: For organizations 3. Facebook Groups: Opt for LinkedIn GroupsFacebook Presence Options & Considerations:• A personal Facebook proﬁle is important to understand platform basics and extend some professional content to your personal network. (Privacy settings should be strong, generally set to “Friends Only” to ensure only people you approve see posted content)• Facebook Pages are (by far) the best options for organizations looking to establish a professional and engaging presence on the platform.• Opt for LinkedIn Groups rather than Facebook Groups when trying to facilitate professional collaboration or discussions between peers.
Developing a Presence OnlineFacebook Key Takeaways Now you have an understanding about professional options for Facebook. Facebook Should you create a Facebook Page for your organization (or department)?Nope. (at least most of the time) Alternatives: • Encourage executive leadership to appropriately staff someone (and apporpriately allocate TIME!) to manage an engaging online presence. • Book suggestion: “Open Leadership” by Charlene Li • Engage the communications team in learning more about getting started with social media. • Resource: Advocating for Hospice Online goBeMoRe.com/NHPCO12
Developing a Presence OnlineFacebook Key Takeaways Now you have an understanding about professional options for Facebook. Facebook Can you still advocate with your personal proﬁle? yes! Start with pressing the Like button
Developing a Presence OnlineFacebook Key Takeaways Can you still advocate with your Using the personal Facebook proﬁle? share Facebook yes! button makes a big sharing difference in pediatric helpingpalliative care extend the stories help reach of to increase palliative awareness care stories.
Activities for:Branding Your Professional SelfStarting with Twitter: • Sign Up, then test some usernames, check in with Renee (15min) • Bio Excercises, see hand outs. (15min) • Complete Twitter Bio (15min) • Upload photo (5min) • Claim other relevant social media platforms (15min)
Activities for:Branding Your Professional Self
Activities for:Branding Your Professional Self
Activities for:Branding Your Professional Self • Yep, use your real name • Personal or professional • Something you’ll remember • ASAP!
Choosing a Twitter Handle: ASAP Tips:Username: As Short As Possible• You can change your username if you think your username is too long• Something easy for others to remember or complicated, consider updating it• Avoid _underscores & numbers Simplicity is Key• If your name is hard to spell, use the ﬁrst few letters or try some version of your initials• Consider your ﬁrst name and credentials or a city @BobSV, @JenCA @ChrisMD
Twitter Profile:Do you really need a photo? • Yes... and a recent one.
Twitter Profile:Choosing a website:• Something speciﬁc about you• The speciﬁc link on your website with information about you• A link to your LinkedIn or About.me account• Your biographical page• Your blog about page Don’t choose your company or organization’s website home pageYou are interesting (even if you’re the founder)
Twitter Profile:The Art of a Twitter Bio • Title • Organization’s Twitter Handle • Add: Tweets my own or TAMO • Passion • Something fun • New to Twitter (if you’re just getting started)
Claiming Other PlatformsBranding Your Professional Self • Instagram (mobile) • Tumblr • SlideShare • Vimeo • LinkedIn • Disqus • Hootsuite • Scribd,YouTube • Facebook? Pinterest, quora, g+
Analyzing Progress:Twitter Counter • Go to TwitterCounter.com and login with your Twitter account. This will allow them to collect data on your audience growth and progress over time.
Online Tools for Enhancing Community Engagement What is LinkedIn? An online platform for maintaining professional connections. LinkedIn is a great alternative to connecting with colleagues and professional contacts on Facebook. Often people invite Facebook connections without realizing the culture of personal connection on the platform. It is more professionally acceptable to maintain professional connections on LinkedIn (ESPECIALLY with manager’s direct reports).
Platform Spotlight LinkedIn LinkedIn is a great opportunity to maintain professional contacts. It ensures you can stay connected with professionally relevant people without manual maintenance of your contact database (like Outlook contacts). Do Don’t • Think LinkedIn is just for people looking • Connect with friends and professional for a job contacts. Invite people you meet at conferences. • Think being on MyNHPCO is a reason to not engage on LinkedIn • Remember your network can be beyond hospice and palliative care professionals • Request to connect with people you don’t know • Occasionally share professional resources • Underestimate the importance of • Maintain appropriate proﬁle information as providing your picture and appropriate you progress through your career work history information
Platform Priorities:Setting Some Base GoalsHow many things did I just sign up for? (ahh?!) Lets take a step back:Priorities: • 1. Maintaining contacts on LinkedIn • 2. Twitter steady growth and rhythm development • 3. Engaging on Twitter, becoming conversational, utilizing Instagram and Slideshare • 4. Building new relationships • 5. Converting social rhythm into blogging original content
Online Tools for Enhancing Community Engagement What is Twitter? You’ve probably heard of the micro-blogging site with limited characters in messaging. What do you say in 140 characters? Headlines. (and) Professional public conversations. There is incredible opportunity for engaging public understanding of pediatric palliative care through these open conversations.
Twitter Engagement:How do you ﬁnd people to follow? • Start with people or organizations you ﬁnd interesting • See who they’re following • Who are they interacting with? • What lists do they use for different topic categories? • Click on interesting hashtags, look at who is active there • and...
Twitter Engagement:How do you ﬁnd people to follow?• If you type the organization or person you’re looking for with the word Twitter after, you’ll probably ﬁnd what you want faster
Twitter Engagement:How do you ﬁnd people to follow?
Twitter Engagement:How do you ﬁnd people to follow? • Twitter search isn’t the best
Platform Spotlight Twitter Twitter provides an unprecedented opportunity to connect with a new audience. Do Don’t • Understand Twitter is the best opportunity to • Have Facebook auto-posts to Twitter engage new individuals in your work • Forget to Re-Tweet other individuals and • Remember Twitter values the people behind organizations, comment and say thank the brand & an authentic voice you for message ampliﬁcation • Remember listening ﬁrst and engaging in Re- • Think effective engagement can be done Tweets is an effective way to get started without understanding platform culture • Utilize platform tools such as Hootsuite once you’ve established a base understanding of • Have multiple branded accounts without Twitter appropriate resources (true for fb too)
Hospice Engaging a National Participatory Audience #hpm TweetChat Visual Example: A weekly interdiciplinary forum discussing hospice and palliative care topics. TweetChat Founded in July, 2010 #hpm was the ﬁrst medical speciality TweetChat. Over 40 million impressions generated from the #hpm hashtag from over 50,000 thousand tweets and more than 3,000 contributors since February 2011. What is it? The #hpm community has people from all over the country and even some international participants. The backgrounds and interests are very diverse, including nurses, sociologists, physicians, hospice or palliative care patients family members, health policy professors, entrepreneurs, social workers, healthcare executives, human rights advocacy organizations, hospital departments, healthcare organizations, chaplains and online community advocates.