Presentation for NSPRA Ohio 2010 to discuss social media adoption in local news and at OSUMC.

1. Be the Change You Want to See Or Be Subject to Change You Don’t Ryan Squire—Program Director March 19, 2010

2. Why It Matters Video Source: http://www.youtube.com/watch?v=NhPgUcjGQAw

3. The First Step

4. Two Customers

5. Broken News

6. News Is Social http://twitpic.com/135xa

7. source: http://news.yahoo.com/s/afp/20100216/ts_alt_afp/iranpoliticsoppositionmediausprizeinternet

8. Social Journalism

9. The Process

10. What We Learned

11. Get Over Your Fear

12. What I Learned

13. The Ohio State Medical Center Promise “To improve people’s lives through innovation in research, education and patient care to build personalized health care.”

15. Get Over Your Fear

16. The Health Care Challenge

19. We Promised… “To improve people’s lives through innovation in research, education and patient care to build personalized health care.”

20. January 2009 “Shut It Down.”

21. Our Goal “Workplace of Choice”

22. Cultural Transformation It began with productivity issues, and the concern with perception of our customers/patients. Departments wanted to turn off access to social media sites. We considered the legitimate need for access to the web, employee workforce preferences, liability for not having access to the web, administrative issues. HIPAA privacy concerns – release of patient information. We wanted to be sure that our corporate philosophy was communicated actually and in spirit with our use of social media.

23. Social Media 101Control v. Influence Inside your entity you have control over what employees say, share, and do with social media through the implementation of rules, policies, and enforcing behavioral standards. Company time/company equipment. “Remember that in the vast social media ecosystem that lies outside your company, beyond your reach, there are no set rules of behavior. You can be assailed, spoofed and blasphemed, and you have no control.” “The Social Media Bible” Lon Safko and David Brake

24. Source: http://chronicle.com/wiredcampus/article/3709/ohio-state-u-stops-censoring-its-facebook-page The Control Problem

26. Social Media 201 On-going Conversation Education Internal blogs External blogs Video Contest Gain Influence Network “improve people’s lives” “shape the future of medicine” “work place of choice” You can do it, but think about our reputation and your reputation Follow the Policies “Personal Use” “Institutional Use”

27. Ongoing Issues

28. The Policy

29. Key Point One “Our policy is that you, the employee, may use Social Media for personal use only during non-working time and in strict compliance with all other terms of this and other Medical Center and University policies.”

30. Creating Culture “You don't create a culture. Culture happens. Culture is the by-product of consistent behavior.” Jason Fried—Social Media Management Expert

31. What We Learned

32. Personalized Health Care-Listen

33. Respond

34. Listen-Some More

36. Forwarded situation to The James Customer Service

38. Are You Listening?

39. Responding?

40. Influencing?

41. Building Personal Relationships?

43. Saw a reporter in need

44. Connected with her

45. Arranged interview with Dr. Gillison

46. Built goodwill and solidified reputation