Making Social Media work in and for the NHS

© JB McCrea Ltd 2014 -
enquires@jbmccrea.com
Making Social Media work in
and for the NHS
Presentation to the Foundation Trust Network Communications Leads Network - May 2014
Joe McCrea, Managing Director, J B McCrea Ltd
@joemccrea1966

• Social Media is now mainstream and rapidly is becoming
essential and pervasive!
• The NHS is beginning to develop some great examples of
its use and most are less behind the curve than they think!
• Generic interest is high, but guidance on how to make it
actually work and deliver real results in the day to day
reality of an austerity-focussed NHS is still relatively low!
• This is particularly the case for frontline providers!
• The challenge is to convince the Board of its value and
then deliver real beneﬁts for organisations, patients and
staff!
• This means a MASSIVE challenge and a MASSIVE
opportunity for the Comms Community
Where are we today?

•Apply Social Media
skills !
•Understand Social
Media culture change !
•Have conﬁdence to
challenge and innovate
new ways to deliver
through Social Media
Don Berwick:
“Improving the safety of
patients in England”
We need to help the NHS to…

Created a presentation?
Delivered a presentation?
Watched a DVD?
Taken a picture?
Delivered a speech?
Created an e-mail group?
Sent and cc’d an e-mail?
Forwarded an e-mail?
Added an attachment?
Done a Q & A session?
Recorded a series?
Been part of a team?
Shared some news or gossip?
Hands up if your staff have…

Sent a tweet?
Retweeted a tweet?
Watched a video?
Created a video?
Listened to a Podcast?
Presented a Podcast?
Downloaded a presentation?
Uploaded a presentation?
Created a LinkedIn proﬁle?
Posted a LinkedIn status update?
Created a Facebook proﬁle?
Created a Facebook Page?
Joined a LinkedIn Group?
Followed others?
Invited others to follow?
Subscribed to a channel?
Shared a photo?
Taken part in an online broadcast?
Used Tweetdeck?
Hands up if your staff have…

ALL the skills they
need for these…
Are involved in
doing these
They simply need
applying in new
ways

Instant/Immediate Permanent/Long Term
News
Pictures
Facts
Videos
Chats
Horses for courses…

We’re all Tomorrow People…
If you could ‘jaunt’ around
your organisation and your
stakeholders, plant ideas in
their heads and read what
they were thinking, who
would you wish to engage
with?

It’s all
about the
NEW 3 Rs
X •Recent!
•Relevant!
•RewardingX
Content, content, content…

X
Getting engagement…

Tameside Hospital
NHS Foundation Trust
What did the Keogh report say?
“The Panel did not see clear evidence that the
Board is listening to patients and families to
improve the quality of patients’ experience”
“This is essential to set a
cultural tone for staff...and
provide development to
ensure staff are sensitive
to patients’ needs and
learn from complaints”
Tameside Listens

Tameside Listens
Tameside Hospital
“Immediate focus is needed on the
following issues...”
“Develop a patient and public engagement
strategy in collaboration with stakeholders,
including patients and staff”

Tameside Listens
Tameside Hospital
So success would be if the Board…
Demonstrated it had listened
Demonstrated evidence was linked to
improvement and quality
Demonstrated involvement of stakeholders,
patients and staff
Demonstrated evidence of being sensitive
to patient needs

Tameside Hospital
So how did we go about it?
The biggest listening exercise in
the Trust’s history
Announced on 1st August 2013
as part of the Trust’s response to
Keogh
A 6-month listening exercise
using the widest possible range of
channels, tools and processes
Tameside Listens
LISTENINGEXERCISE
Tameside Listens
Tameside Hospital
THEBIGGEST
INTAMESIDEHOSPITAL'SHISTORY
YOUR CHANCE TO SHAPE YOUR HOSPITAL'S CARE...
• TO SUPPORT AND DEVELOP OUR STAFF
• TO PROMOTE COMPASSION AND CARE
• TO LISTEN AND RESPOND TO YOUR FEEDBACK
• TO ENSURE SAFETY FOR PATIENCES
WHYWEARE
LISTENING
By email
tamesidelistens@tgh.nhs.uk
By phone
0161 922 4032
like us on facebook
/tamesidelistens
follow us on twitter
#tamesidelistens
watch us on youtube
/TamesideListens
Subscribe to our podcast
www.tamesidehospital.podbean.com
or available on iTunes
WE’RELISTENING.
TELLUSWHATYOUTHINK
• TO PURSUE EXCELLENCE
• TO PERFORM BRILLIANTLY
• TO DELIVER QUALITY
• TO WORK IN PARTNERSHIP

Tameside Hospital
What did we ask?
Sought feedback and ideas on 8 themes
Tameside Listens
Didn’t ask

‘What do you think?”

but open-ended

!
“How can we do
better?”
Over 500 responses

Tameside Hospital
Action orientated responses
78% contained a suggested action
Tameside Listens

Tameside Hospital
Top 10 areas for action?
Tameside Listens

Tameside Hospital
The Trust’s response?
Tameside Listens
Only 4
suggested
actions were
rejected 54%
suggested
actions were
new to the
Trust

Tameside Hospital
So what did it tell the Board?
Tameside Listens
When asked for their suggestions through an exercise
like Tameside Listens, the vast majority of responses
are sensible and acceptable to the Trust
Many of patients’ most important concerns are already
being addressed by the Trust but hadn’t been
communicated adequately
More than half of suggestions that have been obtained
through the Tameside Listens exercise did not
currently feature in the Trust’s plans, but would be
candidates for future Improvement Plans or Immediate
Action
This proved its worth and value to the Trust and demonstrated
the importance of mainstreaming the activity into the Trust’s
core communications and engagement functions.

I don’t want to go to you… I want you to come to me…
A fundamental change of direction

I want you to come to me…
http://www.hsj.co.uk/5070746.article#.U3Sje5W3xYQ
Out this week!
A fundamental change of direction

See social media as simply
another comms channel to
continue traditional habit of
announcing things or
speaking at people
• See role as engaging, listening,
responding, supporting and
participating in communities of
individuals and organisations
Broadcasters Communitarians
Broadcasters are dying…

Achieving the Culture Change
• Recognise as comms leaders that it isn’t going to go
away - don’t be Canute!!
• Root your social media in your organisation’s core
priorities and challenges !
• Benchmark your current state, set targets and
actively improve !
• Be seen to play your part - staff and colleagues will
and do notice!
• Support, develop and encourage behaviours that your
staff and clients are already using in their day-to-day
lives!

Social Media !
A little reassurance…

You’re not
massively
behind
the curve

So Me
Where it
was in
April 2013

So Me
Where it is
now

Follow us on Twitter: ! ! ! ! 86 million Twitter Impressions - 7,341 followers!
Like us on Facebook:! ! ! ! 95,000 daily reach - 1,000 followers!
Subscribe on Youtube:! ! ! ! 19,400 video views!
See our Vimeo showcase:!! ! 1,392 plays!
Subscribe to our Podcast:! ! ! 11,549 feed hits!
See our daily photo journal:! ! 8,240 views!
Feature in our image showcases!
Watch live with Google Hangouts!
!
!
Where did people go?…

Making Social Media work in and for the NHS

Recommended

Recommended

More Related Content

What's hot

What's hot (10)

Viewers also liked

Viewers also liked (9)

Similar to Making Social Media work in and for the NHS

Similar to Making Social Media work in and for the NHS (20)

More from Joe McCrea

More from Joe McCrea (11)

Recently uploaded

Recently uploaded (20)

Making Social Media work in and for the NHS