The Social Media Mission
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The document discusses the challenges of working in social media for healthcare. It acknowledges that the job can feel weird and pull employees in different directions, especially in healthcare where everyone is watching. However, it emphasizes that by working together as a family and listening, supporting each other's organizations, and protecting social media, individuals and organizations can raise the bar and make their work more effective by fixing pain points and sharing joy. The overall message is about finding strength and purpose through community when facing the difficulties of social media work in healthcare.
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The Social Media Mission
- 1. The Social Media Mission Andy Sernovitz CEO, SocialMedia.org Health
- 2. you’ve got a weird job
- 3. pulled in every direction
- 4. It's harder in health care
- 6. Fighting the good fight, together
- 7. you need a family
- 18. This makes us better
- 19. It's how we make all of our work more effective
- 20. Fix the pain Share the joy
- 21. 1. Listen and advocate 2. Support my organization 3. Protect the medium
- 22. We raise the bar
- 23. Kurt Vonnegut
Editor's Notes
- Let’s face it …we have a weird job You deal with things that nobody else does: Rules change every day. Everyone has an opinion about how you should do your job. Every other department, every expert, every blogger, and your boss’ daughter’s best friend who would be happy to tell you how you’re doing Pinterest wrong. Mashable will ruin your life. Boss reads an article about a kid in the Ukraine who used the words “social media” in a business plan, and guess what you’re working on all week? Your day belongs to everyone else. Any disgruntled bozo tweets or comments and they own your day … cause you gotta drop everything and deal with it. Your lawyers are freaked out Everyone tells you that social media is free …. So why do you need a budget, or staff, or support, or access to the Facebook…. And, you know... it's sort of lonely ... you're the only one who does what you do. All these internal challenges, and you're the one who has to figure it out … with lots of internal pressure, not many internal allies.
- There’s never been a job that is such a tug-of-war. Be the voice of the customer – and the voice of the brand Have meaningful conversations – while delivering talking points Build a community – while driving sales Do customer service – while proving ROI And by the way … can you also recruit new employees and handle HR communications? And also, while you’re at it … can you balance the needs of all of our brands and every department? And do it on a single Facebook page? And we forgot to tell you, but all our traditional ad agencies are going to do social media stuff too, with bigger budgets that the social team ever had, and I hope that’s OK
- And the hardest part of all: Everyone is watching everything you do – and everyone has an opinion You can’t practice tweeting in private to learn how to get great at it. You can’t experiment with pinterest in private You can’t try a few things on Facebook without everyone watching, There’s no place to learn and experiment. This job has such great rewards, but it’s so exposed – which is so nerve-racking. But as they say … “Just because you’re paranoid doesn’t mean they aren’t after you …”
- Beyond keeping it clean, we have even greater responsibilities: These are the new rules of and responsibilities of a social executive, and it’s on each of us to uphold them: I will listen to our customers and I will advocate for them. I will respect what they have to say. And I will take what they want and need back to my companies and find a way to make my company hear them. 2. I will support my company by helping them learn to use this powerful tool the right way 3. I will be a steward of this medium and keep it healthy and clean and fair, and not dilute it or pollute it, because it is not our marketing tool and it is not our advertising tool --- and it-is-not ours. It is the home of a far greater and more important conversation and it is a privilege and an honor for us to get to play here. And we will respect it and protect it -- and we will use it to make meaning and make a contribution.