getting real with social media - nhs leadership academy nye bevan programme masterclass

Getting Real with Social Media Masterclass with Joe McCrea

•Recognise the opportunity•Debunk the myth about social media skills•Practice Social Media behaviours•Understand what the NHS is using•Produce good Social Media content•Avoid Social Media pitfalls•Learn how to find your key accounts•Integrate and SMILE

What we’re going to cover…

Recognise the Social Media opportunity

• As early as possible when strategies or programmes are being formulated

• Embedded throughout the process when service or organisational change is being pursued

• Whenever changes in attitudes, perspectives or behaviours is required- (new ways of working, using local services more intelligently, not turning up to A&E, getting a flu vaccination at the pharmacists)

When is social media most useful?…

Your traditional

comms and engagement

channels

Your own Social Media

Interaction with others’ Social Media

Local patient groups

Local politicians

Local and NHS Trade

Media

National News and Political Media

Benefit from and tend to prefer

smooth, positive engagement

Have a vested interest in

maintaining a positive local relationship

You have editorial control of what is said in your name

Can be deployed by you instantly and

cheaply

You have instant public or private

response or right of reply

Control and cost-effectiveness…

Debunk myths about Social Media

skills

How many of you have…Created a presentation?Delivered a presentation?

Watched a DVD or online film?

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?

How many of you 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?

ALL the skills you need for these…

Are involved in doing these

They simply need applying in new

ways

Practice Social Media behaviours

Activity One - Cluedo

324 possible permutations

• it’s all about following and being followed

•engagement brings rewards and recognition and response

•Tell it small, tell it often

Activity One - Cluedo

Understand what the NHS is using

Use Social Media Don't use Social Media

Exclusive - from forthcoming J B McCrea Ltd Report “Beyond the Brink - the second annual analysis of NHS Social Media” - to register to receive copy of free Report e-mail enquiries@jbmccrea.com

More than 9 out of 10 NHS Organisations

now use some form of social media

There are more than 16 million Twitter

users in the UK alone

More than 100,000 EXTRA Twitter accounts began to follow @dhgovuk,

@nhsengland, @theKingsFund, @nhsconfed or @HSJnews between

2015-16 Exclusive - from forthcoming J B McCrea Ltd Report “Beyond the Brink - the

second annual analysis of NHS Social Media” - to register to receive copy of free Report e-mail enquiries@jbmccrea.com

350,000+

2014 2015

2014 2015

A JustTwi*er 27.98% 39.51%

B Twi*er,YouTubeandFacebook 20.94% 22.02%

C NoSoMe 20.35% 5.56%

D Twi*erandFacebook 13.50% 14.61%

E Twi*erandYoutube 7.83% 8.23%

F Non-big4 6.46% 6.79%

G

Twi*er,Facebook,Youtube,LinkedIn

1.96% 2.06%

H Twi*erandLinkedIn

0.39% 0.41%

I Twi*er,YouTube,LinkedIn 0.39% 0.41%

Exclusive - from forthcoming J B McCrea Ltd Report “Beyond the Brink - the second annual analysis of NHS Social Media” - to register to receive copy of free Report e-mail enquiries@jbmccrea.com

Pattern of NHS Social Media use

Confirm the Twitter basics

So, what’s Twitter?

• You are in total control of what you say and when • It’s ubiquitous and constantly with people, instantly alerting them

• It enables you to find and interact with only those people and organisations most relevant to you and with interests the same as your own

• It stays with you as long as you want throughout your career and life

• It can link to all of your other online presences and activities

• It’s FREE!

So, what’s so good about Twitter?

@ vs #•@ is equivalent to an e-mail account. It is owned and used by a single organisation or individual

• # is used to tag and find content in anyone’s tweet(s) It is open to anyone.

•N.B. sometimes the same hashtag can mean very different things to different people!

So, let’s give it a go…

Produce good Social Media content

Activity Two - Attention Grab

Why do you choose one channel’s or organisation’s

content over another?

Activity Two - Attention Grab

It’s all about the NEW 3 Rs

X •Recent•Relevant•RewardingX

Wordsare trumped

byare trumped

by

Activity Two - Attention Grab

Avoid Social Media pitfalls

• Once you post something, someone can keep it forever, even if you deleted it

• Abuse is actively discouraged and disliked. • In extremis, tweets have been known to be cited in legal cases - so no slander or libel

• Consider adopting these three disciplines: • Never post in anger or agitation • Try not to post late at night • Try not to post after the second glass of wine or equivalent

Post in haste - Repent at leisure

Most Trusts now have a good and comprehensive social media policies.

Make sure you read it and adhere to it.

If your Trust does NOT have a policy, it needs to produce one now!

Read the Social Media Policy

Remember how we solved Cluedo?…

Activity Three - Time Lords

•knowing HOW is not enough - it’s about WHO

• that means transforming your approach from being broadcasters to becoming communitarians

Activity Three - Time Lords

We need to Mind the Gap!

• See role as engaging, listening, responding, supporting and participating in communities of individuals and organisations

Broadcasters Communitarians• See social media as “just

another comms channel” for us to talk at people

3 approaches to help us Mind the Gap

1 - The organisational approach

Create Stakeholder Organisational Maps for your organisation and map

social media accounts

To deliver the organisational approach…

3 approaches to help us Mind the Gap

2 - The ‘followers/non-followers’ approach

 What feature or new tool would you find most useful to

help you grow your social media networks or

communities??

A tool to find the FOLLOWERS of social media accounts we most frequently engage with on social media, but who DON'T FOLLOW

OUR SOCIAL MEDIA ACCOUNTS

A tool to find and engage with Seldom Heard groups and individuals

A tool to find followers of social media accounts associated with particular strands of my/our work (e.g. conditions, services,

demographics, engagement or consultation exercises)

To deliver the followers/non-followers approach

• More than 900,000 Twitter accounts following at least one of over 600 NHS and health-related organisations

• A tool to find the FOLLOWERS of Twitter accounts you most frequently engage with on social media, but who DON'T FOLLOW YOUR TWITTER ACCOUNTS

• A tool to find and engage with Seldom Heard groups and individuals

• A tool to find followers of Twitter accounts associated with particular strands of work

What it contains….

Mosaics and Combination Codes

60,000 people follow a local Healthwatch Twitter account75% of people who follow a local Healthwatch Twitter account DO NOT follow ANY of:@NHS England, @dhgovuk, @CareQualityCommission, @HealthwatchE OR @NHSCitizen

Follows local Healthwatch but no national NHS accountFollows local Healthwatch and at least one national NHS account

Source: J B McCrea Ltd “Find SoMeone in Health” Data store

Mind the Gap!

On average, less than 5% of people follow BOTH their local Trust AND their local HealthwatchOn average, 81% of local Healthwatch followers do not follow their local TrustOn average, 94% of local Trust followers do not their local Healthwatch

Follows the organisation but not its HealthwatchFollows both the organisation and its HealthwatchFollows the organisation's Healthwatch but not the organisation itself

Source: J B McCrea Ltd “Find SoMeone in Health” Data store

Mind the Gap!

• 504 people or organisation follow the Twitter accounts of the @Leicester_Merc AND @NHSEngland but not @NHSELRCCG, including ‘Active Oadby Wigston’ and ‘Rutland C Spirit – working to support people in rural areas’;

• 589 people or organisations follow @MINDCharity and the @Leicester_Merc, but not @NHSELRCCG, including Action Homeless - a Leicester and Leicestershire charity tackling the causes and consequences of homelessness;

• Over 800 people or organisations follow @carersUK and the @Leicester_Merc but not @NHSELRCCG; and

• 1,150 people or organisations follow @MumsnetLeics but not @NHSELRCCG

Minding the gaps

• Over 7,000 people or organisations with over 11 million followers follow @nottmhospitals but not @SFHFT - over 1,500 people or organisations with over 2 million followers follow @SFHFT but not @nottmhospitals;

• Over 500 people or organisations with over 8 million followers follow either @hwnottingham OR @hwnotts but neither @nottmhospitals nor @SFHFT;

• Over 320 people or organisations follow @NHSEngland and @nottingham_post but neither @nottmhospitals nor @SFHFT;

• Over 190 people or organisations follow @carersUK and @nottingham_post but neither @nottmhospitals nor @SFHFT;

• 100 people or organisations follow @NHSEngland and @mansfieldtownfc but neither @nottmhospitals nor @SFHFT; and

• Over 1,700 people or organisations follow @MNetNottingham but neither @nottmhospitals or @SFHFT

Minding the gaps

Consider using Find SoMeone in Health to plug your gaps based on your unique

Mosaics and Combination Codes

3 approaches to help us Mind the Gap

3 - The ‘content and conversations’ approach

To deliver the ‘content and conversations’ approach

• Real time access to content and conversations happening right now on social media by your stakeholders

• Created and presented on the web as interactive ‘word clouds’, grouping and analysing key words and phrases

• Allows you to ‘drill down’ into any word or phrase

• Provides a live direct link to the underlying content and account

Let’s see a couple of Windows on the World

Consider using Windows on the World to tap into your social world’s content and

conversations

Integrate and SMILE

Integrate and SMILE

Integrate and SMILE

An example of GREAT health-related Social Media

•Recognise the opportunity•Debunk the myth about social media skills•Practice Social Media behaviours•Understand what the NHS is using•Produce good Social Media content•Avoid Social Media pitfalls•Learn how to find your key accounts•Integrate and SMILE

What we’ve covered…

Getting Real with Social Media Masterclass with Joe McCrea