optimising social media to communicate a patient perspective
TRANSCRIPT
Optimising Social Media to Communicate a Patient Perspective Marie Ennis-O’Connor
@JBBC
From a technical point of view
Social Media
is an evolution of
existing web technologies
From a socio-political viewpoint
Social Media
is a fundamental shift in the way we can:
• mobilise communities around an issue
• extend our message reach
• influence the decision making process
obama campaign
• Rallied 5 million active supporters across 15 social networks
• 3 million online donors contributed $6.5 million to Obama campaign
• 1,800 clips of film generating over a billion minutes of viewership
low (or no) costs for set-up
potentially wide reach
quick/instantaneous sharing of messages
opportunities for multiple exposures
to our messages
new opportunities to listen, engage, and monitor your
progress
digital activism
Reach Out
•Reach patients, policymakers and media
•Shape public debate
•Mobilise online support
Support
•Raise awareness
•Provide information and support
•Connect advocates
Collaborate
•Link up with experts globally
•Gather feedback
•Collect evidence
Social Media
Media
Social
social media is not new
POST
People
Objective
Strategy
Technology
A map to guide you
Out There
• What’s already going on?
• Who are your competitors, or potential collaborators?
• What’s being said about the issue?
• What has succeeded and failed before – and why?
• Where is your audience online and offline?
• How do they currently interact with each other?
In Here
• What stage are you at in terms of social media activities?
• Who will be responsible for implementing social media?
• How much time can you devote to it?
• Do you need to hire in outside expertise?
It’s much easier to adapt or scale
something that already works than to start completely
from scratch
seek out tried and tested solutions
objectives and goals
c r e a t e m e d i a
l i s t
questions to guide you
What do they know or believe about your organisation or issue?
Perception
What social media channels are they currently using?
What times are they online?
Channels
Who influences them?
Influence
where to find your audience online
online influencers are message catalysts
tools to identify influencers
listen to learn
where can you find conversations?
be human be personal be social
effective stories inspire people by creating
human connection and
emotional resonance
story
makes us
human
Good Stories
move hearts and minds and inspire meaningful action
PNAS.org: Speaker–listener neural coupling underlies successful communication by Greg J. Stephens, Lauren J. Silbert and Uri Hasson
your brain on story
what makes a good story?
hero time
suspense plot
throw in a plot twist
Good Stories create an experience that evokes
an emotional response
action e-motion
tell stories that point
a way forward
make it actionable
where do you get YOUR stories?
invite stories
how can we tell stories in a way that does not
exploit but honours them?
• Who is telling the story?
• Who controls the story?
• How will the story be used?
questions to consider
• Not just about protecting privacy
• Never assume someone wants/doesn’t want to share their story – Ask!
• Be upfront about how the story will be used
• Allow people to tell their story in their own voice
• Avoid stereotyping and victimising
• Share parts of a person’s story that lets us see the person is more than their illness.
a person’s story is a precious thing; take
care of it… and them!
digital storytelling tools
blog
podcasts
social media
video
visual storytelling
key takeaways
• People make technology matter
• Go where people already are
• Learn to listen before you start talking
• Grow your connections online
• Nurture your relationships
• Mind your stories
• Keep trying new things
• Make it sustainable over long term
now it’s YOUR Turn!