social media in corporate environments

8/12/2019 Social media in corporate environments

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2013 MFMER | slide-1

How social media can add value toyour employee communications

Annie Burt & Elizabeth Harty

5thAnnual Health Care Social Media SummitMayo ClinicOctober 23, 2013


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Photo credit: Minnesota Public Radio. Retrieved from

http://minnesota.publicradio.org/display/web/2012/12/20/regional/winter-storm-blizzard-photos#17


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Today youll learn

How to implement social strategies into yourinternal communication efforts

Examples of what weve done

Tips for working with skeptics Ideas to encourage productive participation

and ensure mutual respect

What to measure to get and maintain support

for social media use internally


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50% of organizations, encourage

employees to use social tools inrelation to their jobs.

But halfof those (26%) give noguidelinesfor how employees should

accomplish this.

Source AIIM 2012, www.aiim.org


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Organizations say they rely on

guidelines to manage social publishing

but 33% dont check content duringthe publication process at all.



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Only30% of organizations are

strategically deploying social

technologies as a common,

company-wide solution.



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47% of organizations do not have

official strategiesfor social content

creation and management. There islittle differentiation between policies for

internal and external social media.



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The most popular reason for social

media use internally is staff

communication.

Many see knowledge-sharing as part

of that process.



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Increased Collaboration(42%) and

KnowledgeSharing (40%) are seen

as the biggest benefits of integratingsocial into processes.



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Considerations

Unique corporate culture


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Considerations

Leadership support/readiness


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3018265-18

Considerations

Access to technology Employee population/needs


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Considerations

IT infrastructure

Communication support/resources


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News Delivery Goals

Give employees the information they need to dotheir jobs and help Mayo Clinic succeed

Use our expertise to balance client needs,Mayo/leadership objectives, and employee needs

Provide a line of sight for Mayo's operating andstrategic goals, balancing operational andstrategic content

Advocate for employees by sharing informationwith leaders to help them make decisions

Inspire employees about working at Mayo Clinic


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Internal Social Media Objectives

Provide employees with a place for

collaboration and learning

Increase employee engagement andunderstanding of institutional issues by

creating opportunities for conversation

Develop awareness of employee

perceptions


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A Successful Strategy Must:


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View news delivery holistically

Theres no be all and end all

Drive traffic to your main news site by usingsocial tools

Use social media for stories that dont fit yourpublication criteria

Social media can help you share content thatslocked behind a firewall (if it doesnt have to be)


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Superheroes make a super story

News Center

Storythe

most

Posted on

Facebook Story also

appeared on a

related blog and

they posted it onFacebook


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Evolve


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Provide options


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Create clear policies


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R-E-S-P-E-C-T

Remain civil at all times

Embrace the ability to agree to disagree

Stay on topic

Polish your language

Edit comment length

Check to ensure your question wasnt

answered in the article Turn it down a notch (DONT SHOUT!)


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Set expectations


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50% of organizations, encourage

employees to use social tools in

relation to their jobs.

But halfof those (26%) give no

guidelinesfor how employees shouldaccomplish this.



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Provide training


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Make it easy

From TWAMC Comments Sent Th rsda J ne 13 2013 2 01 PM To Kim


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From:TWAMC Comments Sent:Thursday, June 13, 2013 2:01 PM

To:Kim

M.Subject:[News Center 2 Comment] Secure messaging feature in Patient

Online Services available via mobile devices

The following comment has been APPROVED on the article Secure messaging

feature in Patient Online Services available via mobile devices

By Nichole, June 13, 2013 @ 3:46 PM CT. I recently used the message

system to contact my provider, but when my health care team received the

message, they were unable to reply back due to an error in the system. Who can

we report this error to? Otherwise, I love this system!

Tips for responding to employee comments are online.

Direct questions about these emails or responding to employee comments to

[email protected].
http://newsletters.mayo.edu/newscenter/operations/DOCMAN-0000149541http://newsletters.mayo.edu/newscenter/operations/DOCMAN-0000149541mailto:[email protected]://newsletters.mayo.edu/newscenter/operations/DOCMAN-0000149541http://newsletters.mayo.edu/newscenter/operations/DOCMAN-0000149541http://newsletters.mayo.edu/newscenter/operations/DOCMAN-0000149541


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Metrics


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Social Analytics

Simple analytics can be deceiving. The numberof followers or like or members isnt the bestmeasurement of success

Facebookanalytics of posts: how manyshares? How many people viewed it?Comments? Likes?

Yammer% of engaged members, group

activity, files uploaded and file views Twitter - # of retweets, # of conversations with

followers


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Quality comments

Interactions

Asking questions

Answering questions

Building constructive environment Enriching Mayos culture

Personal anecdotes

Sharing stories about experiences/colleagues

Expressing thanks


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Non-quality comments

Not approved

Personal attacks

Dismissive or demeaning

Off topic Endorsements

Not constructive

Decrease pride in work

Complaints, stir the pot

Hyperbole or exaggeration


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Strength and tone of comments

Strength

Punctuation!!!!!!!!!

CAPS

ExaggerationAdjectives

Tone

Number of positive/negative words

Number of positive/negative sentences


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Comments analysis: Type of comment

Data source: Oracle database

Data pulled 07/19/2013

62%

24%

11%3%

Statements/opinions

Questions

Answers

Ideas/constructive

feedback


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Metrics for support

Go deeper than number of comments or likes

Analyze the quality of interaction

Use metrics to share data that matters


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The Bottom Line

Integrating social and internal communications

can be effective if thoughtful and strategic Social strategies should support overall news

delivery goals

Dont be afraid to experiment and evolve

Set and uphold expectations and clear policies

Provide options and training

Make it easy to participate Data, accountability and metrics are your

friends


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Questions & Discussion

social media in corporate environments

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