Embedding Social Media in GP practices - PLT event - 12 Nov 2016

Embedding social media in General Practice

Joe McCrea - PLT Event - 12th November 2016

@NHSELRCCG

•PART ONE• Recognise the Social Media opportunity

• Debunk myths about Social Media skills

• Practice Social Media behaviours

• Understand Social Media channels

• Begin to build Social Media relationships

• Produce good Social Media content

•PART TWO• Consider the GP Practice context

• Learn how to deal with the difficult side

Session Learning Aims

Recognise the Social Media opportunity

Where can social media help Practices at a strategic level?

Changing behaviours Reinforcing calls to action

Engaging on system or structural change

When can social media help Practices at the practice level?

When you need to get out urgent news

To keep up with others’ national/specialist news

To educate and support patientsHillview Surgery Middlesex has had 507,881 views, since it launched 7 years ago - including one video informing people about ear wax removal techniques rather than going to the practice that got over 100,000 views

Why GPs and practices can’t afford to ignore social media

The world is using it

Why GPs and practices can’t afford to ignore social media

The wider NHS is using it

2014 2015

2014 2015

A Just Twitter 27.98% 39.51%

BTwitter, YouTube and Facebook

20.94% 22.02%

C No SoMe 20.35% 5.56%

Exclusive - from forthcoming NHS Providers and J B McCrea Ltd Report “Beyond the Brink - the second annual analysis of

NHS Social Media

The change challenge

What would persuade you to support changes in your local NHS services?

Source: NHS Confederation survey - Autumn 2014

You said there were changes to your local NHS service within the last 5 years you strongly supported/opposed. Did you undertake any of the following forms of action to express your views?

Source: NHS Confederation survey - Autumn 2014

The change challenge

You said there were changes to your local NHS service within the last 5 years you strongly supported/opposed. Did you undertake any of the following forms of action to express your views?

Source: NHS Confederation survey - Autumn 2014

The change challenge

Debunk myths about Social Media

skills

Let’s learn about YOUHow many of you have…

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?

Let’s learn about YOUSent 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?

Used Tweetdeck?

How many of you have…

Let’s learn about YOUALL the skills you need for these…

Are involved in doing these

They simply need applying in new ways

Practice Social Media behaviours

Cluedo

324 possible permutations

Cluedo

• it’s all about following and being followed

•engagement brings rewards and recognition and response

•Tell it small, tell it often

Understand Social Media channels

Horses for Courses

LinkedInVimeo

Podcast

Twitter

Google Hangouts

Instagram

Skype

Pinterest

Whatsapp

Vine

Slideshare

Horses for CoursesInstant/Immediate Permanent/Long Term

News

Pictures

Facts

Videos

Chats

What is the wider NHS using?

2014 2015

Exclusive - from forthcoming NHS Providers and J B McCrea Ltd Report “Beyond the Brink - the second annual analysis of

NHS Social Media

2014 2015

A Just Twitter 27.98% 39.51%

B Twitter, YouTube and Facebook

20.94% 22.02%

C No SoMe 20.35% 5.56%

D Twitter and Facebook

13.50% 14.61%

E Twitter and Youtube

7.83% 8.23%

F Non-big 4 6.46% 6.79%

G Twitter, Facebook, Youtube, LinkedIn

1.96% 2.06%

H Twitter and LinkedIn

0.39% 0.41%

I Twitter, YouTube, LinkedIn

0.39% 0.41%

Begin to build Social Media relationships

Tomorrow People

Tomorrow People

If you could ‘jaunt’ around your national and local organisations, local stakeholders and local people, read what they were thinking and plant ideas in their heads, who would you wish to engage with?

Tomorrow People

•Follow their social media presences

• Invite them to follow you•Regularly send them relevant content

Tomorrow People

•The Tomorrow People had a super-intelligent computer called ‘Tim’

•WE have TWEETDECK!

Produce good Social Media content

Attention Grab

Attention Grab

Write down three reasons why you would choose one channel’s or organisation’s

content over another

Attention Grab

It’s all about the NEW 3 Rs

X•Recent•Relevant•Rewarding

XWordsare trumped by

PART TWO

•Consider the GP Practice context•Learn how to deal with the difficult side

Session Learning Aims

Consider the GP Practice context

• Comms “budgets” and teams are small/negligible• Your regular patients are defined, stable, well known to you

• Your less regular patients are relatively familiar to you

• Your success depends on retention and your reputation with your users and regulators

So you need to be able to • Communicate and engage cheaply and effectively• Retain your reputation and satisfaction with regular patients

• Attract and encourage take-up of necessary services by less regular patients

• Demonstrate and get credit for successes and satisfaction

• Protect your reputation against unwarranted criticism

• Be seen to deal with warranted concerns

Trad vs Social…

Your traditional comms and engagement

channels

Your own Social Media

Interaction with others’ Social

Media

Local patient groups

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 and updated by you

instantly and cheaply

You have instant public or private

response or right of reply

Trad vs Social

Let’s take 3 examples and explore how social media could help

Dealing with the difficult stuff • You cannot stop it and you cannot control it

• You MUST not ignore it

• Anything that might be normally within the remit of an official patient complaint or potentially subject to litigation should be dealt with by the normal channels, not via social media

• Equally, your engagement and response cannot be stopped or controlled by the other person/organisation

• So -where social media is appropriate - be conscious you are operating in the full glare of the court of reasonable public opinion

Dealing with the difficult stuff

•Reply but don’t React•Be Responsive not Defensive•Be Rational not Emotional•Try to concentrate on a Result •Feel free to let it Rest not Run on

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

Two little things you can do in 2 minutes each…

Create a myCCG Account

Download “NHS Now”

PRG/PPG Chairs’ Network Social Media workshop

@NHSELRCCG