Social Media in the workplace; how to use it for maximum benefit, and what is necessary to "protect" you.

Presented by Jonathan FisherBrandExtract

Who we are

We are a brand experience firm.

Our firm is driven by business strategists, communications professionals, designers, writers, interactive analysts, social media marketers, web developers and relationship managers.

We employ 32 people in Houston.

We have (re)branded and positioned hundreds of organizations

BrandExtract sample brands we have developed (past and present)

BrandExtract sample brands we have developed (past and present)

Top 100 companies out perform

According to a Corporate Watch survey of U.S. companies, ______ of Senior Executives say that their employees have the strongest influence on their company’s (brand) reputation?

Who would you rather work for?

According to a Corporate Watch survey of U.S. companies, 80 percent of Senior Executives say that their employees have the strongest influence on their company’s (brand) reputation?

Most utilized

Good news – there are plenty of Volunteers

LinkedIn grew by 15 million users in only 90 days since February 2011!http://www.healthcaremarketingcoe.com/health_care_social_media/googling_physicians_linkedin_how_to_control_online_presence.php

65% of adults online use social networking sites.

62% of adults on social media use it to post updates related to their professional life.Pew survey released August 26, 2011

Facebook growth in Houston 900,780 new users

Why it matters

Review anything, anyone

Review anything, anyone

You are not alone - Hospital Social Network List

U.S. Hospitals that use Social Networking tools – updated on June 8, 20111,188 Hospitals total• 548 YouTube Channels• 1018 Facebook pages• 788 Twitter Accounts• 458 LinkedIn Accounts• 913 Four Square• 137 Blogs• 3,952 Hospital Social Networking Sites

Q. Where do we start?

A. Policy 1

Policy elements

• Respect the Fundamental Principles and core values of the organization.• Abide by the Code of Conduct and these online guidelines.• Follow Stanford Copyright and Fair Use Guidance• Maintain Confidential Information and Intellectual Property Agreements• Terms of use

Fundamental Principals

• Philosophy - Does the company have a supportive, open philosophy on the use of social media or a stronger, more limited embrace of this technology?

• Honesty and Respect - One of the most important aspects of a policy is a requirement that employees be open, honest, respectful and transparent

• Confidential and Proprietary Information - Disclosure of confidential or proprietary information through social media can be prevalent.

• Online Identity - When engaging in online social networking, it is important to differentiate an employee’s personal identity from his or her business identity.

Fundamental Principals (Russell Herder and Ethos Business Law)

• Focus on Job Performance (not company time) - There is a lot of discussion on whether social media hurts worker productivity. Remember, the new work force does not live in an eight-to-five world.

• Avoid Conflicts of Interest - Discuss how to identify potential conflicts of interest, what types of conflicts are prohibited and who to talk to when in doubt.

• Include a Disclaimer - Employees should make it clear that their views about work-related matters do not represent the views of their employer

• Monitoring - The policy should state whether – and to what extent – the company has the right to monitor social media usage and identify any associated disciplinary guidelines.

Q. Is that enough?

A. No, Training counts 1

It’s training - not policy that matters most

Tips for being safe online

• Can you be a health professional online – YES. You can put forth creditable information• Just like you cannot disclose information about a patient. What matters in the hallway matters online.• Remember that anything you creative online is public and can be shared, so how will what I just shared be viewed by a patient or peer• You are creating a carbon foot print• If you have a doubt when posting sleep on it – wait a day• We are all human, but avoid venting• Anonymity is not as secure as one might think – and it adds no value to you• The American Medical Association's ethics policy on social media does not explicitly advise against posting online anonymously, but warns, "Physicians must recognize that actions online and content posted ... can undermine public trust in the medical profession."

Training on engagement

Each platform has unique rules

Each social media platform has unique rules and processes for communication. So, learn the rules.

Remember, the rules of society are essentially the same within social media:• Listen and learn - a lot!• Be gracious & generous (say thank you)• Reciprocate & Connect people• Be personable & Engage others• Offer actual value• Don’t sell stuff

Q. Where does policy and training start?

A. Assessment

Measure your employees experience

Q. What’s next

A. Strategy 1

Has any thought gone into this?

Twitter getting started

Example: Follow if you want to build followers

• Find anything on twitter:# http://search.twitter.com/• Find lists of people to follow on twitter: http://tweepml.org/• Find the right people/places/issues: http://www.twellow.com/• Find topics and communities: http://www.tweetizen.com/• Find executives to follow: http://exectweets.com/• Find people and communities: http://mrtweet.com/• Find anyone, anywhere: http://www.peekyou.com/• Discover lists of people on Twitter: http://listorious.com/• List interests and find others who share them: http://wefollow.com/• 8 Easy Ways to Network on Twitter http://

www.socialmediaexaminer.com/8-easy-ways-to-network-on-twitter/

Messaging levels

extraneous noisegeneralnice to knowfunctionalhelpfulcore / baseneed to knowrequired to knowmission criticallife threatening

1.2.3.4.5.6.7.8.9.

10.

What to communicate?

Messaging

What tools will you choose to build content?

Each platform has unique rules• http://www.youtube.com/create • Xtranormal Movie Maker

• GoAnimate

What tools will you use promote effort and save time?

What tracking and benchmarking tools will you use?

What platforms will you leverage

• Doximity• QuantiaMD

Q. What is possible

A. Tons

The art of possible (ideas)

•Use Social Media for Training•Secure Facebook sharing•Private user groups•Internal education event sign-ins•Internal crisis communication platforms•User friendly links from Facebook or blogs, to patient friendly medication information sites•Promotion of medical apps - bant simplifies your diabetes management. •Patient/caregivers using social media (Facebook or twitter) -including private messages–to request nurse calls (and SMS)

The art of possible (ideas)

•Use of social media to recruit a community - 20,000 Volunteers recruited for Bone Marrow registry and 266 additional volunteers were matched•Raising awareness of warning signs•YouTube or other video discussion and patient friendly presentations•Post-op care instructions (video or photos)•TweetChats used as "ask a doctor/nurse" sessions for general information about illness and care•Facebook user groups and discussions (can be set with privacy settings)•User-friendly links to patient-friendly chronic disease management resources

The art of possible (ideas)

•Links to illness support groups•Patient reminders about disease self-management suggestions•Hospital to nursing home (or ambulatory outpatient) knowledge transfer•Twitter/Facebook direct messages to inform nursing homes/skilled nursing facilities of impending discharges (including SMS)•Advanced education (links/blogs/videos) on complicated illnesses to staff•Links to live, point-of-care medication and care resources for staff•Links to end-of-life information and groups•Discussion of end-of-life choices

Strategies includes (summary)

• Training methods for Policy• The constructions tools• The benchmarking, tracking and monitoring methods• The messaging models• The deploy networks, platforms and channels for leverage and raising awareness• Topics and editorial plan for content

For more about our work and culture:

Jonathan@brandextract.comhttp://www.brandextract.comhttp://brandextract.com/blogtwitter.com/BrandExtractfacebook.com/BrandExtract

Houston 713.942.7959