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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
Google Hangouts
Skype
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
