Beth Kanter, ZoeticaUC Berkeley Center for Health Leadership

Flickr photo by rosefirerising

The Networked Health Organization:Leveraging Social Media to Serve Your Mission

The Networked Health OrganizationAGENDA

OUTCOMES

• Senior Leaders

• Learning from adjacentpractices

• Interactive

• http://bit.ly/health-orgs

FRAMING

• Introduction/Ice Breaker

• Overview of Networked

Nonprofit Framework

• Theme 1: Social Culture

• Theme 2: Simplicity

• Theme 3: Mistakes

• Reflection

Leave the room witha basic understandingof being a networkedhealth organizationand one small step

Be warned: Don’t just sit back andpassively listen

Photo by sveeta

Share Pairs and Table Shares

Name, Title, Organization

What is something youalready know about socialmedia?

What is your burningquestion that you wantanswered today?

Blue=Hands on Social MediaRed=Org Leader

Flickr Photo by John K

Speedy Introductions: Table Shares

Report: Popcorn and Twinkle

Quick PollRoleType of Health Org

How many are monitoring whatpeople say on social channelsabout your organization or issuearea?

How many have a social mediapolicy?

Does your organization use ….Facebook, Twitter.Blog.YouTubeOther

Networked NGOs in the Arab World

Social media is a disruptive technology because of theconnectedness of living in a networked world. We seeit in our personal lives first. But it is also having aprofound impact on the way health organizations andnonprofits do their work, communicate withstakeholders, and deliver programs.

Disruption is our friend …..

Human Spectragram

Not at all VeryHow comfortable are you personally social media?

Social media canh elp us achieve results that support our mission

YesNo

Social media is so much a part of everyone’s life that health organizations must usesocial media to be successful now or in the future

Agree StronglyDisagree Strongly

Not sure

What is a Networked Nonprofit?

The Networked Nonprofit

BE DO

Understand Networks Work with Free Agents

Create Social Culture Work with Crowds

Listen, Engage, and BuildRelationships

Learning Loops

Building Networks ThroughTransparency

Friending or Funding

Simplicity Govern through Networks

Red Cross Case Study

Smart Social Objective: StakeholderEmpowerment to Spread Mission

First Step: Robust and agile listeningand engagement system

Listen: Monitor, Compile, Distribute

I took an American Red Cross class I thought wasless than satisfactory. […] The local chapterdirector. called me to talk about it honestly.They care about me and they’re willing to go theextra mile. I am now significantly more likely totake another class than I was before.” - Blogger

Listening Drove Adoption

Relationshipbuilding

Customerserviceissue

Influencercomplaining …

Engagement

A Rule Book

Scale

Integrated Social Content Strategy

Capacity

Wendy HarmanDirector, Social Media

Create ROI MeasurementsDevelop Internal Education andTrainingApply Social Insights to theStrategic PlanGet Buy-In from StakeholdersDevelops Listening andMonitoring StrategyGets Tools and Technologies inplaceFacilitate policy and proceduresCommunity manager

Two Full-Time Staff Members

Social Media’s Role in Disaster Relief Effort in Haiti

Working with Free Agents, BrandAmbassadors, and Others

Leveraging Your Network!

Shawn AhmedFree Agent

“The problem is that YOU arethe fortress. Social media isnot my problem.“

Now working together on aproject

Share Pair: What resonated? What insights did you gain that you canapply to your organization? What have you thought about before?

Flickr photo: Otis Archives

Everyone in the organization (board

and staff) uses social media to

engage people to improve programs,

services, or reach communications

goals.

Theme 1: Social Culture

Loss of control over their branding and marketingmessages

Dealing with negative comments

Addressing personality versus organizational voice(trusting employees)

Make mistakes

Make senior staff too accessible

Privacy and security concerns

Perception of wasted of time and resources

Suffering from information overload already, thiswill cause more

Conversation starters,not stoppers

Explore the possibilities – how are yourstakeholders and other healthorganizations using social media?

Video

“People regard our program as honest and informative. After almost two years on thesocial media front, we’ve developed a good system to get timely and accurate publichealth messaging to our communities. We firmly believe that our presence on social mediasites has really enhanced our communication with the media and public.

Executive Director, Gary Edwards said it best in our 2010 Annual Report; that during tougheconomic times, SLVHD rose to the occasion and found innovative, cost effective ways tocommunicate with our community. “ - Vanna Livaditis, New Media Coordinator

The fans of the page and the friends of my identity, have becomepatients after i expressed empathy for their expressions of being ill- Dr. Enoch Choi, PAMF

“I only provide medical advice via our HIPAAcompliant iPhone app, but not on insecure FB ortwitter. “

Small Pilots

The Rule Book: Social Media Policy

• Encouragement and support

• Why policy is needed• Cases when it will be used,distributed• Oversight, notifications, andlegal implications

• Guidelines• Identity and transparency• Responsibility• Confidentiality• Judgment and commonsense

• Best practices• Tone• Expertise• Respect• Quality

• Additional resources• Training• Operational Guidelines• Escalation

• Policy examples available atwiki.altimetergroup.com

Source: Charlene Li, Altimeter Group

Share Pair: What does your health organization need to do to becomemore social?

Flickr photo: Otis Archives

You want meto start

Tweeting too?

Simplicity: From scarcity to abundance …

Leverage the Network

Who will do the work?

Free

• Intern

• Volunteer

• Board Members

• Fans

Integrated

• Tasks in Job

Staff

• Full-Time

• Part-Time

Wendy HarmanDirector, Social Media

Create ROI MeasurementsDevelop Internal Education andTrainingApply Social Insights to theStrategic PlanGet Buy-In from StakeholdersDevelops Listening andMonitoring StrategyGets Tools and Technologies inplaceFacilitate policy and proceduresCommunity manager

Two Full-Time Staff Members

Social Media Team,although the word“social media” is beingreplaced by“emerging,”“interactive,” or“online.”

StrategyImplementationCommunity Manager

Strategy for Scale: Internal/External

Share Pair: What could your organization do less ofto allow for more capacity to implement socialmedia? How will your organization do the work?

Handling Mistakes

“MisTweet” – A tweet intended to come froma personal account but sent out on anorganizational account by mistake.

x

This “MisTweet” by a Red Cross employee wasout for an hour before Wendy Harman got a callin the middle of the night.

Disaster recovery on the tweet ….

Apologized and share on their blog

Employee confessed on Twitter

Got picked up by mainstream media and blogs

•You can’t hide or not respond•Act quickly•Admit the mistake, stakeholders are forgiving•Use humor when appropriate•Build your network before you need it•Employees should use different Twitter apps forpersonal/organizational tweeting•If the mistake had been damaging to theorganization, a social media policy would havebeen critical if taking appropriate action

What are your takeaways about socialmedia mistakes from this story?

Reflection and Closing

What is one idea that you can put intopractice?What resources do you need to besuccessful?What are the challenges?What is one small step you can taketomorrow?

Thank you

http://www.bethkanter.orghttp://bit.ly/networkednphttp://bit.ly/health-orgs