Social Media Australian Winter School 2013
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Social Media: The challenges and opportunities for engagement and service delivery. Presented by Paul Aiken on 19/7/2013 at the Australian Winter School in Brisbane.
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Social Media Australian Winter School 2013
- 1. Social Media The challenges and opportunities for engagement and service delivery Paul Aiken, Evaluation & Communications Team Leader Matt Gleeson, Senior Education & Training Officer Ray Stephens, Online Project Leader @regenuchttp://www.facebook.com/ReGenUC
- 6. How did we get there? • Website update in 2008 • Staff with an interest • Freedom to explore • Building on experience • Making a business case • Developing policy • Integrating SM within our services
- 7. So where is everyone? + 900 million Or over 1 million A380’ s 500 million + 580 thousand A380’ s 250 million + 290 thousand A380’ s 160 million + 180 thousand A380’ s :Sources: Wikipedia, Seat configurations of the Airbus A380 http://en.wikipedia.org/wiki/Seat_configurations_of_the_Airbus_A380 Wikipedia, List of social networking websites http://en.wikipedia.org/wiki/List_of_social_networking_websites
- 9. Consumers’ use of social media Survey Findings • Facebook (83%), YouTube (72%) and Twitter (50%) are the most popular platforms; • Looking for information (72%) is the most common reason • Two-thirds access social media via mobile devices; • Almost all have concerns about discussing aspects of their AOD use (or their efforts to change), but over half already do so.
- 10. Advocacy • Global & local • Co-ordinated but not centralised • ‘Old’ & ‘new’ media
- 11. ReGen’s experience (ctd) Old media • Increased engagement with journalists • Raised profile through curation/SM activity • Readily contactable by producers • Increased audience for unpublished media releases • Twitter • Website • Email updates (VAADA, ADCA, DrugScope)
- 12. ReGen’s Experience New media • Blogs • Media • Croakey • The Conversation • DrinkTank • Curation • Scoop.it • Paper.li
- 13. Learning • Shared • Timely • Cheap • Motivated
- 14. Service Delivery • Access • Providing information • Peer support • Evaluation
- 15. Case study: Karen* Karen – I admit it… I’m not in a good place right now and have plans to end everything on Friday The world would be a better place without me.. There is no other way out… After arguing with someone that I love most, I’m broken hearted and really upset ReGenUC – hang in there :) Karen – No can do..Already planned my way out ReGenUC – OK, now we’re worried. Where are you? Is there anyone with you? Karen – I’m not going to chicken out this time and nothing is happening until Friday
- 16. Case study (ctd) ReGenUC – just so we’re clear, what is happening on Friday? Karen – On Friday I’m ending my life…theres just no point anymore ReGenUC – OK, we’d really like to get someone to come and see you. How can they contact you? Karen – I’m not seeing anyone. Have been since I was five.. Nothings worked so whats the point?! ReGenUC – We know there’s not much we can do on this platform, but would really encourage you to call www.lifeline.org.au/Get-Help/ Is there someone who will be checking on you in the next couple of days?
- 17. Case study (ctd) Karen – no one my family hates me I’ve ruined everything :( ReGenUC – It sounds like you’re in a lot of pain at the moment. No easy answers buts see how you feel tomorrow. Will you let us know? Karen – I will feel the same maybe worse ReGenUC – We hear you. Will you let us know how you’re doing tomorrow? Karen – ok Who am I speaking to can I call whoever you are? ReGenUC – Sorry for the delay Karen. It’s Paul. I’ll DM you now.
- 18. Challenges • What are the challenges that you see as an individual worker? • What are the challenges for organisations
- 19. Time management Challenges • Extra work • Work/life balance • Brain explosion • Not funded Strategies • Develop a routine • Set some limits • Share the load • Trust your staff
- 20. Activity 1 Is it relevant? How could I use it to support my work? What would I need to do? What are the likely barriers?
- 21. ReGen’s top ten tips for new (and old) players The basics 1. Open an account 2. Get to know the platform 3. Learn about the community 4. Introduce yourself (when you’re ready) 5. Be friendly and engaged 6. Be authentic and consistent 7. Think about what will interest people 8. Be responsive (especially to criticism) 9. Be persistent 10. Acknowledge your mistakes
- 22. Ten things to avoid 1. Don’t overthink it 2. Don’t broadcast 3. It’s not all about you 4. Don’t be needy or annoying 5. Don’t confuse controversy with debate 6. Don’t expect to ‘go viral’ 7. Don’t do gimmicks 8. Don’t chase celebrities 9. Don’t copy ‘Brand X’ 10. Don’t obsess about security
- 23. What can AOD organisations do? 1. Allow comments on their website 2. Think mobile 3. Encourage more consumer participation 4. Adopt a culture of transparency 5. Encourage staff to use social media 6. Recognise SM expertise amongst staff 7. Decentralise – trust your staff 8. Be willing to take (calculated) risks 9. Recognise the costs (but do it anyway) 10. Integrate web 2.0 approaches into service planning, delivery and review
Notes de l'éditeur
- Introduction and AcknowledgementsAcknowledge country – us as guestsThank Lives Lived WellMention that slides are available via slideshare (ReGenUC) Who is ReGen? Who am IClinical background not a digital native, but curious recognise capacity for advocacy and building communities of support (workers, consumers, community)Today we are going to talk about: What we’ve learned from ReGen’s experience with social mediaHow social media might support (or extend) the work of your agenciesWhat challenges might need to be overcomePractical tips and strategies for starting (or building on) your agencies’ SM activityShow of hands-Do you use SM?-Does your agency?Go aroundWho are you?-What’s your (or your agency’s) experience been like?-What information would be useful for you to get out of today?
- Much of what I am going to speak about today is founded in our organisational experience that commenced over 4 years ago when ReGen decided to update our website. The decision to include web 2.0 elements in our website started the organisation on a path of embracing a range of strategies that utilise web 2.0 technology to enhance our service operations.
- Outline of my daily routineHow does it workHow long does it takeWho’s involved
- Offer to share our SM and media policies
- The Airbus 380A has the capacity to carry 853 passengers. Reaching even 1 millionth of all FB users would mean that your message has gone out to more people than the worlds largest current airliner can carry. How many people can you reach now? How much does it cost you in mail outs, newsletters etc to reach this number? Given the staggering number of SM accounts we have to assume that at least some of these people use drugs.
- A survey of 3, 001 Americans conducted in 2010 by the Pew Internet and American Life Project found: That 80% looked for health information onlineIn regards to social networks in particular, 15% of social network site users, have obtained health information via a social network Alcohol companies are using social networks to market their brands, this occurs in parallel to user generated content of people documenting there night out. (Joseph Rowntree Foundation) This phenomena is not restricted to licit substances. People have documented there drug experiences on websites such as Bluelight, Erowid and Pill reports for years (also on Facebook and YouTube)
- Small sample size (n=20)60% completed online. 40% in Jessie St waiting area.Anecdotally I have heard many claims that ‘our clients don’t access social media’. While understanding of and access to technology is a real issue for many service users, this survey helps to demonstrate that, for many others, web 2.0 approaches have the potential to support meaningful and effective interventions.It’s also important to challenge the common misconception that only young people are online. Our survey (and our ongoing observations) indicate that the most common users of SM amongst our clients are over 25.
- Historically local issues and campaigns have operated in isolation normally the province of a few activists or workers within a certain geographic area The utilisation of SM to communicate opens local issues to a larger audience and can often engender a more global response. For example a local newspaper prints a stigmatising article about drug users Link to Scoop.it, media releases etc
- Journalists love Twitter. It allows them easy access to breaking news, helps them source material and give voice to all the opinions they aren’t able to express in their publications.It also makes them more accessible to us. We’ve found Twitter to be effective in raising our profile with individual journalists and mainstream media outlets. Our curation of media coverage at our Scoop.it page provides both a convenient platform for storing articles and provides regular ‘content’ for SM postings. The effort we put into our curation provides a resource to the sector (locally and overseas) and shows we’re paying attention. Like the rest of us, journalists love it when you recognise their work. It helps if you have something to say. We’re committed to putting out regular media releases and other advocacy materials. SM provide great vehicle for reaching audiences who don’t subscribe to VAADA ENEWS or ADCA Updates. This means we’re less reliant on traditional media to get our messages out.As our online profile has grown, we’ve been receiving more regular requests from tv and print journalists. Unfortunately, we can’t offer them what they usually want (a client to tell their story).SM also support the integration of our various communications platforms (website, newsletters, email…). Hyperlinks are the glue that bind them all together. They enable multiple pathways to a single document. If you look at most of our tweets, the text is really just there to entice you into clicking through to the full article, report, media release…
- AOD bloggers are worth following. They tend to be amongst the early adopters of emerging technologies and the nature of the medium promotes ongoing reflections on issues of interest to the sector (including the potential uses of web 2.0 approaches)New media sites provide an alternative platform for your messages. They are more open to submissions from outside journalism but are closely followed by journalists. The Conversation has a focus on research, but we have had some success in publishing opinion pieces with Croakey. Getting published on this platform helps us reach a far wider audience than we would through SM alone.Curation takes many forms and there are a range of tools to help you collect, organise and distribute your curated material. We use Scoop.it. It’s easy to use and it’s integrated with Twitter and FB. SM platforms are increasingly compatible with each other, so it’s becoming easier to post to multiple platforms.
- Use Winter School as example of learning opportunities – Live Tweeting
- Engagement and presence are the keys to success here.AccessThe arrival of a generation whose preferred method of seeking information or contact with services will be online, via SM (or whatever comes next). If we don’t recognise this, we are creating barriers to the future accessibility of our services.SM provides a great platform for actively demonstrating your organisation’s culture. People without experience of treatment services will, in some cases, ‘try before they buy’ through watching you in SM. We will provide a recent example for consideration.Providing InformationHarm reduction, supporting treatment & recovery, challenging stigma – the possibilities are endless.Peer SupportService reviews, support networksEvaluationPublic SM postings are a goldmine of potential outcomes data for treatment providers. There are a variety of issues (such as consent) to consider, but the potential is enormous.In the meantime, web 2.0 provides opportunities for service users to provide feedback on your programs and their effectiveness.As broadband and mobile access spreads, more people have the ability – and increasingly, the habit – of sharing what they are doing or thinking. In health care this translates to people tracking their workout routines, posting reviews of their medical treatments, and raising awareness about certain health conditions.” “The social life of health information is robust. The online conversation about health is being driven forward by two forces: 1) the availability of social tools and 2) the motivation, especially among people living with chronic conditions, to connect with each other.” Both quotes from “The social life of health information” - Pew Internet and American Life Project
- Apologise for the amount of text. Ask audience to read the transcript (3 slides) while I’m talking about what happened.Karen* (request restraint on tweeting details of case study – privacy)young woman (24) with extensive history of physical and mental health concerns (and, based on our interactions with her, a possible personality disorder). Followed ReGenUC about a year ago and has had a range of contacts with us in that time, including discussion of suicidal postings, challenging her use of stigmatising language.Posts extensively on social media – very few concerns about privacy. SM as both source of support and vehicle for bullying.Did not seek us out, but we observed her posts and responded.
- Karen’s clearly not keen on getting a visit from the CAT team.She also wasn’t interested in calling Lifeline.As you can see, this is a pretty normal clinical conversation. While there are critiques to be made of my rusty counselling skills, the only real difference between this conversation and a crisis phone call is that it is happening in a public space.This is not ideal, however, it did mean that we were able to show lifeline what we were doing (as it was occurring) and get their input. It also meant that some of our followers were observing the conversation.
- Typically, I tweet as ReGen, not as Paul. I have spoken with Karen in the past, so ‘breaking cover’ here was really to confirm that she was communicating with me.The delay was the five minutes of me arranging a handover to a staff member with training in suicide risk assessment and confirming our plan of action with our Clinical Services Director.DM means Direct Message.Karen called within a minute of receiving the direct phone number. She undertook a risk assessment guaranteed her safety and agreed to come in the next day.She didn’t, but did contact us to let us know why. When asked why she contact ReGen and not other services, she replied that she had negative previous experiences with other services and that she trusted us (based on SM contact).Overnight, she had tweeted about been visited by the Alfred CAT team. The following day, she tweeted from inside the Alfred psych unit and provided her own running observation notes. She also advised when she had been discharged and that she was safe (On Father Bob McGuire’s couch).Since then, she’s spent time with relatives and recently changed her profile picture to one of her smiling (haven’t seen that for some time).Issues to consider:Not from within our catchmentAOD use (other than medication) not an apparent concernPrivacy – should have switched to DMs earlier, apologised to Karen, but not a concern for herClinical structures – respond as you would to a Triage/Duty call. SM contact can make it harder or easier to find out where someone is. Also emphasises the importance of having people with clinical experience running your social media.Policy Development – working on policy update to cover online contact (possibly in partnership with Lifeline)International contacts – how would we have responded if Karen was in Canada? Established relationship, not trawling twitter for anyone who’s suffering. Lots of people in recovery online, they understand the limitations.
- We need to challenge some of the commonly held workplace assumptions regarding the use of social media including: Assumption 1 – wastes productivityMelbourne University research indicates that sensible recreational use of social media by employees during work hours increases productivity by nine per cent (Coker 2011:245). This is related to social media being used during break times allowing workers to re-focus on their work.Dr Brent Coker (2011), from Melbourne University found in his study that workers who engage in Workplace Internet Leisure Browsing (WILB) are more productive than those who don’t. He found that those who engage in WILB, within a reasonable limit of less than 20% of their total time in the office, are more productive by about 9% than those who don’t.One of the reasons that WILB might be beneficial to employee performance is that it provides a way for employees to have a short unobtrusive breaks which enables concentration to restore. In addition the feelings of autonomy and control that employees receive are seen as a benefit. Coker cites, Deci et al. (1989) who found that autonomy given to employees to carry out tasks under their own volition in the workplace, and encouraging initiative rather than control, led to greater job satisfaction and loyalty. Further research has found that when people feel they have more control over their actions, they are more creative, and they experience a strong positive outlook on the clarity of their work and perception of overall total life satisfaction. Assumption 2: Our reputation could be damagedReputation management – Risks are not markedly different from reputation management applied to written materials Assumption 3 – it doesn’t workEffective use of SM means releasing exclusive access by Senior Management and/or communications departments, It means integrating our online practice with our face to face practice
- ChallengesWeb 2.0 can improve practice but it doesn’t necessarily make it easier. As AOD in which waiting lists are common, we’re not in the position of needing to increase demand for our services. Depending on your approach, the best time to communicate with your audiences might be outside work hours. Some of your followers will be overseas. For those who are also active in a private capacity, this can increase the risk of not being able to ‘unplug’ or add complexity to the task of distinguishing between their private and professional identities.There is an enormous amount of information available. There is a typical pattern for anyone starting out: initial confusion, followed by an exponential growth in awareness of what’s out there.There are many intangible benefits (increased agency profile, bigger audience, increased collegiality), but the work is not funded. Making a business case can be difficult.StrategiesWork out how you can fit it into your day – scheduled times and opportunistic use of spare 10 min blocks.Once you’ve got a feel for what’s involved, try to keep it contained. Easier said than done. It’s usually something that requires ongoing attention.For the sake of consistency and continuity, it’s good to have 1 or 2 people to do the ongoing management, but encourage other staff to get involved (e.g. at conferences). Increasing staff capacity across the organisation is also an important risk management strategy. If you decide web 2.0 is important to your organisatoin, it shouldn’t all depend on one person.If you trust staff to answer their phones and represent the organisation externally, they should be able to use your SM accounts.
- These were written particularly with social media in mind, but are broadly applicable to any web 2.0 approach (or any social gathering)It’s obvious, but you don’t need to have a fully-fledged SM strategy before you open an account. You don’t need to do anything with it, but you should have it ready, even if it’s just to reserve the name (as you would with registering URLs)E.g. with Twitter, understand the basics like RTs, DMs & hashtagsAOD agencies are starting to realise that, once you know the basics, SM is really not that complicated. Follow some people, watch what they’re doing and get to know the etiquette. The little things (like acknowledging your sources) are important.Being introduced by an established player is one way to get an initial following.It’s a friendly environment that relies mostly on goodwill. Very few people are getting paid to do it, so be willing to contribute. Showing interest in what others are doing also goes a long way. Once you’re established, be welcoming to newcomers.Don’t try too hard. Don’t act younger (or cooler) than you are. Represent your organisation’s values consistently.Don’t be that guy at the bbq who only wants to talk about himself.Unless you say something particularly stupid (or offensive), chances are you won’t draw any significant ire from your target audiences or the wider public. If someone does decide to pick a fight, be assertive and constructive (basic clinical practice principles apply). How you respond to contact probably provides the best indicator of your organisation ‘walks the walk’. Remember, other people will probably be watching.It’s like building any new relationship. It takes time. Don’t get discouraged if it seems that people aren’t listening. We all make them. Apologise and move on.
- It’s not that complicated, get to know the basics then work the rest out as you go. Times (and platforms) change, the longer you spend planning, the more likely your plans will be obsolete when you get around to implementing them.Remember, it’s about conversation. If you’re not listening, chances are people have stopped listening to you. The more engaging you are, the more likely your followers will be to contribute content of their own and provide you with ideas.SM doesn’t exist for the sole purpose of helping your agency achieve its goals. It’s a community. That means give and take. Support your competitors. The great majority of ReGen’s tweets are not about ReGenDon’t ask for RT’s/likes unless it’s important (and even then, probably still don’t do it).Being provocative might get you on Today Tonight, but it probably won’t help win hearts and minds. ‘overnight success’ is usually a long time in coming. See it as a long term project and look to build an engaged audience organically. If you’re interesting, people will (eventually) pay attention.Posting cat videos may get you clicks, but is it really helping you get your message out to your intended audience?Justin Bieber may have 37 million followers, but he’s not going to follow you. Focus on finding people who are interested in what you’re interested in.Just because one agency has done it a particular way, doesn’t mean you have to. Find your own voice. If that involves rantingYour account will probably be hacked by spammers at some point. There will be some minor inconvenience to your followers. Change your password (quickly), apologise and move on. It’s a common event, people will understand.
- Focus on making your website a meeting place. Remember your it’s not just a brochure it’s a place for interaction, include the provision for people to tweet, like, comment and respondThe future is mobile. Your website should be too. If you address privacy, online feedback provides a safe and accessible option for consumers to engage with your services.Make information easily accessible to all your consumers. Don’t just seek feedback, make sure you publicly report on how you’ve responded to it.Many organisations still block SM access. Smartphones make this irrelevant. SM should be recognised as an opportunity, not a threat.The people who know most about web 2.0 approaches probably aren’t in senior management.Don’t park SM with a comms person or CEO, use people with clinical knowledge. If you trust staff to represent your organisation at meetings or conferences, they should be trusted with the keys to your SM account.Understand the risks, but don’t be intimidated. Start small and build as you gain experience and confidence. The sky probably isn’t going to fall in.It does take time. The rewards won’t be immediate (or financial), but they’re worth the effort (if you do it properly).Integration is key. Everything should fit together, be consistent with your organisation’s values and support. It doesn’t have to happen all at once, but keep working on it.Cultural ChangeNeed to tip everything upside down and shake it around a little...but probably slowlyCommunications governance paradigms turned upside downEnabling people from across the org to communicate on behalf of the organisationThis allows for reciprocal, authentic and responsive communications Should be safe guarded by clearly articulated, plain worded policy Start small with a selection of interested people from across the org.