This presentation was given to the medical team at CHRISTUS Santa Rosa on professional boundaries in social media Sept. 2011

1. Professional Boundaries in a Social Media World CHRISTUS Santa Rosa CME Sept. 27, 2011 Fran Stephenson Step In Communication

2. How Does Social Media Impact Our Society? http://www.socialnomics.net/2011/06/22/social-media-revolution-3-video-long-version/

3. Pull vs. Push Customer leads the negotiation Companies must “be there” & respond Think differently about “who” is your customer

4. The days of the broadcast tower are gone!

5. Welcome to the world of the community huddle!!

6. New Community Model

8. Traditional News Media

9. Print Media

10. TV Advertising

11. E-Mail Newsletters

12. Facebook/Twitter

13. Flickr ~ Picasa ~ Snapfish

14. YouTube

15. Podcasting

16. Foursquare/Gowalla

17. LinkedIn ~ SlideShare

18. Itunes

19. Wikis

20. Groupon

22. You Need a Social Culture “The Myths” It’s not just for kids Our stakeholders aren’t online Face-to-face isn’t important Social media isn’t “core” to our work Using social media is hard Using social media is time-c0nsuming “The Networked Nonprofit,” Kanter and Fine

23. How can you become a Social Culture? Open Leadership (Charlene Li) Transparency Decentralization Exploration Commitment See: “Open Leadership” by Charlene Li And “The Networked Nonprofit” by Kanter and Fine

24. Network-Building

25. Social Networks Come in Many Sizes Personal Professional Self-organized Originate with the organizationor by outsiders

26. Community Thinking

27. Adoption Tips Personal Journey Leadership Buy-In Create a Sustainable Plan Integrate Socialize Move from Internal Practice to External Inclusion

28. A Word about Tools Many choices Beware bright and shiny Keep stakeholders top of mind Free entry Time commitment is key Tools may change, but a sound strategy will prevail.

29. Welcome to Health 2.0! It’s a movement like Web 2.0 It’s also a series of conferences for tech, developers, communicators

30. Navigating HIPAA in Social Media Make a Plan Engage the Right Players Create a policy or revise current communication policy Coach, train, educate Meet, collaborate, evaluate

31. Tips from KevinMD Don’t talk about patients, even in general terms Do talk about conditions, treatment, research Don’t be anonymous If you wouldn’t say it in the elevator, don’t put it online Check the tone of your soc med presence http://www.kevinmd.com/blog/2011/06/7-tips-avoid-hipaa-violations-social-media.html

32. Don’t Forget…. You’re the expert and the world needs experts Be yourself Look for Best Practices and adopt/adapt them

33. Some Case Studies Advocacy Education Research

34. Choose You

35. Blame Drew’s Cancer

36. Started out small Enter the Champion Expand, grow, evaluate

37. Spontaneous coronary artery dissection (SCAD) No clinical studies on which to base treatment “Switched-on” SCAD survivor recruits subjects through social media channels First-ever pilot study features 12/18 candidates identified by social media outreach

38. Best Practices Sound Policy Creating Excellence

39. Baylor Health Care unlocks social media for employees; Creates online training/policy program Empowers community with blog, facebook, Twitter and YouTube.

40. resources

41. Things to Read Cluetrain Manifesto www.cluetrain.com Naked Conversations Robert Scoble and Shel Israel

42. Things to Read Now is Gone Geoff Livingston Groundswell Charlene Li and Josh Bernoff The Networked Nonprofit Beth Kanter &Allison Fine

43. Things to Read I Love You More Than My Dog Jeanne Bliss Open Leadership Charlene Li The New Rules of Marketing and PR David Meerman Scott

44. Other Resources Visit my social bookmarking page: Delicious.com/franstep/medical Review the most recent articles on the subject

45. Connect with Me! E-Mailto:franstep09@gmail.com Phone: 210-557-8207 Twitter: @fransteps Find me on: Facebook LinkedIn Foursquare Scribd, SlideShare, etc. Visit my website: stepincomm.com

46. Questions?

47. Thank you!