1. #nhssm Social
Media Masterclass
Alex Talbott (Communications officer at NHS London)
@a_double_tt
Colin Wren (New media officer at St George’s Healthcare
NHS Trust)
@colinwren
Social media is a very broad medium, while you won’t become an expert this will cover everything to get you started
2. What we’ll cover today
What is social media?
Why should you be using social media?
Getting to know social media
Golden rules
Common mistakes
Selling in social media
Crisis communication
Media relations
Social media policies
Linking up the online and offline worlds
3. What is social media?
A way to spread your message further by creating great
content
A way to engage with stakeholders in an environment
they are comfortable in
A place to build communities around your services
A bottom-up way to discover new content
4. Today’s platforms
Facebook Geolocation based apps
Twitter Photo sharing sites
LinkedIn
Social Bookmarking
Youtube
Blogging
5. Why use social media?
Personally
Professional learning and career development
Find communities based around your interests
Connect with friends and family new and old
Share your hobbies and knowledge with the world
Discover and discuss news, videos, music
6. Why use social media?
Professionally
Engage with patients and the public and business
partners
Bring your message to patients and the public in an
environment they are comfortable in
Bring more readers to your website
Help shape the way public health and corporate
messages are delivered on the internet
Be part of the existing online debate
7. Getting to know social
media
Listening
The 80-10-10 rule
the #nhssm rule of thirds
Broadcast vs conversation
Common mistakes
Working with agencies
8. Listening
Social media gives us two ways to listen to users
Reactively via commenting on our content
Proactively via searches for terms
Listening to users helps us to
See what we’re doing right and wrong
Help those in need of assistance out
9. The 80-10-10 rule
Producers of content - thought leaders and active
10% participants
Proliferators - pushing the information around the
10% system, networkers
Consumers - reading the information, observing,
‘lurkers’
80%
10. The #nhssm rule
One third of #nhssm followers engage in the chats
Two thirds of #nhssm followers read the chat but don’t
engage
12. Common mistakes
Lack of activity
Lack of planning
Failing to link online and offline worlds
Inappropriate content
Thinking social media is free
13. You can’t make a ‘viral’
video
Often agency solutions are off the shelf
Agencies aren’t necessarily the experts
Key Performance Indicators (KPIs) are key
Plan for the post-agency time
14. Selling in social media
Crisis communications
#ukriots Police response to the riots
http://www.guardian.co.uk/uk/interactive/2011/aug/24/riots‐
twitter‐traffic‐interactive
#uksnow
http://uksnowmap.com
15. Selling in social media
Media relations
Contacting journalists
Open and transparent
Social media as a source of positive stories
First to hear the news
16. Selling in social media
Patient engagement
Live tweeting events
Asking for feedback
Engaging online bloggers and groups
Promoting memberships/ events
Sign posting to services
17. Social media policies
Needn’t be 100 pages long
#nhssm suggested policies
General staff use
Public facing
Internal (short) social media policy for access to
the account
18. Linking up the online and
offline worlds
PALS
Chief executive's office
Wards
Partnerships online (meet the people of the accounts
offline)
Aligning to the organisation’s objectives
