Engaging Employers and Employees: Exploring how to use social media to improve health and safety communication Liliana Tenney, MPH Mountain and Plains ERC 2015 Rocky Mountain Health & Safety UNIVERSITY OF COLORADO COLORADO STATE UNIVERSITY UNIVERSITY OF NORTHERN COLORADO
Acknowledgements Colorado Safety Association CDC/NIOSH Pinnacol Assurance David Gilkey Health Links Team #CSA #NIOSH #MAP ERC #CSPH
Introductions How many of you currently use social media for your job? For your personal life? What happens on social media, does NOT stay in social media.
Core Programs Key Messaging Connection to Audience Action Steps Building Brand AND Behavior Change
Business Insider 2015 Who is Using Social Media?
US Adult Facebook Users Source: Business Insider Intelligence 2015
Going Digital AFTER THE INTERNET MADE IT POSSIBLE TO REACH PEOPLE AROUND THE GLOBE WITH MERELY A CLICK OF A BUTTON, SOCIAL NETWORKING EXPLODED INTO THE ONE BIGGEST INDUSTRIES OF OUR TIME. 1971 THE FIRST EMAIL IS SENT 1991 2004 2011 AMERICA ONLINE LAUNCHES AOL FACEBOOK LAUNCHES GOOGLE+ ENTERS THE WORLD YOUTUBE TWITTER 140 CHARACTERS FLICKR LINKEDIN
Social networking site use by age group, 2005-2013
Key Statistics Facebook skews significantly female. Facebook remains top social network for teens. Instagram > Facebook and Twitter for prestige LinkedIn more popular than Twitter among adults (core demo. 30-49 years old) Twitter is leaning more male (22% men vs. 15% women) YouTube reaches more adults ages18-34 than any cable TV network
Today s Mission o Overview of digital marketing o Myth busting o Communication strategies o Examples and quick tips Use what we have today, to enable more effective communication for improving health, safety and your business.
How this can help you. How can you use it effectively. How you can become connected with employees and clients. Learn what interests employees.
The Big Questions WHAT ARE THE CHARACTERISTICS OF THE WORKPLACE? HOSPITALS? WHAT ARE WAYS WE CAN IMPROVE COMMUNICATION - MOBILITY AND SYNCHRONOUS/ASYNCHRONOUS MESSAGING?
Communication 101 AND where you work! Online Where you live and meet people Offline People. Messages they convey. Technologies. Organizational structure.
Communication Systems Communication channel Types of messages Communication policies Agents Communication devise Interaction mode Source: http://www.ncbi.nlm.nih.gov/pmc/articles/pmc1579411/
Social Media as a Tool A way to connect! One huge knowledge base Creates conversation Allows ideas to be shared Gives way for people to search, tag, share, ask questions and respond Source: http://www.ncbi.nlm.nih.gov/pmc/articles/pmc1579411/
Benefits of Using Social Media Accessible and approachable Provide communication channels needed to reach employees during crisis or emergency Important link in better understanding employees needs and concerns A platform for people with common experiences to meet for support (away from work) Simplify confusing information so employees can get the information they need when they need it.
How does social media help promote health & safety? Empower employees to take responsibility for taking an active role in their health Great way to solicit feedback, and improve programs Make it more personal Interactive, approachable and affordable Source: http://blog.hubspot.com/.../11-killer-social-media- Presentations-Worth
Steps to Take for Honing Your Social Media Plan
#1: Know Your Audience Before you select the right tools it is important to understand the (potentially diverse) audience. What are their needs? Where do employees prefer to receive their information? Provide resources to better understand tools and strategies. Understand the culture of your employees, as well as their evolving expectations.
Figure Out Who Cares Other people like you! But also... Safety and health officers Glove manufacturers Union representatives Workers Workers families Regulators Elected officials Doctors Attorneys Investors... who probably won t. How do you and your health communication specialist get their attention?
#2: Assess Existing Methods Websites Social Networks Emails Flyers Newsletters Conversations
#3: Establish Your Dream Team 1. Identify people who are passionate about social media 2. Give them the tools they need to be successful 3. Decide the best channels and content to communicate
#4: Make It Effective And HUMAN!! 1. Accuracy 2. Availability 3. Balance 4. Consistency 5. Cultural Competence 6. Evidence base 7. Reach 8. Reliability 9. Repetition 10. Timeliness 11. Understandability Source: U.S. Department of Health and Human Services. Healthy People 2010: Health Communication. 2nd ed. With Understanding and Improving Health and Objectives for Improving Health. 2 vols. Washington, DC: U.S. Government Printing Office; November 2000. p.3.
#5: Evaluate Was the message appropriate? What was the impact? Who did it reach? Metrics How much did it cost?
Best Practices Before you share or post a link, video, or picture, consider the audience Establish professional boundaries Assure patient confidentiality at all times Be authentic Uphold job performance Engage! Source: American Nurses Association. http://www.nursingworld.org/principles
Objectives Should Be Specific Customize your message to apply to the diverse audience you re trying to reach. F.R.Y FREQUENCY. REACH. YIELD.
Way in which social media can help employee health & safety programs Sales Creates conversation or in our language behavior change Employee Support Immediate feedback and response, positive impact in public forum Human Resources Integrate with what HR is doing Become the popular kid. Public Relations Online reputation management and improved image
Pitfalls Professionalism and social media can be hard to mix Opens doors for negative comments Can expose organizations to privacy, security and ethics breaches Staff may conduct inappropriate behavior Raises new ethical questions Barriers: time, knowledge, resources, educational outlets
Social Media Truth Be Told 1. It s free! MYTHS 2. If you build it, they will come. 3. Only young people are on social media. 4. Won t help business in impactful way. FACTS 1. It takes resources: time, skilled people, technology and effort. 2. Successful results requires planning. 3. Sorry avg. social media user is 38 years old, up from age 33 in 2008. 1. Increases frequency, reach and yield.
Navigating All That s Out There Reviewing the Impact of Networks
Top 3 Social Media Facebook is used primarily by adults of both sexes, but significantly female, in the prime of their active professional careers for social interaction. 845 MILLION ACTIVE USERS Twitter is used primarily by young professionals of both sexes, but significantly female, to discuss current, real-time issues including world events and businessrelated topics. 845 MILLION ACTIVE USERS LinkedIn is used primarily by older professionals of both sexes, but significantly male, to market themselves and their services. 845 MILLION ACTIVE USERS Source: Mashable. http://mashable.com/2012/03/09/social-media-demographics/
Promote Events
Twitter Handle Hashtag Short Link bitly.com
Examples JPS Health Immunity for Our Community
Put it to Use Build trust Improve communication Solicit feedback Disseminate knowledge Promote health and wellness management Engage employees
Ways to Protect Your Organization Disclaimers on blogs, pages and profiles Patient care should not be provided in open social media forums Establish clear guidelines that are localized existing policies from other organizations are good places to start Implement guidelines don t let them sit on the shelf Train staff
Ways to Protect Yourself 1. Check your privacy settings 2. Establish your identity separate professional site and private personal site 3. If you mention organization on your personal pages be consistent with company policy but better not to! 4. Stay away from controversial comments 5. *Use basic good judgment!
20 Social Media Tips 1. Choose the right platform (5 max.) 2. Use analytics 3. Post timely (M-F 10am and 4pm) 4. Build a relationship 5. Use images 6. Make it special 7. Quality over quantity 8. Not your personal site 9. Hire a manager 10. Fix it or quit it 11. Build alliances 12. Watch for spam 13. Unplug from it 14. Don t use it as a direct sales platform 15. Perfect your profile 16. Add it to your business plan 17. Make fans want it 18. Make it easy to share (and link to your website) 19. Balance personal and professional 20. Grammar matters! Source: http://www.forbes.com/sites/drewhendricks/ 2014/05/14/20-social-media-tips-to-rule-in-2014/3/
Take Homes 1. Include links and icons on websites, email signatures and presentations 2. See what s trending in your networks ### 3. Connect with OSH professionals and employees 4. Put a little money into digital advertising 5. Look at your analytics, tweak content, reassess
Thank you. Questions? Connect with us: @MAP_ERC @HealthLinksCO fb.com/maperc fb.com/healthlinkscolorado Liliana.Tenney@Ucdenver.edu maperc.ucdenver.edu
References 1. http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/ 2. http://www.forbes.com/sites/drewhendricks/2014/05/14/20-social-media-tips-to-rulein-2014/3/ 3. www.mindtools.com/pages/article/linkedin.htm 4. www.socialjumpstart.com 5. www.fiercehealthit.com/story/social-media-tools-becoming-must-haves-physicians/ 2012-03-29 6. http://healthblawg.typepad.com/healthblawg/2012/01/health-care-social-media-how-toengage-online-without-getting-into-trouble-part-ii.html 7. AMA - http://www.ama-assn.org/amednews/2011/07/25/bisa0725.htm 8. McCartney, M. How much of a social media profile can doctors have? BMJ 2012;344:e440 9. Eytan, T.Social Media and the Health System. Perm J. 2011 Winter;15(1): 71-74. http://www.ncbi.nlm.nih.gov/pmc/articles/pmc3048641/ 10. Mashable - http://mashable.com/2012/03/09/social-media-demographics/ 11. Selvaretnam, S. Social networking: The future of employee engagement. Oct 5 2011. http://www.hrmasia.com/resources/employee-engagement/social-networking-the-futureof-employee-engagement/118131/
Source: http://my.clevelandclinic.org/employees/ cleveland_clinic_employees.aspx