Social Media from the Lens of a Multigenerational Workforce: The Impact of Your Organization's Online Presence Presenter: Laura Miller, CPXP ...
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Social Media from the Lens of a Multigenerational Workforce:
The Impact of Your Organization’s Online Presence
Presenter:
Laura Miller, CPXP
Managing Consultant, Training Institute
March of Dimes
OUR MISSION MARCH OF DIMES LEADS THE FIGHT FOR THE HEALTH OF ALL MOMS AND BABIES.
Objectives As a result of this training, participants will be able to: List three challenges of social media that hospitals face regarding patients, families, employees or hospital brand/reputation Describe the potential positive and negative impacts social media has on the patient experience Define the unique communication characteristics of the different generations and describe how each generation utilizes social media in their own way
Social media refers to interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks. Source of image: www.marketingland.com
Hospitals
use social media to
share organizational
news, provide general
healthcare information,
advertise upcoming
community events, and
foster networking.
Source of image: www.clearpointstrategy.com
Platforms Your Hospital May Utilize Facebook, Twitter, Instagram, Pinterest, YouTube, Google+ Source of image: www.freepik.com
Social Media Explained with Cupcakes Facebook Like my cupcakes Twitter I’m making a #cupcake Pinterest Here’s my cupcake recipe Instagram Here’s a photograph of my cupcake LinkedIn My skills include cupcake making YouTube Here’s a dog eating my cupcake
Consumers of Social Media
Social Media Users
74% of internet users engage
on social media.
80% of those users are
specifically looking for health
information, and half are
searching for information
about a specific doctor or
health professional.
Users Non-users
http://www.pewinternet.org/2011/02/01/health-topics-3
Who Uses Social Media?
Facebook (62% of all adults)
● 77% of all women
● 64% of users are aged 50-64
Twitter (24% of all adults)
● 36% of Americans aged 18-29 use Twitter
● 2B+ search queries per day
Instagram (32% of all adults)
● 68% of users are women
● 17% of teens say Instagram is the most
important social media site
● 59% of all 18-29 year olds use Instagram
● Instagram is owned by Facebook
Forty percent of social media users say that they modify how they manage
their health based on information they obtain through social media.
Source: www.statista.comIncreasing power of the healthcare consumer
Source of image: FacebookWhat Challenges does Your Hospital
Encounter in regard to Social Media?
Patients & Families Employees Hospital Brand or
ReputationRaise your hand if… Raise your hand if you have seen a coworker’s social media post about their day at work which made you feel like they were crossing the line.
Communicating about your Day
Man vs. 6-Train
• Photo showed the
messy trauma room
used to treat a man
struck by a subway
train
• No patient names
were posted
• Hospital wasn’t
tagged
• Nurse was fired
Source of image: ABCNewswww.nurseslabs.com; April 2015
Tagging Co-workers & the Hospital
Perceptions of Your Professional Image &
the Hospital’s Image
• What do your posts
project about you?
• Are there unintended
consequences to your
image, or to your
hospital’s image, due
to your online
presence?
Source of image: TwitterBefore You Post:
• Should this picture be on my phone?
• Who is my audience? What is the purpose of the
post?
• Would I be comfortable emailing this picture to my
hospital’s CNO?
• Am I adding value to an ongoing conversation?What is Your Social Media Policy • Regarding friending families or patients? • Regarding logging on during work? • What are the consequences?
Follow hospital policy regarding social media Online contact with patients or former patients blurs the distinction between a professional and personal relationship The fact that a patient may initiate contact with the nurse does not permit the nurse to engage in a personal relationship with the patient National Council of State Boards of Nursing White Paper https://www.ncsbn.org/Social_Media.pdf
The Facebook Friend Dilemma You receive a Facebook friend request from a current NICU parent. What do you do?
Provide Scripting for Your Staff: Patient: “Do you mind if I friend you on Facebook?” You: “That would be great, but our hospital has a policy around that. I wish I could, but I can’t.” Patient: “But, you’ve been our nurse and friend during our stay – we want to stay in touch with you.” You: “I agree. Our hospital has a Facebook page and I regularly log on to see what families are posting. Be sure to upload pictures and stories there!”
Tips for Responsible Social Media Use • Never post confidential information. • Understand that all your activity online can reflect on your professional life. • Don’t accept friend requests from patients, even if they are no longer in your care. • Do not post pictures that have patients in them. • Keep personal and professional social networking as separate as possible. • Consider everything you post as public, even in ‘private’ Facebook discussions. • Don’t discuss work online, and especially avoid talking about patients or colleagues. Nursing and Midwifery Council https://nurseslabs.com/10-tips-nurses-responsible-social-media-use/
Understanding Privacy Settings
Understanding Privacy Settings
Profile Settings
Mayo Clinic Center for Social Media
Discussions
• Multiple topics regarding social media utilization
Webinars
• How to engage the public in your mission
• How to cultivate your online reputation
Blogs
• Making the case for health care employee access
to social media
http://www.socialmedia.mayoclinic.orgHow Can Your Hospital or Unit Use Social
Media in a Positive Way?
• Promote social events (NICU reunion, dinners)
• Announce new staff / policies
• Connect to local resources
• Link to national resources
• Promote discharge readiness classes (CPR, car
seat safety)
• Recruit volunteers
• Ask for donations
• Post safety videos
• Post home-safety messaginghttps://amp-theguardian-com.cdn.ampproject.org/c/s/amp.theguardian.com/world/2017/apr/11/nurses-grant-dying-man-final- wish-cigarette-glass-wine
Social Media Policy: Information for the Public “We welcome and encourage open discussion on Children’s Hospital Boston’s social media sites… That said, we do make reasonable efforts to monitor participation to ensure that you stay on topic, are courteous and avoid making offensive comments…. Please be aware that once you post something online, there’s the potential for thousands (or hundreds of thousands) of people to read your words, even years from now. As a result, we suggest that you exercise caution when posting medical information and that you not disclose personal identifiable information like your location, medical record number, financial information, etc.”
https://www.ignitesocialmedia.com/social-media-examples/successful-hospital-social-media-example/
Communicating to Your Public
Helping Families Connect Despite Distance
Testing the Feasibility of Skype and FaceTime Updates with Parents in
the NICU (2015) Am J Crit CareConnecting from a Distance
Cameras in the NICUTM
My NICU Baby App
While your baby is in the NICU, answers, tools,
support and peace of mind are in the palm of
your hand with the My NICU Baby App from
March of Dimes.
Use My NICU Baby to do things like:
• Learn about caring for your baby in the NICU
and at home through videos and text
• Track your baby’s feeding and weight
• Track pumping and kangaroo care sessions
• Take photos and add filters
• Get ready to take your baby home with
a customizable checklist
• Connect with other families through the AppPatient Engagement Apps
Communication as it Relates to the Multigenerational Workforce
The Younger Generation “The most aggravating thing about the younger generation is _________________________.”
The Younger Generation “The most aggravating thing about the younger generation is that I no longer belong to it.” Source of image: www.nationalgeographic.com.au
The Younger Generation “The most aggravating thing about the younger generation is that I no longer belong to it.” Source of image: www.nationalgeographic.com.au
Many people think the younger generations are more entitled and self-consumed than them… but are they? Time: 2013 Newsweek: 1985 New York: 1976 Life: 1968
Multigenerational Workforce
Traditionalists
WE CURRENTLY HAVE FIVE GENERATIONS IN THE 1918-1945
WORKFORCE.
Baby Boomers
1%
1946-1964
25%
33%
Generation X
5% 1965-1979
Generation Y
36%
(Millennials)
1980-1995
Generation Z
1996-presentTraditionalists Boomers Gen X Gen Y Gen Z
(Millennials)
Great Obama &
Television AIDS
Depression Internet, Trump
smart phones
The Beatles Personal
Stock market Political
computers debates on
crash September 11
Woodstock Marriage
Latchkey Kids equality and
Pearl Harbor Everyone gets
Civil Rights guns
a trophy
I want my
Polio vaccine Credit Cards MTV
Daycare School
shootings &
WWII & Korea OJ Simpson Columbine gun violence
Assassinations
Rodney King are commonCommunication Preferences
Surprising fact: all generations like face to face interactions
• Direct contact • Email • Instant
• Face to face • Use email for Messaging
Baby Boomers
Generation X
Millennials
contact everything, • Only 4% of time
• Phone calls: including on phone is for
leave messages sharing making calls.
• Print off documents and 96% text/SM
documents and collaboration • Need phone
keep hard • Irritated by the etiquette tips
copies in file fact that not • Prefer cloud-
cabinets everyone uses based collabo-
• Value staff email as rative platform
meetings, primary source • Won’t read
structured of long memos or
committees communication emailsHow Social Media Impacts the Patient
Experience
The Beryl InstituteResults: The provider profiles with educational tweets alone received higher mean professionalism scores than profiles with personal tweets.
Using Videos and Facebook Live to Impact
the Patient Experience
UNC Health Care brought health information to its
Facebook page with a live chat series between medical
professionals and fans.
It found an audience for this content, and also a unique
way to connect while driving Facebook likes up 140% and
weekly reach up 2,576%.Take-aways: • Recognize that each generation prefers different communication methods • Leave the posting to the professionals (Social Media Department) • Clean out your phone’s photo gallery today • Check your privacy settings on social media • Separate social vs professional postings • Tag your hospital carefully and appropriately
For information about the
March of Dimes Training
Institute, visit:
www.marchofdimes.org/
NICUFamilySupport
Laura Miller
lkmiller@marchofdimes.orgNext…
General Session
Keynote: Lee Woodruff
10:30 AM
Grand Ballroom
Win a chance for a Complimentary 2019 Conference Registration by completing the
evaluation for each session you attend. Just an easy click on the Feedback Icon
found on your mobile app and a few moments of your time to complete the
evaluation. Your feedback is very important to us.
www.theberylinstitute.org 53References
• Boundaries in Social Work and Social Care. Cooper, F. (2012). Jessica
Kingsley Publishers; Philadelphia.
• Children’s Hospital of Los Angeles Social Media Policy:
http://www.chla.org/social-media-use
• AACN Standards for Establishing and Sustaining Healthy Work
Environments: A Journey to Excellence (American Association of
Critical Care Nurses: 2005) 40
• Ethics and Etiquette in Neonatal Intensive Care; Annie Janvier, MD,
PhD; John Lantos, MD. (2014) JAMA Pediatr.168(9):857-858.
• Testing the Feasibility of Skype and FaceTime Updates with Parents in
the NICU (2015) Am J Crit Care
• Leading a Multi-generational Nursing Workforce: Issues, Challenges
and Strategies. Sherman, R. (2006). OJIN; The Online Journal of Issues
in Nursing. Vol. 11, No. 2, Manuscript 2.
• Nurse’s Guide to the Use of Social Media (2011). The National Council
of State Boards of Nursing: https://www.ncsbn.org/Social_Media.pdf
• Tweets, friends, and links: The use of social media by NICU health care
providers. Smalls, H.T. (2012). Neonatal Network, 31 (6), 407 – 408.Resources and examples https://blog.hubspot.com/marketing/brilliant-healthcare-marketing https://www.instagram.com/blueprintforathletes/ https://www.skyword.com/contentstandard/marketing/5-healthcare-brands- that-breathe-new-life-into-social-media-marketing-strategy/
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