Be the Change You Want to See

Or Be Subject to Change You Don’t

Ryan Squire—Program Director

March 19, 2010

Why It Matters

Video Source: http://www.youtube.com/watch?v=NhPgUcjGQAw

The First Step

Customer

Sales

Content

News

Two Customers

Broken News

How to Win

ExclusiveLead with

“Breaking News”Be on-air first

News Is Social

http://twitpic.com/135xa

source: http://news.yahoo.com/s/afp/20100216/ts_alt_afp/iranpoliticsoppositionmediausprizeinternet

Customer

Sales

Content

News

Social Journalism

The ProcessStarted Using Twitter

AH HA! Moment

Tested Uses for other tools

What We Learned

Listen

Respond

Influence

Enlist

Get Over Your Fear

People are already talking about you

Listening/Responding=Trust building

Stop Gate-keeping

What I Learned

Beware of Tool Envy

Curate Internal Knowledge

Infinite Correct Uses

The Ohio State Medical Center Promise

“To improve people’s lives through innovation in research, education and patient care to

build personalized health care.”

Get Over Your Fear

People are already talking about you

Listening/Responding=Trust building

Stop Gate-keeping

Start Gate-jumping

The Health Care Challenge

Gatejumping

We can’t talk about patients

Patients can say anything they want about themselves

2010 ExpectationsPeer-Reviews

Provide Feedback/Reviews

Mobile Access

Traditional Information

We Promised…

“To improve people’s lives through innovation in research, education and patient care to

build personalized health care.”

January 2009

“Shut It Down.”

Our Goal

“Workplace of Choice”

Cultural TransformationIt began with productivity issues, and the concern with perception of

our customers/patients.

Departments wanted to turn off access to social media sites.

We considered the legitimate need for access to the web, employee workforce preferences, liability for not having access to the web, administrative issues.

HIPAA privacy concerns – release of patient information.

We wanted to be sure that our corporate philosophy was communicated actually and in spirit with our use of social media.

Social Media 101Control v. Influence

Inside your entity you have control over what employees say, share, and do with social media through the implementation of rules, policies, and enforcing behavioral standards.

Company time/company equipment.

“Remember that in the vast social media ecosystem that lies outside your company, beyond your reach, there are no set rules of behavior. You can be assailed, spoofed and blasphemed,

and you have no control.”

“The Social Media Bible” Lon Safko and David

Brake

Source: http://chronicle.com/wiredcampus/article/3709/ohio-state-u-stops-censoring-its-facebook-page

The Control Problem

Social Media 201Education

• You can do it, but think about our reputation and your reputation

• Follow the Policies• “Personal Use”• “Institutional Use”

On-going Conversation

• Internal blogs• External blogs• Video Contest• Gain Influence• Network• “improve people’s lives” • “shape the future of

medicine”• “work place of choice”

Ongoing Issues

Personal

Professional

The Policy

Key Point One

“Our policy is that you, the employee, may use Social Media for personal use only during non-working time and in strict compliance with all other terms of this and other Medical Center and University policies.”

Creating Culture

“You don't create a culture. Culture happens. Culture is the by-product of consistent

behavior.”Jason Fried—Social Media Management Expert

What We Learned

Listen

Respond

Influence

Enlist

Personalized Health Care-Listen

Respond

Listen-Some More

Influence• Called Customer Service• Forwarded situation to The James Customer Service• Followed up with patient

Enlist

Are You Listening?

Responding?

Influencing?

Building Personal Relationships?

What’s the Cost of Doing Nothing?

• In a total of about 5 minutes:

• Saw a reporter in need• Connected with her• Arranged interview with Dr. Gillison• Built goodwill and solidified reputation

• Ladies Home Journal – Spring 2010