Presentation given to the Houston CPA Society Sept. 23, 2011 on Social Media in the workplace, specifically in regard to healthcare entities. To learn more about BrandExtract, visit www.brandextract.com.

1. Social Media in the workplace; how to use it for
maximum benefit, and what is necessary to
"protect" you.
Presented by Jonathan Fisher
BrandExtract

2. Who we are
We are a brand experience firm.
Our firm is driven by business strategists, communications
professionals, designers, writers, interactive analysts, social
media marketers, web developers and relationship
managers.
We employ 32 people in Houston.
We have (re)branded and positioned hundreds of
organizations

3. BrandExtract sample brands we have developed (past and present)

4. BrandExtract sample brands we have developed (past and present)

5. Top 100 companies out perform
According to a Corporate Watch survey of U.S.
companies, ______ of Senior Executives say
that their employees have the strongest
influence on their company’s (brand)
reputation?

6. Who would you rather work for?
According to a Corporate Watch survey of U.S.
companies, 80 percent of Senior Executives
say that their employees have the strongest
influence on their company’s (brand)
reputation?

8. Most utilized

9. Good news – there are plenty of Volunteers
LinkedIn grew by 15 million users in only 90
days since February 2011!
http://www.healthcaremarketingcoe.com/health_care_social_media/
googling_physicians_linkedin_how_to_control_online_presence.php
65% of adults online use social networking sites.
62% of adults on social media use it to post
updates related to their professional life.
Pew survey released August 26, 2011

10. Facebook growth in Houston 900,780 new users

11. Why it matters

12. Review anything,
anyone

13. Review anything,
anyone

14. You are not alone - Hospital Social Network List
U.S. Hospitals that use Social Networking tools –
updated on June 8, 2011
1,188 Hospitals total
• 548 YouTube Channels
• 1018 Facebook pages
• 788 Twitter Accounts
• 458 LinkedIn Accounts
• 913 Four Square
• 137 Blogs
• 3,952 Hospital Social Networking Sites

15. Q. Where do we
1
start?
A. Policy

16. Policy elements
• Respect the Fundamental Principles and core
values of the organization.
• Abide by the Code of Conduct and these online
guidelines.
• Follow Stanford Copyright and Fair Use
Guidance
• Maintain Confidential Information and
Intellectual Property Agreements
• Terms of use

17. Fundamental Principals
• Philosophy - Does the company have a supportive, open
philosophy on the use of social media or a stronger, more
limited embrace of this technology?
• Honesty and Respect - One of the most important aspects of
a policy is a requirement that employees be open, honest,
respectful and transparent
• Confidential and Proprietary Information - Disclosure of
confidential or proprietary information through social media
can be prevalent.
• Online Identity - When engaging in online social networking,
it is important to differentiate an employee’s personal
identity from his or her business identity.

18. Fundamental Principals (Russell Herder and Ethos Business Law)
• Focus on Job Performance (not company time) - There is a lot
of discussion on whether social media hurts worker
productivity. Remember, the new work force does not live in
an eight-to-five world.
• Avoid Conflicts of Interest - Discuss how to identify potential
conflicts of interest, what types of conflicts are prohibited and
who to talk to when in doubt.
• Include a Disclaimer - Employees should make it clear that
their views about work-related matters do not represent the
views of their employer
• Monitoring - The policy should state whether – and to what
extent – the company has the right to monitor social media
usage and identify any associated disciplinary guidelines.

19. Q. Is that enough?
1
A. No, Training
counts

20. It’s training - not policy that matters most

21. Tips for being safe online
• Can you be a health professional online – YES. You can put forth
creditable information
• Just like you cannot disclose information about a patient. What
matters in the hallway matters online.
• Remember that anything you creative online is public and can be
shared, so how will what I just shared be viewed by a patient or peer
• You are creating a carbon foot print
• If you have a doubt when posting sleep on it – wait a day
• We are all human, but avoid venting
• Anonymity is not as secure as one might think – and it adds no value to
you
• The American Medical Association's ethics policy on social media does
not explicitly advise against posting online anonymously, but warns,
"Physicians must recognize that actions online and content posted ...
can undermine public trust in the medical profession."

22. Training on engagement
Each platform has unique rules
Each social media platform has unique rules and processes for
communication. So, learn the rules.
Remember, the rules of society are essentially the same within
social media:
• Listen and learn - a lot!
• Be gracious & generous (say thank you)
• Reciprocate & Connect people
• Be personable & Engage others
• Offer actual value
• Don’t sell stuff

23. Q. Where does
policy and training
start?
A. Assessment

24. Measure your employees experience

25. Q. What’s next
A. Strategy
1

26. Has any thought gone into this?

28. Twitter getting started
Example: Follow if you want to build followers
• Find anything on twitter:# http://search.twitter.com/
• Find lists of people to follow on twitter: http://tweepml.org/
• Find the right people/places/issues: http://www.twellow.com/
• Find topics and communities: http://www.tweetizen.com/
• Find executives to follow: http://exectweets.com/
• Find people and communities: http://mrtweet.com/
• Find anyone, anywhere: http://www.peekyou.com/
• Discover lists of people on Twitter: http://listorious.com/
• List interests and find others who share them: http://wefollow.com/
• 8 Easy Ways to Network on Twitter http://
www.socialmediaexaminer.com/8-easy-ways-to-network-on-twitter/

29. What to communicate?
Messaging 10. life threatening
9. mission critical
8. required to know
7. need to know
6. core / base
5. helpful
Messaging levels 4. functional
3. nice to know
2. general
1. extraneous noise

30. What tools will you choose to build content?
Each platform has unique rules
• http://www.youtube.com/create
• Xtranormal Movie Maker
• GoAnimate

31. What tools will you use promote effort and save
time?

32. What tracking and benchmarking tools will you use?

33. What platforms will you leverage
• Doximity
• QuantiaMD

34. Q. What is possible
A. Tons

35. The art of possible (ideas)
•Use Social Media for Training
•Secure Facebook sharing
•Private user groups
•Internal education event sign-ins
•Internal crisis communication platforms
•User friendly links from Facebook or blogs, to patient friendly
medication information sites
•Promotion of medical apps - bant simplifies your diabetes
management.
•Patient/caregivers using social media (Facebook or twitter) -
including private messages–to request nurse calls (and SMS)

36. The art of possible (ideas)
•Use of social media to recruit a community - 20,000 Volunteers
recruited for Bone Marrow registry and 266 additional volunteers
were matched
•Raising awareness of warning signs
•YouTube or other video discussion and patient friendly
presentations
•Post-op care instructions (video or photos)
•TweetChats used as "ask a doctor/nurse" sessions for general
information about illness and care
•Facebook user groups and discussions (can be set with privacy
settings)
•User-friendly links to patient-friendly chronic disease
management resources

37. The art of possible (ideas)
•Links to illness support groups
•Patient reminders about disease self-management suggestions
•Hospital to nursing home (or ambulatory outpatient) knowledge
transfer
•Twitter/Facebook direct messages to inform nursing homes/
skilled nursing facilities of impending discharges (including SMS)
•Advanced education (links/blogs/videos) on complicated
illnesses to staff
•Links to live, point-of-care medication and care resources for
staff
•Links to end-of-life information and groups
•Discussion of end-of-life choices

38. Strategies includes (summary)
• Training methods for Policy
• The constructions tools
• The benchmarking, tracking and monitoring methods
• The messaging models
• The deploy networks, platforms and channels for
leverage and raising awareness
• Topics and editorial plan for content

39. For more about our work and culture:
Jonathan@brandextract.com
http://www.brandextract.com
http://brandextract.com/blog
twitter.com/BrandExtract
facebook.com/BrandExtract
Houston 713.942.7959