1. Finding Your Social Rhythm
Stanford Graduate School of Business
Summer Institute for Entrepreneurship
July, 2012
Renee Berry
#StanfordSIE CEO, BeMoRe
renee@gobemore.org
@rfberry

2. • Chief Executive Officer of BeMoRe, a
Silicon Valley startup with a mission to
foster passion empowerment Renée Berry
• Co-Founder of the #hpm TweetChat, an
online interdisciplinary forum on
Twitter about hospice and palliative
care
• Inspired every day by the amazing
people working in hospice and
palliative care
@rfberry
• Before entrepreneurship, worked in
emergency medicine, geriatric
outpatient services and hospice
• Disclosure: Provides public engagement
consulting services for online presence
development

3. what is @goBeMoRe?
a public
engagement
consulting firm

4. what is @goBeMoRe ?
@goBeMoRe
Specializing in the design
and maintenance of a
participatory audience,
BeMoRe facilitates public
engagement consulting for
organizations and individuals.
BeMoRe is differentiated by
working with organizations,
helping their staff learn what is
most relevant and strategic to
ensure sustainable
implementation of an
authentic online voice.

5. Benefits of a
Professional Public Presence Online
A. Stay in touch with brilliant people you currently know.
• You never know how this will play out in the future.
Potential for mutual benefit relationships.
B. Find and Follow (new!) Brilliant People
• Start relationships with them. Can begin by being a part of their
audience, listening first (lessons across platforms!)
C. Access (the new) Brilliant People
• Comment, reach out, show appreciation, ask, collaborate, create initiatives
D. Change the World

6. Benefits of a
Professional Public Presence Online
A. Stay in touch with brilliant people you currently know.
• You never know how this will play out in the future.
Potential for mutual benefit relationships.
B. Find and Follow (new!) Brilliant People
• Start relationships with them. Can begin by being a part of their
did she just say?!
audience, listening first (lessons across platforms!)
C. Access (the new) Brilliant People
• Comment, reach out, show appreciation, ask, collaborate, create initiatives
D. Change the World

7. Benefits of a
Professional Public Presence Online
• Participating in plaforms establishes a baseline of trust.
• Social Rhythm: Finding your process, start as a listener, move
from being a listener, quiet observer into a participant.
A couple of stories:
• Should LinkedIn really be a priority? first
step) .
• Diane Meier, MD, Executive Director CAPC

8. Benefits of a
Professional Public Presence Online
• Comment: I’m not sure about LinkedIn as a priority
• Comment: I’m having a hard time with the response
rate of my pitches.
Response:
• Your online presence (LinkedIn as a great first
step) is the beginning of building trust
• Building trust is the first part of your pitch

9. “little fish”
in the Twittersphere
@rfberry @DianeEMeier

10. “little fish”
in the real world
@rfberry
@DianeEMeier

11. Developing a Presence Online
Why Find Your Social Rhythm?
Everyone has their own:
• Pace in learning social platforms
• Individual comfort in frequency, voice & platform culture
Bottom Line:
• Learn what your strengths are
• Work on progress where you have challenges

12. Developing a Presence Online
Why Find Your Social Rhythm?
Each person will find
different aspects of
developing and maintaining a
public online presnece
challenging.
Commit to constant learning.
Find your social rhythm.

13. Roles:
Who Should Find Social Rhythm?
Everyone:
• Founders, Board Members, Executives, Communications
Professionals, Marketing Teams, Clinicians and other
Professionals, Professors and Students.
Priorities:
• For organizations starting out, there’s a great opportunity to
make having a public online presence the standard.
• For established organizations, starting with the
communications team is optimal for centralized resources,
strategies and transitions.
Requires an open organizational structure.

14. Roles:
Communications
Print Website Blog Social Media
Most understand these tools as a necessity.
Traditional New
Some understand these tools as a necessity.
Many are recognizing the importance of social media but
are unsure about where to start and how to
effectively manage time for an engaging online presence.

15. Roles:
Communications
Print Website Blog Social Media
One-Way Pushing messages at people..
Conversational
New
Messaging ..on conversational platforms is not effective.
Understanding the major difference between these tools.

16. Getting Started... (applies for individuals & organizations)
Key to Remember (Across Platforms):
Always Start By
?
One-Way Conversational
Messaging
Knowing the platform culture, norms and functions
before attempting to use a microphone is key!
If you were speaking at an event, where do you start... “Know Your Audience”

17. Getting Started... (applies for individuals & organizations)
Key to Remember (Across Platforms):
Always Start By Listening!
One-Way Conversational
Messaging
Appropriately adjust tone.
If you were speaking at an event, where do you start...“Know Your Audience”

18. Getting Started... (applies for individuals & organizations)
Key to Remember (Across Platforms):
Always Start By Listening!
Even if...
you are an expert
and...
you have a well respected history and career.

19. Clinical Perspectives
Responding to the New York Times
“
She preached the gentle gospel
of her profession, persuading
patients to confront their
illnesses and get their affairs in
order and, above all, ensuring
that their last weeks were not
spent in unbearable pain.
The doctors began to understand the
extent of her underlying cancer, “they
asked me if I wanted palliative care to
come and see me.”
She angrily refused. She had been telling
other people to let go. But faced with
that thought herself, at the age of 40, she
wanted to fight on.
Link to article here.
The New York Times clearly missed many important aspects in this article about the
end of life of a palliative care physician, Desiree Pardi.

20. Clinical Perspectives
Responding to the New York Times
“
Unfortunately, the article's overall theme undercuts
the idea that patient autonomy and goals of care are
central to palliative care in spite of giving a fine
example in Dr. Lim's efforts. Rather, palliative care is
painted as existing mainly for the purpose of cajoling
patients to accept the unacceptable and to "be ok"
with the idea of receiving only therapies oriented
towards comfort. Lyle Fettig M..D.
posted here on PALLIMED

21. Clinical Perspectives
Responding to the New York Times
An incredible professional
(partially clinical) discussion
began in the comments section of
Dr. Lyle Fettig’s post on PALLIMED.
Lyle Fettig’s
Conversational

22. Clinical Perspectives
Responding to the New York Times
Robert Pardi, Desiree Pardi’s
husband, adds to the discussion in
the comments section of Dr. Lyle Fettig’s
Lyle Fettig’s
post on PALLIMED.
Yes, On a Blog!

23. Clinical Perspectives
Responding to the New York Times
“
I am Desiree's husband and while I appreciate the numerous comments posted
and the fact that this "story" has generated so much discussion, I need to convey
that the article was very misleading and that many of the take away messages are
wrongly presented.
My wife, knowing her life was going to be shorter than most spent her remaining
years preaching the value of Palliative Care; something she herself accepted in her
life.
The problem is most people lump Palliative Care and end-of-life care as one field
of medicine. They are two separate disciplines. Second Palliative Care is about
providing symptom support throughout all stages of a chronic disease, it is about
providing patients with a full understanding of their condition and treatments so
they can live a life they want.
Robert Pardi

24. Clinical Perspectives
Responding to the New York Times
Robert Pardi’s full comment here.
Can you imagine responding on a blog to an emotional
“journalistic story” about your spouse, written just following
their death? ... a blog?!
Seeing the (live) thoughts from leaders in the field AND
Robert Pardi’s insightful and appropriate commentary
featured on a blog was a defining moment for me in
understanding the value of blogs as professional platforms.
-renee berry

25. Clinical Perspectives
FDA Limits Liquid Morphine
1. 2.
Full presentation here.
3. 4.

26. Developing a Presence Online
Personal vs. Professional Self
Connecting With People
• Facebook: Inviting people to your home dining room
• LinkedIn: People you’ve had office meetings with
• Twitter: Meeting people at a conference, following the work
of your favorite author (semi-extension of LinkedIn)
• Blog: Balancing all three into the context of your larger
professional voice as a content creator (semi-extension of Twitter)
Where do all of your personal interests fit in?

27. Developing a Presence Online
Personal vs. Professional Self
Professional means no personal? (nope)
• You have a few family photos on your desk
• You’ve started meetings with small talk about the weekend
and asking about people’s families
Bottom Line:
• You don’t have so many photos and personal things around
your office that you can’t get work done
• You don’t let the small talk take the entire meeting

28. Developing a Presence Online
Facebook: A Professional Tool?
Facebook profiles tend to be a personal
Facebook space more than a professional space
for individuals.
Facebook Presence Options & Considerations:
1. Facebook Profiles • Facebook Profiles Privacy & Subscribe
2. Facebook Pages • Facebook Pages vs Facebook Groups
3. Facebook Groups
• Facebook Groups vs LinkedIn Groups

29. Developing a Presence Online
Facebook Key Takeaways
1. Facebook Profiles: For individuals
Facebook 2. Facebook Pages: For organizations
3. Facebook Groups: Opt for LinkedIn Groups
Facebook Presence Options & Considerations:
• A personal Facebook profile is important to understand platform basics and extend
some professional content to your personal network. (Privacy settings should be strong,
generally set to “Friends Only” to ensure only people you approve see posted content)
• Facebook Pages are (by far) the best options for organizations looking to establish a
professional and engaging presence on the platform.
• Opt for LinkedIn Groups rather than Facebook Groups when trying to facilitate
professional collaboration or discussions between peers.

30. Developing a Presence Online
Facebook Key Takeaways
Now you have an understanding about
professional options for Facebook.
Facebook
Should you create a Facebook Page
for your organization (or department)?
Nope. (at least most of the time) Alternatives:
• Encourage executive leadership to appropriately staff someone (and
apporpriately allocate TIME!) to manage an engaging online presence.
• Book suggestion: “Open Leadership” by Charlene Li
• Engage the communications team in learning more about getting started
with social media.
• Resource: Advocating for Hospice Online goBeMoRe.com/NHPCO12

31. Developing a Presence Online
Facebook Key Takeaways
Now you have an understanding about
professional options for Facebook.
Facebook
Can you still advocate with your
personal profile? yes!
Start
with
pressing
the Like
button

32. Developing a Presence Online
Facebook Key Takeaways
Can you still advocate with your Using the
personal Facebook profile? share
Facebook
yes! button
makes a big
sharing difference in
pediatric helping
palliative care extend the
stories help reach of
to increase palliative
awareness care stories.

33. Activities for:
Branding Your Professional Self
Starting with Twitter:
• Sign Up, then test some usernames
• Bio Excercises
• Complete Twitter Bio
• Upload photo
• Claim other relevant social media platforms

34. Claiming Other Platforms
Branding Your Professional Self
• Instagram (mobile)
• Tumblr
• SlideShare
• Vimeo • LinkedIn
• Hootsuite
• Scribd,YouTube
• Facebook? Pinterest, quora, g+

35. Platform Priorities:
Setting Some Base Goals
How many things did I just sign up for? (ahh?!) Lets take a step back:
Priorities:
• 1. Maintaining contacts on LinkedIn
• 2. Twitter steady growth and rhythm development
• 3. Engaging on Twitter, becoming conversational, utilizing
Instagram and Slideshare
• 4. Building new relationships
• 5. Converting social rhythm into blogging original content

36. Online Tools for
Enhancing Community Engagement
What is LinkedIn?
An online platform for maintaining professional connections.
LinkedIn is a great alternative to connecting with colleagues
and professional contacts on Facebook.
Often people invite Facebook connections without realizing the culture
of personal connection on the platform. It is more professionally
acceptable to maintain professional connections on LinkedIn
(ESPECIALLY with manager’s direct reports).

37. Platform Spotlight
LinkedIn
LinkedIn is a great opportunity to maintain professional contacts. It ensures
you can stay connected with professionally relevant people without manual
maintenance of your contact database (like Outlook contacts).
Do Don’t
• Connect with friends and professional • Think LinkedIn is just for people looking
for a job
contacts. Invite people you meet at
conferences
• Think being on your internal company
social network is a reason to not engage
• Remember your network can be beyond on LinkedIn
your discipline and specialty
• Request to connect with people you don’t
• Occasionally share professional resources know
• Underestimate the importance of
• Maintain appropriate profile information as providing your picture and appropriate
you progress through your career work history information

38. Online Tools for
Enhancing Community Engagement
What is Twitter?
You’ve probably heard of the micro-blogging site with limited
characters in messaging. What do you say in 140 characters?
Headlines. (and) Professional public conversations.
There is incredible opportunity for engaging professionals through these
open conversations.

39. Platform Spotlight
Twitter
Twitter provides an unprecedented opportunity to connect with a new
audience.
Do Don’t
• Understand Twitter is the best opportunity to • Have Facebook auto-posts to Twitter
engage new individuals in your work
• Forget to Re-Tweet other individuals and
• Remember Twitter values the people behind organizations, comment and say thank
the brand & an authentic voice
you for message amplification
• Remember listening first and engaging in Re-
• Think effective engagement can be done
Tweets is an effective way to get started
without understanding platform culture
• Utilize platform tools such as Hootsuite once
you’ve established a base understanding of • Have multiple branded accounts without
Twitter appropriate resources (true for fb too)

40. Activities for:
Branding Your Professional Self

41. Activities for:
Branding Your Professional Self

42. Activities for:
Branding Your Professional Self
• Yep, use your real name
• Personal or professional
• Something you’ll remember
• ASAP!

43. Choosing a Twitter Handle: ASAP Tips:
Username: As Short As Possible
• You can change your username if you think your
username is too long
• Something easy for others to remember or complicated,
consider updating it
• Avoid _underscores & numbers Simplicity is Key
• If your name is hard to spell,
use the first few letters or try some version of your initials
• Consider your first name and credentials or a city
@BobSV, @JenCA @ChrisMD

44. Twitter Profile:
Do you really need a photo?
• Yes... and a recent one.

45. Twitter Profile:
Tweet Privacy?
box unchecked.

46. Twitter Profile:
When should Twitter email you?
good
starting point.

47. Twitter Profile:
Auto-Posting?

48. Twitter Profile:
Auto-Posting?

49. Twitter Profile:
Choosing a website:
• Something specific about you
• The specific link on your website with information about you
• A link to your LinkedIn or About.me account
• Your biographical page
• Your blog about page Don’t choose your
company or
organization’s website
home page
You are interesting (even if you’re the founder)

50. Twitter Profile:
The Art of a Twitter Bio
• Title
• Organization’s Twitter Handle
• Add: Tweets my own or TAMO
• Passion
• Something fun
• New to Twitter (if you’re just getting started)

51. Twitter Engagement:
Voice Development
?

52. Twitter Engagement:
Voice Development
ReTweets
• Getting started with twitter
• Exploring new communities

53. Twitter Engagement:
Voice Development
Make a
commitment...
consistency!
At least 10 minutes a day.

54. Twitter Engagement:
Voice Development
?
? ?

55. Twitter Engagement:
Voice Development
?
? ?

56. Twitter Engagement:
How do you find people to follow?
• Start with people or organizations you find interesting
• See who they’re following
• Who are they interacting with?
• What lists do they use for different topic categories?
• Click on interesting hashtags, look at who is active there
• and...

57. Twitter Engagement:
How do you find people to follow?
• If you type the organization or person you’re looking for with
the word Twitter after, you’ll probably find what you want faster

58. Twitter Engagement:
How do you find people to follow?

59. Twitter Engagement:
How do you find people to follow?
• Twitter search isn’t the best

60. Hospice Engaging a National Participatory Audience
#hpm TweetChat Visual Example:
A weekly interdiciplinary forum discussing
hospice and palliative care topics.
TweetChat
Founded in July, 2010 #hpm was the first medical
speciality TweetChat.
Over 40 million impressions generated from the
#hpm hashtag from over 50,000 thousand tweets
and more than 3,000 contributors since February
2011. What is it?
The #hpm community has people from all over the
country and even some international participants. The
backgrounds and interests are very diverse, including
nurses, sociologists, physicians, hospice or palliative
care patient's family members, health policy
professors, entrepreneurs, social workers, healthcare
executives, human rights advocacy organizations,
hospital departments, healthcare organizations,
chaplains and online community advocates.

61. Twitter Engagement:
Applications:

62. Twitter Engagement:
Applications:

63. Twitter Engagement:
Applications:

64. Twitter Engagement:
Applications:

65. questions & discussion
@rfberry