1. Source of image:
Buildingchangetrust.org
B6: Using social media for
impact, influence and spread
Dr Helen Bevan
@HelenBevan
Rachel Morris
@rachelannmorris
#MEForum2018

2. • Understand the societal changes fuelled by the
digital revolution and social media
• Appreciate the importance of
influencing/connecting rather than broadcasting
on social media
• Develop tips and tricks to enhance your influence
and reach
• Learn how to be a quality improvement social media
super-connector
@HelenBevan @RachelAnnMorris #MEForum2018

3. The Horizons team
• We tune into the latest change thinking
and practice in healthcare and other
industries around the world –
translating this learning into practical
approaches to change
• The team has emerged
through years of
supporting change in the
NHS and health and care
system
• A small, diverse team of people within the English
National Health Service

4. Twitter for healthcare
improvement
Whilst multiple social media channels
are used in healthcare improvement,
Twitter is the number one channel for
sharing and influencing
@HelenBevan @RachelAnnMorris #MEForum2018

5. On a scale of one to ten, how
experienced are you at Twitter?
1 is low (I know very little)
10 is high (lots of experience)
A human continuum
@HelenBevan @RachelAnnMorris #MEForum2018

6. On a scale of one to ten, how
experienced are you at Twitter?
1 is low (I know very little)
10 is high (I know a lot)
@HelenBevan @RachelAnnMorris #MEForum2018

7. The challenge: post a tweet with the hashtag
#MEForum2018 that someone else responds to
(retweets or replies) by the end of this session
To meet the challenge, we need to build a sense of
community, look out for other people’s tweets with
the hashtag #MEForum and reply to them
@HelenBevan @RachelAnnMorris #MEForum2018

8. Social media represents a global
shift in how the health and care
system, people, patients,
professionals and students connect
8
@HelenBevan @RachelAnnMorris #MEForum2018

10. The healthcare industry is changing with
incredible speed, and one of the major
contributors to this change is the dramatic
upsurge in healthcare communication
brought on by social media
Symplur
10
@HelenBevan @RachelAnnMorris #MEForum2018

11. The implosion of trust
Source: http://www.edelman.com/news/2017-edelman-trust-barometer-reveals-global-implosion/
11
Peers are now as credible as experts
@HelenBevan @RachelAnnMorris #MEForum2018

12. We are witnessing the collapse of expertise
and rise of collaborative sensemaking
David Holzmer
Source of image: ACCA
@HelenBevan @RachelAnnMorris #MEForum2018

13. 13
@HelenBevan @RachelAnnMorris #MEForum2018

14. We still organise healthcare like the Tabulating
Machine Co. of 1917
Source of image: @corp_rebels@HelenBevan @RachelAnnMorris #MEForum2018

15. Source: Innovisor
@HelenBevan @RachelAnnMorris #MEForum2018

16. Find the 3%!
Just 3% of people in the
organisation or system typically
influence 85% of the other people
Source: Organisational Network Analysis by Innovisor
From module one

17. The 3% rule also appears true for
social media
Source: research by Graham MacKenzie using NodeXL
In health and
healthcare globally,
tweets by 3.3% of
tweeters accounted
for 85% of retweets

18. Most social media operates within an
echo chamber
Source of image: Scriberia
@HelenBevan @RachelAnnMorris #MEForum2018

19. The powerful medical “superconnectors”
Source: NodeXL analysis
@HelenBevan @RachelAnnMorris #MEForum2018

20. What are the biggest opportunities for
healthcare improvers in an era of social media?
• As curators and sharers of knowledge
• As bridge builders between disconnected
groups
20

21. We need to embrace social media
“An organisation that doesn’t embrace the
digital expressiveness of its people is creating a
disconnect and also a lost opportunity. The use
of social media avenues to break down barriers
to inclusiveness is effective in organisations of
any size, especially those that are geographically
dispersed.”
Terri Lewis
•
@HelenBevan @RachelAnnMorris #MEForum2018

22. Empower your staff to be the voice of the
organisation. They’ve got audience & credibility
Employees have 10xmore connections thancorporate social accounts

23. Social Media Guidelines
Source: British Columbia Patient Safety & Quality
Council
Typically include:
§ Information about the context and benefits of using social media
§ What to be aware of and something about the process to follow in using social
media
§ Principles to guide the use of social media tools in your professional capacity
§ Useful links
§
§
§ CONSULT BOTH YOUR ORGANISATIONAL & PROFESSIONAL GUIDELINES

24. 24

25. This is @KateBHilton
@HelenBevan @RachelAnnMorris #MEForum2018

26. “Rules” to become a top social
influencer at a conference• Add a graphic/photo (up to x10) or a link (up to x5)
• Make it easy for people to quote you; add your handle
and hashtag to every slide
• Add a narrative that makes the tweet relevant to people
outside of the conference
• Get a superconnector to include you in their tweets
• Make friends with your “snipping tool” or “grab”
function
•
@HelenBevan @RachelAnnMorris #MEForum2018

27. By following these
“rules”,
@katebhilton
became a top social
influencer at the
Middle East Forum
2018

28. Some of our graphics have had
over a million link clicks and
downloads via social media
@HelenBevan @RachelAnnMorris #MEForum2018

31. via @danzarrella
31
@HelenBevan @RachelAnnMorris #MEForum2018

33. Finding great content
• Keep Twitter lists
• Review trusted sources
•
•
• Sign up to newsletters and blogs
•
• 33
@HelenBevan @RachelAnnMorris #MEForum2018

34. 3 principles for spreading change
ACTIONABLE: The idea is designed to make
you do something. It might start with sharing but
it’s a call to action
CONNECTED: The idea promotes a closer
connection with people you care about or share
values with. It makes you feel part of a community
and the network effect creates further spread
EXTENSIBLE: The idea can be easily
customised, remixed, reshaped by people taking
part. It’s structured with a common stem that
encourages communities to alter and extend it
Jeremy Heimens, Henry Timms
New Power: How it’s changing the 21st

35. Making sure that only
people who should be in
hospital are in hospital• The number of hospital beds occupied by
patients whose transfer of care has been
delayed should be reduced to 3.5%
• Less than 15% of assessments [for continuing
care] should take place in an acute hospital
setting;
• a standardised performance dashboard

36. 70 day challenge:
to give patients
back one million
days of their
precious time
that would
otherwise be
wasted in bed in a
hospital or care
home.@HelenBevan @RachelAnnMorris #MEForum2018

37. @HelenBevan @RachelAnnMorris #MEForum2018

38. @HelenBevan @RachelAnnMorris #MEForum2018

39. #endpjparalysis: connected social
communities
@HelenBevan @RachelAnnMorris #MEForum2018

40. @HelenBevan @RachelAnnMorris #MEForum2018

41. @HelenBevan @RachelAnnMorris #MEForum2018

43. @HelenBevan @RachelAnnMorris #MEForum2018

44. Royal Devon and Exeter Hospital
@HelenBevan @RachelAnnMorris #MEForum2018

45. University Hospitals Morecombe Bay
@HelenBevan @RachelAnnMorris #MEForum2018

46. East Sussex Healthcare
@HelenBevan @RachelAnnMorris #MEForum2018

47. “Because we want to, not because we have to”

48. #Theatrecapchallenge

49. #Theatrecapchallenge
@HelenBevan @RachelAnnMorris #MEForum2018

50. Communication errors have
been implicated as the root
cause of nearly 70% of
adverse events
Source of data:
https://www.psnetwork.org/theatreca#Theatrecapchallenge

51. #Theatrecapchallenge

52. #Theatrecapchallenge: Extensible

53. Table discussion
How could you use social media to develop
a campaign that is ACE:
ACTIONABLE
CONNECTED
EXTENSIBLE
Start a new quality improvement or safety
campaign?
Join an existing one?
@HelenBevan @RachelAnnMorris #MEForum2018

55. The challenge: post a tweet with the hashtag
#MEForum2018 that someone else responds to
(retweets or replies) by the end of this session
To meet the challenge, we need to build a sense of
community, look out for other people’s tweets with
the hashtag #MEForum and reply to them
@HelenBevan @RachelAnnMorris #MEForum2018