Using social media for imact, influence and spread

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

• 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

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

Twitter for healthcare
improvement
Whilst multiple social media channels
are used in healthcare improvement,
Twitter is the number one channel for
sharing and influencing

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

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)

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

Social media represents a global
shift in how the health and care
system, people, patients,
professionals and students connect
8

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

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

We are witnessing the collapse of expertise
and rise of collaborative sensemaking
David Holzmer
Source of image: ACCA

13

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

Source: Innovisor

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

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

Most social media operates within an
echo chamber
Source of image: Scriberia

The powerful medical “superconnectors”
Source: NodeXL analysis

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

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
•

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

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

This is @KateBHilton

“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
•

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

Some of our graphics have had
over a million link clicks and
downloads via social media

via @danzarrella
31

Finding great content
• Keep Twitter lists
• Review trusted sources
•
•
• Sign up to newsletters and blogs
•
• 33

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

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

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

#endpjparalysis: connected social
communities

Royal Devon and Exeter Hospital

University Hospitals Morecombe Bay

East Sussex Healthcare

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

#Theatrecapchallenge

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

#Theatrecapchallenge: Extensible

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?

Using social media for imact, influence and spread

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