Maximising Your Influence and Impact on Social Media

Maximising Your
Influence and Impact
on Social Media
Leigh Kendall FRSA
TB Nurse Leaders
London and Leeds, March 2019
@leighakendall #TBNLeaders2019

What is Social Media?

Social media represents a global
shift in how the health and care
system, people, patients,
professionals and students connect
3@leighakendall #TBNLeaders2019

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
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.
@leighakendall
#TBNLeaders2019

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)

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

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

Twitter Turn Ons
• Be polite
• Be kind
• Be relevant
• Be authentic
• Engage
• Find your people
• Share relevant
content
• Say thanks, give
credit where due
• Me, me, me
• Keep saying the
same thing again and
again and again….
• Cliques
• Rudeness
• Broadcasting, no
interaction
• Auto-DMs
Twitter Turn Offs

Social Media Guidelines
 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
typically include:
CONSULT BOTH YOUR ORGANISATIONAL
& PROFESSIONAL GUIDELINES

Quick tour of Twitter
@ - your username (handle)
Other people have
been tagged
Bio
# - hashtag – useful for collating and
finding tweets on the same topic
Add a picture – gets
more attention!
Tagging people in
saves characters for
what you want to say!
(Each tweet has 240 character maximum)

Influence and Impact
It IS about
• Engagement: starting conversations
• Communities: like-minded people
collaborating
• Quality, not quantity
• Generosity and support
• Inclusivity: all voices are welcome
• Authenticity, not ‘playing the game’

Spread and Reach
• Focus on maximising spread and reach, rather than trying to ‘go
viral’.
• Share good content
• Find your people – communities, social movements, hashtags
• Calls to action

So What?
• Nature of social media means content is fleeting, even
viral content.
• Millions of people might have seen your content, but
has it had an impact? How do you know?
OR

Maximise your reach, spread,
influence and impact
• Be authentic
• Be generous – be kind, give advice, share interesting
content
• Pump up the volume: use complementary platforms such
as blogs, vlogs, Steller, to give your messages and voice
longevity (this can also help you become a thought leader in
your area of specialism).

How to measure influence and impact
Symplur Health hashtags
Followthehashtag
Free!
But a 30 day limit

Influence
…but numbers are not the whole picture.
What is the story behind the numbers?
What impact have you had?

Check your personal engagement

What kind of content has the best
reach and spread?
• Stories with high emotion
– whether happiness or
anger
• The WOW or aaah factor
• Social currency

Most social media operates within
an Echo Chamber
Source of image: Scriberia

How to break out of the Echo Chamber:
Create a spectrum of allies!

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
28@leighakendall #TBNLeaders2019

Tips 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

Lessons from Twitter Fails
Beware automated tweets
Sense check your hashtags!
Giraffes don’t live in Ghana
If you engage professional PR support,
don’t make it look too obvious!

Three 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 Century and why you need to know (2018)@leighakendall #TBNLeaders2019

The challenge: post a tweet with the hashtag
#TBNLeaders2019 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 #TBNLeaders2019 and reply to them

Maximising Your Influence and Impact on Social Media

Maximising Your Influence and Impact on Social Media

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