1. The Networked Health Organization:
Leveraging Social Media to Serve Your Mission
Flickr photo by rosefirerising
Beth Kanter, Zoetica
UC Berkeley Center for Health Leadership

2. The Networked Health Organization
AGENDA
OUTCOMES
• Introduction/Ice Breaker
Leave the room with
a basic understanding
• Overview of Networked of being a networked
Nonprofit Framework health organization
and one small step
• Theme 1: Social Culture
• Theme 2: Simplicity
• Theme 3: Mistakes
FRAMING
• Reflection
• Senior Leaders
• Learning from adjacent
practices
• Interactive
• http://bit.ly/health-orgs

3. Photo by sveeta
Be warned: Don’t just sit back and
passively listen

4. Share Pairs and Table Shares

5. Speedy Introductions: Table Shares
Name, Title, Organization
What is something you
already know about social
media?
What is your burning
question that you want
answered today?
Flickr Photo by John K Blue=Hands on Social Media
Red=Org Leader
Report: Popcorn and Twinkle

6. Quick Poll
Role
Type of Health Org
How many are monitoring what
people say on social channels
about your organization or issue
area?
How many have a social media
policy?
Does your organization use ….
Facebook, Twitter.Blog.YouTube
Other

8. Networked NGOs in the Arab World

16. Social media is a disruptive technology because of the
connectedness of living in a networked world. We see
it in our personal lives first. But it is also having a
profound impact on the way health organizations and
nonprofits do their work, communicate with
stakeholders, and deliver programs.
Disruption is our friend …..

17. Not at all How comfortable are you personally social media? Very
Social media canh elp us achieve results that support our mission
No Not sure Yes
Social media is so much a part of everyone’s life that health organizations must use
social media to be successful now or in the future
Disagree Strongly Agree Strongly
Human Spectragram

18. What is a Networked Nonprofit?

19. The Networked Nonprofit
BE DO
Understand Networks Work with Free Agents
Create Social Culture Work with Crowds
Listen, Engage, and Build Learning Loops
Relationships
Building Networks Through Friending or Funding
Transparency
Simplicity Govern through Networks

20. Red Cross Case Study

21. Smart Social Objective: Stakeholder
Empowerment to Spread Mission
First Step: Robust and agile listening
and engagement system

22. Listen: Monitor, Compile, Distribute
I took an American Red Cross class I thought was
less than satisfactory. […] The local chapter
director. called me to talk about it honestly.
They care about me and they’re willing to go the
extra mile. I am now significantly more likely to
take another class than I was before.” - Blogger

23. Listening Drove Adoption

24. Influencer
Customer complaining …
Relationship
service
building
issue
Engagement

25. A Rule Book

26. Scale

29. Integrated Social Content Strategy

35. Capacity

36. Wendy Harman
Director, Social Media
Create ROI Measurements
Develop Internal Education and
Training
Apply Social Insights to the
Strategic Plan
Get Buy-In from Stakeholders
Develops Listening and
Monitoring Strategy
Gets Tools and Technologies in
place
Facilitate policy and procedures
Community manager
Two Full-Time Staff Members

37. Social Media’s Role in Disaster Relief Effort in Haiti

38. Working with Free Agents, Brand
Ambassadors, and Others
Leveraging Your Network!

39. Shawn Ahmed
Free Agent

41. “The problem is that YOU are
the fortress. Social media is
not my problem.“

43. Now working together on a
project

47. Share Pair: What resonated? What insights did you gain that you can
apply to your organization? What have you thought about before?
Flickr photo: Otis Archives

48. Theme 1: Social Culture
Everyone in the organization (board
and staff) uses social media to
engage people to improve programs,
services, or reach communications
goals.

50. Loss of control over their branding and marketing
messages
Dealing with negative comments
Addressing personality versus organizational voice
(trusting employees)
Make mistakes
Make senior staff too accessible
Privacy and security concerns
Perception of wasted of time and resources
Suffering from information overload already, this
will cause more

51. Conversation starters,
not stoppers

52. Explore the possibilities – how are your
stakeholders and other health
organizations using social media?

54. Video

55. “People regard our program as honest and informative. After almost two years on the
social media front, we’ve developed a good system to get timely and accurate public
health messaging to our communities. We firmly believe that our presence on social media
sites has really enhanced our communication with the media and public.
Executive Director, Gary Edwards said it best in our 2010 Annual Report; that during tough
economic times, SLVHD rose to the occasion and found innovative, cost effective ways to
communicate with our community. “ - Vanna Livaditis, New Media Coordinator

58. The fans of the page and the friends of my identity, have become
patients after i expressed empathy for their expressions of being ill
- Dr. Enoch Choi, PAMF

59. “I only provide medical advice via our HIPAA
compliant iPhone app, but not on insecure FB or
twitter. “

60. Small Pilots

61. The Rule Book: Social Media Policy
• Encouragement and support • Best practices
• Tone
• Why policy is needed • Expertise
• Cases when it will be used, • Respect
distributed • Quality
• Oversight, notifications, and
legal implications • Additional resources
• Training
• Guidelines • Operational Guidelines
• Identity and transparency • Escalation
• Responsibility
• Confidentiality • Policy examples available at
• Judgment and common wiki.altimetergroup.com
sense
Source: Charlene Li, Altimeter Group

67. Share Pair: What does your health organization need to do to become
more social?
Flickr photo: Otis Archives

68. You want me
to start
Tweeting too?
Simplicity: From scarcity to abundance …

69. Leverage the Network

75. Who will do the work?
Free Integrated Staff
• Intern • Tasks in Job • Full-Time
• Volunteer • Part-Time
• Board Members
• Fans

76. Wendy Harman
Director, Social Media
Create ROI Measurements
Develop Internal Education and
Training
Apply Social Insights to the
Strategic Plan
Get Buy-In from Stakeholders
Develops Listening and
Monitoring Strategy
Gets Tools and Technologies in
place
Facilitate policy and procedures
Community manager
Two Full-Time Staff Members

77. Social Media Team,
although the word
“social media” is being
replaced by
“emerging,”
“interactive,” or
“online.”
Strategy
Implementation
Community Manager

78. Strategy for Scale: Internal/External

79. Share Pair: What could your organization do less of
to allow for more capacity to implement social
media? How will your organization do the work?

80. Handling Mistakes
x
“MisTweet” – A tweet intended to come from
a personal account but sent out on an
organizational account by mistake.

82. This “MisTweet” by a Red Cross employee was
out for an hour before Wendy Harman got a call
in the middle of the night.

84. Disaster recovery on the tweet ….

85. Apologized and share on their blog

86. Employee confessed on Twitter

87. Got picked up by mainstream media and blogs

93. What are your takeaways about social
media mistakes from this story?
•You can’t hide or not respond
•Act quickly
•Admit the mistake, stakeholders are forgiving
•Use humor when appropriate
•Build your network before you need it
•Employees should use different Twitter apps for
personal/organizational tweeting
•If the mistake had been damaging to the
organization, a social media policy would have
been critical if taking appropriate action

94. Reflection and Closing
What is one idea that you can put into
practice?
What resources do you need to be
successful?
What are the challenges?
What is one small step you can take
tomorrow?

95. Thank you
http://www.bethkanter.org
http://bit.ly/networkednp
http://bit.ly/health-orgs