SWBH Trust Social media toolkit

Social media toolkit for SWBH NHS Trust staff and departments
1

Contents
SWBH NHS Trust social media toolkit
Introduction 3
The digital engagement landscape 4-5
Is it right for you? 6
Principles of communications and
engagement
7
Trust social media engagement -
examples
8-9
Twitter tips and etiquette 10
Exceptions to the grammar rules 11
Images 12
Website interaction 13
Social media monitoring 14
2
Blogging tips 15
Ongoing support 16
Appendices 17
Glossary 18-22
Photo consent form 23-25

Introduction
The purpose of this document is to assist
Trust staff and departments in using
technology to engage with their
communities.
Social media helps to reach people when,
where and how they want to receive health
messages; it improves the availability of
content and may influence satisfaction and
trust in the health messages delivered.
Likewise, tapping into personal networks
and presenting information in multiple
formats, spaces, and sources helps to make
messages more credible and effective.
The Trust currently holds an official
Facebook page, Pinterest profile, YouTube
channel and Instagram account along with
a range of Twitter handles for various
departments and staff members.
All requests to set up an official Trust
Twitter account need to come through the
communications department.
3

The digital engagement landscape
Facebook - a social networking
website. Users can join networks
of friends and update personal
profiles about themselves.
Facebook is important in
establishing a Trust corporate
identity at a community level, to
view the Trust’s Facebook page
see:
www.facebook.com/SWBHnhs
Pinterest – a pin board-
style photo sharing
website. Users are able
to create and manage
photos in theme based
‘boards’, browse other
pin boards for images
they like.
To view the Trust’s
Pinterest boards see:
http://www.pinterest.co
m/swbhnhs/
Instagram – an online photo-
sharing service. Users can take
photos and apply digital filters to
them before sharing them on
instagram and other social
networking sites.
To view the Trust’s Instagram page
see:
http://instagram.com/swbhnhs
YouTube – a video-sharing
website. A range of user-
generated video content is
available to view, including: video
clips, TV clips, music videos,
vlogs, short original videos and
educational videos.
To view the Trust’s YouTube
channel see:
http://www.youtube.com/swbhnh
s1
4

Twitter – an online microblogging service.
Users can read and post short messages
called ‘Tweets’.
To view the Trust’s Twitter account see:
https://twitter.com/SWBHnhs
The Trust actively encourages both individual staff
members and departments to get involved in social
media through the use of Twitter and engage. These
two platforms allow the Communications team to
keep track of what is been said about the Trust
easily.
Engage – the Trust’s members website.
The website brings together health
promotion and social networking
encouraging its users to take part in
discussion forums and read Trust blogs.
To view the Trust’s social networking site
see: https://swbhengage.com
5

Is it right for you?
Before you leap into social media it is worth
considering whether you or your department need an
independent account or if you want to utilise the
established Trust account to get your message out.
The Trust hold a Twitter account with an already
established following; it has taken time to grow to
this level and will reach more of an audience than a
newly established account.
The Trust also have a Facebook, YouTube, Instagram
and Pinterest social media account all of which are
utilised in any social media campaign.
This would also mean that communications
specialists will be on hand to help you develop the
content for the messages from the information you
supply. We have extensive knowledge and experience
in communicating with different audiences and will be
able to help get your message not only heard but
understood by the relevant target audience.
Ask yourself the questions to the right to help you
decide if an independent Twitter account is right for
you or your department.
Who is your audience? Are the people
you want to communicate with on Twitter?
Do you have enough to say? Are you
able to send out at least one Tweet a day
that will be of value/interest to your target
audience? Making a diary over a week of
what you might Tweet is often a beneficial
way of determining this.
Who will manage the Twitter account?
If this is a department account you will
have to decide who will be the lead Tweeter
who will take responsibility for replying to
interactions from the public and if anything
inappropriate is sent out from the account.
The Communications department will be
able to help you set up an account but you
must have the capacity to manage it.
6

Principles of communications and engagement
7
Eight basic principles underpin Trust communications and engagement activities. You should follow these
principles when using social media as part of community engagement.
Two-way
You should encourage two-way
communications, listen and act on feedback
and give people the opportunity to ask
questions.
Accurate
You should always ensure that the
information you communicate is accurate
and spelling is correct.
Clear
Messages should be clear, simple and
consistent.
Open
The Trust encourage you to be open with
your messages and responses. Remember
you are an ambassador of the Trust. As
such you are expected to exercise sound
judgement and common sense.
Honest
Messages should be honest and factual,
own up to mistakes and offer appropriate
apologies.
Sensitive (empathetic)
You should always respect the views,
opinions and rights of others. Be credible
and reassuring in your responses.
Inclusive
Make an effort to include staff, patients and
local people in your messages, this will
encourage involvement.
Timely
Be as prompt as possible with replies to
interactions.

Trust social media engagement - examples
8
Student Nurse Kelly Used Twitter to
highlight patient feedback confidentially by
ensuring no patient details were disclosed.
Dr Sarah used Twitter to share her NHS Change Day pledge
with CEO, Toby Lewis, creating the opportunity to get her
opinion heard and real change to happen.
So you have decided you want to set up a Twitter account to
showcase what you or your department do at SWBH but don’t
know what to say when you start Tweeting? The next couple of
pages highlight some Trust social media engagement
examples which could help you see what type of messages
you could be communicated.

9
Matron Justine Irish used Twitter to
promote a charity event held at City
Hospital, simultaneously spreading the word
and the spirit of the event by using a photo.
Sharon and Linda used Twitter to discuss a Nursing with Pride
project. Using the platform to communicate with each other
but at the same time helping to promote the Nursing with
Pride scheme and the great work of our Trust’s nursing staff.
BMEC used
Twitter to say
farewell to a
long serving
colleague. Not
only showing
a former
colleague how
much she will
be missed but
showing
SWBH NHS
Trust as a
nice place to
work.

Twitter tips and etiquette
• Pay attention to what is
happening. Regularly
check your timelines
and send out messages
frequently.
• Be human, people like
to talk to people, not
robots! Be personable
and let your
personality shine
through.
• Remember to act as a
Trust ambassador.
Keep content relevant
to the Trust’s brand
image...would you be
happy for Toby Lewis
to read your
tweets/posts?
• Don’t ignore mentions.
Engage with your
audience, people like
to feel loved.
• Messages consisting
purely of capitalised
letters makes your
message come across
angry, avoid
completely.
• Find and follow
others: Who else in
the Trust is using
Twitter? Look out for
them and follow
• A great way to raise
your profile is
hashtags. Use the right
hashtags appropriately
and this will enable
people who search for
that tag to find and
follow you
• Use Twitter to engage
not broadcast
• Never use jargon and
keep complex language
to a minimum.
• Only RT/Favourite
messages you have
read and advocate. A
RT/Favourite is giving
the message your
stamp of approval.
• Ensure that your
Tweets are adding
value
10

Some of the usual grammar rules do not
apply when using social networking sites
however; people do prefer social media feeds
where spelling is correct.
Names
It is not always necessary when micro-
blogging to give names and titles of people in
full. For generic job titles such as, staff nurse,
you should follow the job title by the person’s
forename. When the job title only has one
owner, such as Chief Executive, it is
reasonable to just write CEO in order to allow
more characters for the message.
Numbers
Where numbers 1-9 or beyond are mentioned
they can always be written in their numerical
form to save on characters.
Ampersand
Use & when necessary to fit a message into a
social media post within the given characters.
Exceptions to the grammar rules
Grammar
Social media language doesn’t conform to the usual rules
for English language and grammar. The messages should
be written in a more conversational manner and at times
it can be acceptable to compress some words to stay
within the 140 characters that Twitter allows. For
example acronyms are often used without explanation
unlike in traditional writing.
11

Images
The same style guide rules apply to social
media as they do to any other content that
the Trust produces. Formal written consent
must be sought for any images you take
that will include members of the general
public (i.e. anyone that is not a staff
member of SWBH NHS Trust). A photo
consent form is available in the appendices
of this document.
Using images can help support what is
being said in your Tweet, as the old adage
goes ‘ a picture is worth a thousand words’
and you only have 140 characters.
Use photographs that are:
• Realistic – not obviously posed, real staff and
patients, not models, real trust settings
• Relevant to the item in question
• Faces prominent
• Full consent gained (when involving a member of
the public)
• All subjects are to be compliant with the Trust’s
Uniform Policy and Hand Hygiene Policy
• Staff to be wearing their name badge
• Bare below the elbows (elbows must be showing)
• No rings, wrist watches or bracelets
• Ties are tucked into shirt
• Long hair is tied back
• They are using the alcohol gel on entering wards,
before contact with patients and leaving wards
• Not sitting on beds
• High resolution – not pixelated
12

Website interaction
13
It is important that Trust social
media accounts link back to the
Trust website to enable our
communities to find more
information about the Trust easily.
To do this all you need to do is list: https://www.swbh.nhs.uk/ as your website in your Twitter account
details.

Social media monitoring
14
The Communications department monitor Trust social
media activity on a daily basis. Tweets about the
Trust are added to a daily briefing to the exec team
and then compiled into a monthly report.
This report enables the Trust to identify positive and
negative comments about different Trust services as
well as identifying what is most talked about
regarding the Trust.
Monitoring social media on a daily basis also allows
the Communications team to manage the risk of any
potentially libellous messages or comments, thus
protecting the Trust’s reputation.

Blogging tips
Never heard of a blog? It’s a short form of the words ‘web log’ – a regular story or feature that appears on
the web.
Is there a project you are working on that you want to tell people about regularly? Or maybe there is
something you want to share as a one-off such as ‘a day in the life of’ blog to help young people looking into
careers in the NHS understand more about what different NHS professionals do on a day-to-day basis.
The Trust’s interactive website, www.swbhengage.com is the only place blog posts relating to Trust business
should be placed. Engage is primarily used by our Trust members who range anywhere from 11 years of age
upwards, although anything on the website can be viewed by anybody, anywhere in the world.
You should not set up a separate blog site. To get your blog published send it in to the Communications
department, preferably with a photo. The team will then edit your post if needed, publish it online and
promote it via the Trust’s social media networks.
The title of your blog post is what will draw readers in, have fun with it. Follow that great title with a punchy
opening paragraph to keep the reader interested.
Write in short paragraphs to make your blog post easier to read.
Unlike other social media blogs do need to adhere to traditional English language and grammar rules though
should still be kept conversational in tone and style.
Most importantly, this is your blog post so don’t be afraid to be you! (Show off your personality).
For examples see blogs at www.swbhengage.com
15

Ongoing support
Author: Abigail Parkin, Communications Support Officer – March 2014
For help FAQs on how to use Twitter please
see: https://support.twitter.com/
Should you have any other questions or
require some guidance please feel free to
contact the Communications department on
ext. 5303 or by emailing:
swbh.comms@nhs.net
16

Glossary
Social media has a language all of
its own with words such as tweet
and hashtag being commonplace.
The most common social media
jargon includes:
@
@ - the @ sign is used to directly
speak to another Twitter user in a
Tweet e.g. “Hello @SWBHnhs”
# - the # symbol is used to mark
keywords or topics in a tweet.
A
App – an app is simply an
application that performs a
specific function on your
computer, smartphone or tablet.
Avatar – an avatar is an image or
username that represents a
person online.
B
Bio – short personal description.
Bitly – is a free URL shortening
service that provides statistics for
the links users share online. Bitly
is used to condense long URLs to
make them easier to share on
social networks.
Blog – short for “web log,” a site
that allows an individual or group
of individuals to share a running
log of events and personal
insights with online audiences.
Blogger – a person who writes a
blog.
Blogosphere – the blogging
community.
Blog post – an entry on a blog.
Blogroll – A list of other blogs
that a blogger might recommend
by providing links to them.
Connect – The Connect tab on
Twitter allows you to view
interactions, mentions, recent
follows and Retweets.
Connections – the LinkedIn
equivalent of a Facebook friend is a
connection. Because LinkedIn is a
social networking site, the people
you are connecting with are not
necessarily people you are friends
with, but rather you met in brief,
heard speak, or know through
another connection.
Content Management System
(CMS) – a system for managing
content and providing it in various
formats.
Cover photo – a large picture at
the top of your timeline on
Facebook.
Crowdfunding – the collective
effort of individuals who network
and pool their money to support
efforts initiated by other people or
organisations.
C
Cloud – using multiple server
computers via a digital network, as
though they were one computer. 18

Crowdsourcing – obtaining
services or content from a large
group of people, normally an
online community.
D
Direct Message (DM) – a
message that can be sent
privately through social
networking sites.
Discover – the discover tab on
Twitter helps you to find top
Tweets, who to follow, activity, and
browse categories.
Discussion forums – an online
discussion where people can hold
conversations in the form of
posted messages.
E
Ebook – an electronic book.
Engage – interactive website ran
by the Trust.
Facebook page – Pages are for
organisations and brands to share
their stories and connect with
people. You can customise pages
by posting stories, hosting events
and more. People who like your
page will get updates in their
news feeds.
Facebook profile – for
individual, non-commercial use.
Profiles represent an individual on
Facebook.
Fail Whale – the Twitter over
capacity message and a whale
image shows up when the site is
having trouble keeping up with
traffic.
Favourite – to favourite a Tweet
is to mark it as one of your
favourites.
Flashmob – a group of people
who assemble suddenly in a public
place, perform an unusual act for
a brief time, and then quickly
disperse. Flashmobs are often
filmed on mobile devices by
passers-by and shared on social
networking sites.
F
Facebook – an online social
networking service.
Flickr – an image hosting and
video hosting website.
Follow – to follow someone on
Twitter is to subscribe to their
tweets.
Follow Friday (#ff) – Twitter
users often suggest who others
should follow on Fridays by
tweeting with the hashtag #FF
Followers – another Twitter user
who has followed you.
Following – Twitter users you
have chosen to follow on the site.
Foursquare – a location based
social networking site for mobile
devices.
Friends – people you connect and
share with on Facebook.
G
Geotagging – adding a
geographical identification to
media.
Groups – close circle of people
that share and keep in touch on
Facebook.
19

H
Handle – username.
Hashtag – the # symbol is used
to mark keywords or topics in a
tweet.
HootSuite – social media
management system.
I
Instagram – online photo-sharing
and video-sharing social
networking service.
Interactions – a timeline
displaying all ways other users
have interacted with your account
on Twitter.
K
Klout – is a measure of social
influence. The service allows users
to connect various social
networking accounts and then
provides every user with a Klout
score. The score is out of 100 –
the higher the score, the more
influence you have on the social
world.
L
Like – clicking like is a way to
give positive feedback and connect
with things you care about on
Facebook.
LinkedIn – social networking
website for people in professional
occupations.
M
Meme – an idea or action which
spreads from person to person via
the internet e.g. planking
Mention – mentioning another
user in your tweet by including the
@ sign followed directly by their
username on Twitter is called a
mention.
Micro-blogging – is the act of
broadcasting short messages to
other subscribers of a web service
such as Twitter.
Modified tweet (MT) – placed
before the retweeted text when
users manually retweet a message
with modifications on Twitter.
N
News Feed – an ongoing list of
updates on your Facebook
homepage.
Notifications – an email, onsite
or mobile update about activity.
O
Over capacity page – when a
site is having trouble keeping up
with traffic.
P
Permalink – a URL that points to
a specific archived blog or forum
entry.
Pin – A pin can be an image or
video you can add on Pinterest.
You can add a pin from a website
using a pin it bookmark or upload
an image of your own.
Pinterest – a social networking
site to collect and organise images
and videos on mood boards.
20

Podcast – a collection of digital
media files distributed over the
internet, often using syndication
feeds, for playback on portable
media players and personal
computers.
Profile – a page displaying
information about a user.
Profile picture – the personal
image uploaded to your profile.
Promoted tweets – tweets that
selected businesses have paid to
promote at the top of search
results on Twitter.
RSS feeds or Syndication feeds
– a family of different formats
used to publish updated content
such as blog entries, news
headlines or podcasts and “feed”
this information to subscribers via
e-mail or by an RSS reader. This
enables users to keep up with
their favourite websites in an
automated manner that’s easier
than checking them manually
(known colloquially as “really
simple syndication”).
S
Search engine optimisation
(SEO) – the process of affecting
the visibility of a website in a
search engines search results.
Skype – a service which allows
user to communicate with peers
using microphone, webcam or
instant messaging over the
internet.
Social bookmarking – an online
service which enables users to
add, annotate, edit and share
bookmarks of web documents.
Q
Quick Response (QR) code – a
type of barcode that when
scanned using a mobile device
directs the user to a URL.
R
Retweet (RT) – the act of
forwarding another user’s tweet
onto all of your followers.
Social Media - Social media is a
term used to describe the means
of interactions among people in
which they create, share, and
exchange information and ideas in
virtual communities and
networks.
Social media monitoring – an
active monitoring of social media
channels for information about a
company or organisation.
Social mention – a social media
monitoring site.
Social networking – is the act of
socialising in an online
community. A typical social
networking site such as Facebook,
LinkedIn, MySpace or Bebo allows
you to create a profile, add
friends, communicate with other
members and add your own
media.
Status update – a message sent
out on Facebook.
21

T
Tag cloud – a visual
representation for text data,
typically used to depict keyword
tags on websites.
Timeline – a real-time list of
activity on a social networking
site.
Troll (n) Trolling (v) – is the
term used to describe a person
who sows discord on the internet
by starting arguments or upsetting
people by posting inflammatory
messages on social media
platforms either accidently or with
the deliberate intent of provoking
readers into an emotional
response or of otherwise
disrupting normal on-topic
discussion.
Trending – a subject
algorithmically determined to be
one of the most popular on Twitter
at the moment.
Tweet – A message posted to
Twitter containing 140 characters
or fewer.
TweetDeck – an application for
management of Twitter accounts.
Twitter – Twitter is a social
network to communicate and stay
connected through. People write
short updates, called "Tweets" of
140 characters or less. These
messages are posted to your
profile page and your followers’
timeline, and are searchable on
Twitter search.
Twitchat (Twitter surgeries) –
an interactive chat that takes part
on social networking site Twitter;
normally using a hashtag to
connect other users to the chat.
U
Unfollow – to stop following
another user on Twitter.
Uniform resource locator
(URL) – also known as a web
address.
User generated content (UGC)
– content mainly for websites
that is made by the user of the
website as opposed to an admin
and to make changes to
Wikipedia articles.
V
Viral – the use of social networks
to spread a message that quickly
gains a high popularity.
Vlog – a video blog.
W
Webcast – a media presentation
distributed over the internet using
streaming media technology.
Webinar – an online seminar
which allows participants to join in
remotely.
Widget – an app intended to be
used within web pages.
Y
YouTube – YouTube is a
videosharing website on which
others can upload, view and share
videos. The user-generated video
content includes, movie clips, TV
clips, music videos, vlogs, short
original videos and education
videos.
22

To be retained by SWBH NHS Trust
PHOTOGRAPH / VIDEO CONSENT FORM
I have given my consent (or consent on behalf of my child/relative/other) for photographs or film to be used and retained by Sandwell and West Birmingham Hospitals NHS Trust for publicity purposes. This
includes internal and external marketing material, posters, publication on the Trust website, Trust annual reports, newsletters, consultation documents, magazines and social networking websites, including
YouTube and Twitter.
Name: _______________________________________________
Address: _______________________________________________
_______________________________________________
Venue: _______________________________________________
Date: _______________________________________________
Photograph(s) / video taken of:
Myself
Child
Relative
Other
Signed:
Date:
For completion by Communications Department:
Name: __________________________________________________________
Primary reason for use: ____________________________________________
Communications Department, City Hospital, Dudley Road, Birmingham, B18 7QH Tel: 0121 507 5303
If you have any queries or if you wish to be removed from the photograph library please contact the Communications Department on 0121 507 5303.

Copy for person giving consent
PHOTOGRAPH / VIDEO CONSENT FORM
I have given my consent (or consent on behalf of my child/relative/other) for photographs or film to be used and retained by Sandwell and West Birmingham Hospitals NHS Trust for publicity purposes. This
includes internal and external marketing material, posters, publication on the Trust website, Trust annual reports, newsletters, consultation documents, magazines and social networking websites, including
YouTube and Twitter.
Photograph(s) / video taken of:
Myself
Child
Relative
Other
Signed:
Date:
Communications Department, City Hospital, Dudley Road, Birmingham, B18 7QH Tel: 0121 507 5303
If you have any queries or if you wish to be removed from the photograph library please contact the Communications Department on 0121 507 5303.

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