CSREthicspreso9272011
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Transcript of CSREthicspreso9272011
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Professional Boundaries in a Social Media World
CHRISTUS Santa Rosa CME Sept. 27, 2011
Fran Stephenson Step In Communication
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How Does Social Media Impact Our Society?
http://www.socialnomics.net/2011/06/22/social-media-revolution-3-video-long-version/
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Pull vs. Push Customer leads the negotiationCompanies must “be there” & respondThink differently about “who” is your
customer
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The days of the broadcast tower are gone!
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Welcome to the world
of the community
huddle!!
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New Community Model
ORGANIZATION
Media
Government
Donors
Community
Clients
Customers
Competitors
Activists
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How will you reach them?• Radio• Traditional News Media • Print Media• TV Advertising• E-Mail Newsletters• Facebook/Twitter• Flickr ~ Picasa ~ Snapfish• YouTube• Podcasting• Foursquare/Gowalla• LinkedIn ~ SlideShare • Itunes• Wikis• Groupon • Digg ~ Delicious
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So Many Choices!
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You Need a Social Culture“The Myths”It’s not just for kidsOur stakeholders aren’t onlineFace-to-face isn’t importantSocial media isn’t “core” to our workUsing social media is hardUsing social media is time-c0nsuming
“The Networked Nonprofit,” Kanter and Fine
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How can you become a Social Culture?
Open Leadership (Charlene Li)Transparency DecentralizationExploration Commitment
See: “Open Leadership” by Charlene LiAnd “The Networked Nonprofit” by Kanter and
Fine
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Network-Building
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Social Networks Come in Many SizesPersonalProfessionalSelf-organizedOriginate with the organization or by
outsiders
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Community Thinking
Exploration
Selection
Integration
Comfort Level
Capability
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Adoption TipsPersonal JourneyLeadership Buy-InCreate a Sustainable PlanIntegrateSocializeMove from Internal Practice to External
Inclusion
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A Word about ToolsMany choicesBeware bright and shinyKeep stakeholders top of mindFree entryTime commitment is key
Tools may change, but a sound strategy will prevail.
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Welcome to Health 2.0!It’s a movement
like Web 2.0It’s also a series of
conferences for tech, developers, communicators
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Navigating HIPAA in Social MediaMake a Plan Engage the Right PlayersCreate a policy or revise current
communication policyCoach, train, educateMeet, collaborate, evaluate
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Tips from KevinMDDon’t talk about patients, even in general termsDo talk about conditions, treatment, researchDon’t be anonymousIf you wouldn’t say it in the elevator, don’t put it
onlineCheck the tone of your soc med presence
http://www.kevinmd.com/blog/2011/06/7-tips-avoid-hipaa-violations-social-media.html
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Don’t Forget….You’re the expert and the world needs
expertsBe yourselfLook for Best Practices and adopt/adapt them
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Some Case Studies Advocacy
EducationResearch
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Choose You
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Blame Drew’s Cancer
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1. Started out small2. Enter the Champion3. Expand, grow,
evaluate
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1. Spontaneous coronary artery dissection (SCAD)2. No clinical studies on which to base treatment3. “Switched-on” SCAD survivor recruits subjects
through social media channels4. First-ever pilot study features 12/18 candidates
identified by social media outreach
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1. Best Practices
2. Sound Policy
3. Creating Excellence
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1. Baylor Health Care unlocks social media for employees;
2. Creates online training/policy program
3. Empowers community with blog, facebook, Twitter and YouTube.
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resources
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Things to Read
Cluetrain Manifestowww.cluetrain.com
Naked ConversationsRobert Scoble and Shel Israel
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Things to ReadNow is Gone
Geoff Livingston
GroundswellCharlene Li and Josh Bernoff
The Networked NonprofitBeth Kanter &Allison Fine
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Things to Read
I Love You More Than My DogJeanne Bliss
Open Leadership Charlene Li
The New Rules of Marketing and PRDavid Meerman Scott
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Other Resources
Visit my social bookmarking page: Delicious.com/franstep/medicalReview the most recent articles on the subject
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Connect with Me!
E-Mailto:[email protected]: 210-557-8207Twitter: @franstepsFind me on:
Facebook LinkedInFoursquareScribd, SlideShare, etc.
Visit my website: stepincomm.com
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Questions?
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Thank you!