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How social media can add value to

your employee communications
Annie Burt & Elizabeth Harty
5
th
Annual Health Care Social Media Summit
Mayo Clinic
October 23, 2013
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Photo credit: Minnesota Public Radio. Retrieved from
http://minnesota.publicradio.org/display/web/2012/12/20/regional/winter-storm-blizzard-photos#17
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Today youll learn
How to implement social strategies into your
internal communication efforts
Examples of what weve done
Tips for working with skeptics
Ideas to encourage productive participation
and ensure mutual respect
What to measure to get and maintain support
for social media use internally

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50% of organizations, encourage
employees to use social tools in
relation to their jobs.

But half of those (26%) give no
guidelines for how employees should
accomplish this.

Source AIIM 2012, www.aiim.org
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Organizations say they rely on
guidelines to manage social publishing
but 33% dont check content during
the publication process at all.


Source AIIM 2012, www.aiim.org
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Only 30% of organizations are
strategically deploying social
technologies as a common,
company-wide solution.

Source AIIM 2012, www.aiim.org
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47% of organizations do not have
official strategies for social content
creation and management. There is
little differentiation between policies for
internal and external social media.
Source AIIM 2012, www.aiim.org
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The most popular reason for social
media use internally is staff
communication.

Many see knowledge-sharing as part
of that process.



Source AIIM 2012, www.aiim.org
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Increased Collaboration (42%) and
Knowledge Sharing (40%) are seen
as the biggest benefits of integrating
social into processes.


Source AIIM 2012, www.aiim.org
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Considerations
Unique corporate culture
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Considerations
Leadership support/readiness

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3018265-18
Considerations
Access to technology
Employee population/needs
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Considerations
IT infrastructure
Communication support/resources

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News Delivery Goals
Give employees the information they need to do
their jobs and help Mayo Clinic succeed
Use our expertise to balance client needs,
Mayo/leadership objectives, and employee needs
Provide a line of sight for Mayo's operating and
strategic goals, balancing operational and
strategic content
Advocate for employees by sharing information
with leaders to help them make decisions
Inspire employees about working at Mayo Clinic

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Internal Social Media Objectives
Provide employees with a place for
collaboration and learning

Increase employee engagement and
understanding of institutional issues by
creating opportunities for conversation

Develop awareness of employee
perceptions

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A Successful Strategy Must:
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View news delivery holistically
Theres no be all and end all
Drive traffic to your main news site by using
social tools
Use social media for stories that dont fit your
publication criteria
Social media can help you share content thats
locked behind a firewall (if it doesnt have to be)
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Superheroes make a super story
News Center
Story the
most
Posted on
Facebook
Story also
appeared on a
related blog and
they posted it on
Facebook
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Evolve
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Provide options
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Create clear policies
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R-E-S-P-E-C-T
Remain civil at all times
Embrace the ability to agree to disagree
Stay on topic
Polish your language
Edit comment length
Check to ensure your question wasnt
answered in the article
Turn it down a notch (DONT SHOUT!)
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Set expectations
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50% of organizations, encourage
employees to use social tools in
relation to their jobs.

But half of those (26%) give no
guidelines for how employees should
accomplish this.

Source AIIM 2012, www.aiim.org
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Provide training
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Make it easy
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From: TWAMC Comments Sent: Thursday, June 13, 2013 2:01 PM To: Kim
M. Subject: [News Center 2 Comment] Secure messaging feature in Patient
Online Services available via mobile devices

The following comment has been APPROVED on the article Secure messaging
feature in Patient Online Services available via mobile devices

By Nichole, June 13, 2013 @ 3:46 PM CT. I recently used the message
system to contact my provider, but when my health care team received the
message, they were unable to reply back due to an error in the system. Who can
we report this error to? Otherwise, I love this system!

Tips for responding to employee comments are online.
Direct questions about these emails or responding to employee comments to
newsletters@mayo.edu.
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Metrics
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Social Analytics
Simple analytics can be deceiving. The number
of followers or like or members isnt the best
measurement of success
Facebook analytics of posts: how many
shares? How many people viewed it?
Comments? Likes?
Yammer % of engaged members, group
activity, files uploaded and file views
Twitter - # of retweets, # of conversations with
followers
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Quality comments
Interactions
Asking questions
Answering questions
Building constructive environment
Enriching Mayos culture
Personal anecdotes
Sharing stories about experiences/colleagues
Expressing thanks

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Non-quality comments
Not approved
Personal attacks
Dismissive or demeaning
Off topic
Endorsements
Not constructive
Decrease pride in work
Complaints, stir the pot
Hyperbole or exaggeration
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Strength and tone of comments
Strength
Punctuation!!!!!!!!!
CAPS
Exaggeration
Adjectives
Tone
Number of positive/negative words
Number of positive/negative sentences

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Comments analysis: Type of comment
Data source: Oracle database
Data pulled 07/19/2013



62%
24%
11%
3%
Statements/opinions
Questions
Answers
Ideas/constructive
feedback
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Metrics for support
Go deeper than number of comments or likes
Analyze the quality of interaction
Use metrics to share data that matters
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The Bottom Line
Integrating social and internal communications
can be effective if thoughtful and strategic
Social strategies should support overall news
delivery goals
Dont be afraid to experiment and evolve
Set and uphold expectations and clear policies
Provide options and training
Make it easy to participate
Data, accountability and metrics are your
friends
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Questions & Discussion