Effective Use of Social Media NLIAH 7 th March Swalec Stadium Cardiff

So how do you feel about social media? How much do YOU use social media? How much do YOU love social media? On a scale of 0-10

Ofcom Seventh Annual Communications Report 2010 Pic From

Quiz time Nearly half of UK adults (46%) said they used social networking sites in the first three months of 2011 (Ofcom CMR 2011) Social networking accounts for nearly a quarter of all time spent on the internet (23 per cent compared to 9 per cent in 2007) The average Facebook user spent 6 and 30 minutes on the site during May 2010

Quiz time In the past year ( ) there was a marked increased use of social networking among older age groups Q1 2011, 28% of 55-64s, 12% of 65-74s and 5% of over-75s claimed that their households used social networking sites

Mashable Jan 2011

127,660

No such thing as spare time just update time

Opportunities and Threats

News Transparency Relevance Patient feedback Time Skills Access Disruption Behaviour Culture

Social Media is Disruptive So what do we do about it?

“I’m not a teacher — I’m a warden for future criminals!” Teacher should be fired for Facebook comment, judge rules Source: fired-for-facebook-comment-judge-rules/5375http:// fired-for-facebook-comment-judge-rules/5375

So what do we do about it? Be prepared … – Listen and engage – Correct misinformation – Analyse what is being said about you – Have an enabling social media policy – Train all your staff e.g. social media IQ test – Invest in technology that helps – Don’t hide

The Code of Practice for Using Social Media for Consultation

The Code says... Social media’s widespread use as a consultation and engagement technique is inevitable It can be used in a variety of ways and helps in so many ways It can encourage people to take part and can make consultation more effective In an environment of ‘digital by default’ social media will flourish It will require a different tone and voice

The Code says... Two distinct environments – Managed vs. Monitored – Recommend these are publicised The Consultation Charter’s seven principles apply to social media Social media must be used appropriately

The Code says... When to use social media – Assume they will be a significant component in any public and stakeholder consultation – To raise awareness – To reduce the burden of consultation

The Code says... Alternatives should always be provided Not to be used when strongly representative or statistically robust information is required Use Digital Stakeholder Mapping Be clear which sites are managed and which are monitored

The Code says When conducting social media dialogues – Remind participants that their comments are not private – Be mindful of Data Protection legislation and observe best practice data management and restrictions placed on working with vulnerable groups – Carefully consider your policy on anonymity – Place the emphasis on listening, but you can correct misinformation or factual inaccuracies

The Code says When conducting social media dialogues – Be very clear when you are inviting comments to a published consultation. Encourage consultees to do the same – Make use of formal Twitter handles, Hashtags and Facebook pages to help clarify that they are part of the formal consultation – Professionally analyse response on managed sites – Take reasonable steps to moderate managed sites – Where new information becomes available make sure this is disseminated across social networks

The Code says... How social media information should be analysed and used – A thorough and comprehensive analysis of managed sites – If you have announced sites to be monitored then best endeavours should be taken to analyse this information – Social media sites are not often suitable for collecting demographic data. It is acceptable to direct consultees to managed sites in order to better collect such data – The absence of demographic information on monitored sites should not prevent you including their insight

The Code says... How social media information should be analysed and used – More emphasis may be placed on data from one social media source than another – Any weighting placed on one source of responses over another must be disclosed – You must develop a consistent approach to managing multiple responses

The Code says... How social media information should be analysed and used – Social media analytics should be included in your output feedback – Contributions pre and post may also be analysed – Care should be taken when publishing quotations from contributors

The Code says Successful use of social media will also include a series of management actions – Provide training – Observe relevant local or specific guidance – Evaluate the impact of social media – Monitor new developments but be cautious about deploying new tools – Agree responsibilities and keep under review

The Future of Social Media

‘What I say matters.’

‘I’ve not got time for this.’ ‘I need to make time for this.’

‘What was our reach this month?’

What’s our broadcasting schedule for the “……” this month?

What difference does it make?