SWBH Trust Social media toolkit

Social media toolkit for SWBH NHS Trust staff and departments

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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

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Trust social media engagement - examples

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Twitter tips and etiquette 10

Exceptions to the grammar rules 11

Images 12

Website interaction 13

Social media monitoring 14

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Blogging tips 15

Ongoing support

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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.

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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.com/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/swbhnhs1

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https://www.facebook.com/SWBHnhs?ref=hl

http://www.pinterest.com/swbhnhs/

http://www.pinterest.com/swbhnhs/

http://instagram.com/swbhnhs

http://www.youtube.com/swbhnhs1

http://www.youtube.com/swbhnhs1

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


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https://twitter.com/SWBHnhs

https://swbhengage.com/

https://swbhengage.com/

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.

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Principles of communications and engagement


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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


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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.

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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

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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.

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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

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Website interaction


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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.

https://www.swbh.nhs.uk/

Social media monitoring


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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

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http://www.swbhengage.com/

http://www.swbhengage.com/

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: [email protected]

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https://support.twitter.com/

Appendices

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.

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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.

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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.

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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.

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Photograph Consent Form

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.

SWBH Trust Social media toolkit

Health & Medicine

Transcript of SWBH Trust Social media toolkit