Finding Your Social Rhythm

CEO, BeMoRe [email protected] @rfberry

Renee Berry

Stanford Graduate School of BusinessSummer Institute for Entrepreneurship

Finding Your Social Rhythm

July, 2012

#StanfordSIE

mailto:[email protected]



• Co-Founder of the #hpm TweetChat, an online interdisciplinary forum on Twitter about hospice and palliative care

• Chief Executive Officer of BeMoRe, a Silicon Valley startup with a mission to foster passion empowerment

• Before entrepreneurship, worked in emergency medicine, geriatric outpatient services and hospice

• Disclosure: Provides public engagement consulting services for online presence development

• Inspired every day by the amazing people working in hospice and palliative care

Renée Berry

@rfberry

@goBeMoRewhat is ?

a public engagement consulting firm

Specializing in the design and maintenance of a participatory audience, BeMoRe facilitates public engagement consulting for organizations and individuals.

BeMoRe is differentiated by working with organizations, helping their staff learn what is most relevant and strategic to ensure sustainable implementation of an authentic online voice.

@goBeMoRewhat is ?@goBeMoRe

A. Stay in touch with brilliant people you currently know.

• You never know how this will play out in the future. Potential for mutual benefit relationships.

B. Find and Follow (new!) Brilliant People

• Start relationships with them. Can begin by being a part of their audience, listening first (lessons across platforms!)

C. Access (the new) Brilliant People

• Comment, reach out, show appreciation, ask, collaborate, create initiatives

D. Change the World

Getting StartedGetting StartedGetting Started

Professional Public Presence OnlineBenefits of a


Professional Public Presence OnlineBenefits of a

A. Stay in touch with brilliant people you currently know.

• You never know how this will play out in the future. Potential for mutual benefit relationships.

B. Find and Follow (new!) Brilliant People

• Start relationships with them. Can begin by being a part of their audience, listening first (lessons across platforms!)

C. Access (the new) Brilliant People

• Comment, reach out, show appreciation, ask, collaborate, create initiatives

D. Change the World

did s

he ju

st s

ay?!


Professional Public Presence Online

A couple of stories:

• Should LinkedIn really be a priority? first step) .

• Diane Meier, MD, Executive Director CAPC

Benefits of a

• Participating in plaforms establishes a baseline of trust.

• Social Rhythm: Finding your process, start as a listener, move from being a listener, quiet observer into a participant.


Professional Public Presence Online

• Comment: I’m not sure about LinkedIn as a priority

• Comment: I’m having a hard time with the response rate of my pitches.

Response:

• Your online presence (LinkedIn as a great first step) is the beginning of building trust

• Building trust is the first part of your pitch

Benefits of a

@ r f b e r r y

“little fish”

@DianeEMeier

in the Twittersphere

@ r f b e r r y

@DianeEMeier

“little fish”in the real world


Why Find Your Social Rhythm?Developing a Presence Online

Everyone has their own:

• Pace in learning social platforms

• Individual comfort in frequency, voice & platform culture

Bottom Line:

• Learn what your strengths are

• Work on progress where you have challenges


Why Find Your Social Rhythm?Developing a Presence Online

Find your social rhythm.

Commit to constant learning.

Each person will find different aspects of developing and maintaining a public online presnece challenging.

Everyone:

• Founders, Board Members, Executives, Communications Professionals, Marketing Teams, Clinicians and other Professionals, Professors and Students.

Priorities:

• For organizations starting out, there’s a great opportunity to make having a public online presence the standard.

• For established organizations, starting with the communications team is optimal for centralized resources, strategies and transitions.


Who Should Find Social Rhythm?

Requires an open organizational structure.

Roles:


CommunicationsRoles:

Print Website Blog Social Media

Traditional NewMost understand these tools as a necessity.

Many are recognizing the importance of social media but are unsure about where to start and how to effectively manage time for an engaging online presence.

Some understand these tools as a necessity.


CommunicationsRoles:

Print Website Blog Social Media

New

Understanding the major difference between these tools.

..on conversational platforms is not effective.

One-Way Messaging

ConversationalPushing messages at people..

Key to Remember (Across Platforms):Getting Started... (applies for individuals & organizations)

Knowing the platform culture, norms and functions before attempting to use a microphone is key!

If you were speaking at an event, where do you start... “Know Your Audience”

One-Way Messaging

Conversational

Always Start By ?


Appropriately adjust tone.

If you were speaking at an event, where do you start...“Know Your Audience”

One-Way Messaging

Conversational

Always Start By Listening!


Always Start By Listening!

Even if...you are an expert and... you have a well respected history and career.


Responding to the New York TimesClinical Perspectives

Link to article here.

She preached the gentle gospel of her profession, persuading patients to confront their illnesses and get their affairs in order and, above all, ensuring that their last weeks were not spent in unbearable pain.

The doctors began to understand the extent of her underlying cancer, “they asked me if I wanted palliative care to come and see me.”

She angrily refused. She had been telling other people to let go. But faced with that thought herself, at the age of 40, she wanted to fight on.

“”The New York Times clearly missed many important aspects in this article about the

end of life of a palliative care physician, Desiree Pardi.

http://www.nytimes.com/2010/04/04/health/04doctor.html?pagewanted=1&sq=desiree%2520pardi&st=cse&scp=1

http://www.nytimes.com/2010/04/04/health/04doctor.html?pagewanted=1&sq=desiree%2520pardi&st=cse&scp=1



Unfortunately, the article's overall theme undercuts the idea that patient autonomy and goals of care are central to palliative care in spite of giving a fine example in Dr. Lim's efforts. Rather, palliative care is painted as existing mainly for the purpose of cajoling patients to accept the unacceptable and to "be ok" with the idea of receiving only therapies oriented towards comfort. Lyle Fettig M..D.

“” posted here on PALLIMED

http://www.pallimed.org/2010/04/nyt-on-death-of-palliative-care.html




“ ”

An incredible professional (partially clinical) discussion began in the comments section of Lyle Fettig’s post on PALLIMED. Dr. Lyle Fettig’s

Conversational





Robert Pardi, Desiree Pardi’s husband, adds to the discussion in the comments section of Lyle Fettig’s post on PALLIMED.

Dr. Lyle Fettig’s

Yes, On a Blog!”“





I am Desiree's husband and while I appreciate the numerous comments posted and the fact that this "story" has generated so much discussion, I need to convey that the article was very misleading and that many of the take away messages are wrongly presented.

My wife, knowing her life was going to be shorter than most spent her remaining years preaching the value of Palliative Care; something she herself accepted in her life.

The problem is most people lump Palliative Care and end-of-life care as one field of medicine. They are two separate disciplines. Second Palliative Care is about providing symptom support throughout all stages of a chronic disease, it is about providing patients with a full understanding of their condition and treatments so they can live a life they want. Robert Pardi

“”



Robert Pardi’s full comment here.

Can you imagine responding on a blog to an emotional “journalistic story” about your spouse, written just following their death? ... a blog?!

Seeing the (live) thoughts from leaders in the field AND Robert Pardi’s insightful and appropriate commentary featured on a blog was a defining moment for me in understanding the value of blogs as professional platforms.

-renee berry




FDA Limits Liquid MorphineClinical Perspectives

Full presentation here.

1. 2.

3. 4.

http://www.slideshare.net/ctsinclair/social-media-in-health-care

http://www.slideshare.net/ctsinclair/social-media-in-health-care


Personal vs. Professional SelfDeveloping a Presence Online

Connecting With People

• Facebook: Inviting people to your home dining room

• LinkedIn: People you’ve had office meetings with

• Twitter: Meeting people at a conference, following the work of your favorite author (semi-extension of LinkedIn)

• Blog: Balancing all three into the context of your larger professional voice as a content creator (semi-extension of Twitter)

Where do all of your personal interests fit in?


Personal vs. Professional SelfDeveloping a Presence Online

Professional means no personal? (nope)

• You have a few family photos on your desk

• You’ve started meetings with small talk about the weekend and asking about people’s families

Bottom Line:

• You don’t have so many photos and personal things around your office that you can’t get work done

• You don’t let the small talk take the entire meeting

Getting StartedGetting StartedGetting StartedDeveloping a Presence Online

Facebook

Facebook: A Professional Tool? Facebook profiles tend to be a personal

space more than a professional space for individuals.

• Facebook Profiles Privacy & Subscribe

• Facebook Pages vs Facebook Groups

• Facebook Groups vs LinkedIn Groups

1. Facebook Profiles2. Facebook Pages3. Facebook Groups

Facebook Presence Options & Considerations:


Facebook Key TakeawaysDeveloping a Presence Online

Facebook

Facebook Presence Options & Considerations:

1. Facebook Profiles: For individuals2. Facebook Pages: For organizations3. Facebook Groups: Opt for LinkedIn Groups

• A personal Facebook profile is important to understand platform basics and extend some professional content to your personal network. (Privacy settings should be strong, generally set to “Friends Only” to ensure only people you approve see posted content)

• Facebook Pages are (by far) the best options for organizations looking to establish a professional and engaging presence on the platform.

• Opt for LinkedIn Groups rather than Facebook Groups when trying to facilitate professional collaboration or discussions between peers.



Facebook

Now you have an understanding about professional options for Facebook.

Should you create a Facebook Page for your organization (or department)?

Nope. (at least most of the time) Alternatives:

• Encourage executive leadership to appropriately staff someone (and apporpriately allocate TIME!) to manage an engaging online presence.

• Book suggestion: “Open Leadership” by Charlene Li

• Engage the communications team in learning more about getting started with social media.

• Resource: Advocating for Hospice Online goBeMoRe.com/NHPCO12



Facebook

Start with

pressing the Like button

Now you have an understanding about professional options for Facebook.

Can you still advocate with your personal profile? yes!



Facebook

Can you still advocate with your personal Facebook profile?

Using the share button makes a big difference in helping extend the reach of palliative care stories.

sharing pediatric

palliative care stories helpto increase awareness

yes!

Starting with Twitter :

• Sign Up, then test some usernames

• Bio Excercises

• Complete Twitter Bio

• Upload photo

• Claim other relevant social media platforms


Branding Your Professional SelfActivities for:


Branding Your Professional SelfClaiming Other Platforms

• LinkedIn

• Hootsuite

• Scribd, YouTube

• Facebook? Pinterest, quora, g+

• Instagram (mobile)

• Tumblr

• SlideShare

• Vimeo

Setting Some Base GoalsPlatform Priorities:

How many things did I just sign up for? (ahh?!) Lets take a step back:

Priorities:

• 1. Maintaining contacts on LinkedIn

• 2. Twitter steady growth and rhythm development

• 3. Engaging on Twitter, becoming conversational, utilizing Instagram and Slideshare

• 4. Building new relationships

• 5. Converting social rhythm into blogging original content

Enhancing Community EngagementOnline Tools for

LinkedIn is a great alternative to connecting with colleagues and professional contacts on Facebook. Often people invite Facebook connections without realizing the culture of personal connection on the platform. It is more professionally acceptable to maintain professional connections on LinkedIn (ESPECIALLY with manager’s direct reports).

What is LinkedIn?An online platform for maintaining professional connections.

LinkedInPlatform Spotlight

Do Don’t• Think LinkedIn is just for people looking

for a job

• Think being on your internal company social network is a reason to not engage on LinkedIn

• Request to connect with people you don’t know

• Underestimate the importance of providing your picture and appropriate work history information

Feature staff and executives and their commitment to hospice and palliative care

• Connect with friends and professional contacts. Invite people you meet at conferences

• Remember your network can be beyond your discipline and specialty

• Occasionally share professional resources

• Maintain appropriate profile information as you progress through your career


LinkedIn is a great opportunity to maintain professional contacts. It ensures you can stay connected with professionally relevant people without manual maintenance of your contact database (like Outlook contacts).

Enhancing Community EngagementOnline Tools for

Headlines.

What is Twitter?You’ve probably heard of the micro-blogging site with limited characters in messaging. What do you say in 140 characters?

(and) Professional public conversations.

There is incredible opportunity for engaging professionals through these open conversations.

TwitterPlatform Spotlight

Twitter provides an unprecedented opportunity to connect with a new audience.

Do Don’t• Have Facebook auto-posts to Twitter

• Forget to Re-Tweet other individuals and organizations, comment and say thank you for message amplification

• Think effective engagement can be done without understanding platform culture

• Have multiple branded accounts without appropriate resources (true for fb too)


• Understand Twitter is the best opportunity to engage new individuals in your work

• Remember Twitter values the people behind the brand & an authentic voice

• Remember listening first and engaging in Re-Tweets is an effective way to get started

• Utilize platform tools such as Hootsuite once you’ve established a base understanding of Twitter


Branding Your Professional SelfActivities for:


Branding Your Professional Self

• Yep, use your real name

• Personal or professional

• Something you’ll remember

• ASAP!

Activities for:


Username: As Short As PossibleChoosing a Twitter Handle:

• You can change your username

• Something easy for others to remember

• Avoid _underscores & numbers

• If your name is hard to spell, use the first few letters or try some version of your initials

• Consider your first name and credentials or a city

@BobSV, @JenCA @ChrisMD

Simplicity is Key

if you think your username is too long or complicated, consider updating it

ASAP Tips:


Do you really need a photo?Twitter Profile:

• Yes... and a recent one.


Tweet Privacy?Twitter Profile:

box unchecked.


When should Twitter email you?Twitter Profile:

good starting point.


Auto-Posting?Twitter Profile:


Choosing a website:Twitter Profile:

• Something specific about you

• The specific link on your website with information about you

• A link to your LinkedIn or About.me account

• Your biographical page

• Your blog about page

You are interesting (even if you’re the founder)

Don’t choose your company or organization’s website home page


The Art of a Twitter BioTwitter Profile:

• Title

• Organization’s Twitter Handle

• Add: Tweets my own or TAMO

• Passion

• Something fun

• New to Twitter (if you’re just getting started)


Voice Development

?

Twitter Engagement:


Voice Development

• Getting started with twitter

• Exploring new communities

ReTweets

Twitter Engagement:


Voice Development

Make a commitment...

consistency!

At least 10 minutes a day.

Twitter Engagement:


Voice Development

? ?

?

Twitter Engagement:


How do you find people to follow?• Start with people or organizations you find interesting

• See who they’re following

• Who are they interacting with?

• What lists do they use for different topic categories?

• Click on interesting hashtags, look at who is active there

• and...

Twitter Engagement:


How do you find people to follow?

• If you type the organization or person you’re looking for with the word Twitter after, you’ll probably find what you want faster

Twitter Engagement:


How do you find people to follow?Twitter Engagement:


How do you find people to follow?

• Twitter search isn’t the best

Twitter Engagement:

#hpm TweetChatHospice Engaging a National Participatory Audience

Founded in July, 2010 #hpm was the first medical speciality TweetChat.

Visual Example:

TweetChat

What is it?

The #hpm community has people from all over the country and even some international participants. The backgrounds and interests are very diverse, including nurses, sociologists, physicians, hospice or palliative care patient's family members, health policy professors, entrepreneurs, social workers, healthcare executives, human rights advocacy organizations, hospital departments, healthcare organizations, chaplains and online community advocates.

A weekly interdiciplinary forum discussing hospice and palliative care topics.

Over 40 million impressions generated from the #hpm hashtag from over 50,000 thousand tweets and more than 3,000 contributors since February 2011.


Applications:Twitter Engagement:

questions & discussion@ r f b e r r y

Finding Your Social Rhythm

Technology

Transcript of Finding Your Social Rhythm