Social Media for Health Organizations Workshop ELF Patient Organizations Networking Day ERS Congress 2016 ExCel Congress Centre, London, UK September 3rd, 2016

Social Media Workshop Hosts: Kjeld Hansen, Council Member, European Lung Foundation

Objective Find out about ground truth Apply a few relevant concepts Discuss opportunities for health organizations use of social media Discuss opportunities for inter-organizational networking Define workshop outcome?

How about you? Introductions (Where) Is your organization on social media? What are your experiences on social media?

Social & Media What is social? What is media? Ethnomethodology (Garfinkel & colleagues) Social: Other-orientation, other-perception, other-interpretation, and/or other-involvement What is media? Ecological psychology (Gibson& coleagues) Media: Time-shifting and place-shifting of meanings and actions.

Organization “An organization is both an articulated purpose and an established mechanism for achieving it” “[…] maintaining an effective alignment with the environment while managing internal interdependencies” Miles, Snow, Meyer & Coleman, 1978

Social Organization ”[…] an organization that strategically engages, analyses and manages social media to structure organizational processes and support organizational functions in order to realize operational efficiencies, generate competitive advantages and create value for customers, share holders and other societal stakeholders.” Vatrapu, 2013

New Public Health The new public health paradigm “goes beyond an understanding of human biology and recognizes the importance of those social aspects of health problems, which are caused by life styles. In the new public health the environment is social and psychological as well as physical” (Ashton & Seymour, 1988) as quoted in (Petersen & Lupton, 1996).

Social influence and - network “We rarely consider that everything we think, feel, do, or say can spread far beyond the people we know” “[Social network] can help us to achieve what we could not achieve on our own” (Christakis and Fowler, 2009).

Social Organization Social Media Engagement : Organization's strategic use of social media channels to interact with its internal and external stakeholders for the purposes ranging from marketing, customer support, product development and knowledge management. Social Media Analytics : Collection, storage, analysis and reporting of social data emanating from the social media engagement of and social media conversations about the organization. Social Media Management : SMM focuses on the operational issues, managerial challenges and comparative advantages with respect to the emerging paradigm of Social Business

Social Media Engagement Suggestions: Experimenting to understand the needs and interest of your audience Posting more diverse content such as visual and graphic content Using more diverse communication forms such as creating competitions and broadcasting live Collaborating with patients, professionals and organisations

Social Media and Health Organizations - Initial research findings General information from/about the organization Personal identification Health campaign (liked, but little engagement) Competition Timely information Health science communication Personal rights issues National/continental comparisons

Social Media Management Suggestions: Developing and defining new roles for your organization on social media Developing a visible role for your organization on social media Defining a “home” for social media within your organization (inter-organisational dependencies) Defining process and policies within your organization Develop social media plans and ways for evaluation (metrics)

Social Media and Health Organizations - Initial research findings Organizational adoption over time (but many concerns) Clear evolvement in profile over time Alignment with organization and society Define clear and unique offering Iterate on goals and milestones Develop domain specific KPI

Social Media and Health Organizations - Initial research findings Debate Encouragement Fact sharing Involvement Participation User friendliness Visibility

Thank you for your participation !!!