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Using social media to engage communities and consult
An introduction
By Alex Talbott
Communications & Engagement
Events
Coming up…
1. Law
2. Communications
3. Acting school
4. Policy
5. Social media
Section 13Q of NHS Act 2006
NHS England has a statutory duty to ‘make arrangements’ to involve the public in commissioning services for NHS patients
S.14Z2 Public involvement and consultation by CCGs
CCGs must make arrangements to secure that individuals to whom the services are being or may be provided are involved in commissioning decisions.
Chapter 2, Section 242 (1B-H)
Trusts must ensure users of their services, whether directly or through representatives, are involved in:
(a) the planning of the provision of those services,
(b) the development and consideration of proposals for changes in the way those services are provided, and
(c) decisions to be made by that body affecting the operation of those services.
1969
Devolving
Collaborating
Involving
Consulting
Informing
Involvement/Participation/ Engagement/Co-commissioning
• Social media can help with it all!
– 2-way
– Open
– Accessible [generally]
– Creates records of interactions
– Creates data for analysis
– Democratises information
– Invites challenge and contention!
Online channels
Owned
Earnt Paid for
Online channels
Owned • Website • Twitter profile(s) • Facebook pages and groups • Instagram profile • LinkedIn page • Blogs • E-newsletter • Email signatures
Online channels
Earnt • Third sector organisation websites & profiles • Public sector partner websites & profiles • Other people’s:
• Facebook groups • Blogs • Social media posts
• Ability to post to full-blown advocacy.
Online channels
Paid for • Social media adverts
• Google AdWords • Website banners • Newspaper website ads • Spotify adverts
• Local and national opportunities.
“Fish where the fish are.”
Acting school: Priorities, priorities, priorities
• Write down your organisation’s priorities
• Write down the day-to-day priorities in your personal life.
We’ve got to talk about…
STPs
Sustainability and Transformation Plans – 44 footprints across England.
5 things about social media
1. Communities of interest
2. Lexicon
3. Empathy
4. Working with negativity
5. Resource
1. Communities of interest
Social media platforms are especially good at building communities of interest.
1. Communities of interest
Characteristics of these communities:
• Transient
• Voluntary
• Rich in social capital
• Quick to grow
• Diverse and therefore clever
• Public +/private
• Very narrow objectives!
2. Lexicon
Which words you use and how you use them.
2. Lexicon
“In terms of place based health it is essential to work on geographical footprints that people living in neighbourhoods identify with”
People Powered Commissioning for Social Action in Stockport (October 2016)
3. Empathy is important
Emotion is stronger than logic.
“…without relationships and building trust and alignment around a common vision change won’t happen”
People Powered Commissioning for Social Action in Stockport (October 2016)
4. Working with negativity
“STPs lay out how £22bn of cuts to the NHS over the next 5 years will play out across the country. With the absurd expectation that services will improve, too.”
Greenwich Green Party https://greenwich.greenparty.org.uk/news/greenwich-green-party-supports-call-for-greenwich-council-to-oppose-stps-and-protect-our-nhs.html
5. Resource
• Not 9-5
• In-depth knowledge needed
• Great writing skills needed
• Funding for adverts
• Ability to react quickly
• Admin-lite processes
• Responsibility
Person specification:
Adaptable, flexible and can hold two personas in their head at one time.
Highly digital literate.
Define target audiences
Map their online channels
Prioritise the channels based on the most popular target audience channels
Create empathetic, audience specific content
Develop a list of search terms for monitoring purposes.
Build +/ join online networks – share content via (earnt/paid for) target audience channels
Monthly tweetchat, every 1st Wednesday of the month on #nhssm
Add +44 (0) 7561 207 708 to your contacts & send ‘#nhssm GO!’ to
join.
