Social Media in the Workplace: New Disease

or New Asset?

Bruce Clarke, JDNCHHRA Sept. 9, 2010

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Purposes Today

• Trends in the workplace

• Legal issues and obstacles

• Opportunities and models

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Definition

• A conversation or dialogue using web-based tools where the users generate the content

– Perceived credibility of the source is key

– Peer data vs. marketing data

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Obstacles and Hurdles

http://www.youtube.com/watch?v=6MOvB7OXJXQ

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Trends: Social Media 2010http://www.youtube.com/watch?v

=NB_P-_NUdLw&feature=related

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CAI Survey Data: non-Mfg.• 56% use it for networking, and for

branding/marketing• 35 to 50% use it for external

communication, reaching new customers, recruiting and sales

• 16 to 19% use it for employee initiatives

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CAI Survey Data: which roles?• HR (67%)• Marketing (64%)• Sales (53%)• Executives/Managers (50%)• Customer Service (24%)• Depending on role, 41% of org’s

allowed employee use of some type on the job

• 25% allow it regardless of role! Add to above.

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CAI Survey Data: non-mfg.• The larger the organization, the

greater the use (add 2 to 8% to the averages)

• LinkedIn: networking (46%), recruiting (33%)

• Facebook: branding/marketing (42%), reaching new customers (37%)

• Instant msg, Twitter, text/skype: Networking (26%), internal communications (16%)

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CAI Survey Data: future use

• 83% expect their organizational use of social media to increase in the next 1 to 3 years.

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Healthcare use of social media• http://www.youtube.com/watch?v=

qLeNGykRAvU

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Healthcare use of social media

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Healthcare use of social media1. Managing a conversation2. Engaging e-patients3. Convergence with personal records4. Social media for providers to talk

with each other5. Other internal collaboration

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“ Healthcare is an incredibly collaborative sector. As such, use of social networking to foster information exchange – both inside and outside of an organization – presents enormous opportunities to improve global health.”

Jim HaughwoutOulixeus Ltd.

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Ahealthiermichigan.org

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Survey: obstacles and hurdles• 187 of 227 org’s said “sometimes” or

“never”. Why?• Lack of polices/guidelines (47%)• Concerns about productivity (46%)• Lack of expertise (44%)• Legal concerns (46%)• Lack of staff time (41%)• Lack of a fresh content plan (29%)• Lack of results from the tools (27%)

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CAI Survey Data: legal concerns• 4 out of 227 reported an “incident”

or claim: 2% of respondents.

– ‘ee vs. ‘ee complaint– ‘ee website with profanity– suit threatened over consumer claims– HIPAA violation claimed

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General Legal Concerns

1. Misuse in hiring2. Employees behaving badly with

your name attached3. Disparaging comments about ee’s

or competitors4. Disclosures of confidential

information during and after employment

5. Union organizing

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Mayo Clinic Attorney

http://www.youtube.com/watch?v=O60KBugBtFM&feature=related

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Productivity ConcernsInternet Use Tops Workplace Time-

Wasting TasksDULLES, Va. & NEEDHAM, Mass., July

13, 2005 (SmartPros) — Unproductive tasks in the workplace, from Web surfing to watercooler chit-chat, is costing companies $759 billion annually, according to a report released this week by America Online and Salary.com.

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Productivity Concerns

Among the chief worries of today’s business leaders is the large number of unemployed people still on the payrolls. (anon.)

“Culture” is what your people do when no one is looking. (anon.)

There are no bad employees, only bad managers. Good managers do not tolerate bad employees. (G. Giordimaina)

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CAI Survey Data: policies

• 24 % have a formal policy• 33% have informal guidelines only• 43% have no policy or guidelines

• 42% block access to certain sites (33% say “use your judgment”)

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Policy Elements

• Positive, or negative, or both?• Never Do’s and Always Do’s?• Is social media unique (and needs its

own policy) or is it just one more way people can waste time, embarrass others and create liability?

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Work time is for working

Should your policies be social media specific?

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What if you can use it to . . . 1. Attract paying patients2. Become more consumer-friendly3. Improve service lines4. Develop new niches5. Provide outpatient services6. Make processes more efficient7. Recruit/retain quality staff8. Invest in technology9. Avoid-re-admissions

(Hospital Review: 9 ways to improve margins in 2010)

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Questions?

Bruce Clarke, JDCAIbruce.clarke@capital.org919-713-5243www.capital.orghttp://blog.capital.org