If you’re wringing your hands trying to get C-suite buy-in to adopting social media for your hospital, here is a list (incomplete) of practical steps:
- Don’t speak about social media – not up at the front of conversations
- Put yourself in their shoes – go to where they are; don’t try to convince them to come to where you are
- Take inventory of the communication assets you already have
- Take inventory of the communications liabilities (or deficits) you have, or believe that you have because of today’s social media world
- Ask yourself: “How much of this do *I* understand? Am I caught up in social media advocacy because it’s the hot object of conversation today, or because I *know* how to extract value from the use and enframming of these media?”
- Visualize what behavior change will look like if you get what you ask. That is: do you know what kinds of outcomes the proper use of social media are possible? Do you know how to achieve those outcomes? If you’re not changing behavior – of *some* kind – just what’s the point of doing social media?
In Part II, I’ll get into the actual communication – the approaches to take with even the most conservative executives.
Hint: it’s not always about you convincing executives about your ideas. Sometimes, it’s about you listening to them.
@PhilBaumann – @HealthIsSocial – Newsletter