caring Communication

Keeping a finger on the...
DIGITAL pulse
D
igital technologies have
changed the way in which
people access information
and how they communicate
with each other. People now
have more information than ever at their
finger tips at all times. As a result of these
changes in communication, the HSE has
changed how we communicate with the
public and how we signpost them through
their health journey.
While many still receive health information
in the traditional channels, such as newspapers,
magazines, television, public booklets
or posters in their local healthcare centre
or hospital, there is now a huge proportion
of the public who primarily engage with
information online through all types of
social media. The Digital Communications
team manage social media for the HSE and
are developing these platforms to allow
members of the public ease of access to
information when they need it.
Who are the Digital Team?
The Digital Team is responsible for developing
and implementing an overarching digital
communications strategy for the Health
Services, in order to enhance existing and
develop new digital and social media assets.
The team supports HSE services to develop
content and tools for HSE.ie and other
online platforms, to engage with people
via social media, apps and tools and is also
developing the HSE Infoline into a digital
contact hub for people living in Ireland who
wish to contact the HSE and access our
services.
Head of Digital Emma Finn is ably backed
up by her team of Sandra Eaton, Frances
Plunkett, Louise Cooney and Peter Dineen
and also by the National Information Line
team in Ardee.
The benefits of social media
WHY should any of us use social media?
Well, it brings connectedness, information
sharing, learning, leading and listening. If
used properly, it can bring huge benefits in
our personal and professional lives.
For example, if there is a public health outbreak,
it provides an instant and widespread
communication channel to disseminate
information rapidly.
Healthcare leaders and line managers
can engage with their staff on social media,
giving a sense of visibility and openness
and providing the opportunity to challenge
misinformation. You also get a chance to
listen to what staff, colleagues, peers and
influencers - nationally and internationally
-are saying.
Social media sites have become the
biggest signposter for online content – it’s
where people go to find out information.
People share stories on their Twitter and
Facebook accounts, linking back to the HSE.
ie website, which has had 11.2 million visits
since January 2015.
And primarily, it allows you to stay up to
speed, informed and connected.
Twitter
TWITTER is one of the main ways that the
HSE engages with the public, through its 10
handles. The main one is @hselive.
Twitter is the ‘live news’ stream social
media channel, with each update allowing
for only 140 characters.
A tweet can contain text, a photo, a video
or a link to another website. It is widely used
by key influencers – from celebrities to the
media, politicians and organisations.
Facebook
The HSE uses the Facebook
platform across many
of its public information
campaigns like
QUIT, Think Contraception
and Little Things.
Facebook has many
benefits to
the HSE
although
the platform
is constantly
changing and
is very much a
paid platform
now for organisations.
It can help you be:
• Discoverable
– people can search
for your service online
• Connected – you can
have one-to-one conversations,
people can read
your posts, like your posts
and share them with friends
• Insightful – analytics on your page can
give you a deeper understanding of your
target audience
Facebook uses algorithms which makes
the platform like playback TV – The content
you see is based on who, when and how you
interact with content on the platform.
Facebook provides an easy way to get
your information out to an interested group
of people without having to set up and
maintain a website. In Our Lady of Lourdes
Hospital in Drogheda, the maternity physiotherapy
department were among the first
to recognise the usefulness of Facebook,
setting up a page to promote their regular
post-natal physio classes. It continues to
thrive, with over 500 ‘likes’ now.
Be social media savvy
THERE are simple rules to remember to
make the most out of social media.
• Decide your purpose and select the right
tool
• Be authentic – be a human!
• Remember it’s a conversation – that
means two-way
• You are what you tweet....it’s all public
• Practice makes perfect – give it a try
•Be respectful – it’s the real
world
spring 2016 | health matters | 33