Linee guida per i social in Sanità

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Linee guida per i social in Sanità

Source

Quick Facts

Publishing Organisation:
Sistema Sanitario Regione Lazio
Year:
2020
Primary Target Country:
Italy
Languages:
Italian
Covers Thematic
  • Community management Community Management in Social Media is the active component of interacting with your community of followers, fans and target audience across your social media platforms. This includes active listening, which is an important element of engaging with your followers to understand their wants and needs regarding your services.</br></br>Source: www.clearvoice.com/blog/community-management-social-media-management/
  • Content creation Social media content creation is arguably one of the most important aspects of a social media marketing campaign. Social media content creation is an art, and one that requires an extra amount of patience, creativity, and education around graphic design, copy creation, and color composition.</br></br></br>Source: blog.sociallyin.com/social-media-content-creation
  • Crisis communication Crisis communication is a strategic approach to corresponding with people and organizations during a disruptive event. When a crisis occurs, proactive, quick and detailed communication is critical.</br></br></br>Source: www.techtarget.com/searchdisasterrecovery/definition/crisis-communication
  • Social Media Strategy A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress</br></br>Source:https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan
  • Technologies Software for interaction with, within or among communities in case of a disaster and for analysis of these interactions
    • Target audience
  • Civil Society Civil society is a target group in LINKS which comprises citizens, civil society organizations, educational institutions, vulnerable groups, social movement organizations
  • Practitioners Practitioners is a target group in LINKS which comprises local, national and European disaster management organizations, civil protection agencies, first responders, NGOs, security networks...
    • Audience experience level
  • Starter Those who are not currently using social media, or the current use is based on providing general information and advice to citizens</br></br>Source: https://www.fp7-emergent.eu/wp-content/uploads/2017/09/20170529_D7.3_Guidelines_to_increase_the_benefit_of_social_media_EmerGent.pdf
  • Intermediate Those who currently use social media to communicate with the public and have developed a draft social media strategy, even if this is not thoroughly documented or communicated across the organisation</br></br>Source: https://www.fp7-emergent.eu/wp-content/uploads/2017/09/20170529_D7.3_Guidelines_to_increase_the_benefit_of_social_media_EmerGent.pdf
    • Disaster Management Phase
  • Before Comprises 'Preparedness Phase' and 'Prevention Phase'</br></br>Preparedness action is carried out within the context of disaster risk management and aims to build the capacities needed to efficiently manage all types of emergencies and achieve orderly transitions from response to sustained recovery.</br></br>Source: https://www.undrr.org/terminology/preparedness</br></br>Prevention (i.e., disaster prevention) expresses the concept and intention to completely avoid potential adverse impacts of hazardous events.</br></br>Source: https://www.undrr.org/terminology/prevention
  • During Also referred to as "Response Phase"</br></br>Actions taken directly before, during or immediately after a disaster in order to save lives, reduce health impacts, ensure public safety and meet the basic subsistence needs of the people affected.</br></br>Annotation: Disaster response is predominantly focused on immediate and short-term needs and is sometimes called disaster relief. Effective, efficient and timely response relies on disaster risk-informed preparedness measures, including the development of the response capacities of individuals, communities, organizations, countries and the international community.</br></br>Source: https://www.undrr.org/terminology/response
    • Synopsis
    • Queste Linee guida sull’utilizzo dei social network in Sanità rientrano nelle attività che da tempo la Regione Lazio sta portando avanti per migliorare la comunicazione con i cittadini.
    • Comunicare attraverso i social network per le strutture sanitarie significa:
      • interagire con la comunità, potenziare la partecipazione pubblica,
      • condividere informazioni per velocizzare i tempi di risposta,
      • risparmiare risorse e ampliare i risultati.
    • Ma non solo, attraverso il web 2.0 tutte le strutture possono diventare più trasparenti, interattive e collaborative.
    • Proprio perché la comunicazione attraverso i social network ha assunto sempre più importanza, queste Linee guida sono state pensate come uno strumento utile e funzionale per facilitare la conoscenza, l’accesso e l’uso più corretto dei social.
    • Gli obiettivi principali di queste Linee guida sono:
      • agevolare l’accesso e l’utilizzo dei servizi sanitari e
      • fornire informazioni chiare e corrette, così da limitare la diffusione di fake news sui temi legati alla salute.
    • Sono state previste delle sezioni dedicate alla pianificazione strategica,
      • alla redazione di una social media policy interna,
      • alla gestione dei diversi strumenti attualmente di maggiore diffusione,
      • alle norme giuridiche e link utili.
    • Inoltre, è stato realizzato un censimento sull’offerta social del Sistema Sanitario Regionale (SSR),
      • per monitorare le evoluzioni future,
      • una selezione di alcune esperienze,
      • per offrire una panoramica più ampia e, infine,
      • un testo dedicato alla comunicazione in situazioni di emergenza, che riveste una particolare rilevanza.


    PIANIFICAZIONE STRATEGICA E OPERATIVA

    • STEP 1 - Analisi della situazione
    • STEP 2 - Definizione del pubblico
      • Baby Boomers - ovvero i nati tra 1944-1964
      • Gen X - nati tra 1965-1979
      • Gen Y/Millennials - nati tra 1980-1994
      • Gen Z - nati tra 1995-2015.
    • STEP 3 - Stabilire obiettivi
      • SMART (specifici, misurabili, raggiungibili, realistici e time-bound ovvero inseriti in uno spazio temporale ben definito).
    • STEP 4 - Definizione della strategia vera e propria
    • STEP 5 - Strategie digitali
    • STEP 6 - La scelta dei canali
    • STEP 7 - Content is the King. Definizione della tipologia di messaggi
    • STEP 8 - Definizione del budget
    • STEP 9 - Misurazione


    RACCOMANDAZIONI PER L’USO

    • Trasparenza sulla policy
    • Creare engagement
    • Utilizzare il social messaging
    • Il tasso di innovazione
    • Raccogliere le informazioni, la capacità di ascolto
    • Creare una relazione fiduciaria con la comunità

    Linked to


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