Well over a year ago, John Bell published a blog entry that gave people a chance to measure their company's social media score. As I re-read the checklist this week, I realized how much progress BIDMC and our staff and I had made in this regard. I also noted how little progress many of my colleagues in the health care industry had made. Meanwhile, other industries (and politicians) are zooming along and incorporating social media into their advertising, marketing, communications, and internal operations.
Just for fun, I compare the answers I would have given for BIDMC in late 2006 with what we would answer today.
Does anyone within the company already blog? (including personal blogs). Yes/yes. (2006/2008)
Do any of these existing bloggers post on business related issues (vs. personal blogs)? Yes/yes.
Has senior management stopped making jokes whenever a junior staffer mentions the word "wiki" in a meeting? No/yes.
Have you ever invited customers or stakeholders to a company meeting just to hear their perspective? No/yes.
Have you ever published public information - done an interview, released some news, said something publicly - without prior written approval from the legal department? Yes/yes.
Is Web publishing decentralized in your organization. No/yes.
Do you have RSS feeds on your corporate Web site? No/no.
Does your communications team value more than big media clips? No/yes.
Does your company reward entrepreneurial behavior from within the organization? Yes/yes.
Does your C-level leadership (CEO, CMO, COO, etc...) understand the difference between Robert Scoble and Bob Lutz? No/yes.
Has your marcom team read 30 blog posts from at least 10 blogs over the last two weeks? No/yes.
Has your marcom team downloaded and watched/listened to audio or video podcasts? No/yes.
Yes to 0-4 questions: Your organization is not ready.
Yes to 5-8 questions: Your organization is ready to listen.
Yes to 8-12 questions: you are probably more ready than most.
Summary for BIDMC: 2006 -- 4 yes; 2008 -- 11 yes.
But let's ask some more questions that were not included in Mr. Bell's original survey:
Do you regularly survey employees and rely on majority rule for matters of corporate significance? No/yes. (2006/2008)
Do you regularly post clinical information (e.g., on infection rates) on your corporate website for the world to see? No/yes.
Do you post results of Joint Commission accreditation surveys on your corporate website for the world to see? No/yes.
Do you post the results of patient satisfaction surveys on your corporate website for the world to see? No/yes.
Do any senior managers in the company post their profile on Facebook and communicate with staff through this medium? No/yes.
Have you pretty much given up on purchasing newspaper ads and rely instead on social media for marketing and communication. No/yes.