#DigitalDiaries. London Ambulance Service comes together on Facebook. Back in 2013, our organisation was facing a challe
#DigitalDiaries
London Ambulance Service comes together on Facebook Alex Bass, Head of Internal Communications and Digital Media at London Ambulance Service, talks about the benefits of going where your people are Back in 2013, our organisation was facing a challenge. At London Ambulance Service, we cover 620m2 of London, with 5,500 employees working across more than 70 sites and a full range of shift patterns. With such a wide geographical spread, it was unlikely that someone based in the north of London would have direct contact with someone in the south. And with messages between people in the control room and those on the road mainly going through mobile data terminals, with no face-to-face contact, it was rare to be able to put names to the initials on screen. We needed an easy, open and direct way for people to talk to one another, share ideas across the organisation and get updates on key issues. So rather than trying to coax our people onto a new system, we decided to stick with what they knew and try Facebook. Going where your people are As a lot of our people already used Facebook, we almost had a ready-made
Facebook – in a nutshell Most likely in need of no introduction, Facebook is an online social media and networking site that boasts 2.2 billion monthly active users. Arguably paving the way for the other social media platforms that followed, Facebook allows you to post, like, follow and share with your ‘friends’, as well as set up public or private groups.
“One of the group’s strengths is that it’s used for different reasons by different people.”
audience. It was really interesting to see how many people voluntarily joined the group and were willing to use their own devices to access it. In the beginning, we promoted the Facebook group in our staff magazine and our Chief Executive encouraged people to sign up, showing that this was an approved channel. Importantly, the group was set up by a team that included different parts of the Service and this has proved vital to its success. Over the years as the group grew, so did the number of posts. We’re a 24hour organisation so there is activity around the clock – from first thing in the morning, right through the night.
London Ambulance Service Facebook group
3,600 members
15
posts a day on average
50%
employees are active daily users
2,700
employees viewed most liked post
Keeping on top of it was a challenge, so we set up a peer moderator group in 2015. Anyone can apply to join and they are offered support on how to respond to queries or deal with difficult posts. They play a vital role in managing the group, with frontline volunteers who are working later shifts able to step in and deal with anything that needs a timely response. We also ensure that our own Facebook activity as a communications function complements our intranet. Not everyone is on Facebook so important information goes across both sites. We also post links on Facebook that take you to relevant documents and content hosted on the intranet. Facebook likes We’ve found that one of the group’s strengths is that it is used for different reasons by different people. Its overall purpose is to improve communications – and through that employee engagement – but that could be through project leads using their knowledge to update people on an initiative or people posting about charity events to encourage others to get involved. It’s also proved to be a powerfully personal tool. A good example is a member of an ambulance crew who wanted to thank a colleague on the clinical support desk in the control room who helped them in a difficult situation, but they didn’t know their name. They posted in the Facebook group and within an
The information security story Most of our people access Facebook through their personal mobile devices but we still had to ensure it was available and accessible to everyone at London Ambulance Service. So we had to resolve any access problems on work computers. Although the group is private and we approve any requests to join it, we have strict rules about sharing patient and sensitive information on there. We created a code of conduct – a list of dos and don’ts that reminds people to be respectful of others’ opinions and not to identify patients. It includes guidance about only using Facebook during breaks or your own time, and sets expectations about response times to queries.
“Even if they don’t add their own posts, they’re live on the group, aware of what’s going on and reacting to others.”
hour other people had helped them find and notify that colleague. Facebook brings employees together. Although Facebook isn’t as structured as other communication platforms, it has a strong search function that allows people to find and comment on older posts. We can also host videos and stream Facebook Live video sessions to share messages and allow people to ask questions in real time. At first, we started with one main corporate group but as more and more people have joined, sector-specific and local groups have also been set up that are locally managed. There’s no sign of things slowing down either. Even if they don’t add their own posts, they’re live on the group, aware of what’s going on and reacting to others. It has developed into a real community.
The digital tool featured in this case study is an example of a resource being used by UCLPartners and/or its partner organisations. Its usage does not indicate endorsement by NHS Digital.
