Implementing social media communication in an OHS organisation

Introduction
Non-profit organisation Prevent is Scandinavia’s leading provider of knowledge and training in occupational health and safety. In 2008, social media became increasingly popular. At the same time Prevent implemented its communication strategy, whose success significantly rested upon continuous and diversified communication. Prevent's 2011 operational plan stressed successful and innovative communication to increase knowledge of and commitment for OHS. Prevent decided to study if and how it could benefit from implementing social media communication.

Methods
A pilot study included: mapping of major social media, OHS issues and target groups in these media; guidance how social media can support business objectives; targets aimed at increasing interest and knowledge of OHS and at strengthening organisational offers.Approval of findings was gained through several measures: presentation for and education of the management group, board and all employees; department-wise information and discussion; and a w orkshop with a future administrative unit. Introduction occurred over four weeks with a rolling schedule, supervision, social media dashboard training, follow-up meetings, and operational tuning.

Results
A social media strategy linking objectives to Prevent's operational plan and communication strategy. A policy outlining core values, recommended behaviour, and do's and dont's. Operative guidelines for Facebook and Twitter. Administration through a new social media unit. An eight-month project targeting expansion into Slideshare and Wikipedia, routines for social streaming, and introduction of content-sharing platforms and widgets bridging Prevent's websites and social media. All framed within a time plan for Q1-Q4 of 2011.

Discussion
A key factor was the existing communication strategy, which facilitated linking new findings to familiar concepts. Involving the entire organisation was essential for implementational success. Advancing step by step was a strength; from strategy and policy, to guidelines and operational support. A recommendation is to quickly initiate some daily social media communication, while taking on other parts in projects.