Getting members along to branch meetings can be a hard sell. But Diane says social media has helped improve engagement
Many people will be familiar with WhatsApp; the free social media platform that allows you to message, video call and share photos, videos and other media with individuals and groups.
We started using WhatsApp during our bimonthly branch meetings in February 2018. On the day of the meeting, the unpredictable British weather took a turn for the worse and despite records showing it was “the sunniest February since 1929”, the Beast from the East arrived in the UK with temperatures plunging to -10°C.
Weather warnings advised people not to travel and that public transport would be badly affected. Emails began to arrive from members with their apologies. After speaking to the executive team and our RCN regional officer, we decided it would be best to cancel the meeting.
As branch chair, I was concerned because it was the first meeting of the year and an important time. We would be making decisions about Congress and our activities for the year, as well as securing arrangements for our Autumn of Learning; a series of local learning events. Cancelling would also risk a loss of interest and momentum for future meetings.
I called our branch secretary, who managed our branch Facebook and Twitter accounts. We talked about whether it would be possible to have a real time meeting using our Facebook page. We concluded that there weren’t enough members on Facebook to do this.
That’s when I remembered I was part of another non-RCN group that used WhatsApp to communicate with members. It worked well as a forum for members to catch up on issues too. We decided that by using WhatsApp and Facebook, we could give a ‘virtual’ branch meeting a try.
We made it clear that members shouldn't share personal information about themselves or any information about patients
For this to work, I needed phone numbers for those who wanted to take part and they needed to have a phone with WhatsApp downloaded. We sent an email to branch members asking them to let me know by text if they wanted to join the meeting.
Several people responded with their numbers immediately and I created a group on WhatsApp. I then sent out a message by WhatsApp and the branch Facebook page to say the conversation would begin at 5.30pm. More people contacted me nearer the meeting time to be added to the group.
Our very first branch meeting using WhatsApp was chaired from my kitchen table. I had WhatsApp ready on my phone and the Facebook branch page open ready to communicate.
I started the meeting by saying that as this was a first for everyone involved, they would need to bear with me. I said I would announce agenda items and take messages on each item for discussion for five minutes.
We also made it clear that people shouldn't share any personal information about themselves or other members in the group, or any information about patients or specific colleagues.
At times, it was difficult to keep up with the speed of conversations, and some members were catching up with old friends and saying hello. On Facebook the messages were slower to come through with the Wi-Fi signal affected by the weather, so the few members on Facebook missed the timing of conversations but they were still able to contribute.
We managed to cover the agenda and the meeting took about an hour and 45 minutes. Eighteen members took part in the meeting and afterwards, everyone said it had been a good experience. There were even members involved who had never attended a branch meeting before due to childcare, mobility difficulties, working hours or having to travel long distances.
I managed to draft some notes from the conversation although I wasn’t completely certain who had said what so had to go back and ask for full names afterwards and check for any actions required.
Keeping up the momentum
After speaking to our regional board, we decided to continue to offer members the chance to participate in branch meetings through WhatsApp and Facebook.
One of our members attending the meeting in person will relay the discussion from the meeting to those using WhatsApp and Facebook. They can also share contributions from members using those channels with those in the room, or ask questions on their behalf.
Before we add anyone to the WhatsApp group, we check that they are valid RCN members and part of our branch. We also review this regularly to make sure members of the WhatsApp group are still RCN members. Only members who have consented to be a part of the group are added and we only share documents if they are already available in the public domain.
Since introducing WhatsApp and Facebook, we've seen an increase in members taking part in branch meetings with WhatsApp doubling our engagement. We also use WhatsApp as a platform to engage frequently with branch members sending out reminders about meetings and links to RCN campaigns, as well as continuing to use email.
Since introducing social media, we've seen an increase in members taking part in branch meetings
I believe WhatsApp has changed members’ attitudes towards branch meetings and will continue to open up opportunities for the growth of our branch.
It allows the branch to gather more feedback on key issues affecting nursing staff and RCN members, and it means those who cannot attend in person can still feel valued as a member. As branch chair, it’s been really beneficial for me as it has increased my awareness of members’ wishes.
The most pleasing and unexpected outcome of the WhatsApp group has been the extra support it can offer branch members. They ask for advice about issues and we can direct them to an appropriate rep, or members in the group who can offer support can then take the conversation to a private chat offline.
Diane Cameron
Chair of RCN Outer South East London branch
More information
If you are considering using WhatsApp to increase member engagement in branch meetings, you will need to make sure this complies with the General Data Protection Regulation (GDPR). You can contact the RCN’s data protection team for advice at data.protection@rcn.org.uk
