A year ago when I started this blog, I struggled to find examples of the NHS' use of social media and it was perhaps for this reason that some students on the module struggled themselves with knowing how to apply various tools to solve their own communication conundrums.
My instinct tells me, however, that the use of Web 2.0, social networking sites is increasing - and used with increasing sophistication. There are admittedly still huge swathes of the population living in blissful ignorance of such phenomena: I have girlfriends who run screaming from the room when I twitter on about Twitter; my own brothers who have heavy weight jobs in IT shake their head in disapproval when I mention Facebook, and trying to get my academic colleagues using Blogger or Ning is a bit like trying to introduce a Sky+ box into a community of Amish. (Admittedly, I don't actually own a Sky+ box myself, and my knowledge of the Amish is restricted to repeated viewings of Witness - and only then because I like Harrison Ford...)
Anyway - to get to the point, I have recently picked up a number of interesting developments where the NHS meets social networking.
For instance: there are now a large number of Trusts and national health bodies using Twitter:
to name just a few.
I even came across some great FaceBook pages devoted to the NHS:
......and this Wiki caught my eye too....
so maybe you could now think about how you could get your message across to colleagues or users of your service using social media?
You might also want to explore other media that the NHS is using - such as YouTube: