social media 202: sparking engagement and change

Social Media 202

Sparking Engagement & Change

Michelle Cyca

Communications Specialist

Welcome!

• Feel free to post on social if you’re

inspired!

• Use hashtags

• Tag me: @Michelle4QI

#QF17

#QFSocial202

• Raising your hand works too (I like questions)

What’s Social Media 202?

• You know a little or a lot about social media

• You can identify these

• You’re on one or more

platforms regularly

• You’re using the tools, but you feel like you could be

doing more with them

• You want to learn how to measure your efforts & manage

your time

Today’s Discussion

• Understanding the tools

• Planning for success

• Defining engagement & measuring it

• Using your time effectively

• Optimizing your messages

• Having fun!

Before We Get Started…

Before We Get Started…

What Is Social Media?

Content that is

– User-created

– Sharable

– Interactive

Platforms that facilitate creation & growth of networks,

communities & connections

A good source of cat photos

What Is NOT Social Media? (aka, platforms that are not the focus today but we might talk about them a little)

х Websites

х Newsletters

х Blogs

Who Should Use Social Media?

Everyone!

(if they want to)

Who Should Use Social Media?

A Quick Show of Hands

Why? • Communicate with multiple people

• Share info, resources, campaigns, etc.

• Follow relevant conversations

• Express your views and opinions

• Get continuous feedback

• Stay up to date on developing stories

• Make your life easier

Why?

74% of internet users use social media

80% look up health information online

Patient Perspectives

56% of patients want their providers to use social

media1

70% expect a patient service response within 24hrs2

Sources: 1. Chretien & Kind, 2013 2. Expio, 2015

http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/

YouTube

http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/

http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/

Planning for Success

@michelle4QI @bcpsqc

1. Set a goal

2. Identify your audience

3. Make a plan

4. Measure & evaluate

5. Revise & experiment

Planning for Success

@michelle4QI @bcpsqc

Planning for Success

@michelle4QI @bcpsqc

Step 1:

Set a goal

A caveat…

Social media is a means to an end.

The numbers themselves are not the goal.

This is not necessarily success…

… unless it’s advancing your work.

As an example…

Planning for Success

Step 2:

Identify your audience

Identify Your Audience

Identify Your Audience

• Who do you want to reach?

• What do they care about?

• What need are you serving?

• Where are they?

Identify Your Audience

Identify Your Audience

Identify Your Audience

@michelle4QI @bcpsqc

Identify Your Audience

@michelle4QI @bcpsqc

• Interests: Health care, design, communication

• Students, patients, professionals

• Living in Vancouver

• Goals: Learning, networking

Social media is about relationships

Planning for Success

@michelle4QI @bcpsqc

Step 3:

Make a plan

Make a Schedule

@michelle4QI @bcpsqc

Make a Schedule

@michelle4QI @bcpsqc

Make a Schedule

1. Keep your audience in mind

2. Plan key content

3. Schedule in advance

4. Check in regularly

Make a Schedule

@michelle4QI @bcpsqc

How often should you post in a day?

Make a Schedule

@michelle4QI @bcpsqc

How often should you post in a day?

1-2 1 1-3 5-∞

Plan Your Content

Some tips for economical posting…

• Make a content calendar

• Reuse & recycle!

• Borrow

• Follow relevant hashtags

• Share prepared messages

Remember: You don’t always need

to reinvent the wheel

Use Visual Content

@michelle4QI @bcpsqc

• Infographics are shared 3x more than other kinds of

content

• Tweets with photos receive 35% more RTs

• Video content projected to be 74% of all internet traffic

Use Visual Content

Use Visual Content

Use Visual Content

Don’t have a designer handy?

Use Visual Content

Infogr.am

Use Visual Content

Use Visual Content

Use Visual Content

Use Visual Content

Use Visual Content

Use Visual Content

Be Yourself*

• Use a real profile photo

• Fill in your bio (and update

as needed!)

• Don’t be one-dimensional

• Avoid automated tweets

Make Connections

Want people to engage with your content?

Engage with theirs!

Make Connections

Want people to engage with your content?

Engage with theirs!

Benefits:

• Strengthens relationships

• Leverages networks

• Keeps things interesting for your audience

Make Connections

Make Connections

Make Connections

Be responsive!

…And Don’t Just Self-Promote

…And Don’t Just Self-Promote

The Golden Ratio = 60/30/10

Promotional

Curated

Owned

Promotional Promotional

…And Don’t Just Self-Promote

Owned

Promotional

Interesting/Cool

Calls

to

Action

…And Don’t Just Self-Promote

Curated

Owned

Promotional • Build trust

• Keep people interested

• Strengthen connections

• Show personality

• Generates activity

Your Turn

Curated

Owned

Promotional

Planning for Success

Step 4:

Measure & evaluate!

Measuring Your Impact

How can you quantify the value of

your social media activity?

Time to talk about engagement!

What Is Engagement?

What Is Engagement?

Engagement metrics vary by platform:

Favourites

Follows

Re-tweets

Replies

Impressions

Clicks

Page Likes

Post Likes

Shares

Comments

Impressions

Clicks

Total Views

Duration

Comments

Shares

Subscribers

Opens

Clicks

Subscribers

Unsubscribes

Shares

What Is Engagement?

Vanity metrics:

• Page views

• Impressions

• Downloads

• Followers

• Page Likes

• Etc.

What Is Engagement?

Meaningful engagement metrics:

• Conversion rate: Comments per post

• Applause rate: Likes per post

• Amplification rate: Shares per post

(conversion + applause + amplification)

÷ total audience

engagement rate

Industry Standards

• 1% engagement rate = good!

• The more fans you have, the lower that is.

Social media platforms can (and

do!) change the rules

Organic to Paid Engagement

Organic to Paid Engagement

Organic to Paid Engagement

Organic to Paid Engagement

Lessons:

Have a budget for social media

Organic to Paid Engagement

Lessons:

Have a budget for social media

Be prepared to adapt

Lessons:

Have a budget for social media

Be prepared to adapt

Invest in owned media

Organic to Paid Engagement

= platforms you control

Owned Media

Measuring Your Impact

Platform Analytics

Platform Analytics

Platform Analytics

Know Your Baseline

!

Know Your Baseline

Know Your Baseline

Oct 9 – Nov 9 Nov 10 – Nov 16

Nov 10

5.9%

26.5%

Know Your Baseline

Know Your Baseline

You need to know what your “normal” is to

know if your strategy is working.

Planning for Success

Step 5:

Revise & experiment!

Experimenting

• What’s working well? do more of it!

• Try something new (time, frequency, length)

• Participate in trends & memes (with caution)

• Keep your tone & audience in mind

Experimenting

Experimenting

Experimenting

What About Criticism?

Respond to Critics

Critics care enough about your work to engage with you –

that’s not inherently bad.

Respond to Critics

Critics care enough about your work to engage with you –

that’s not inherently bad.

Best case scenario: you convert them to a supporter with

your stellar response!

Respond to Critics

Critics care enough about your work to engage with you –

that’s not inherently bad.

Best case scenario: you convert them to a supporter with

your stellar response!

Worst case scenario: you’ve demonstrated transparency

& accountability

Respond to Critics

Critics care enough about your work to engage with you –

that’s not inherently bad.

Privacy & Permissions

• Get familiar with your organizational policies

• Limit account sharing

• Ask permission for photos & contact info

• Consider separate accounts for personal & professional

Privacy & Permission

“We trust health professionals with narcotics &

sharp needles - I think we can trust them with

Facebook & Twitter as well”

Lee Aase

Director, Mayo Clinic Social Media Network

@LeeAase

In Conclusion…

Have a plan

Keep your audience in mind

Be adaptable

Experiment

Focus on results, not numbers

Questions?

Stay in Touch!

Twitter:

@BCPSQC

@Michelle4QI

Email: mcyca@bcpsqc.ca