What is social media and why it should be an integral part of your public health agency’s communication activities

Exploration of Platforms: Facebook and Twitter

How to start developing a social media strategy and social media organizational policy

How to monitor social media effectiveness

Social Media › Web-based platform (Facebook, Twitter,

LinkedIn, Youtube, etc.) that allows users to interact with the content and information being given

Traditional media is like a one way street, social media is a two way street › Traditional (radio, newspaper, TV) can only

push information to you › Social encourages two way dialogue

Being at a dance

Michael Yen Photography

Marketing Communication

Focus on increasing demand/issues

to shape opinions. Guide the relationship

Focus on positioning & building relationships

between brand & consumer

Focus on strategies to inform & educate

Promotion &

Advocacy

Adapted from Demetrio Maguigad

Traditional Media Try to find participants

› Shout out loud! › Advertise

Provide an experience to influence target

Hope they return for future events and services

Social Media Should complement

traditional methods Influence target

before and after event › Create community › Listen, then whisper › Pull people in

Nurture relationships

Social Media is all about engaging users and forming relationships through meaningful

conversations/connections.

General feelings after participating in social networking

76% Positive

Frequency of social activities

Nielsen: The Social Media Report 2012

{ Creators spokesperson, opinion/thought leaders

Conversationalists networkers, social butterflies

Critics opinions on all things, opinion/thought leaders

Collectors social bookmarkers, spreads awareness

Joiners discovers new things, trendsetting

Spectators everyday user, spreads via word of mouth Inactives

Influencers

{

{ Organizers

Majority

Current Major Platforms 1. Facebook 2. Twitter 3. LinkedIn

There are many other popular/viable alternatives › YouTube › Pinterest › Vimeo › Yelp

Facebook is a mixture of the world’s largest focus group, window displays in a store, and a proactive call center

Facebook is like a loaded revolver... some folks use it to (unknowingly) play "Russian Roulette" with their careers.

Great example about hearing others experiences and connecting

You can do the following in Facebook › Create a Company

Page › Create a Group

For Facebook Posts: › Like a post › Comment on a

post › Mention a user › Share a post with

your users

Lifeline – Twitter service launched in Japan › Allows users in Japan to easily identify Twitter

accounts that deliver pertinent local information Local media outlets, utility companies, etc

“Since Twitter often becomes a de facto lifeline during crises everywhere, we hope to eventually expand this functionality to more locations around the world.” – Jinen Kamdar (Twitter product manager)

http://blog.twitter.com/2012/09/a-new-lifeline-in-japan.html

You can do the following in Twitter: › Follow a user /

be followed by other users

› Mention users (@username)

› Use hashtags (#keyword)

› Favorite a tweet › Retweet › Reply

Connecting on LinkedIn is like trading

professional business cards and fishing for talent

Presence for your target and constituents

Have professional conversations

A dashboard is a platform where all of

your social media can be managed from one place. › Analytics › Multiple accounts

Dashboard usage – Examples: Hootsuite, Tweetdeck

Manage multiple social media accounts and appropriately automate posts

Do Not Cross-Automate – It’s Disorienting › Time your posts but personalize message

for platform Stat: Auto-posting on Facebook decreases

likes and comments by 70%

Actively engage audience & monitor › For Twitter, 56% of customer tweets to

companies are being ignored - Make sure you respond!

Twitter messages are 140 characters or less @MidAmPubHealth: I’m learning how to tweet

at #RPHI!

Using @username mentions another user and they will be notified that you mentioned them.

Hashtags are denoted with a # symbol. These are essentially keywords that can be used in a targeted marketing/branding campaign or to promote a topic.

1. People › What are they ready for? where are they? what

level of engagement are they at? 2. Goals

› What do you want to do to achieve your goals? what will be accomplished?

3. Strategies › What will change? What is the process via social

media that will support the Goals? 4. Channels and tools

› What are the best tools to help you get there using social media?

5. Outcomes and analysis › What will be measured? what are the indicators of

change or success?

Marketing Communication

Focus on increasing demand/issues

to shape opinions. Guide the relationship

Focus on positioning & building relationships

between brand & consumer

Focus on strategies to inform & educate

Promotion &

Advocacy

Adapted from Demetrio Maguigad

Identify audience and engage them online based on the technologies they use

Define your online audience by social media user type › Creators, Conversationalists, Critics,

Collectors, Joiners, Spectators, Inactives Develop engagement strategies based

on audience analysis and desired impact, based on goals

Establish your goals and identify what you could do via social media to › Conduct research › Create market buzz › Inform and provide services › Develop and improve products/services › Enhance partnerships › Increase support (funds, volunteers, call-

to-actions, etc.)

Identify the process on how you will use social media to reach your goals and enact change

Will you use social media to: › Listen and monitor? › Participate in conversations? › Generate buzz? › Share multimedia? › Nurture your community?

Assess the impact of your social media usage

Learn to adapt to changes in the process

Persuade Inform Educate Entertain/Appeal to Emotions

FOCUS ON ONE Use the other three to support that one.

Consider how much time you can commit

Consider how easy it is to create content

Consider how long it will take to acclimate staff on how to use each tool

Lastly, identify the tools needed to communicate, engage and measure your success. › Facebook, Twitter, LinkedIn › Facebook and Twitter › Facebook only › LinkedIn and Twitter › Other

listening and monitoring

participating in conversations

generating buzz

creating and sharing multimedia content

nurturing a community

tools

time

Adapted from Demetrio Maguigad

Defines and sets guidelines for: › Who is communicating online › What is being communicated › What is NOT communicated › How and where organizational messages

are communicated › Demonstrating and strengthening the

organizational voice › Its values and overall brand › Preventing communications crisis or

procedures for handling crisis

Who does What? › Different roles for different channels › One role for all channels › Will that person also be responsible for

tracking and moderating comments?

What fits with your values? Can you post something that is

germane to your values but does not meet your criteria?

What needs approval before posting? Privacy and permissions

This is a moderated public forum. We reserve the right to delete submissions that contain:

1. Vulgar language 2. Personal attacks of any kind 3. Comments or content that promotes, fosters, or perpetuates

discrimination on the basis of race, creed, color, age, religion, gender, marital status, genetics, status with regard to public assistance, national origin, physical or intellectual disability or sexual orientation

4. Spam or links to other sites 5. Clearly off topic 6. Advocate illegal activity 7. Promote particular services, products, or political organizations 8. Infringe on copyrights or trademarks 9. Personally identifiable medical information 10. Information that may compromise the safety, security or proceedings

of public systems or any criminal or civil investigation

In Class Exercise ›Break into group of 4 people

›15 minutes ›5 minutes to discuss

Basic Goal: Track how effective your marketing/advocacy efforts have been

How are we going to accomplish this? › Increasing brand/issue awareness › Tracking user engagement and interactions › See if presented information being

delivered effectively › See if our intended audience is actually our

intended audience

Likes › Quick

affirmation of your brand

Likes – Facebook Insights › Gender and

Age › Location › Time-Based

Reach › Increase

brand awareness

Reach – Facebook Insights › Gender + Age › Location › Organic, Paid,

Viral › Frequency › Views

Followerwonk – followerwonk.com › Allows you to view statistics on your followers

and who you follow (more info if you pay – cheapest plan $99/mo.)

Vizify – vizify.com › Provides info on engagement in graphical

format Tweetreach – tweetreach.com

› Provides info about specific words/hashtags (gives info for most recent 50 tweets, pay $20 for full reports)

Are you reaching your target audience? Tracking Engagement

› free info on how active your followers are (and who those followers are) How often they tweet How much they retweet How much they mention others

Tracking Engagement › Vizify provides a graphical display of most used

words/hashtags as well as if people interacted (replied, retweeted, favorited)

Tracking trends › Useful for tracking

specific campaigns utilizing specific hashtags or words

› Lets you export this report in many formats

What to look for: viewer retention, traffic sources, subscriptions/likes/favorites/shares

Absolute audience retention – % of total views

Relative audience retention – Compared to videos of similar length

See where your audience is coming from

See where you have gained or lost subscribers/likes/favorites/shares › Similar to tracking Talking about this/Virality

for Facebook posts

Social Media by Centers for Disease Control and Prevention › http://www.cdc.gov/SocialMedia/Tools/gui

delines/index.html

@MidAmPubHealth

MidAmerica Center for Public Health Practice

MidAmerica Center for Public Health Practice

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