Board Presentation: September 2012 Introduction

Good afternoon everyone. I first would like to say thank you, I feel extremely fortunate to be here today. Interning with the MDA has been an amazing opportunity. I’m not going to lie, I was slightly intimidated at first because I wouldn’t consider myself a “dental professional,” but I have a the best support team. Josh has not only been my supervisor, but my mentor for my future. And what intern can say she has direct access to the CEO of the company? Anyway, as some of you already know, my name is Stefani Olds. I am a senior at Michigan State University majoring in communications, and specializing in public relations. And for the past nine months I have been the Social Media & Public Affairs intern at the MDA. My main duty thus far has been developing and monitoring the MDA’s Twitter. But before I begin, how many of you are on some form of social media? How many of you are on Twitter? Well my goal is, by the end of my presentation, you will all go home after and make an account!

Overview

So, the way I see it is… LinkedIn connects you with people you know. Facebook connects you with people you used to know. But what’s so great about Twitter is that it connects you with people you want to know. Our followers are quinine interested in oral health, and choose to stay up-to-date on what the MDA has to say. On February 10, 2012, the Michigan Dental Association expanded its social media endeavors, and entered the world of Twitter. Since then the MDA’s Twitter account has evolved into an influential source for oral health information and updates.

Followers Starting with only 50 followers, or accounts that get our Tweets. Since then we have generated

seven times that amount, a number that continues to increases daily. The MDA gains about 30 to 40 new followers a month.

Many noteworthy organizations and individuals throughout the U.S. and throughout the world follow the MDA. Our Tweets reach many different audiences, which is important to keep in mind when composing a Tweet

Our primary target audiences include

• Michigan Legislators o Gov. Rick Snyder o Secretary of State Ruth Johnson

• Local News Media and Reporters o The Detroit Free Press o WXYZ

o MLive Editor Meegan Holland • Oral Health and Health Related Organizations

o The Michigan Oral Health Coalition o The Michigan Health Department

However, additional audiences include

• Dental Associations o The ADA o State Associations

• Dentists, Dental Practices and Dental Schools o MDA Members o University of Detroit Mercy School of Dentistry

• Dental/Health Professionals and Influential Individuals o President of the Michigan Chamber of Commerce, Rich Studly

• Michigan/Lansing Area Businesses and Groups o Lansing Buzz o Pure Michigan State University

• General Member of the Public • Dental Manufacturers and Supply Companies

o Beam Brush o Murray Dental Arts Lab

• Promotional Services o Truscott Rossman o SMZ Advertising

MDA Members To continue, Twitter has connected the MDA with 57 of its member dentists, two of which are in

this room! The benefits go both ways… It is another great way for the MDA to further support the members, and share their information and achievements. It allows members to stay up-to-date on the latest oral health information. Also, it serves as a convenient way for the MDA to stay in the loop when it comes to what the members are saying.

Keyword Monitoring

A very useful feature of Twitter is that it enables us to monitor the conversations taking place in real time. With an understanding of what the public is saying helps us to effectively and almost instantly respond. For instance, I can stay updated on the public’s opinion regarding the ongoing fluoridation debate simply by searching the keyword, fluoridation. Also, when ABC aired its documentary, Dollars and Dentists, the ability to monitor how the public was responding helped my efforts tremendously in crisis communication.

Closing

In this day and age, social media has revolutionized the way people receive news. And in our case Twitter has become a vital platform for the MDA to position itself and its members as Michigan’s official oral health authority. If you want to learn more about this initiative, I have prepared a comprehensive binder that I would be more than happy to share. Does anyone have any questions I can answer?