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…

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/

Planning for Success

@michelle4QI @bcpsqc

1. Set a goal

2. Identify your audience

3. Make a plan

4. Measure & evaluate

5. Revise & experiment



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…


Step 2:

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?



• Interests: Health care, design, communication

• Students, patients, professionals

• Living in Vancouver

• Goals: Learning, networking

Social media is about relationships



Step 3:

Make a plan

Make a Schedule


Make a Schedule

1. Keep your audience in mind

2. Plan key content

3. Schedule in advance

4. Check in regularly

Make a Schedule


How often should you post in a day?

Make a Schedule


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


• 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

Don’t have a designer handy?

Use Visual Content

Infogr.am

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

Be responsive!

…And Don’t Just Self-Promote


The Golden Ratio = 60/30/10

Promotional

Curated

Owned

Promotional Promotional


Owned

Promotional

Interesting/Cool

Calls

to

Action


Curated

Owned

Promotional • Build trust

• Keep people interested

• Strengthen connections

• Show personality

• Generates activity

Your Turn

Curated

Owned

Promotional


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


Lessons:

Have a budget for social media


Lessons:


Be prepared to adapt

Lessons:


Be prepared to adapt

Invest in owned media


= platforms you control

Owned Media

Measuring Your Impact

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.


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

What About Criticism?

Respond to Critics

Critics care enough about your work to engage with you –

that’s not inherently bad.

Respond to Critics



Best case scenario: you convert them to a supporter with

your stellar response!

Respond to Critics



Best case scenario: you convert them to a supporter with

your stellar response!

Worst case scenario: you’ve demonstrated transparency

& accountability

Respond to Critics



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

http://twitter.com/jonbolton

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: [email protected]

social media 202: sparking engagement and change

Healthcare