the impact of social media - ncsbnsocial media key takeaways 1. it influences news consumption and...

© SPM Marketing & Communications© SPM Marketing & Communications

The Impact of Social Media

Public Policy & Healthcare Decision Making

October, 2017

© SPM Marketing & Communications 2AdWeek, March 2017Global Web Index Social Report, 2017 Pew Research Center, 2016

…will spend 5 years and 4

months on social media in a

lifetime

…accesses social media

several times a day

…spends over 2 hours a day on social media

The Average Internet User …

© SPM Marketing & Communications 3

0 5 10 15 20 25 30 35 40 45

YouTube

Facebook

Snapchat

Instagram

Twitter

Daily Time Spent on Social Media Channels

Minutes

AdWeek, March 2017


Some Significant Don't Know None

Social Media Impact on

Public PolicyOutcomes

Emarketer, Finn Future Survey, March 2017

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The Active Social Networker

6

• 60% believe The Affordable Care Act is good for America

Millennial Generation X Boomer

SPM Marketing and Communications American Heath and Life Study


Social Media’s Impact on Society


A News Source • 6/10 Americans get news from

social media

• 36% say social media is important when consuming news about political issues

• Facebook is used most for news, followed by Twitter

Pew Research Center Survey, 2017Pew Research Center, 2016


Virtual Word of Mouth • 53% find information about a

hospital from friends and family

• 37% find information about a hospital from social media and online review sites

• 41% recommend a product or brand via social post or review

SPM Marketing and Communications American Heath and Life Study


A Virtual Identity • 6 personas of social sharing:1. Altruists2. Careerists3. Hipsters4. Boomerangs5. Connectors6. Selectives

• 28% say things to people online that they wouldn’t have the nerve to say face to face

1. SPM Marketing and Communications American Heath and Life Study 2. New York Times Customer Insight Study, 2011


Social Media’s Impact on Policy


Using Social Media to Protest…

…Can Magnify A Crowd’s Presence


IMPACT

Exposure

Support

Education

16


Using Social Media to Educate and Tell Stories…

…Can Spark Advocacy


IMPACT

Education

Advocacy

Funding

22


Using Social Media to Encourage Action and Generate Buzz…

...Can Put Pressure on Legislators


IMPACT

Advocacy

Education

Influence

29


Social Media Best Practices


Identify Your Audience

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Sample Audience PersonaJohn Doe is a 68-year old elected representative in the state of Illinois. He has over 45 years of experience in public policy, has been a member of the Illinois House for 35 years, and was elected chairman of the Democratic Party of Illinois back in 2003.

John created a Facebook and Twitter profile several years ago, but has become more engaged in social media over thelast two years. He relies on his Facebook and Twitter accounts to establish and maintain his online presence as a state legislator. He checks both channels regularly, about once a day throughout the work week and occasionally on theweekend. Plus, having downloaded the applications on his iPhone, John gets notifications and alerts immediatelywherever he is.

Another reason John uses social media is to collect feedback from Illinois residents who may reach out to him directlythrough Facebook messages and tweets. He also looks to Twitter to gauge the sentiment of conversation occurringonline regarding particular issues.

Before signing up for Facebook and Twitter, John was a little skeptical about the security of social media and concernedhe may become overwhelmed by waves of negative feedback and communication directed at him. However, by settingup crisis management protocols and referencing a social media policy guide that aligns with Illinois policy for securityand communication, he feels much more comfortable. He also uses a single platform management tool to view, replyand engage in online conversation that keeps all communication streaming in from multiple channels viewable in onedashboard and prevents the release of any sensitive materials to the public.


Know Your Channels

Networking & Job Searching Real-time Storytelling

Collecting & Purchasing Creating & Sharing Real-time Convo & Streaming

Video Search & Discovery

Friends, Family & Content

Chat Messaging


Priority

33

Elective

Select Your Channels


Communication: What

Pillar 2 Pillar 3

Topics Topics

Franchise Franchise

Content Narrative

Pillar 1

Topics

Franchise

Promotions


Communication: How Commercial

Brainy

Aristocratic

Boastful

Conservative

Conversational

Ingenious

Approachable

Confident

Progressive


Communication: When OCTOBER 2017

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28


Amplification

Organic

37

Boosted Ads


Community Management Positive

• Respond to all within 48 hours with a personalized reply

• Address the individual by their first name or tag them if you can

• Express appreciation for their positive feedback and ask questions to encourage ongoing dialogue

Negative • Respond to all within 24 hours with

a personalized reply, unless it includes profanities then delete it

• Address the individual by their first name or tag them if you can

• Express sympathy for the issue but do not apologize publicly, instead direct them offline for follow-up

Neutral • If it’s a question, answer directly

within 24 hours or direct them offline for follow-up if it’s personal

• If appears to be a mistake or does not show signs of true engagement, do not interact with it but do not delete it

• If appears to be spam or includes profanities delete it


Social Media Key Takeaways1. It influences news consumption and communication

2. It helps spark advocacy and put pressure on legislation

3. Start by knowing your audience and their online behaviors

4. Choose channels that align with your policy objectives

5. Be consistent in your communication: what, how, when

6. Boost posts to increase exposure

7. Use ads to promote events and drive specific online action

8. Respond to all feedback – positive, negative and neutral

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Questions?

the impact of social media - ncsbnsocial media key takeaways 1. it influences news consumption and...

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