you 2.0: an introduction to social media and health, and making it work for your organization
DESCRIPTION
Originally presented for CHNA (Community Health Network Area) 18, a local coalition of public, non-profit, and private sectors working together to build healthier communities in Massachusetts through community-based prevention planning and health promotion This workshop was designed to help familiarize participants with how social media (such as Facebook, Twitter, YouTube, and blogs) is being used on a routine basis to bolster existing communication and engagement strategies.TRANSCRIPT
You, Version 2.0
Making Social Media Work for You
Jodi Sperber, MSW, MPHMegan Weintraub, MA
February 17, 2011
What we’ll cover
You’re already doing it
What makes social media different
Thinking strategically
Basic principles and types
Examples of use
Next steps
Before we go further…
What initial questions do you have about this
whole social media thing?
Question 1
Our organization has a website with blog, Twitter account, and Facebook page. To what extent should content be repeated across these platforms, versus used differently for different audiences?
Question 2
I have created a Facebook page for my organization using my personal account. How do I decouple it from my own account without losing the followers it already has?
What is different about social media?
One Many
What is different about social media?
Many Many
One Many
Why is this important?
Dramatic shift in how information is shared
Barriers to participation have been greatly reduced
Anyone has the chance to be heard
With free tools and expanding platforms, creativity beats $$
Social Life of Health Information, Pew Internet and American Life, June 11, 2009. By Susannah Fox and Sydney Jones.
Health is social
57% turn to Internet when they need info and assistance in dealing with health or medical issues.
60% say information found online affected a decision about how to treat an illness or condition.
56% say it changed their overall approach to maintaining their health or the health of someone they help take care of.
53% - led them to ask a doctor new questions, or to get a second opinion from another doctor.
49% - changed the way they think about diet, exercise, or stress management.
38% - affected decision about whether to see a doctor.
38% - changed the way they cope with a chronic condition or manage pain.
Health is social
Social Life of Health Information, Pew Internet and American Life, June 11, 2009. By Susannah Fox and Sydney Jones.
Use of mobile devices is rising
Blacks and Latinos less likely to have broadband access at home, more likely to use mobile phones
Audience is key
Type Concept Examples
Blogs
Online journal where posts are arranged in reverse chronological order. Often combines text, pictures, links, video.
Talking Points Memo, Disease Management Care Blog, many newspapers
Content Communities
Place to organize and share content.
YouTube, Flickr, del.icio.us, digg, SlideShare
Forums Online space for open discussion.
Many product and topical interest sites.
Adapted from http://is.gd/cWWZ9
Type Concept Examples
Microblogs A very, very short blog.
Twitter, Yammer
Podcasts
Audio and video recordings, which can be downloaded one by one, or automatically via subscription.
Name your area of interest, and there’s likely a podcast…
Social Networking Service
Online space to build a personal profile and connect with others.
Facebook, MySpace, Twitter
WikisA site that allows users to enter and edit content.
Wikipedia, answers.com
Adapted from http://is.gd/cWWZ9
Listen
Engage
Create Conten
t
Generate Buzz
Build a movement
Adapted from Beth Kanter, http://is.gd/cX1DjCrawl Walk Run Fly!
Strategy first!
Listen
Engage
Create Conten
t
Generate Buzz
Build a movement
Adapted from Beth Kanter, http://is.gd/cX1DjCrawl Walk Run Fly!
Strategy first!
Listen
Engage
Create Conten
t
Generate Buzz
Build a movement
Adapted from Beth Kanter, http://is.gd/cX1DjCrawl Walk Run Fly!
Strategy first!
Listen
Engage
Create Conten
t
Generate Buzz
Build a movement
Adapted from Beth Kanter, http://is.gd/cX1DjCrawl Walk Run Fly!
Strategy first!
Listen
Engage
Create Conten
t
Generate Buzz
Build a movement
Adapted from Beth Kanter, http://is.gd/cX1DjCrawl Walk Run Fly!
Strategy first!
Listen
Engage
Create Conten
t
Generate Buzz
Build a movement
Adapted from Beth Kanter, http://is.gd/cX1DjCrawl Walk Run Fly!
Strategy first!
So…You’re New To This?
Your skills apply!
You can think/write/use a telephone
All of your daily work skills are transferable.
Persuasion, cajoling, consensus building
can find what works for you &
your organization
How is it used?
“How we share information, find community, and both connect and disconnect will give us unprecedented influence over our place in the world.”
(Deanna Zandt – Share This!)
To learn
To connect
Peers/Staff
Funders
Volunteers
Constituencies
To share experiences
To make “health thinking” fun and normative
To host a conversation
To showcase creativity
To gain support
http://www.youtube.com/watch?v=grVeOqsm2D0
To get support
Free!
“I’ve been an alcoholic for several years now, and I’ve been told I have all the potential to win this, I just can’t break through the bouts of depression… Now I no longer feel alone when I fall into a rut… I hope this app can help others, as it has helped me.”
“My sponsor there at the touch of a button when I need her. A lifesaver for me. An app to keep me on the right path. Thank you for my sobriety.”
To collaborate
To engage with stakeholders
“Google has been working to develop a better map of Haiti through its crowd sourced Map Maker application … encourages users to enhance
Google Maps by adding street names, points of interests, and editing driving directions … Google said it had made all of its raw Map Maker data
about Haiti available to the United Nations to aid in relief efforts.”1
To respond to events
Maps: http://is.gd/cVuOH1. PC World, 1/14/2010: Google Earth Reveals the Devastation in Haiti http://is.gd/cVuSp
To be a source of information
To ask for feedback and express gratitude
Ask questions of supporters and use answers to guide decisions
Thank supporters publicly
Time to consider…It could be awesome!
What are the ways social media could be useful to you and/or your organization?
It could be awful…
What are the major concerns about using social media within your organization?
Amplification&
SpeedThis is what makes
social media powerful, and what makes it potentially
intimidating
Just as you can promote something, others can use the same exact channels to do the
same.Photo Credit: Obie Fernandez, via Creative Commons
Things you already offer
Time
Talent
Your unique style
Ultimately, Strive to:
Build credibility
Develop networks
Engage directly
Photo credit: The Washington Post Peeps Show IV
Technology is just a platform; it’s what people do with the technology
that makes a difference.
Photo credit: The Washington Post Peeps Show IV
We can all do this! Take one step…
In the next 5-7 days:
1. For your PROGRAMS / ORGANIZATIONS: Listen to your clients & communities – ask them how they use new media tools
2. For YOU: Try one new media tool to “listen” & use social media tools to connect.
3. For all of us – as a NETWORK: Find and listen to your peers on-lineAdapted from Dan Cohen, Full Court Press Communications, http://slidesha.re/dOFpnp