kari auer - using social media to urge smokers to quit

USING SOCIAL MEDIA TO URGE SMOKERS TO QUIT

Kari Auer, MAOnline Communications CoordinatorBureau of Chronic Disease Prevention & Tobacco ControlNYC Department of Health and Mental Hygiene

Why Social Media?

NYC Quits Smoking – I Quit Because

Creating Content

Posted at 9am

Posted at 11:45am

Timing Status

Updates

Responding to Fans

Ask Questions

Be Consistent With Your Tone

Vary Your Posts

Inappropriate/Negative Posts

• NYC’s posting policy:• No profanity• No references to illegal

substances• No solicitations• No endorsements

Opposes NYC’s latest smoking ban

Defended the regulation

Crafting Cessation Responses

Dealing with stress

Battling weight gain

Overcoming withdrawal

Promoting our Page

Evaluation Measures

• Increase in web traffic– Start at 3-5% and increase over time

• Website hits for any shared resources– PDF’s, specific web pages

• Free metrics from social media platforms:– Facebook

• # likes, # talking about this (1% of total likes), # of comments, # of shares, active users, mentions, wall posts, page views, unique page views, media consumptions, etc.

– Twitter• # of followers, # of retweets, # of times your hashtags are

used, etc.

Redesign and Relaunch

• Revised content for: – Smokers and quitters– Friends and family of smokers

and quitters• Fresh look & feel• One-stop shopping for

information and resources• User-generated content

– Success stories from NYC quitters• Personalized tools & features

Registration, Quit Diary, Friends/Family

Cravings Log & Dashboard

Quit Calculator, Quits Tips & Facts

Thank you!

Any Questions?

kauer@health.nyc.gov