Every Woman’s Life: Social Media Strategy

Morgan Blake, MSW

February 24, 2011

http://www.linkedin.com/in/morganadamsblake

EWL Fan Page: History and Purpose

• Started in September 2009

• Purpose :1. to provide public

education about breast/cervical cancer early detection

2. to provide info for cancer risk reduction

EWL Fan Page: Demographics

• 257 total fans• 38% ages 35 – 44• 23% ages 25 – 34• 19% ages 45 – 54• 10% ages 50+• 95% female• Friends, VDH staff, EWL partners, providers,

clients

Content

• New research about breast/cervical cancer early detection

• Promotion of healthy habits that reduce cancer risk

• Screening messages• Sharing activities of partners (ACS, Komen)

Sources for Content

• Google alerts • www.google.com/alerts• “Breast cancer” “cervical cancer”

• WebMD daily news• Medscape • SmartBrief• www.smartbrief.com

• Partner newsletters

BEST PRACTICES

Setting Up Page

• For maximum participation, Fans should be able to:• Write on wall• Post links, videos, photos

To avoid problems:

• Have co-admin• Check page at least

once a day

Dealing with criticism:

• Don’t delete comments• Don’t NOT respond• Respond promptly to

resolve the issue

Tips to Engage Fans• Ask questions• Be positive• Keep language simple• Address fans by name• Post powerful stats and

inspirational quotes • Limit posts to 1-2 per

day• Post during peak hours

(9am -2pm weekdays)

EWL Fan Page Success Story

• 2 EWL clients posted positive experiences with EWL services

• Clients were interviewed and success stories were written

• Success stories are shared with CDC and community partners

ELW Twitter: History and Purpose

• Started in November 2009

• Purpose :1. to provide public

education about breast/cervical cancer early detection

2. to provide info for cancer risk reduction

EWL Twitter Stats

• 555 tweets sent• 298 following (healthy authorities, local

medical providers, breast/cervical cancer advocacy groups)

• 278 followers (same as above + individuals interested in breast/cervical health)

BEST PRACTICES

Setting up page

• Use program logo as profile photo• Include program URL in written profile• Add link to Twitter account on program

website, outgoing correspondences, flyers, brochures

Getting Followers

• Use directories to find followers (wefollow.com) who are influential in your field

• Try to maintain equal following:followers ratio• You are not obligated to follow everyone who

follows you

Recommended

• VDH (@MyVDH)• Healthy People 2020 (@GoHealthyPeople)• CDC (@CDCgov)• US Dept. of Health/Human Services

(@HealthCareGov)• WebMD (@WebMD)• Harvard Health (@HarvardHealth)• Johns Hopkins Univ. Public Health

(@JohnsHopkinsSPH)

Creating and Sending Tweets

• 140 character limit• To enable retweets, stay close to 120

characters• Abbreviate when possible• Shorten your URL with http://bit.ly/• Post at least once a week, preferably several

times a week