sam loewner - using social media to improve outreach and engagement
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Presented by Sam Loewner on September 6, 2012 at the third annual Center for Health Literacy Conference: Plain Talk in Complex Times.TRANSCRIPT
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Presented by Sam Loewner
06 Sept 2012
Plain Talk in Complex Times
PlainTalk 2012 Social Media Workshop
Using Social Media to Improve
Outreach and Engagement
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Introduction and Goals
Sam Loewner
• Online communications
• Web strategy
• New media
Principle:
• Web brings equity to health
service delivery
Workshop goals
• Define new and social media
• Help you determine how much
you know about new media
• Provide key tips for
communicating online
• Discuss common questions and
concerns that organizations
have about new media
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1-4
4-7
7-10
Leading Questions
How many of you use Facebook or Twitter for personal
things?
How many of you use social networks as a part of your job?
How many of you use a smartphone with applications?
How do you rank your social media skills between 1 and 10?
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Common Definitions
New media
Media channels and tools that have emerged in the last
several years. This includes social networks (like
Facebook) and mobile applications. New media is the
opposite of traditional media (like radio ads or posters).
Social media
A subset of new media that includes social networks
(Facebook, LinkedIn) and social sharing tools (Twitter,
YouTube, Google+).
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Key Tips to Remember
1. Learn about your online audience
2. Present yourself as a certain kind of speaker
3. Make content that works on social media
4. Balance preparedness with spontaneity
5. Create conversations, not lectures
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Key Tip: Know the Audience – Who are they?
Demographics
* Indicates statistically significant difference between rows.
Extra asterisks mean differences with all rows with lower figures.
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Key Tip: Know the Audience
What are they comfortable doing online?
How and when are they listening?
What do they currently watch and read?
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Key Tip: Know the Audience – What do they do online?
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Key Tip: Be a Good Speaker
You can have a range of content types, but they should all fit with your mission.
A public health account doesn’t have to be all about sharing flu advice. Above, @HealthyBoston is seeking healthy recipes – it fits with their mission and provides some variety and fun.
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Key Tip: Make Good Online Content
Four keys of good content:
– Make it personal
– Make it interesting
– Make it urgent
– Make it shareable
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Key Tip: Good Content – Make it personal
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Key Tip: Good Content – Make it interesting
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Key Tip: Good Content – Make it urgent
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Key Tip: Good Content – Make it shareable
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Key Tip: Plan Effectively
Monday Tuesday Wednesday Thursday Friday Saturday
Application
update
Contest
announcement
Privacy
update
Recommend
other accounts/
pages to read
Share a
behavior tip
Reminder of
application
deadline
Contest update Find and post
a news article
Recommend
other accounts/
pages to read
Share a
behavior tip
Highlight a
success story
Announce end
of contest
Privacy
update
Announce
contest winner
Purple = write and schedule ahead
Green = more immediate and time-sensitive
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Key Tip: Be Conversational
Imagine that only one person is
reading the material
Picture yourself sitting
face-to-face with your audience
Review everything
before it’s published
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Key Tip: Be Conversational
Things to include:
Audio/visual content
Calls-to-action
Useful links
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Additional Introspection
How many of you think you could use social media for your
work?
How many of you want to use social media for your
organization but have some concerns about it?
How many of you are using social media now but feel like
there are some barriers that are preventing you from
accomplishing some of your goals?
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Case Studies: Audience Generated
Does anyone have a real life question or concern about using
new media for outreach that they could share with us so we
can work through it as a group?
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Case Study
A small-medium sized government health agency knows that
people in the area it serves are talking about it online in both
good and bad ways. Right now it has no online presence
beyond a static website.
It wants to monitor and be involved in the conversations as
much as possible, but it doesn’t have the ability to dedicate
staff time to planning and implementing a new online strategy.
What steps should it take?
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Case Study
1. Effective planning and goal setting
2. Thorough review by staff with programmatic/operations
knowledge
3. Develop policies: privacy policy, comments policy, and
engagement policies
4. Conduct a Privacy Impact Assessment
5. Plan plenty of content in advance
6. Branding plan – how will people know about it?
7. Build content calendars for the future