taking it online - using facebook in mental health & social services promotion

Taking It OnlineUsing Facebook in Health & Social Services Promotion

Miranda Miller, for Canadian Mental Health Association

Tips, Tricks & Risk Management

© 2012, Miranda Miller

Agenda

1. Social Media Marketing – Fun Facts

2. SMM Benefits for Publicly Funded or NP Orgs

3. Industry-Specific Challenges & Concerns• How people use SM for health concerns• Problematic scenarios & discussion

4. The New Facebook - Timeline Pages

5. Q&A

Using Facebook in Health & Social Services Promotion



Social Media Marketing – Fun Facts



Facebook… it’s kind of a big deal.



Where is content most often shared?



How many Canadians are using

Facebook?



• 31,000 people 18+ within 80km of Kincardine

• 57,500 people 18+ within 80km of Owen Sound

• 6.1 million people 18+ in Ontario

How about in our area?



SMM Benefits for Publicly Funded or

Non-Profit Organizations



• Low barriers to entry• Connect/collaborate with similar organizations• Increase exposure & raise awareness• Monitor conversations• Manage misinformation – important in health• Stay connected with donors, partners, etc.• Raise funds online through social networks

SMM Benefits for NPOs



Turn your Facebook Page into a fundraising hub. (www.causes.com)



Make new contacts through organized chats. (TweetChat.com)



Take advantage of discounts offered to non-profits by many SMM management companies.

(SproutSocial.com)



Interact publicly, on your Page or someone else’s, or privately through Facebook’s new messaging for Pages to control information

and protect privacy.



Industry-Specific Challenges & Concerns



How are people using social media in healthcare right now?



Those with health concerns are more likely to engage, trust and share on social networks.



Let’s look at a few scenarios illustrative of the concerns a mental

health or social services organization may have in using

Facebook…



How would your team manage a user post about suicide posted on

your Page?

Scenario #1 – Threat to Harm Self



• Staff or volunteers managing social presence need same training as those interacting with patients/clients/public over the phone or in person.

• Established policies and procedures are key, as in other communication channels.

• Be aware that people may use your channel for purposes other than those intended.

#1 – Preparedness is Key



Educate Users

Use your About, Cover Photo, and even an App to inform users of help resources and when/how

the page is monitored.



How would your team manage a user posting a complaint that is

better settled privately?

#2 – Unfounded/Private Complaint



• What does your Social Media Policy and corresponding Procedure advise?

• Disengage the user publicly, engage privately, diffuse the situation, and inform them you are deleting the public post.

• Post a standard message to your Page informing followers that a post was removed, state why, reinforce proper use of Page.

#2 – Go by the Book



Educate Users

Show your responsiveness, set

realistic expectations,

enforce policies, encourage positive

interaction.



How would your team manage a user posting spam on your Page or harassing, attacking, or otherwise

acting inappropriately?

#3 – Spam or Persistent Unwanted Contact



• Do you know the person as a patient or client and is a face-to-face conversation an option?

• How inappropriate are the posts or messages? Do they warrant blocking the user? At what point should a Page manager escalate to management or authorities?

• Policies and Procedures should dictate which types of content are removed, when, and by whom.

#3 – Use Your Judgment



Educate Users

Get the interaction out of the public eye,

using Messaging if contacted first, or

consider blocking the user to prevent

further damage to your brand.



The New Facebook - Timeline Pages



Open Graph & Apps

Image Source: developers.facebook.com



News Ticker



Timeline Pages



Pinned Posts



Cover Images

Go to www.facebook.com/help/?faq and ask about cover image rules.

http://www.facebook.com/help/?faq



Q & A:Hit me with your best shot

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