the impact of social media - ncsbnsocial media key takeaways 1. it influences news consumption and...
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© SPM Marketing & Communications© SPM Marketing & Communications
The Impact of Social Media
Public Policy & Healthcare Decision Making
October, 2017
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© SPM Marketing & Communications 2AdWeek, March 2017Global Web Index Social Report, 2017 Pew Research Center, 2016
…will spend 5 years and 4
months on social media in a
lifetime
…accesses social media
several times a day
…spends over 2 hours a day on social media
The Average Internet User …
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0 5 10 15 20 25 30 35 40 45
YouTube
Snapchat
Daily Time Spent on Social Media Channels
Minutes
AdWeek, March 2017
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Some Significant Don't Know None
Social Media Impact on
Public PolicyOutcomes
Emarketer, Finn Future Survey, March 2017
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© SPM Marketing & Communications 5Emarketer, Finn Future Survey, March 2017Pew Research Center Survey, 2017
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The Active Social Networker
6
• 60% believe The Affordable Care Act is good for America
Millennial Generation X Boomer
SPM Marketing and Communications American Heath and Life Study
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Social Media’s Impact on Society
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A News Source • 6/10 Americans get news from
social media
• 36% say social media is important when consuming news about political issues
• Facebook is used most for news, followed by Twitter
Pew Research Center Survey, 2017Pew Research Center, 2016
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Virtual Word of Mouth • 53% find information about a
hospital from friends and family
• 37% find information about a hospital from social media and online review sites
• 41% recommend a product or brand via social post or review
SPM Marketing and Communications American Heath and Life Study
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A Virtual Identity • 6 personas of social sharing:1. Altruists2. Careerists3. Hipsters4. Boomerangs5. Connectors6. Selectives
• 28% say things to people online that they wouldn’t have the nerve to say face to face
1. SPM Marketing and Communications American Heath and Life Study 2. New York Times Customer Insight Study, 2011
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Social Media’s Impact on Policy
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Using Social Media to Protest…
…Can Magnify A Crowd’s Presence
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IMPACT
Exposure
Support
Education
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Using Social Media to Educate and Tell Stories…
…Can Spark Advocacy
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IMPACT
Education
Advocacy
Funding
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Using Social Media to Encourage Action and Generate Buzz…
...Can Put Pressure on Legislators
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IMPACT
Advocacy
Education
Influence
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Social Media Best Practices
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Identify Your Audience
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Sample Audience PersonaJohn Doe is a 68-year old elected representative in the state of Illinois. He has over 45 years of experience in public policy, has been a member of the Illinois House for 35 years, and was elected chairman of the Democratic Party of Illinois back in 2003.
John created a Facebook and Twitter profile several years ago, but has become more engaged in social media over thelast two years. He relies on his Facebook and Twitter accounts to establish and maintain his online presence as a state legislator. He checks both channels regularly, about once a day throughout the work week and occasionally on theweekend. Plus, having downloaded the applications on his iPhone, John gets notifications and alerts immediatelywherever he is.
Another reason John uses social media is to collect feedback from Illinois residents who may reach out to him directlythrough Facebook messages and tweets. He also looks to Twitter to gauge the sentiment of conversation occurringonline regarding particular issues.
Before signing up for Facebook and Twitter, John was a little skeptical about the security of social media and concernedhe may become overwhelmed by waves of negative feedback and communication directed at him. However, by settingup crisis management protocols and referencing a social media policy guide that aligns with Illinois policy for securityand communication, he feels much more comfortable. He also uses a single platform management tool to view, replyand engage in online conversation that keeps all communication streaming in from multiple channels viewable in onedashboard and prevents the release of any sensitive materials to the public.
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Know Your Channels
Networking & Job Searching Real-time Storytelling
Collecting & Purchasing Creating & Sharing Real-time Convo & Streaming
Video Search & Discovery
Friends, Family & Content
Chat Messaging
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Priority
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Elective
Select Your Channels
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Communication: What
Pillar 2 Pillar 3
Topics Topics
Franchise Franchise
Content Narrative
Pillar 1
Topics
Franchise
Promotions
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Communication: How Commercial
Brainy
Aristocratic
Boastful
Conservative
Conversational
Ingenious
Approachable
Confident
Progressive
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Communication: When OCTOBER 2017
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
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Amplification
Organic
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Boosted Ads
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Community Management Positive
• Respond to all within 48 hours with a personalized reply
• Address the individual by their first name or tag them if you can
• Express appreciation for their positive feedback and ask questions to encourage ongoing dialogue
Negative • Respond to all within 24 hours with
a personalized reply, unless it includes profanities then delete it
• Address the individual by their first name or tag them if you can
• Express sympathy for the issue but do not apologize publicly, instead direct them offline for follow-up
Neutral • If it’s a question, answer directly
within 24 hours or direct them offline for follow-up if it’s personal
• If appears to be a mistake or does not show signs of true engagement, do not interact with it but do not delete it
• If appears to be spam or includes profanities delete it
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Social Media Key Takeaways1. It influences news consumption and communication
2. It helps spark advocacy and put pressure on legislation
3. Start by knowing your audience and their online behaviors
4. Choose channels that align with your policy objectives
5. Be consistent in your communication: what, how, when
6. Boost posts to increase exposure
7. Use ads to promote events and drive specific online action
8. Respond to all feedback – positive, negative and neutral
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Questions?