npin's in the know: twitter for public health webcast 2013
Post on 08-Sep-2014
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Twitter for Public Health
#SM4PH
Melissa Beaupierre, NPIN Director and Senior Director for Content Marketing & Partnerships
Erin Edgerton Norvell, Senior Director for Communication Strategy & Digital
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Webcast Overview
1. Making the Case for Twitter
2. Using Twitter Effectively
3. Helpful Twitter Tools
4. Evaluating Your Success on Twitter
5. Public Health Success Stories
#SM4PH
Watch for these bubbles, join the convo
#SM4PH
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Brought to You by NPIN
#SM4PH
CDCNPIN.org
Mobile Devices
Community Forums
Interactive Widgets Trainings &
Webcasts
Social Media
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Making the Case for Twitter
#SM4PH
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What’s the Big Deal?
#SM4PH
What is it? Twitter is a ‘microblog’ where users create, share, and follow.
Who’s Using it? • In 2013, Twitter will reach 7.1 million U.S. adult users • 15% of online adults use Twitter, 8% on a typical day • African Americans and Latinos have high rates of
adoption
Why do people like it? Twitter provides a real-time stream of breaking news, announcements, and celebrity gossip.
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Benefits of Using Twitter
Benefits: Engagement
• Immediate engagement
• Increase organization visibility
• Connect stakeholders
• Lower cost
#SM4PH
Pitfalls: Broadcast-Only • Spread information • No cost
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Twitter for Public Health
• Track conversation on health topics
• Rapid response and crisis communications
• Use popular culture for public health messages
• Engage with target audiences and partners
#SM4PH
Sixty percent of state health departments reported using at least one social media application in 2012. Of these, 86.7% had a Twitter account.
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Organizational Challenges
#SM4PH
• Lack of support from leadership
• Privacy concerns, security risks, outdated policies
• Understanding and allocation of resources
• Volume of engaging content Tweet your
challenges or solutions #SM4PH
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Making the Case
• During planning, identify allies at all organizational levels
• Use the organization’s mission to frame your justification
• Develop a strategy:
– Goals and annual objectives
– Staff and time commitments needed
– Process for repurposing existing content
– Editorial calendar and approval for new content
– Routing for incoming questions
– Evaluation plan and reporting schedule
#SM4PH
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Anatomy of a Tweet
#SM4PH
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Hosting Events
• Town Halls
• TwitterViews • TwitterChats • ChatBlitz
#SM4PH
Check out these regular chats: #hcsm #pubht #NPINchat
Back in 2010 @RedPumpProj held an initial townhall for National Women & Girls HIV/AIDS Awareness Day
Tweet your favorite events
#SM4PH
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Best Practices • Leave room for retweets, comments, and additional hashtags
• Shorten and test links before sending
• Include pictures/videos to increase engagement
• Use Twitter management tools
#SM4PH
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Questions from Twitter & Email
#SM4PH
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Weekly Email Digest
#SM4PH
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Twilert
#SM4PH
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Recent & Upcoming Features
#SM4PH
• Tailored Trends
• Influence Ranking
• Twitter Archive
• Vine
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Management Tools
#SM4PH
• Hootsuite
• Tweetdeck
• Twitter mobile app
• Link shorteners:
– Bitly.com
– Goo.gl
– Tinyurl.com
– Go.usa.gov (government-only)
Tweet your favorite tools
#SM4PH
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Evaluating Your Success on Twitter
#SM4PH
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Measure towards Your Goals
#SM4PH
Goal Metric
Disseminate # of followers # of tweets Potential reach
Engage # of retweets # of @ replies # of clicks on images/videos
Connect # of event participants # of tweets/event # of tweets/participant/event
Influence # of followers # of new followers over time
Impact Qualitative assessment of @replies Self-reported data post-event
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Twitter Analytical Tools
#SM4PH
• TwitterAnalyzer
• TWInfluence
• TweetStats
• TwitterGrader
• Hashtracking
• Tweetreach
• TwitterCounter
• Radian 6
• Tweriod
• PeopleBrowsr
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Questions from Twitter & Email
#SM4PH
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Public Health Success Stories
#SM4PH
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Success Story: Program Improvement
Philadelphia Office of HIV Planning
@hivphilly
Expanding community workshops with Twitter.
• Large service area (9 counties in 2 states) • Twitter extends conversation beyond the room • In advance, invite participation on Twitter • Live tweet workshop with updates and pictures • Share workshop consensus on Twitter for virtual feedback • Incorporate Twitter in every workshop • Use feedback for program development
#SM4PH
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Success Story: Campaign Promotion
Centers for Disease Control and Prevention
@CDCemergency
Incorporating Twitter into a multi-channel emergency preparedness campaign.
• Zombie Apocalypse an ongoing campaign to engage new audiences on emergency preparedness
• Took advantage of zombie trend in popular culture • Started as a blog post in 2011, developed into multi-channel campaign • Included educators website, posters, graphic novella, and use of Twitter
and other social media • Developed content syndication, badges, widgets, etc. to spread content
(kinda like zombies) • Promotion on the CDC Emergency Twitter Feed
#SM4PH
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Success Story: Increase Media Coverage
Shelby Co. Health Department TN
@ShelbyTNHealth
Using Twitter as part of press strategy.
• Follows local print and TV networks and major reporters • Uses #nowfollowing hashtag to let reporters and media know the
health department is following them • Includes Twitter handle in email signatures of department officials, in
press releases and talking points • Repurposes press release content -- tweets highlights immediately after
release • Regularly receives RTs from reporters. Recent release on norovirus had
four reporters RT which expanded health department’s public reach • Has Twitter enabled on staff mobile device so can tweet while on the go
#SM4PH
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Questions from Twitter & Email
#SM4PH
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Success Story: Popular Culture for Public Health Messages
American Public Health Association
@publichealth
Using popular event hashtags to promote public health • Day before: began tweeting about healthy snacks, including link to CDC
post on healthy #SuperBowl. Followers RTed & replied with their own tips
• Game day: APHA reminded people about dangers of drinking & driving • During the game: tweeted about flu vaccination & highlighted CDC
partnership with NFL players • Unexpected opportunity of the blackout got most response. APHA
tweeted “Power outages can disrupt more than football games. Know how to be prepared with our @getready fact sheet: goo.gl/6BtSs #SuperBowl”
#SM4PH
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Success Story: Respond to Disease Outbreak/Emergencies
#SM4PH
Philadelphia Dept. of Public Health,
Bioterrorism and Public Health Preparedness Program, @PHLPublicHealth @PDPHFlu
Responding to H1N1, Hurricane Sandy
• Disseminated information about H1N1 vaccines • Monitored public sentiment • Identified a problem when a mother tweeted about one of their clinics
saying children couldn’t be vaccinated • Reached out to her, identified clinic and retrained staff by end of day • Hurricane Sandy, used Twitter to support first responder agencies like
police, fire and emergency management, and to publish original content around topics of food safety, injury prevention, flood clean up, and mold removal
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Success Story: Community of Practice
CDC NPIN @CDCNPIN
Hosting monthly TwitterChats to engage partners and build a community of practice.
• #NPINchats bring CBOs, health departments, health communicators and public together to discuss specific topics
• Subjects chosen based on relevant topics, new research or resources, observance days
• NPIN using TwitterChats since innovative Twitter Town Hall meeting in 2010
• Last #NPINchat on Twitter for Public Health had 551 tweets containing hashtag. Potential reach of 7,115,868 followers and probable reach of 711,586 (10%) exposed followers
• Chats over time developed into community of practice
#SM4PH
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Questions from Twitter & Email
#SM4PH
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Special Thanks
#SM4PH
• National Association of County and City Health Officials
• Office of HIV Planning, Philadelphia
• Bioterrorism and Public Health Preparedness Program, Philadelphia Department of Public Health
• Shelby County Health Department TN
• American Public Health Association
• Participants in January #NPINchat on Twitter for Public Health
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Want more In the Know?
• LinkedIn & SlideShare for Public Health - March 12th
• Gaming & Mobile – April 2nd
• Facebook & Image-sharing – April 23rd
• Google + & YouTube – May 14th
• Measurement & Evaluation – June 4th
#SM4PH
Have a tip or success story to share? Tweet “I’m in the know” to @CDCNPIN to learn how you could be
featured in an upcoming webcast
#SM4PH
Stay tuned to learn about upcoming special guests Each session is from 2 – 3pm ET
www.cdcnpin.org
Thank You! www.cdcnpin.org
@CDCNPIN
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