communication activities exploration of platforms: …...2013/02/26 · communication activities...
TRANSCRIPT
What is social media and why it should be an integral part of your public health agency’s communication activities
Exploration of Platforms: Facebook and Twitter
How to start developing a social media strategy and social media organizational policy
How to monitor social media effectiveness
Social Media › Web-based platform (Facebook, Twitter,
LinkedIn, Youtube, etc.) that allows users to interact with the content and information being given
Traditional media is like a one way street, social media is a two way street › Traditional (radio, newspaper, TV) can only
push information to you › Social encourages two way dialogue
Being at a dance
Michael Yen Photography
Marketing Communication
Focus on increasing demand/issues
to shape opinions. Guide the relationship
Focus on positioning & building relationships
between brand & consumer
Focus on strategies to inform & educate
Promotion &
Advocacy
Adapted from Demetrio Maguigad
Traditional Media Try to find participants
› Shout out loud! › Advertise
Provide an experience to influence target
Hope they return for future events and services
Social Media Should complement
traditional methods Influence target
before and after event › Create community › Listen, then whisper › Pull people in
Nurture relationships
Social Media is all about engaging users and forming relationships through meaningful
conversations/connections.
General feelings after participating in social networking
76% Positive
Frequency of social activities
Nielsen: The Social Media Report 2012
{ Creators spokesperson, opinion/thought leaders
Conversationalists networkers, social butterflies
Critics opinions on all things, opinion/thought leaders
Collectors social bookmarkers, spreads awareness
Joiners discovers new things, trendsetting
Spectators everyday user, spreads via word of mouth Inactives
Influencers
{
{ Organizers
Majority
Current Major Platforms 1. Facebook 2. Twitter 3. LinkedIn
There are many other popular/viable alternatives › YouTube › Pinterest › Vimeo › Yelp
Facebook is a mixture of the world’s largest focus group, window displays in a store, and a proactive call center
Facebook is like a loaded revolver... some folks use it to (unknowingly) play "Russian Roulette" with their careers.
Great example about hearing others experiences and connecting
You can do the following in Facebook › Create a Company
Page › Create a Group
For Facebook Posts: › Like a post › Comment on a
post › Mention a user › Share a post with
your users
Lifeline – Twitter service launched in Japan › Allows users in Japan to easily identify Twitter
accounts that deliver pertinent local information Local media outlets, utility companies, etc
“Since Twitter often becomes a de facto lifeline during crises everywhere, we hope to eventually expand this functionality to more locations around the world.” – Jinen Kamdar (Twitter product manager)
http://blog.twitter.com/2012/09/a-new-lifeline-in-japan.html
You can do the following in Twitter: › Follow a user /
be followed by other users
› Mention users (@username)
› Use hashtags (#keyword)
› Favorite a tweet › Retweet › Reply
Connecting on LinkedIn is like trading
professional business cards and fishing for talent
Presence for your target and constituents
Have professional conversations
A dashboard is a platform where all of
your social media can be managed from one place. › Analytics › Multiple accounts
Dashboard usage – Examples: Hootsuite, Tweetdeck
Manage multiple social media accounts and appropriately automate posts
Do Not Cross-Automate – It’s Disorienting › Time your posts but personalize message
for platform Stat: Auto-posting on Facebook decreases
likes and comments by 70%
Actively engage audience & monitor › For Twitter, 56% of customer tweets to
companies are being ignored - Make sure you respond!
Twitter messages are 140 characters or less @MidAmPubHealth: I’m learning how to tweet
at #RPHI!
Using @username mentions another user and they will be notified that you mentioned them.
Hashtags are denoted with a # symbol. These are essentially keywords that can be used in a targeted marketing/branding campaign or to promote a topic.
1. People › What are they ready for? where are they? what
level of engagement are they at? 2. Goals
› What do you want to do to achieve your goals? what will be accomplished?
3. Strategies › What will change? What is the process via social
media that will support the Goals? 4. Channels and tools
› What are the best tools to help you get there using social media?
5. Outcomes and analysis › What will be measured? what are the indicators of
change or success?
Marketing Communication
Focus on increasing demand/issues
to shape opinions. Guide the relationship
Focus on positioning & building relationships
between brand & consumer
Focus on strategies to inform & educate
Promotion &
Advocacy
Adapted from Demetrio Maguigad
Identify audience and engage them online based on the technologies they use
Define your online audience by social media user type › Creators, Conversationalists, Critics,
Collectors, Joiners, Spectators, Inactives Develop engagement strategies based
on audience analysis and desired impact, based on goals
Establish your goals and identify what you could do via social media to › Conduct research › Create market buzz › Inform and provide services › Develop and improve products/services › Enhance partnerships › Increase support (funds, volunteers, call-
to-actions, etc.)
Identify the process on how you will use social media to reach your goals and enact change
Will you use social media to: › Listen and monitor? › Participate in conversations? › Generate buzz? › Share multimedia? › Nurture your community?
Assess the impact of your social media usage
Learn to adapt to changes in the process
Persuade Inform Educate Entertain/Appeal to Emotions
FOCUS ON ONE Use the other three to support that one.
Consider how much time you can commit
Consider how easy it is to create content
Consider how long it will take to acclimate staff on how to use each tool
Lastly, identify the tools needed to communicate, engage and measure your success. › Facebook, Twitter, LinkedIn › Facebook and Twitter › Facebook only › LinkedIn and Twitter › Other
listening and monitoring
participating in conversations
generating buzz
creating and sharing multimedia content
nurturing a community
tools
time
Adapted from Demetrio Maguigad
Defines and sets guidelines for: › Who is communicating online › What is being communicated › What is NOT communicated › How and where organizational messages
are communicated › Demonstrating and strengthening the
organizational voice › Its values and overall brand › Preventing communications crisis or
procedures for handling crisis
Who does What? › Different roles for different channels › One role for all channels › Will that person also be responsible for
tracking and moderating comments?
What fits with your values? Can you post something that is
germane to your values but does not meet your criteria?
What needs approval before posting? Privacy and permissions
This is a moderated public forum. We reserve the right to delete submissions that contain:
1. Vulgar language 2. Personal attacks of any kind 3. Comments or content that promotes, fosters, or perpetuates
discrimination on the basis of race, creed, color, age, religion, gender, marital status, genetics, status with regard to public assistance, national origin, physical or intellectual disability or sexual orientation
4. Spam or links to other sites 5. Clearly off topic 6. Advocate illegal activity 7. Promote particular services, products, or political organizations 8. Infringe on copyrights or trademarks 9. Personally identifiable medical information 10. Information that may compromise the safety, security or proceedings
of public systems or any criminal or civil investigation
In Class Exercise ›Break into group of 4 people
›15 minutes ›5 minutes to discuss
Basic Goal: Track how effective your marketing/advocacy efforts have been
How are we going to accomplish this? › Increasing brand/issue awareness › Tracking user engagement and interactions › See if presented information being
delivered effectively › See if our intended audience is actually our
intended audience
Likes › Quick
affirmation of your brand
Likes – Facebook Insights › Gender and
Age › Location › Time-Based
Reach › Increase
brand awareness
Reach – Facebook Insights › Gender + Age › Location › Organic, Paid,
Viral › Frequency › Views
Followerwonk – followerwonk.com › Allows you to view statistics on your followers
and who you follow (more info if you pay – cheapest plan $99/mo.)
Vizify – vizify.com › Provides info on engagement in graphical
format Tweetreach – tweetreach.com
› Provides info about specific words/hashtags (gives info for most recent 50 tweets, pay $20 for full reports)
Are you reaching your target audience? Tracking Engagement
› free info on how active your followers are (and who those followers are) How often they tweet How much they retweet How much they mention others
Tracking Engagement › Vizify provides a graphical display of most used
words/hashtags as well as if people interacted (replied, retweeted, favorited)
Tracking trends › Useful for tracking
specific campaigns utilizing specific hashtags or words
› Lets you export this report in many formats
What to look for: viewer retention, traffic sources, subscriptions/likes/favorites/shares
Absolute audience retention – % of total views
Relative audience retention – Compared to videos of similar length
See where your audience is coming from
See where you have gained or lost subscribers/likes/favorites/shares › Similar to tracking Talking about this/Virality
for Facebook posts
Social Media by Centers for Disease Control and Prevention › http://www.cdc.gov/SocialMedia/Tools/gui
delines/index.html
@MidAmPubHealth
MidAmerica Center for Public Health Practice
MidAmerica Center for Public Health Practice
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