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U. S. DEPARTMENT OF HEALTH AND HUMAN SERVICES
National Institutes of Health
Utilizing Traditional and Social Media
Brooke Hardison Wang
OCNA Partner Member Summit
July 10, 2009
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What is Media?
• Newspapers & magazines• Broadcast television and radio• Websites of traditional news outlets
• Blogs• Internet radio
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Changing landscape
• Reductions in funding & staff means there are less seasoned health reporters
• Reporters with less health experience need more assistance understanding a story/topic
• Smaller outlets wait for larger outlets to decide what is newsworthy
• Larger outlets still want to be “first”
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What makes good news?
• Based on serious scientific research• Accomplishments, not plans• Affect readers personally• Provide legitimate hope• Local angle• Concise, well-spoken interviewee
– Identify members/patients who can tell their story well
– If you are going to be doing interviews consider investing in media training
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Reaching Journalists
• 64% of Journalists use Google or Yahoo! to get news information
• Search types journalists used most often:– Standard Search 91%– News Search 27%– Social Search 27%– Image Search 18%– Blog Search 14%
Source: TopRank Online Marketing Survey on Journalists Use of Search, www.toprankmarketing.com
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Reaching Journalists (cont.)
• Social Media Tools used– Social Networks (64%)– Blogs (55%)– Wikis (50%)– Micro-blogging (36%)
Source: TopRank Online Marketing Survey on Journalists Use of Search, www.toprankmarketing.com
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NCI Media Relations• Press releases• News Notes• BenchMarks• B-roll & Images• Science Writer’s
Seminars• Factsheets• Twitter• NCI Public
Affairs Network• Facebook (TBD)
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Social Networking & Microblogging
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What is Facebook?
• Largest Social Networking Website– Link to friends, groups, and interests– Chat, share information, photos, news
• Types of Pages– Personal Profile (individuals)– Fan Page (organizations)– Groups (smaller organizing, committees)
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Facebook Fan Pages
• Optimized for mass communication• Special site for non-profits• Can have multiple administrators• Invite first 30 fans
• Provide info about organization
• Share information & resources
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Who Uses Facebook?
• Median age: 26• 200 million active
users (30% U.S.)• 35-54 is the largest
U.S. age group• 54% Female• 8 million users
become “fans” of official pages each day
<179.80%
18-2425.10%
25-3425.20%
35-5428.20%
55+8.10%
Age Distribution among U.S. users
Source: 2009 Facebook Demographics and Statistics Report, iStrategyLabs, www.istrategylabs.com
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Maximizing Facebook
• Objective– Fans– Comments
• Keys to Success– Integrate with other platforms– Create a resource (offer information,
serve as a place to connect)– Create reasons for fans to participate– Target YOUR audience
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What is Twitter?
• Micro-blogging website – share information & updates (140 character limit) with your network
• Friends, Followers and Updates• Direct Messages, @Replies, ReTweets• #hashtags – search for themes• Real-time search• Accounts linked to email addresses:
can be official, personal or in-between
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Who uses Twitter?
• Median age: 31• 12.9 Million users
per month• Users are young,
but older than other social networking sites
• 53% Female• 35% live in urban
areas
12-171%
18-3447%
35-4931%
50+21%
Age Distribution among U.S. users
Source: Social media today, www.socialmediatoday.com
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Maximizing Twitter
• Objective– ReTweets– Mentions (a.k.a. @replies)– Followers
• Keys to Succeed– Be useful– Provide links to information (short URLs)– Respond to questions– Remember that it’s public
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Resources
• Facebook: www.facebook.com• Twitter: www.twitter.com • Social Media News: www.mashable.com• Facebook for Non Profits:
www.facebook.com/nonprofits• We Follow (directory of twitter accounts by
topic): http://wefollow.com • Google Sites (create collaborative website):
http://sites.google.com
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Resources Continued
• URL Shorteners– http://tinyurl.com– http://bit.ly
• Twitter Desktop applications:– Twitterfox (integrated in Firefox)– TweetDeck (organize friends into groups)– Twitterfeed (automatically post RSS
feeds to your twitter account)
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Resources Continued
• Twitter mobile applications– Twitter website can be updated via SMS
(text) messages– m.twitter.com (mobile version-any device)– Twitterberry (Blackberry)– TweetDeck, Twitterific, TwitterFon,
Twitterlator (iPhone)