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Social Media: 5 Ways to Deliver Results5 Ways to Deliver Results

Diana Atad @DianaAtadWeb Content Manager

#HFMALTCApril 26, 2015

What Is Social Media?

Websites that enable users to share content, generate content and/or participate in a social

t knetwork.

Examples: LinkedIn, Facebook, Twitter, YouTube, Google+, Reddit, SnapChat, Pinterest, SlideShare, Instagram, Tumblr, Yelp, SoundCloud, FourSquare, Flickr, Vine

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Why Is Social Media Important?

Think about these stats*:

1. 52% of online adults use two or more social %media sites

2. 50% of college-educated users are on LinkedIn

3. Of all online adults (U.S.), 70% engage with Facebook daily (45% multiple times/day)

4 1 in 10 U S adults get their news through Twitter4. 1 in 10 U.S. adults get their news through Twitter

5. 64% of Americans own a smartphone**

*Pew Research Center, Jan. 9, 2015**Pew Research Center, April 1, 2015

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No, Really…Why?

• Social media has changed the way businesses (or chapters!) and people (or members!)

i tcommunicate

• Social media allows a genuine, two-way conversation to occur AND which can make an impact

• Social media facilitates communities, information sharing and interaction that wouldn’t havesharing and interaction that wouldn t have otherwise occurred

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This Is What We’re Doing Today

LinkedIn

Facebook

Twitter

Goals & Success

What Makes a Good Post

Some Free Stuff

Q&A

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Golden Rules of Social Media

1. Don’t take yourself too seriously

2 Offer value2. Offer value

3. Social media is a two-way street

4. Sharing is caring

5. Social media channels are an extension of your chapter, your website, your conversations

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Getting Started: LinkedIn

LinkedIn.com profile

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LinkedIn: Creating Your Profile

Essential elements:•EmailP d•Password

•Profile photo•Work history•Affiliations•Download the app to your devices

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LinkedIn: Posting from Your Profile

•Share something as an individual directly from your profile•These posts are seen by your LinkedIn networkThese posts are seen by your LinkedIn network•This is not the same as posting in a LinkedIn Group

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LinkedIn: Posting from Your Profile

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This is the Publish a Post feature

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LinkedIn: Groups

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LinkedIn: Posting in a Group

•Share something with everyone who is a member of your group

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•Text & URL; can’t manually upload photos•Group members can like and comment

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LinkedIn: Finding & Creating a Group

1. Hover over Interests and select Groups2. Search for the name of the group

If you need to create a group,

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y g p,look for this in the right column of the page. Complete the form and select your settings.

LinkedIn: Best Practices

• Complete your profile; update it regularly

• Post compelling contentp g

• Monitor, respond and engage

• Respond to private messages

• Find and join other LinkedIn Groups: Other chapters, HFMA National, industry-related groupsgroups

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LinkedIn: How to Hand It Over

• Log in and go to your group

• Click on Manage, then click Participantsg , pin left column

• Select the person/people whose role(s) need to change

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Facebook: Getting Started

Essential elements for FB first-timers:E il

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•Email•Password•Profile photo•Cover image•Download the app to your devices

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Facebook: Creating Your Chapter Page

If you already have a personal Facebook account, you can create a page for your chapter

On the following page, select “Company, Organization or Institution” and follow the prompts.

Essential elements:•Brief description of

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•Brief description of your chapter•Profile photo•Cover image•Unique FB web address

Facebook: Posting Basics

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Facebook: The Lingo

The timeline is where you can see your posts, your friends’ posts, and stories you’re tagged in. Organized chronologically.

A status update is the message you post.

A like has two different meanings on FB.

1) It’s a way to let people know you enjoyed a status update without leaving a comment about p git.

2) If you like a Facebook Page, you’ll see posts from that person/company in your timeline.

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Facebook: The Lingo (cont’d)

The comment field under a status update allows you to write your thought/reaction/question to th t t tthat status.

A private message is a direct message from one FB user to another, not visible to the public. Similar to an email.

A tag creates a link to another Facebook user’s profile and the tag may appear in that person’sprofile, and the tag may appear in that person s timeline.

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Facebook: Best Practices

• Post engaging content that contains images, videos and text

• Monitor, respond and engage

• Respond to private messages

• Like other chapter pages, HFMA National’s page, related organizations & companies, etc.

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Facebook: How to Hand It Over

• Log in

• In upper right, use the to select Use pp g ,Facebook as [your chapter]

• Click on Settings (upper right)

• Click on Page Roles (left column)

• This is where you can add/delete a user or change their role (admin editor etc)change their role (admin, editor, etc)

• To add someone, you will need the email that s/he uses to log into their own FB account

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Twitter: Getting Started

Essential elements:•Email•Password•Profile photo•Cover image•Website URL

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•Short description•Location•Twitter handle•Download the app to your devices

Twitter: Your Profile

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Twitter: Your Feed

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Twitter: The Handle

• A Twitter handle is your identity on Twitter (the next slide advises on what makes a good Twitter handle). All T itt h dl b i ith th @ b lAll Twitter handles begin with the @ symbol.

• Attributes that make for a good Twitter handle:

1. Identifiable: Colleagues/friends/followers should be able to instantly recognize you.

2. Short: Short handles are easier to remember, and especially easier to type on mobile devicesespecially easier to type on mobile devices

3. Descriptive: Adding something that helps identify you may be helpful.

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Twitter: The Handle (cont’d)

Good examples: @HFMAFifer@FloridaHFMA@RDalyHealthcare

Bad examples: @SuperAwesomeChapterLeader@HealthcareFinance1234@CatLover1965@

Twitter allows only unique handles.

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Twitter: The Lingo

A tweet is 140 characters or less. This includes spaces, punctuation, URLs—everything!

A hashtag—the “#” symbol—is used to mark keywords or topics in a tweet. It’s very valuable for search. #HFMALTC

The @ sign is used to reference or mention another tweeter. It will also link to that tweeter’s profile.

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Twitter: The Lingo (cont’d)

To follow someone on Twitter is to subscribe to their tweets. You can unfollow at any time, and you want t i f ll f lti t i tto gain followers for ultimate impact.

A retweet is a tweet (from another user) that you share from your Twitter feed. Think of it as recycling.

Favorite a tweet by clicking on the star. It will appear under favorites in your profile. Your favorites are publicpublic.

A direct message is a private message sent from one user to another.

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Twitter: Best Practices

• Post engaging content that contains images, videos and text

• Use #s appropriately

• Retweet appropriately (70/30 rule)

• Monitor, respond and engage

• Respond to direct messages

F ll th h t HFMA i d t• Follow other chapters, HFMA, industry organizations (national & local), prominent industry leaders, colleagues

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Twitter: How to Hand It Over

• Log in and go to Settings

• Change the email addressg

• Changing password recommended

• Need help? support.twitter.com

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Answering the Why: Setting Goals

1. Grow your chapter membership

2. Raise awareness

3. Complement member relations

4. Promotion of event/content

5. Engage in conversations with peers

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Measure It: Track Your Success

1. Monitor your likes, followers, members, shares, reaches retweets etcreaches, retweets, etc

2. Count the clicks

3. Monitor comments

4. Note what performs well

5. Use your insights to prioritize

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Answering the What: The Anatomy of a Good Post

1. Visual posts get higher engagement

2 Sh lit2. Show your personality

3. Share compelling content

4. Consistency

5. Brevity

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Good LinkedIn Posts: Examples

These are great ways to inform your audience•Reminders•Save the Dates•FYIs•Special announcements

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•Events

Good LinkedIn Posts: Examples

Stories that affect your audience –Share something that’s compelling and/or will be of interest

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Good Facebook Posts: Examples

These are great ways to inform your audience•Reminders•Save the Dates•FYIs

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FYIs•Special announcements•Events

Good Facebook Posts: Examples

˅ Promotions & special offers – These are great ways to market yourways to market your programs and remind your audience why membership is important

ᴧ Stories that affect your

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audience – Sharesomething that’s compelling and/or will be of interest

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Good Tweets: Examples

Tweets can consist of different types of content. These tweets all talk about different things, but each one features a brief description of something the user is about to read if p gthey click on the URL. They also each contain hashtags that refer to an industry topic or an event.

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Good Tweets: Examples

You can also tweet a photo with a thought, a photo with a URL, or a photo with a thought and a URL.

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Good Tweets: Examples

Live tweeting—which is when you send out tweets “in the moment,” while an event is taking place—is also a way to keep your followers informed.p y

Your tweet can be a simple thought or observation. In this case, Joe Fifer was attending a conference and tweeted this thought perhaps during a presentation Note that he used

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thought, perhaps during a presentation. Note that he used the event’s hashtag.

Timesavers: Free Stuff

Bitly is a URL shortener that takes a long/awkward URL and makes it post-friendly. Tracks number f li k G t f T ittof clicks. Great for Twitter.

Go to: bitly.com

Hootsuite is a social media management platform that allows you to post to as many as three social media sites from a single dashboard. Also has analytics, reporting, scheduling features.y , p g, gGo to: hootsuite.com/plans/free

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Timesavers: Free Stuff (cont’d)

TweetDeck displays all of your Twitter accounts in one place, tracks activity, schedules tweets. G t t td kGo to: tweetdeck.com

Facebook has a scheduling tool that allows you to schedule posts to appear at a specific time & date

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Golden Rules of Social Media

1. Don’t take yourself too seriously

2. Offer value

3. Social media is a two-way street

4. Sharing is caring

5. Social media sites are an extension of your chapter, your website, your conversations

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Q&A

1. Don’t be scared

2 Y ill d2. You will succeed

3. It might even be fun

#HFMALTC

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