social media 101: haldimand norfolk public health unit
TRANSCRIPT
Haldimand Norfolk Health UnitSocial Media - 101
AgendaWhat is Social Media?
How can we use it?
Examples & Exercises
30 MINS
30 MINS
30 MINS
What is Social Media?Key Terms
Overview
Why Care?
Relevant Platforms & Usage
Social media is the means of interacting with friends and networks
online - creating and sharing content, and participating in
conversations on websites and apps.
… but it’s also a fancy way of describing the zillions of conversations that
people are having online 24/7.
DEFINITION
TERMS WE’LL FREQUENTLY USE...
ENGAGEMENT
HASHTAG
COMMUNITY
SOCIAL STRATEGY
CONTENT
SOCIAL PLATFORM
TRAFFIC
USERS
ALGORITHM
TRANSPARENCY
WHY CARE? KEY STATS
In 2015 Instagram grew by 50% and is now bigger than Twitter
In 2014 Facebook had more video views than Youtube
5,700 tweets / second
2.5M Facebook posts / day
LinkedIn engagement has increased by 200%
WHY CARE? - AUDIENCE VOLUME & TIME SPENT PER MONTH
Facebook Instagram Twitter LinkedIn
1.23B 300M 288M 332M
6.8h 4.2h 3.1h 4.9h
Social sharing for multi-faceted content
Largest social media platform
Used to connect with friends, family, brands & organizations
Hosts multi-faceted content
Redesigned to support businesses
14M Canadians login to Facebook daily
25 - 34 year olds account for the largest age demographic at 29.7%
53% FEMALE / 47% MALE
50% of 18-24 year olds visit Facebook upon waking up
Social sharing for pictures and short videos
Allows for visuals to take the stage
Single purpose-app
Allows organizations to tell their story and establish their brand
Massive growth in the past year
90% of users are under the age of 35
60% FEMALE / 40% MALE
Instagram trumps most other social platforms in user engagement:
30B photos shared / 70M daily photos shared / 2.5B daily photo liked
Micro-blogging
A microblogging platform broadcasting short messages
Posts (called “tweets”) are capped at 140 characters
Designed to easily engage users and start conversations
Tweeting, retweeting, replying, favouriting
15-19 = 31%
20-24 = 35%
25-29 = 15%
30-34 = 7%
35-39 = 4%
40+ = 8%
40% Female
60% Male
Used by the younger market
78% of users are on mobile
Business oriented
Platform for professional networks to connect
Allows users to connect with others in the industry
Find jobs / Generate leads / Share content / Participate in conversations
The mood changes on LinkedIn, shifting to a professional tone
Used by an older market
18-29 = 15%
30-49 = 27%
50-64 = 24%
65+ = 13%
56% Female
44% Male
41% of users are on mobile
60% of users earn $75k +
Under-utilized for campaigns
How can we use it?When is it relevant?
Types of Social Media campaigns
Hashtags?
1. When you’ve got a message to share with a large audience
2. When you’re looking to join an existing conversation
3. When your content is relevant enough to create it’s own
community
WHEN IS IT RELEVANT?
Awareness
SOCIAL CAMPAIGN TYPES
Pushing information to an audience
Focusing on posting updates
Using existing or relatively new
content
Manageable with part-time efforts
Engaging in existing conversations
Starting new conversations that
engage current and new followers
Creating new content
Manageable with full-time efforts
Engagement
VS
“A word or phrase preceded by a hashtag (#),
used on social media sites such as Twitter to
identify messages on a specific topic”
WHAT’S WITH THE POUND (#) SIGN?
Turns any word / phrase into a searchable link (#BellLetsTalk)
Hashtags are an integral piece to communication on social media
Allows users to easily find and engage with conversations
Organizations can track, measure, and organize their conversations
WHAT’S WITH THE POUND (#) SIGN?
Examples & Exercises
PUBLIC HEALTH ON SOCIAL...
Toronto Public Health - “condomTO” Campaign
PROMOTED POSITIVE SEXUAL BEHAVIOUR
ADDRESSED “CONDOM FATIGUE” & STIGMAS
TOOK THEIR EFFORTS TO SOCIAL MEDIA IN A FUN WAY
TORONTO PUBLIC HEALTH ON SOCIAL...
PUBLIC HEALTH ON SOCIAL...
Canadian Mental Health Association - #CHHSLetsTalk
CRESCENT HEIGHTS HIGH SCHOOL STUDENT RAISING MONEY FOR THE CMHA
$0.05 FOR EVERY TWEET INCLUDING THE HASHTAG: #CHHSLETSTALK
HASHTAG WENT VIRAL & RAISED $10,000 (TO-DATE)
CRESCENT HEIGHTS HIGH SCHOOL ON SOCIAL...
HALDIMAND PUBLIC HEALTH UNIT- Social Examples
Vaccinating against preventable disease
Tick / environmental health issues
Sexual health
Thanks