Social Media Handout

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Start with WHY.

Why are you here? What do you want to be able to do or do better by the end of this session?

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Why do you want to use social media?

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Cultural Values Physical Values Organizational Values Psychological ValuesTradition Accuracy Accountability CreativityElders Cleanliness Communications Customer/Client DelightYouth Use of resources Cooperations/Teamwork DecisivenessListening Orderliness Coordination Develop PeopleExtended Family Punctuality Discipline HarmonyNoninterference Quality of products/services Autonomy/Initiative InnovationConnectedness Regularity Standardization Integrity/HonestyForgiveness Reliability Systemization LoyaltyPatience Responsiveness Continuous Improvement ResourcefulnessCeremony Safety Transparency Respect for IndividualsCommunity Speed Networking Service to Society/CommunityConnection to land Wellness Sustainability Tenacity/Will to SucceedSpirit Professionalism Fun

Democracy EqualityCollaboration IndependenceRegulations Safety/Tolerance

Pick your organization’s top 3 in each area. Add others if your organization has a value or values not listed.

If there are values in conflict you will need to address or balance those before you do anything else.

Values inform your VISION and are the foundation of all decision making.

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What is your VISION?

A vision is like a destination. When you go to another place physically you know you are there because you see, hear and feel that you have arrived.

What is your VISION?

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What does your vision LOOK like? What will you see that suggests to you that you have arrived?

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What does your vision SOUND like? What will you hear that suggests to you that you have arrived?

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What does your vision FEEL like? What will you feel that suggests to you that you have arrived?

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Your Mission is what you do, in general, to achieve your Vision. What is you organization’s Mission?

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Use this worksheet to help you strategize about your audience, and the potential social media tools and channels you may want to use for your campaign or communication activity.

1. Who are you trying to reach? This is your Target Audience

Describe the person(s) you want to reach with your communication; be as specific as possible. More than one audience may be listed. Include a primary and secondary (influencers) audience if appropriate.

Non Profit Example: Care givers of children under 5 (COHI promotion), Other local health providers (secondary)

Business Example: School superintendents (primary), Teachers (secondary)

Your Example 1: ___________________________________________________________________________

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Your Example 2: ___________________________________________________________________________

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2. What problem(s) are you solving for your Target Audience? What is the VALUE you bring to the conversation?

Problems with kids teeth - Access to health care - Getting buy-in from parents/stakeholders - Understanding diabetes risk factors____________________________________________________________________________________________________________________________________________________________________________________

3. What is your GOAL?

What do you want to achieve through your social media activities? Do you want your target audience to DO something, THINK something, FEEL something?

Provide information Highlight a campaign Encourage a health behaviourReinforce health messages Encourage interaction Get feedback/exchange ideasCollaborate with partners Get email addresses Build trust

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Write out each goal using the SMART acronym.

Specific Measurable Acceptable Realistic Time framed

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4. Goal Integration

a) Describe how your social media goals support your organization’s Values, Vision, Mission and/or overall communications strategy.

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b) How does it support other online or offline components – Events, newsletters, press releases, promotions, etc.________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

5. Message Development

Develop the key messages based on the target audience and goals.(Example: for moms of young children to encourage late season flu vaccination, “It’s not too late to vaccinate.”)________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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6. Resources and Capacity

Who is going to do this, when and for how long (per day, week, month)?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

7. Identify Social Media Tools

Decide and explain what tools will effectively reach your target audience. Match the needs of the target audience with the tools that best support your objectives and resources. (Example: Because Facebook has a large population of young women who have children, is free, and requires minimal technical expertise, it may be a good tool for a mom-centered program while only requiring a small amount of funding for social media activities.)

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8. Define Activities

Based on all of the elements above, list the specific activities you will undertake to reach your communication goals and objectives. (Example: Develop and promote Facebook fan page for diabetes prevention for youth.)________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

9. Partnerships, cooperators, collaborators.

Identify any key partners and their roles and responsibilities. Ex. FNHA, Local Chamber of Commerce______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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10. Define Success for Evaluation

What are your measures of success? Your measures of success may be different depending on your goals and objectives.

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11. EvaluateCreate an evaluation plan - page 50 from link below is a good place to start.

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Adapted from the http://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf