using social media to promote health care
DESCRIPTION
This presentation was part of Embody's Safe Healthy Strong 2014 conference on sexuality education. Embody is Planned Parenthood of Wisconsin's education and training programs. Learn more: www.ppwi.org/embody Your agency or organization has the social media basics down, but what does it take to run a successful health campaign on the web? In this session, participants will learn about the components of several successful social media health campaigns and how you can apply their tactics to your agency’s social media presence. No matter the size of your agency, you’ll come away with some fresh ideas to spark engagement online. About the Presenter: Laura Kendellen is the Digital Communications Organizer at Planned Parenthood of Wisconsin. Laura manages the organization’s online presence for both its c(3) and c(4) entities including websites, blogs, social media, and bulk email. She previously managed Wisconsin communications for the Service Employees International Union, wrote for the NARAL Pro-Choice Wisconsin blog, and assisted with online communications for several small businesses.TRANSCRIPT
![Page 1: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/1.jpg)
![Page 2: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/2.jpg)
INTRODUCTIONS
1. Name, title, organization
2. How your organization currently uses social media
3. What you’d like to learn in the next 90 minutes
![Page 3: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/3.jpg)
WHAT WE’LL COVER
Creating a social media plan
• Objectives
• Audience
• Channels
• Tactics
• Content
• Analysis
• Group activity!
![Page 4: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/4.jpg)
CREATING A SOCIAL MEDIA PLAN
Objectives Audience Channels Tactics
Content Analysis
![Page 5: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/5.jpg)
OBJECTIVES
Toplines
• A thoughtful social media plan fits into an
organization’s overall communications plan to reach
organizational goals.
• What does your organization want to accomplish?
Your plan should address how you will accomplish
those goals through the use of social media.
![Page 6: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/6.jpg)
CREATING A SOCIAL MEDIA PLAN
Objectives Audience Channels Tactics
Content Analysis
![Page 7: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/7.jpg)
AUDIENCE
Toplines
• Who are your target audiences that will help fulfill your
objectives?
• Different social platforms attract different
demographics because information isn’t received the
same way on all social sites.
• Once you decide who your audience is, you can figure
out where to reach them online.
![Page 8: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/8.jpg)
AUDIENCE
• In general, social media users are adults 18-29,
mostly women
• Women spend more time on social than men
• Urban dwellers spend most time on social; 70% use
social
![Page 9: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/9.jpg)
![Page 10: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/10.jpg)
AUDIENCE
![Page 11: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/11.jpg)
AUDIENCE
• Spanish is fastest growing language
• 25% African American
• 40% of online African Americans use Twitter
![Page 12: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/12.jpg)
AUDIENCE
![Page 13: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/13.jpg)
AUDIENCE
• Mostly rural dwellers
• Over 80% women
![Page 14: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/14.jpg)
AUDIENCE
![Page 15: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/15.jpg)
AUDIENCE
• Mostly urban dwellers
• Fastest growing social platform
![Page 16: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/16.jpg)
AUDIENCE
![Page 17: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/17.jpg)
AUDIENCE
• 45-54 year olds fastest growing demographic
• 18-29 year olds largest age group
• Women over 55 growing
![Page 18: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/18.jpg)
AUDIENCE
YouTube
• Reaches more 18-34 year olds than any cable
network
![Page 19: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/19.jpg)
AUDIENCE
Mobile
• Because mobile use is higher among African
Americans, they are also more likely to use social than
websites
• 25% of smartphone owners 18-44 can’t remember
the last time they didn’t have their phone on them
![Page 20: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/20.jpg)
CREATING A SOCIAL MEDIA PLAN
Objectives Audience Channels Tactics
Content Analysis
![Page 21: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/21.jpg)
CHANNELS
Toplines
• Each social platform not only attracts different demographics, but presents information and encourages engagement differently.
• When choosing your channels, consider who your target audience is, what social platforms they’re active on, and what types of content those platforms favor (i.e. educational videos, breaking news, emotion-driven images).
![Page 22: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/22.jpg)
CHANNELS
![Page 23: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/23.jpg)
CHANNELS
![Page 24: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/24.jpg)
CREATING A SOCIAL MEDIA PLAN
Objectives Audience Channels Tactics
Content Analysis
![Page 25: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/25.jpg)
TACTICS
Toplines
• Once you decide objectives, you develop a plan or
strategy for reaching those objectives. Tactics fall
inside that strategy. Never start a plan with tactics.
• Consider legalities, messaging, budget, timeline.
![Page 26: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/26.jpg)
TACTICS
Examples of tactics include…
• Partnerships
• Videos
• Images
• Website/landing page
• Hashtags
• Online action team
• Paid promotion with demographic targeting
• Messaging
• Mobile
![Page 27: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/27.jpg)
CREATING A SOCIAL MEDIA PLAN
Objectives Audience Channels Tactics
Content Analysis
![Page 28: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/28.jpg)
CONTENT
Toplines
• Know your channel(s) and your audience(s). Post
content relevant to your audience and to the social
platform you’re using.
• What’s your sharing vehicle? Content should spark
interest and move people to action.
![Page 29: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/29.jpg)
CONTENT
80/20 rule
20% about your organization
80% about other relevant content
Relevant content could be…
• Humor, history, news, studies, articles, recipes, reviews, videos
• About community, events, volunteers, services, resources, education
![Page 30: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/30.jpg)
CONTENT
Social media content should be…
• Error-free
• Non-controversial
• Within character limits: Facebook 5 lines; Twitter 120 characters
• Creative, interactive, visual
• Emotional, personable
• Brand-representative
• Timely and relevant
• Written specifically for social (consider platform and audience)
![Page 31: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/31.jpg)
CREATING A SOCIAL MEDIA PLAN
Objectives Audience Channels Tactics
Content Analysis
![Page 32: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/32.jpg)
ANALYSIS
• Test
• Track
• Change
• Repeat
![Page 33: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/33.jpg)
RECAP
A social media plan should include…
![Page 34: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/34.jpg)
RECAP
A social media plan should include…
Objectives
Audience
Channels
Tactics
Content
Analysis
![Page 35: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/35.jpg)
TAKEAWAYS
• Objectives: A thoughtful social media plan fits into an organization’s overall
communications plan to reach organizational goals.
• Audience: Different social platforms attract different demographics because
information isn’t received the same way on all social sites.
• Channels: Each social platform not only attracts different demographics, but
presents information and encourages engagement differently.
• Tactics: Once you decide objectives, you develop a plan or strategy for reaching
those objectives. Tactics fall inside that strategy. Never start a plan with tactics.
• Content: Know your channel(s) and your audience(s). Post content relevant to your
audience and to the social platform you’re using. What’s your sharing vehicle?
• Analysis: Test, track, change, repeat.
![Page 36: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/36.jpg)
QUESTIONS?
![Page 37: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/37.jpg)
ACTIVITY
Discuss these questions about the following digital
health campaigns:
1. Why is this campaign successful?
2. What could it do better/differently?
3. Did it consider social media objectives, audience,
channels, tactics, content, and analysis?
4. How can your organization learn from it?
![Page 42: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/42.jpg)
OTHER THINGS TO CHECK OUT
• Fake Tinder nurse promotes health care to young men
• Milwaukee Public Health Dept. uses Facebook to track syphilis outbreaks
• The use of Twitter to track HIV outbreaks
• This is Personal
• Planned Parenthood Saves Lives
• Slideshare: Learn what others have to say about promoting health care on social media including the Healthcare Social Media Tool Kit
![Page 43: Using Social Media to Promote Health Care](https://reader034.vdocument.in/reader034/viewer/2022051609/5479ce615906b52a358b45d2/html5/thumbnails/43.jpg)
CONTACT ME
Laura Kendellen
Digital Communications Organizer
Planned Parenthood of Wisconsin
414-289-3027