Lets Get Social: Social Media 101 forPublic Health Professionals May 11, 2012 Plymouth, MA Presented by David Crowley www.davidbcrowley.com
Your hopes for this workshop?A few take aways from a.m. session?
GoalsReinforce why socialmedia can work for youProvide relevantexamplesBasics of Facebookpages & TwitterPractical how-to’s(especially on Facebook)
What brings me here…Connecting people to community info key toSocial Capital Inc. (SCI) mission.Using technology to engage people has been keyto our work.Early evidence that social media can strengthenrelationships.We’ve had some success…
SCI & David on Social Media@socialcap 3869 followers (400 new past 4 months);@cookingchat 1053 @davidbcrowley 508713 LinkedIn Connections327“likes” on Facebook (socialcapital)715 have circled davidbcrowley on Google+ since July launch,1072 following SCI on G+ since pages launched in Nov.Over 12,000 unique visitors to our websites every monthKlout score=56Have recruited volunteers & applicants for positions, gotten ajob for an alum, reached new donors, increased web traffic…
Why social media for your work?
Reason #1: Power of Social Networks
Reason #2 to Pay Attention to Social MediaThe numbers—it’s an increasinglyimportant way to reach people.
Facebook now has over 900 million users…
Top demographics on Facebook: 1) 21- 24 yr olds 2) 18- 20 yr olds 3) 35- 44 yr oldssource http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/ http://adage.com/article/adagestat/demographics- facebook- linkedin- myspace-
Most teens are online 73% of teens are on a social network The average teen has 201 Facebook friends 37% send messages to friends every daySource for above points (2010 data)http://facebook-parental-controls-review.toptenreviews.com/30-statistics-about-teens-and-social-networking.htmlhttp://facebook- parental-controls- review.toptenreviews.com/30- statistics- about- teens- and- social- Teens averaging 60 texts/day 16% of American teens use Twitter (doubled over past 2 years)
It’s where people are spending time…
More than ½ of those Facebookusers are visiting at least daily.
More time spent on social media than email now….
22.7 % of online time on social media vs. 8.3% for email 43% growth rate August 2010 Nielsen Study
#4) Opportunity to engage with widerange of constituents…quick way to get input & crowdsource
Time for 6 SCI Social Media Principles & Pointers
1) Start w goal setting & planning Who is your audience for outreach you are doing? What results do you hope to achieve communicating with your audience? What kinds of branding messages & info do you want to share? Your social media channels & messaging should flow from your answers—how can social media help you reach this audience?
2) Be social!Social media is a 2 way streetTake a Social Capitalist approach!Focus on relationship buildingBetter to give than receiveShare your personality; though not every detail!Engage people in conversation—ask questions,comment in such a way that it elicits responseRespond promptly when someone comments, or @replies to you on Twitter, etc.
3) Keep building your web traffic & email list.Our general web traffic Web traffic while tweetingincreased by 60% during 10 1200mos of active tweeting. 1000 800Still are more adults who use 600 Series1email daily than social media 400 200Typically put more detailed 0content on your site, link to it 1 2 3 4 5 6 7 8 9 10 11via SMSome do strictly use socialmedia
4) Position yourself as expert in field Share articles relevant to your field Promote events or programs that relate to field but don’t directly benefit you. Twitter is a particularly good way to keep up with articles and other news related to your field.
5) Engage ConsistentlyRegular participation in social media generatesbest resultsIntegrate it into what you do—read somethinggood, share it; working on an interesting project,talk about it or ask question.Engaging at different hours helps reach morepeople.
6) Help your constituents use social media constructivelyYouth may need help thinking through safetyprecautions and protecting their reputation forthe long term.Pre-Facebook generation folks may needsupport to utilize these tools and the benefitsthey provide.
Facebook Benefits900 million users & counting!Very easy to use at a basic levelBased primarily on social tiesGetting your friends to share with their friendsis powerfulEspecially good way to connect & engage withyoung people.What would you add?
Facebook basicsCreate a “page” to promote an organization. You must have an individual account to create an organizational page.The “groups” feature can be a way to fostersharing among a group of program participants(can be private).Don’t set up your organization as an individualprofile! (against terms of service)Setting up a page…following slides/demo
Let’s move to some livedemonstration & practice…
Leveraging Facebook#1 Post photos and videos! Most sharedcontent. Create photo albums for your big events Post to albums in a few batches over time Tag those photosYou can’t tag friends if you don’t have any Have several page admins that can leverage their own friend relationshps Your page should like other pages
Getting Seen on FacebookHow people see your content people who like your page people interact w your page “Edgerank” is algorithm that determines who sees your page in the new newsfeed. Prioritizes (in order) 1) Shares 2) Comments 3) LikesInsights provides easy to follow stats on yourpage
More Facebook tips1 or 2 Facebook page posts per day isconsidered good practice…vary the times.Limit the number of business related posts toyour personal wall@ followed by user name or group is a quickway to get their attention or give them propsFacebook status can be updated fromTweetdeck, smartphones & other apps
Twitter BenefitsShort format, quick to share & scan for infoMore open than FB or LinkedInChance to engage w people who share interests,many who you wouldn’t otherwise reachMonitor subjects of interestDynamic—lost bird story
Let’s take a closer look at some Twitter basics…
What is Twitter? a social networking and microblogging service, enabling its users to send and read messages called tweets. Tweets are text-based posts of up to 140 characters displayed on the users profile page. Tweets are publicly visible by default. Users may subscribe to other users tweets – this is known as following and subscribers are known as followers or tweepsSource: Wikipedia 4/25/11
Getting started w TwitterAssociate the account with an email address.Choose a short username or “handle” [you will have anexisting account for your SCI Tweets] A handle that is easy to remember makes it more likely people will “retweet” you. Your handle uses up some of the 140 characters when retweetedThe profile helps people can quickly see where you are,what you are Tweeting about. (help them decide tofollow or not). We will be providing templates soon. (seenext slide)
Twitter BasicsYour Tweets: Type into the “What’s New” box upper left 140 characters or less—125 is better to leave room for “retweeting” Can be viewed by anyone on the Internet (unless you protect your Tweets-not recommended for biz) Most likely to be seen by your followers Also may be found by people searching for relevant terms “HACC” 5-10 Tweets a day is common for active users Timing Tweets with Tweetdeck or Hootsuite is a good idea
Twitter BasicsTimeline Stream of Tweets from Tweeps you follow Fast moving stream if you follow a lot of people Expectations to respond or have read a Tweet only comes in if they @ mention you
Twitter basicsMentions When someone references you in their tweet, with your handle, this is called a mention. It will show in your “mention” stream on Twitter.com. You generally should chime in promptly when someone mentions you. A mention starting w your handle, e.g. “@socialcap you have great AmeriCorps members”, is considered an “@ reply” or message. This is a way of directing a tweet toward someone in particular, but anyone on the web could see it (though it will only show in the Twitter.com stream of people who are following both you & the person you are interacting with. So if you want reference someone in a way that maximizes people who see it, you should start with something other than their handle. E.g. “Looking for the latest Dorchester news? Follow @mydorchester”
Twitter basicsRetweets “RTs” Shows you are sharing someone else’s content Sharing good content from others (and providing content people want to share) lies at the heart of Twitter. RTing with comments even better-you’re adding more value.
Retweeting with commentsSharing in your own words, with “via”
#hashtagsPart of workshop in which David extols thevirtues of hashtags, explains and shows howthey work, and discusses examples of why theyare important.Today’s hashtag is #seCHNA (not cap sensitive)
More Twitter TipsEngage, don’t just push out marketing info Be responsive to those who RT & mention you To “talk” directly to someone Publicly: start your Tweet w their handle e.g. @HACC Great meeting tonight! Privately: use the Direct Message “DM” function Strive for at least 80% non-selling messages.Lists become helpful when you’re followinghundreds or more.Use a tool like TweetDeck or HootSuite
My Top Twitter TipsDetermine the topics you are going to focus on.TWEET! Engage, tweet. Tweet some more.Tweet throughout your day—find a good article, tweet it. At ameeting, tweet it.Follow generously, use lists & search feeds to keep closer eye onkey people/topics. Clean up your following accounts. I recommend manageflitter.comUse hashtags (but don’t overdue it, 1 or 2 per tweet is good).Include a link in most tweets.Reciprocate.Schedule your tweets, spread timing out (but know when you getmost action)…post your most important ones 5-10 timesthroughout the week.
Resources (public health/social media)Article on Boston Public Health campaign onsexual healthhttp://abcnews.go.com/Health/Parenting/story?id=8251025&page=1#.T5arJ7PWZogCDC social mediahttp://www.cdc.gov/socialmedia/
Resources (gen social media)Bookmarks for Facebook articles/resources:http://bit.ly/Jyyl2SBookmarks for Twitter articles/resources:http://bit.ly/nnlA5wLonger list of bookmarks for all social media:http://bit.ly/ogEGRaThe Nonprofit Facebook Guyhttp://www.johnhaydon.com/Beth Kanter, co-author of The Networked Nonprofithttp://www.bethkanter.org/