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Changing Perceptions with Social Media
 

Changing Perceptions with Social Media

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Debunking social media myths, providing an overview of Facebook, Twitter and blogging, examining legal and HIPPA issues, reviewing social media policies and looking at some case studies -- this ...

Debunking social media myths, providing an overview of Facebook, Twitter and blogging, examining legal and HIPPA issues, reviewing social media policies and looking at some case studies -- this presentation is designed to illustrate how to leverage social media to change perceptions.

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    Changing Perceptions with Social Media Changing Perceptions with Social Media Presentation Transcript

    • Changing Perceptions with Social Media Heather Whaling [email_address] prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling
    • Today’s Schedule
      • 9:30-11:45 Part 1: Intro, Myths, Policies, Tools
      • 11:45 - 12:45 Lunch
      • 1-1:50 Part 2: Getting Social …
      • 2-3 Panel Discussion
    • Communication Evolution Photo credit: gothopotam Photo credit: laffy4k
      • Social media: Channels for interacting, using accessible publishing techniques. Social media use web-based technologies to transform and broadcast monologues allow the creation and exchange of user-generated content.
      • -- Wikipedia
      • 51% of people get news from people they “follow”
      • (Pew Study)
      • 79% of the FORTUNE 500 use Twitter, Facebook, YouTube or blogs to communicate with customers, with Twitter as the platform of choice
      • (Burson-Marsteller Fortune Global 100 Social Media Survey)
      • More than 25% of Americans 50+ stay connected using Facebook, MySpace and Twitter
      • Source
      • Americans spend 57 minutes a day getting news from traditional media (same as in 2000) and AN ADDITIONAL 13 MINUTES each day consuming news on the web (excluding mobile)
      • (Pew Research Center, Sept. 2010)
      • BFF and Hashtag are now in the New Oxford American Dictionary
    • Dialogue Photo credit: Roland One-way communication isn’t as effective as two-way communication
    • What Are We Talking About?
      • Social media isn’t:
      • Traditional outreach “digitized”
      • Broadcasting
      • A quick fix
      • Free
      • Stand alone
      • Tools
      • Social media is:
      • Insightful
      • Collaborative
      • Strategic
      • Valuable … when done correctly
      • Relationships
      • Service-oriented
    • What’s that mean?
      • Interactive vs. Authoritative
      • Personal vs. Institutional
      • “ Narrowcast” vs. Broadcast
    • Social Media Myths
    • Social Media Means Losing Control 1
    • It’s Just a Fad 2
    • Kids, Hipsters & Geeks Dominate 3 Source
    • Narcissism Rules 4 Source
    • Takes too much time 5 Source
    • Your turn What have you heard about SM? Your Turn: What have you heard? What are your concerns?
    • Before Jumping In …
      • What happens if someone says something negative?
      • What HIPPA and legal issues?
      • Do we need a social media policy?
    • Truth about Negativity
      • Not as big a problem as you think, but …
      • Type of Negativity Respond?
      • Straight Problems Y
      • Constructive Criticism Y
      • Merited Attack Y
      • “ Hate mail” Depends …
      • Trolling/Spam Delete
    • HIPPA
      • HIPAA requires that a patient's identity and personal health information be protected (Protected Health Information, PHI)
      • Prepare content for public consumption
      • Release forms
      • Bottom line: Lots of info to share without sharing client/patient details
    • HIPPA: An Example
      • Adult Flu Blitz
      • Nurse of the Year
      • Volunteers Needed for Streets Alive!
      • Health Watch
      • Art exhibition
    • Social Media Policies
      • Always be transparent:
        • Identify yourself and who you work for.
        • Don’t “plant” comments.
        • Be careful with “ghostwriting.”
      • Understand what’s private and what’s public.
      • Be yourself … not a “mouthpiece.”
        • People may assume you’re speaking on behalf of your employer, even when you’re speaking as an individual.
      • Stick to your area of expertise.
    • Policy Suggestions (cont.)
      • Respond. Answer questions. Show appreciation.
      • Welcome feedback and suggestions.
      • Avoid commenting on legal matters and litigation.
      • Avoid participating in a “crisis situation.”
      • Disagreement is ok, as long as it’s respectable. If it’s becoming heated, don’t disengage abruptly. It’s ok to ask for help.
      • Learn from your mistakes.
    • Moderation Guidelines
      • Pre-moderation -- user name, email address and moderation to avoid spam
      • ”The good, the bad, and the ugly”
        • Positive or negative content in context of the conversation will be approved
        • Ugly, offensive, denigrating, out-of-context content will be rejected
    • Intro slide The Tools The Big 3: Facebook, Twitter, Blogs
      • More than 500 million active users
        • 50% log on at least 1x/day
        • Average user has 130 friends
      • Average user is connected to 80 pages, groups and events
      • 150+ million users access Facebook through mobile devices
      • Let’s take a look …
    • What to Share?
      • Update the page daily (twice a day is even better)
      • Check twice a day for comments, questions that need responses
      • Be personable. Respond promptly. Address people by name.
      • Ask questions, share articles, events, resources
      • Include photos and video
      • Use “@” tagging. But don’t be spammy.
      • Generate comments, “likes” & sharing
      • 17 million Americans use Twitter
        • Equivalent to combined populations of CT, OR, KY, KS & OK
        • 35% of Twitter users live in urban areas
      • 3x’s more likely to follow brands than Facebook users
      • 25% of Twitter users are African American
      • 53% of users never post updates
      • Let’s take a look …
      Source
    • Setting Up
      • Update your profile
      • Add a photo
      • Add Twitter to appropriate email signatures
      • Incorporate on your blog, website, Facebook, enewsletter, etc
    • Interacting & Engaging
      • Find local people, businesses, news outlets & nonprofits to follow (2-3xs/week)
      • Revew your stream to find messages to reply to or retweet (2 xs/day)
      • Repond to people who @ or DM you (2 xs/day)
      • Be engaging:
        • Ask questions
        • Share relevant, helpful news articles, resources and multimedia
      • Keep listening
      • Half of all Internet users read blogs
        • 60% by 2014
      • Blogging vs. Blogger Outreach
      • Types of blog content:
        • Video
        • Photos
        • Written text
        • Infographics
    • Blogging Tips
      • Posts are not press releases or brochures
      • Read & comment on other blogs
      • Write in language your audience understands (lose the jargon!)
      • Be timely
      • Headlines are critical
      • Build an audience by posting frequently, consistently
      • … but those are just some of the tools
      • Plan Smart. Implement Smarter.
      Source: Zack Heller
    • Photo Credit: First Monday, Orlando Chamber of Commerce
    • • • • what do you want to accomplish? • • •
    • Be Strategic
      • Step 1: Identify goals & purpose
      • Step 2: Create SMART objectives
      • Step 3: Research and listen
      • Step 4: Develop a network
      • Step 5: Integrate online and offline
      • Step 6: Measure ROI and ROE
    • Step 1: Identify Goals & Purpose
      • Education
      • Advocacy
      • Shape perceptions
      • Recruit volunteers
      • Program/event registration
      • Increase transparency & accountability
      • Create a stronger dialogue with constituents
      • Collaboration
      • Others??
    • Step 2: Measurable Objectives
      • S pecific
      • M easurable
      • A ttainable
      • R ealistic
      • T ime-sensitive
      Photo credit: Knickerstwist
    • • • • What do you want to do? Who do you want to reach? How will you measure progress? What’s the deadline? • • •
    • Step 3: Research and Listen
      • Who are you trying to reach? How are they using social media?
        • What are people saying?
        • Where are they saying it?
      • Free online monitoring tools:
        • Google Alerts, BlogSearch
        • Addictomatic.com
        • Netvibes
        • Hootesuite, Tweetdeck
        • Search.Twitter.com/Advanced
        • Nielsen’s BlogPulse
      “ If you’re always talking, you’re not listening.” – Chris Brogan
    • Step 4: Develop a Network
      • Choose the right tools
      • Start interacting
      • Create interesting content
      • Focus on strategy
      • Cultivate influencers
      • Promote others
      • Be creative
      • Share, share, share
    • Step 5: Integrate Online & Offline
      • Cross-promote content
      • Balance traditional communication
      • and social media
      • Enhance media relations
        • Talk to reporters on social networks
        • HARO
        • Pitchengine.com
      • Use offline tools to drive online efforts …
      • and visa versa
    • Step 6: Measure
      • Return on Insight
      • Return on Engagement
        • Twitter followers, lists, retweets and link open-rates
        • Blog comments, traffic, inbound links
        • Facebook fans, wall posts and comments
        • YouTube ratings, embeds on other sites
        • Event registrations
        • Anecdotal evidence
      • Benchmark & Research
    • Intro slide: Case studies Case Studies: Who’s Doing it Well?
    • Independence First
    • Case Study: My Invisible Disabilities Community
    • Case Study: Coalition for the Homeless of Central Florida
      • Situation: Drastic decrease in food donations
      • Idea: Food drive powered by social media
      • Goal: 400 lbs.
      • Implementation:
        • Announced online
        • Blog, Twitter, Facebook, Flickr
      • Result: Raised 1,000+ lbs
        • The Coalition’s
        • “ Can” Care Challenge
    • guest post from winning company
    • Exercise: Content Creation • • • content creation • • •
    • Exercise: Writing for different mediums • • • writing for different mediums • • •
    • Collaboration. Integration. Social Good.
      • Heather Whaling
      • [email_address]
      • @prTini
      • for slides & resources:
      • bit.ly/OhioPI
      • subscribe to my blog:
      • bit. ly/prTini