Hsci538 ppt

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Hsci538 ppt

  1. 1. MojganAhbabi Garrison Hack Caitlin Jarrett JoelTorres
  2. 2.  Introduction  Understanding Social Media  Creating an Online Strategy for Community Organization  Identify Objectives  AssessingYour Audience andYour Environment  IdentifyYour Message  EvaluatingYour Impact andYour Strategy  EngagingYour Audience Using Social Media  Popular InternetTools andTheir Effective Use  Online Advocacy and Activism  Closing the Digital Divide  Collaborating Agencies Responding to Disasters: A case Study  Conclusion
  3. 3.  Online interaction are such a pervasive part of our society  Internet landscape is infinitely dynamic  Social media use for Obama’s 2008 presidential campaign  Social media use (facebook groups) played critical role in ousting Egyptian president
  4. 4.  The question facing community organizers today is not whether they should use social media for community building and advocacy it is: When and how they should  How to establish consistent, sustainable, and easily recognizable and enhance both online and real world activities  Potential of using the internet for community organizing  Steps for creating an online strategy
  5. 5.  “Social media powers social networks for social change” Beth Kanter and Allison Fine.  Internet organizers:  target social network through individuals. Idea and issues spread faster through online social network.  Social media: Is tools for community organizers Aids to find the right people to connect with, then keep the relationship fresh.
  6. 6.  Social media in 3 categories: 1. Conversation starters like weblogs, news feeds, YouTube, andTwitter . 2. Collaboration tools such asWiki and Google apps. 3. Social network builders like Facebook, LinkedIn, andTwitter.  first create an online strategy that will dictate how, why, and which tools to use
  7. 7.  Developing an effective online presence help further the mission of most organizing .  Before creating: • know what you want to accomplish • Then match the appropriate tools to achieve those goals.  Successful organizing through internet engagement requires building a dedicated internal team who understand the strategy and purpose of doing this
  8. 8.  Steps to devising the strategy: 1. Identify objectives 2. Assessing your audience and environment 3. Identity your message 4. Evaluating your online activities
  9. 9.  Steps to devising the strategy: 1. Identify objectives 2. Assessing your audience and environment 3. Identity your message 4. Evaluating your online activities
  10. 10. DEFINING WHO ARETHE ‘TARGETS’ Organizations and individuals who exhibit credibility or who drive conversations so that others take notice of the topic or the idea. [e.g., An outreach could be made to bloggers to discuss topics that align with an organization’s priorities] (Heldman, Schindelar, &Weaver, 2013) o Generally employed at the state level, or by local health districts; o Link with media outlets or directly with community organizations or citizens; o Assist health department personnel in increasing public awareness of issues that affect community health and wellness Key Partners Public Health Influencers Public Health Information Officers (PIOs) and Risk Communicators (RCs)
  11. 11. DEFINING WHO ARETHE ‘TARGETS’ (CONT) o They assist news organizations in obtaining needed information for stories on public health-related issues (Golding & Rubin, 2010). “The National Public Health Information Coalition (NPHIC) is an independent organization of professionals sought after to improve America's health through public health communications. NPHIC senior public health information officers: “Participate with the Centers for Disease Control and Prevention (CDC) and other public and private agencies to promote health and prevent disease; “Identify methods to improve communications among members “Communicate with and through the news media to promote greater understanding and awareness of public health issues.” (National Public Health Information Coalition. (n.d.) (n.p)) Public Health Information Officers (PIOs) and Risk Communicators (RCs)
  12. 12. A Brief Word about the California Department of Public Health : “Local Health Departments (LHDs) in California …are increasingly embracing media work to help address the public health issues of the 21st century: chronic disease, global warming, emerging diseases, access to health care, and health disparities and the inequities that cause them, as well as the core responsibilities of disease control.”(Brunner, Fowlie, & Freestone, 2011, p.1)
  13. 13. DEFINING WHO ARETHE ‘TARGETS’ (CONT) o Defined by how they use social media; o Age and demographics which can affect their ability to influence policymakers (Hackworth & Kunz, 2011) o Members of the community who define specific needs or requires specialized interactions (Bik, Goldstein, 2013) Virtual Community akaTargetAudience Real Community
  14. 14. DEFINING WHO ARETHE ‘TARGETS’ (CONT) o Individuals who –influenced by community organizers and community builders—represent critical avenues for improving the public’s health (Minkler, 2012). “The Internet continues to help shape and influence policy: Sixty percent of staffers have gone online to learn about an important policy issue for the first time. And 33 percent have admitted to changing their opinion based on what they have read online – a nearly 200 percent change from 2009” (Bush, 2011, n.p.) . Policymakers
  15. 15.  Demographics profile;  Does not define motivation, but can be used as a launching point for engagement  Pressing issues, Problems, Desires;  Gains insight into the audience’s interest in the topic  Provides an opportunity to experiences regarding a commonly shared subject  Which sites are being used for information ;  Do they read blogs? Do they subscribe to listserv? Do they download podcasts?  Choosing the appropriate channels for online communication can effect readership  What purpose does your message serve;  Is there sincerity between you and your audience;  Are you considered trustworthy (DeMers, 2013) (Source: DeMers, 2013)
  16. 16. Search for keywords that identify your community Listen to conversations online (To the right is a tweet made by Los Angeles Mayor Eric Garcetti from his privateTwitter account. He makes a condolence statement and it received a reply from a member of the LosAngeles Police Department). #NorthridgeHospital, #underserved, #California On Mayor Garcetti’s privateTwitter account https://twitter.com/ericgarcetti  Eric Garcetti @ericgarcetti Mar 7  Heartbroken to mourn passing of one of our brave @LAPD officers this am. Please pray for his family and for his partner's recovery.  Chief Charlie Beck @LAPDChiefBeck Mar 7  #LAPD Police Officer III Nicholas Lee, Serial No. 34980. A man of greatness and selflessness. Nick was… http://instagram.com/p/lQ0F1CzNsq / (Source: Satariano &Wong, 2012) (Source: Garcetti, 2014, n.p.).
  17. 17. Look for topics related to your intended populations by using: RSS (Rich Site Summary) aka (Really Simple Syndication), News Feeds, Aggregators, Feed Readers  Software terminology for the presentation of data to users which is either web-based, desktop-based, or mobile-device based.  “…distributes recent news and other frequently updated content appearing on a website” (Dictionary.com, 2014).  These formats are frequently used for blogs, news headlines, audio, and video. (e.g., From the Digg Reader website [https://digg.com/reader/search/Public%20H ealth] , typing ‘Public Health’ into the BROWSE CATEGORIES search area will populate the page with current data from the Public Health Newswire)
  18. 18. Some of these newsfeeds make a provision at the end of the report, message, or data for commentary by subscribing readers. These online articles also have icons available so that the article can be transferred to a subscriber’s Facebook or Twitter account. Hillary Clinton Leads Jeb Bush, Chris Christie, Ted Cruz By Wide Margins In Presidential Poll Former Secretary of State Hillary Clinton (D) would best former Florida Gov. Jeb Bush (R), were they to run against each other in the 2016 presidential election, a new poll finds.The poll, conducted by Fox News from March 2-4, shows Clinton leading Bush 51 percent to 38 percent. The margin between… Huffington Post  Politics  Elections  Hillary Rodham Clinton  Chris Christie  Ted Cruz 341 people are discussing this article with 616 comments (Source: Lachman, 2014)
  19. 19. Idealware, a Portland-based software consulting firm, advises that, “…online survey tools can be a very cost- effective way for delivering surveys and collecting and analyzing results through one system” (Leland, 2011, n.p.). SurveyMonkey($16.99/month) Offers a free version for 10 questions and 100 responses per survey. Zoomerang offers more extensive reporting SurveyGizmo ($19.00/month) integrates well into websites and blogs Moodle offers survey and test taking tools. Geared towards gathering feedback from students. (Source: Leland, 2011).
  20. 20. When creating a survey tool : Be as specific as possible for what you seek. Regarding your intended audience Determine preferred internet surfing sites; Know the groups to which your audience belongs ; Regarding staff members of the organization or community: Know how they communicate with friends and supporters; Do they keep in touch with photo sites (Source: Satariano & Wong, 2012)
  21. 21.  Messages should be created to the audience.  In cases of key partners or public health influencers, a personal mailing might be appropriate as well as a continuation of the online communication  Different goals require different messages (messages addressed to volunteers would be different than messages to policymakers) When conducting online communication Be sure that potential misunderstandings have been clarified. (Source: Satariano & Wong, 2012)
  22. 22.  Creating an Online Strategy to Enhance EffectiveCommunity Building and Organizing
  23. 23.  Picking the right metrics  Most online activity can be measured  Setting up indicators and other measurement tools
  24. 24. Google Analytics Reader growth, subscribers vs visitors, to and from, what they’re doing. Hootsuite Measures reader engagement (Interaction), sharing content onTwitter, Facebook, LinkedIn, and others. Socialbrite Updates, monitors, manage, and maintain communication outlets at once
  25. 25.  Facebook page likes may increase attendance at events.  However, signed petitions may not correlate with # of likes  Poll your donors, event attendees, and volunteers about how they heard of organization or cause.  Use surveys from  SurveyMonkey, Zoomerang, and Google Forms.
  26. 26.  Smart Chart 3.0 for online communications strategy.  CommunityTool Box  Case studies, worksheets.
  27. 27.  Netiquette  Recognizing and Rewarding ▪ Retweets ▪ Sharing their link on your site ▪ Mentioning their even or cause on your blog
  28. 28.  Tweets and Facebook  Insert you presence  Give direction to conversation  Re-direct to your own website or event
  29. 29.  Online resources  Website  Electronic educational literature  Searchable database
  30. 30.  Inexpensive  Time and dedication
  31. 31.  Organizational profile, post updates, photos, videos, links, polls, and collect donations.  Non-profits found FB useful for feedback on activities, start discussions, and direct to website.  2.5 hours a week (Idealware 2010b).
  32. 32.  Microblogging example  140 character limit  To the point  Read quickly  Quickly post links to articles or other media  To manage, use HootSuite orTweetDeck  Use “hashtag” symbol to search your cause dialogue  Simultaneously link Facebook “Status Update” andTwitter account.  Survey shows used by older population (Yarow, 2010).  Similar organizations, media attention, asking questions, and real time events (Idealware 2010a).  Small percentage engaged (Idealware 2010a)
  33. 33.  Static content updated fairly frequently  Has personality and information  Good for thoughtful conversation  But time intensive Engaged supporters? If blogger was a skilled writer and unique expert in the field (Idealware 2010)
  34. 34.  YouTube  Largest video-sharing site  Test different types video  Embed videos onto other sites FB,Twitter.  Control conversation  SlideShare  Share PowerPoint presentations  For colleagues and potential partners  Flickr  Photo-sharing site.Tag your photos and albums for “searchability.”
  35. 35.  Build community and give purpose for policy change  3 types of Internet mobilizations:  1. offline actions (rally) 2. offline/online actions (email policy makers) 3. only online (Facebook). Flash campaigns bra-color example Twitter great for real time because of smart phones and texts. MoveOn.org
  36. 36.  The “digital divide” between those who have access to the Internet and those who don’t is created by:  Technology access  Generational gaps  Literacy  Geographic location  Mental and physical disabilities  Socioeconomic barriers
  37. 37.  It’s estimated that 93% of teens and 80% of adults in the US use the Internet.  High income and being able bodied are the strongest predictors of Internet access and usage.  There are racial disparities in Internet access.
  38. 38.  In 2005, theWhite House released a report to tackle the widening digital divide.  Subsequent programs have showed success in providing computers and training to key households in underserved communities.  Cell phones have become an alternative way to reach an audience.
  39. 39.  “Democratic Divide”- refers to those already online and the gap between those who are willing and know how to use the Internet for civil or health engagement and those who don’t know.  Loosely translated to the “1 percent rule”-for every 100 people online, 89 red content, 10 comment and 1 person actually created the content.  The goal is to close the gap by changing passive readers to more working on- and off-line.
  40. 40.  Created by local nonprofit agencies after the 1989 earthquake in Loma Prieta, California.  Used the internet to fill the gap and provide emergency preparedness and disaster response resources.  From 1989-1999, CARD used landlines, print newspapers and in person meetings to communicate their resources.  In 2000, the new executive director shifted to the Internet, using e-mails, a website and later social media.
  41. 41.  Searched other nonprofits on social media to find their target market.  At Conferences, they had a live feed of incomingTweets to share what people were expressing about the presentations.  Through feedback fromTwitter, CARD learned what their audience needed: addressing their concerns and simplified activities to illustrate critical everyday disaster preparedness.
  42. 42.  HootSuite- as it’s management system to post information to social media.  LinkedIn- to connect with colleagues and partners in the nonprofit emergency management and philanthropy.  Status Updates- inform stakeholders on activities  Facebook- for everyday updates, posting and opportunities, thanking and highlighting the agency’s efforts and sharing information with partners.  Twitter- information retrieval, evaluating trends and sharing posts and links to website
  43. 43.  Social Media keeps longtime clients engaged and creates new clients.  Promotion of funder’s events provided financial support.  Overall, through social media, CARD increased its effectiveness in reaching their target audience and strengthened its partnerships.
  44. 44.  Grassroots and nonprofit organizations can benefit from “harnessing the power of the Internet” by engaging the public and work partners.  Both On- and offline communication efforts are key.  Flexibility is important. The organization needs to adapt their online strategies to meet the needs of their supporters and the mission.
  45. 45. Bik, H. M., &Goldstein, M. C. (2013, April 23).An introduction to social media for scientists. PLOS Biology, 11(4), 1-8. doi:10.1371/journal.pbio.1001535 Brunner,W., Fowlie, K., & Freestone, K. (2011, March). Using Media to Advance Public Health Agendas. Contra Costa Health Services Public Health Division, pp. 1-10. Retrieved from http://www.cdph.ca.gov/programs/cclho/Documents/UsingMediaToAdvancePHAgendas.pdf Bush, M. (2011, December 6). Social Media’s Ability to Influence Policymakers Grows Globally. Retrieved 1 February, 2014, from Edelman: http://www.edelman.com/news/social-medias-ability-to- influence-policymakers-grows-globally/ DeMers, J. (2013, August 27). 6 StepsTo DecodingYourTarget Audience. Retrieved February 01, 2014, from Forbes: http://www.forbes.com/sites/jaysondemers/2013/08/27/6-steps-to-decoding-your-target- audience/ Dictionary.com. (2014). Dictionary.com. Retrieved from http://dictionary.reference.com/browse/aggregator Garcetti, E. (2014, March 07). Eric Garcetti onTwitter: Private Account. LosAngeles, CA, USA. Retrieved from https://twitter.com/ericgarcetti Golding, L., & Rubin, D. (2011, May).Training for public information officers n communication to reduce health disparities: A needs assessment. Health Promotion Practice, 12(3), 406-413. doi:10.1177/1524839909344185
  46. 46. Hackworth, B. A., & Kunz, M. B. (2011, July). Health care and social media: Bulding [sic] relationships via social networks. Academy of Health Care ManagementJournal, 7(2), 1-14. Heldman, A. B., Schindelar, J., &Weaver, J. B. (2013). Social media engagement and public health communication: Implications for public health organizations being truly "social". Public Health Reviews, 35(1), 1-12. Kanter, B., & Fine,A. (2010).The Networked Nonprofit: Connecting with Social Media to Drive Change. San Francisco, CA: Jossey-Bass. Lachman, S. (2014, March 7). Hillary Clinton Leads Jeb Bush, Chris Christie,TedCruz ByWide Margins in Presidential Poll. Huffington Post, p. (n.p.). Retrieved from http://www.huffingtonpost.com/2014/03/06/hillary-clinton-jeb-bush_n_4913733.html Leland, E. (2011, February). A Few GoodOnlineSurveyTools. Retrieved from Idealware: http://www.idealware.org/articles/fgt_online_surveys.php National Public Health Information Coalition. (n.d.). Overview: Making Public Health Public. Retrieved February 01, 2014, from NPHIC: http://www.nphic.org/about/mvh Satariano, N. B., &Wong, A. (2012). Creating an online strategy to enhance effective community. In M. Minkler, & M. Minkler (Ed.), CommunityOrganizing andCommunity building for Health andWelfare (pp. 269-287). New Brunswick, NJ: Rutgers University Press.

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