Social Media In Prevention


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The deck was presented at the Tennessee Advanced School on Addiction, June 23, 2010. <a>Who & What Worksheet</a> <a>Where & How Worksheet</a> <a>Listening Template</a> and I blog <a>here</a>.

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  • Source:
  • Table Talk. Name, Where you’re from, what made you choose this session?
  • Actually, while we’ve all been doing our job in prevention, keeping up with the science of our field and doing our work in communities (content) ... another discipline was also making extraordinary changes (ICT) (more bandwidth, more people actively on it, better and easier to use tools -- and suddenly the web became social. Applications became web-based (not desktop) and there was a huge shift to a focus more on people than the technology. (people through technology) Our work, or how we do our work, is changing as a result. What does this make possible?
  • Let’s take a look at what’s changed.
  • What does that mean? We can finally connect and interact online with pictures, audio and video on web-based platforms that are easy and inviting to use. Not to mention increasingly mobile.
  • At the end of the day, at its most essential, social media is people have conversations online. Source: used with permission by smswart
  • We used to be able to highly segment the audience with customized messages under our control and choosing, responding to each audience. Singularly. Message channels &amp; receivers, Dr. Craig Lefebvre, GWU, as presented at CADCA Forum 07 Photo:
  • Now every message is in the mix. What about your message? It is now in amongst all partners, players and people - Can it be heard in many places and be true to your values and intentions AND bear public scrutiny? A prime and timely example ... (next slide)
  • BP. What makes it possible for people to exercise influence over the message? IMAGE SOURCE:
  • (List) If you do these things, you’re doing social media.
  • Being in the flow of the information/interaction river, stepping in and out as you have time and inclination. If you want to learn more about Twitter and how to use it, The Twitter Book by Tim O’Reilly and Sarah Milstein
  • Source: Because, social media is where the people are. Number of minutes spent of FB every day? 5 trillion minutes 1 trillion pieces of content shared everyday on FB (links, photos, video, stories, etc.)
  • Why should we care? Because social media puts the media in the hands of the people. If we happen to be the experts or gatekeepers we’d better be paying attention and discovering ways to go beyond reaching people to engaging them.
  • Source: inspired by 123Social Media’s Social Media Evolutionhttp:// www. slideshare .net/123socialmedia/socialmediaevolution
  • Photo: Clay Shirky, Here Comes Everybody Think of a time (historical or in your lifetime) when the way we communicated with each other changed? (letters, telegraph, telephone, Cell phone, email, etc) How did that change, influence change in society?
  • 4 pillars of social media and community -- But how, that’s what the rest of the workshop is about.
  • Given our conversation so far, where are you most curious at the moment?
  • Anytime you are getting starting in something new or different, we want to do some sort of assessment, right? That, along with a few other inquiries, is what a listening project does for you. A side effect, you build your own capacity to work with social media and understand your priority population.
  • We used to ask the “info” questions e.g., Where do you get prevention information? How does it come to you? Now we expand to ask, What information do you share? how? Where? How &amp; Where do you interact with others engaged in the work of prevention? Where and how do we engage people online about prevention? How does our offline presence inform our online presence and vice-versa?
  • How wide do you want to cast your search net?
  • How often do you want to be notified?
  • Decide how you want to receive the information 1) email or 2) an RSS feed reader
  • Once you’ve created your alert, you’ll get an email message containing links to all the relevant content google finds on the web. If you selected comprehensive you’ll get a grouping to match each area like mainstream news another grouping for blogs, etc. This makes it easy to take a deeper look, subscribe to key RSS sources and to track
  • Look for the RSS icon. If you use Internet Explorer and the built in reader, the icon will turn from grey to orange when an RSS feed is active on the page.
  • So, what’s RSS? Really Simple Syndication.
  • How many of you have ever subscribed to a magazine? You sign up, mag comes to you each month. That’s what RSS does only online. This is a tool that reduces search and repeat searches to zip. What RSS does is create a “feed” of the information on your website or blog you and others can “subscribe to - like a magazine subscription. Once you find sources that are valuale to you, you won’t need to check back if you subscribe. You’ll see an alert in your READER for any new information posted. So, what’s a reader?
  • A READER is like a special mailbox to get information specifically from only those who are generating content that you especially want to receive. A reader helps you manage and organize information.Your email in-box stays cleaner and you can quickly scan incoming info to see whether there is something you want or need to be attentive to - from here you can share, bookmark and learn in ways that ‘feed’ your capacity to do your work.
  • A close up example.
  • So you’ve set some alerts and information you want is coming in. You have your reader set up. You’re clicking on and finding key sources to follow in your reader. What’s next?
  • Tracking will identify who is saying what, where, and the sentiment or tone of what is being said. This kind of analysis tells you a lot about where your issue or concern is (or isn’t as the case may be) in the public conversation.
  • Tracking aka listening helps you find the conversations, discover what people are thinking and saying about prevention giving you an entry point to connect and engage. Source: used with permission
  • A word of caution so you don’t fall off the cliff. If you or your organization are accustomed to a PR or Marketing response, it is easy to get swept up in it. The who notion of social media can be lost. In particular, PR is all about a response. If you are eager to have prevention stories more visible (in a good way) then it is much better to filter through engagement.
  • Source;
  • A peer-to-peer social network for coalitions and people working in community prevention Hosted by CADCA From 50 to more than 1300 in 16 months
  • Hosted by EMT Associates for prevention providers and professionals Can customize areas specific to your network Contact Mark Freeman
  • The Washington States Prevention Provider online “home” Built on Sharepoint Technology
  • State example of a Sharepoint site: Kansas Prevention Provider “home” .. The KPN Collaboratory
  • Government example of integrating social media tools.
  • A Recovery App Example
  • Online or offline you have a presence in prevention. It may be primarily local or regional or statewide or bigger but knowing your presence, your circles of influence will help you in defining where you need to be present and where to make connections. Online should be somewhat a mirror of offline and vice versa. Use this tool to identify where the touch points and then where do to link, post, or otherwise connect your actions. Where are there easy-to-link but untapped opportunities. Are there places you can cut back that really don’t matter?
  • Learning Chi’s effort to weave an online presence
  • Lesson from Dr. Seuss
  • After all the time and work and experience of prevention over these past 18 years ... and the intensity of the changes in technology .. these things I know ... ht tp:// 0/
  • On the Wiki On slideshare at http://www. slideshare . net/ladcoy
  • Social Media In Prevention

    1. 1. Social Media in Prevention TASA Conference, Nashville, TN June 23, 2010
    2. 3. Table Talk Source: worldcafe Why choose this session?
    3. 4. Learning objectives <ul><li>Become clearer on what has changed with the emergence of social media </li></ul><ul><li>Identify ways to get started listening and engaging people online with recovery messages </li></ul><ul><li>Consider the power of social media for telling prevention stories </li></ul><ul><li>Review examples current forms of social media amplifying prevention messages </li></ul><ul><li>Map your own online/offline presence </li></ul><ul><li>Identify opportunities for connecting and integrating social media </li></ul>
    4. 5.
    5. 6. What Changed ?
    6. 7.
    7. 8. What is Social Media! ... a set of Internet Based Apps shifting how we communicate. Information to Interaction
    8. 9. What is Social Media! ... a set of Internet Based Apps shifting how we communicate. Information Read only to Interaction to Read & write
    9. 10. What is Social Media! ... a set of Internet Based Apps shifting how we communicate. Information Read only Webmaster to Interaction to Read & write to UGC
    10. 11. What is Social Media! ... a set of Internet Based Apps shifting how we communicate. Information Read only Webmaster Monologue to Interaction to Read & write to UGC to Dialogue
    11. 12. What is Social Media! ... a set of Internet Based Apps shifting how we communicate. Information Read only Webmaster Monologue Reach to Interaction to Read & write to UGC to Dialogue to Engage
    12. 13. What is Social Media! ... a set of Internet Based Apps shifting how we communicate. Information Read only Webmaster Monologue Reach Consume to Interaction to Read & write to UGC to Dialogue to Engage to Generate
    13. 14. What is Social Media! ... a set of Internet Based Apps shifting how we communicate. Information Read only Webmaster Monologue Reach Consume Push & Pitch to Interaction to Read & write to UGC to Dialogue to Engage to Generate to Pull & Belong
    14. 15. What is Social Media! ... a set of Internet Based Apps shifting how we communicate. Information Read only Webmaster Monologue Reach Consume Push & Pitch People to content to Interaction to Read & write to UGC to Dialogue to Engage to Generate to Pull & Belong to People to People
    15. 16. People ...having conversations and interacting online Source: used with permission dmswart
    16. 17. The way it was ... Your Message recovery community Partners Policymakers Mainstream media Youth Parents Photo: megs_pics The old way
    17. 18. The Way It Is! Your Message Law Enforcement Government Youth Healthcare Youth Services Treatment School Media Business Community Parents Dr. Craig Lefebvre, GWU CADCA Forum 07 Photo: Megs_Pics
    18. 19. The message is what the people say it is. Source: Editor B
    19. 20. Polling Activity That’s Me
    20. 21. Why should those of us working in prevention care? Because 3 out of 4 Americans use social media technology Source: Forrester, The Growth of Social Technology Adaptation
    21. 22. the 4th most popular online activity surpassing personal email! Because visiting Social Media sites is ... 1 2 3 4
    22. 23. Because 100 million YouTube videos viewed per day
    23. 24. Twitter Growth Because ... 190 million Twitter visitors p/mo 65 million tweets per day
    24. 25. Source: Techxav
    25. 26. Because Social Media ... democratizes communications Social technology is shifting power away from established media ... to the hands of the people.
    26. 27. A Force for Good <ul><li>Passion </li></ul><ul><li>Experience </li></ul><ul><li>Curiosity </li></ul><ul><li>Resourcefulness </li></ul><ul><li>Knowledge </li></ul>+ x = The Social Media Equation Source: Inspired by 123SocialMedia
    27. 28. <ul><li>Our interconnection is not only a natural part of our lives but also a force for good. </li></ul><ul><li>--Christakis & Fowler </li></ul><ul><li>Connected </li></ul>
    28. 29. “ When we change the way we communicate, we change society.” --Clay Shirky
    29. 30. Connect & Listen Network & Communicate Contribute & Create Buzz Participate & Collaborate But, How?
    30. 31. Where are we now? X Source: Ross Mayfield
    31. 32. <ul><li>Sustainable social change is going to come from organization that can engage, facilitate and strengthen their networks -- not from organizations that push out strategies and messages to a passive audience through large advertising budgets. </li></ul><ul><li>--Allison Fine </li></ul><ul><li>Momentum </li></ul>
    32. 33. The first step ...
    33. 34. Why Listen <ul><li>to discover where the conversations are </li></ul>
    34. 35. Why Listen? Critic Mis-informed ENGAGE Source: Shel Israel
    35. 36. Why Listen? <ul><li>to build your capacity as a connected resource </li></ul>
    36. 37.
    37. 38. Where do you get prevention info? How does it come to you? Where do you share? With whom? How? ?
    38. 40. Table Talk where is your audience online and offline? what do you aim to support them to do?
    39. 41. 5 Listening Tools <ul><li>Computer/browser/ </li></ul><ul><li>Internet connection </li></ul><ul><li>3. Alerts </li></ul><ul><li>4. RSS reader </li></ul><ul><li>5. Listening template </li></ul>
    40. 43. Vanity Search <ul><li>Your Organization/Agency name </li></ul><ul><li>Your Key Stakeholders/Board Members </li></ul><ul><li>Your topic/issue </li></ul><ul><li>Notice who else shows up at top of your search? </li></ul><ul><li>Use alternative search engines e.g., blogs, twitter </li></ul>Source:
    41. 50. Really Simple Syndication (RSS) <ul><li>syndication -- makes your blog feed available to others who want to follow what you are writing about </li></ul>
    42. 51. when new content is added. But, only Your “ subscription” comes to you
    43. 52. Netvibes
    44. 55. Tracking & Content Analysis Service Provider Mainstream Media Agency Individual Positive Negative Neutral
    45. 57. Connect & Network
    46. 58. <ul><li>Public Relations </li></ul><ul><li>Response </li></ul><ul><li>Formal </li></ul><ul><li>Control </li></ul><ul><li>Reach </li></ul><ul><li>Preserve </li></ul><ul><li>Information </li></ul>Community Engagement Informal Influence Engage Belong Relationships
    47. 59. Part 3 - Network & Communicate Examples of Social Media in Prevention
    48. 60. We have the Tools Source: circulating
    49. 61.
    50. 62.
    51. 63. /
    52. 64.
    53. 65. Social Media & SAMHSA
    54. 66. /
    55. 69.
    56. 70. Example
    57. 71. Presence Home Conferences/Events TASA CADCA Forum CADCA Mid Year ODMHSAS MACMHB-MASACA Listserves
    58. 72. What’s possible? What surprised you? What’s your next step?
    59. 73. Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not. Dr Seuss The Lorax
    60. 74. We connect, engage or become increasingly irrelevant These things I know ... It’s about our conversations This is the “Age of Participation” We have the tools of mass collaboration A change in our “thinking” is required
    61. 75.
    62. 76. Photo Citations <ul><li>istockphotos on slides not otherwise cited </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Photo used with permission </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    63. 77. References & Resources <ul><li>Shirky, Clay (2008) Here Comes Everybody / </li></ul><ul><li>Technology in Prevention Blog at </li></ul><ul><li>Technology in Prevention wiki website at </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Social Media Evolution http:// </li></ul><ul><li>Here Comes Everybody (book) Clay Shirky </li></ul><ul><li>Source: Forrester, The Growth of Social Technology Adaptation </li></ul><ul><li>WeTheMedia at </li></ul><ul><li>My Framework </li></ul><ul><li>Who & Why Worksheet </li></ul><ul><li>Where & How Worksheet </li></ul><ul><li>Listening Project Tracking Worksheet </li></ul><ul><li>Google Alerts </li></ul><ul><li>Netvibes </li></ul>
    64. 78. References & Resources <ul><li>SAMHSA </li></ul><ul><li>Recovery Month campaign and social media resources / </li></ul><ul><li>What a Difference a Friend Makes / </li></ul><ul><li>Kelli Cotner True Recovery Coach on Facebook </li></ul><ul><li>Kelli Cotner website </li></ul><ul><li>Rich Campbell profile on Facebook!/profile.php?id=1407111004&ref=ts </li></ul><ul><li>Rich’s blog / </li></ul><ul><li>To Write Love on Her Arms Facebook Page!/towriteloveonherarms?ref=ts </li></ul><ul><li>Excellent mini-documentary video </li></ul><ul><li>iPromises iPhone application to support recovery / </li></ul><ul><li>Understanding Social Media </li></ul><ul><li>Community: The Structure of Belonging, Peter Block </li></ul><ul><li>The Whuffie Factor, Tara Hunt </li></ul><ul><li>Momentum: Igniting Change in the Connected Age, Allison Fine </li></ul><ul><li>Connected, Nicholas Christakis and James Fowler </li></ul><ul><li>Tribes, Seth Godin </li></ul>
    65. 79. Worksheets, Slides and Blog <ul><li>Who & What Worksheet </li></ul><ul><li>Where & How Worksheet </li></ul><ul><li>Listening Template </li></ul><ul><li>Slides are available at: </li></ul><ul><li>Social Media Technology in Prevention(Blog) at </li></ul>
    66. 80. This presentation is licensed under CREATIVE COMMONS. This means you can use it, or parts thereof, as long as appropriate attribution is given and your resulting product is made available under this same license. The license prohibits using this presentation for commercial purposes. A list of citations and links is included for your reference and use. Please cite all photos to the original source. Suggested Attribution: Source: LaDonna Coy, Learning Chi, Inc. 32nd Annual Tennessee Advanced School on Addictions, Building Bridges to Health and Wellness, June 22-23, 2010.