PRESENTATION: Connecting with your Community through Social Media
Connecting with your Community through Social Media Lorelei Woody, MLIS firstname.lastname@example.org Community Health Worker Conference Grand Rapids, MI August 22, 2012
Presenter Bio Lorelei Woody, MLIS email@example.com •Medical Librarian at the Cleveland Clinic •Worked at University of Michigan, involved in research & grant projects about Social Media for Public Health •Designed & piloted social media training program with Saginaw Public Health Department
Handouts and Powerpoint for this session available online:www.slideshare.net/loreleiwoody
Warming Up…1. To be successful, a social media campaign takes at least 3 hours/week. True False
Warming Up…2. Facebook records a lot of information about the people who visit each page, but I can’t get that information unless I pay for it. True False
Warming Up…3. What is a hashtag? A) Used to identify a topic in Twitter B) Used to separate a portion of a Blog C) Used to tag friends on Facebook
Warming Up…4. What is “crowdsourcing” and how does it relate to social media and public health?
Warming Up…5. What is this?What can I do with it?
AgendaI) Setting the Stage: Why Social Media?II) Best Practices: Social Media for Public HealthIII)Getting Started: Social Media ToolsIV)Learning about your Community
People spend over 700 billionminutes per month on Facebook.More than 30 billion pieces ofinformation is shared each month.
Only email & search engines were used more frequentlythan social networking sites. -- 2011 Survey, PEW Research Group
How is Social Media being used in Public Health? Setting the Stage: Why Social Media?
What do Public Health Orgs Say?• APHA Social Media Primer: Expert Round Table on Social Media & Risk Communication During Times of Crisis: Strategic Challenges and Opportunities – http://www.apha.org/NR/rdonlyres/47910BED-3371-46B3-85C2-67EFB80D8• APHA : Public Health Leaders using Social Media to Convey Emergencies: New Tools a Boon – http://thenationshealth.aphapublications.org/content/39/6/1.2.full• Adoption & Use of Social Media among Public Health Depts – http://www.biomedcentral.com/content/pdf/1471-2458-12-242.pdf• Social Media and Public Health White Paper (McMaster) – http://smexchange.ogilvypr.com/wp-content/uploads/2010/11/OW_SM_W
Who’s using Social Media for Public Health? Number of Facebook Pages for Public Health Departments by State (2010) Setting the Stage: Why Social Media?
Define Success?Is Anyone Listening?Of 207 pages analyzed… Average # of fans: 124.4 Most frequent # of fans (mode) 0.0 Middle reported # of fans (median) 54.096 have fewer than 50 fans (46%)34 have more than 200 fans (16%) Setting the Stage: Why Social Media?
Success Requires…• Clear expectations• Shared goals• Administrative support• Technical capacity• Committed staff• Time & support• Intentional Planning! Setting the Stage: Why Social Media?
Planning your Strategy• Listen to and monitor social chatter• Brand your organization across social media platforms• Broadcast your message across social media• Promote your social media profile and social bookmarking• Engage your audience through social media Setting the Stage: Why Social Media?
Targeting your Audience Setting the Stage: Why Social Media?
Targeting your Audience Age of user, by social network platformPEW Research Center. “Social networking sites and our lives.” (2011) http://pewinternet.org/Reports/2011/Technology-and-social-networks.aspx Setting the Stage: Why Social Media?
Targeting your Audience Social Network Users: Breakdown by GenderPEW Research Center. “Social networking sites and our lives.” (2011) http://pewinternet.org/Reports/2011/Technology-and-social-networks.aspx Setting the Stage: Why Social Media?
Age of users in USA Users by sex Setting the Stage: Why Social Media? checkfacebook.com
Goals should drive your Social Media APHA Social Media Primer (2011)
Barriers to Use: Staff TimeOf those who perceived their Facebookeffort to be Very Effective:• All have two people working on their page• 66% spent 1 hour or less per week; 34% spend 2-3 hours per week• All have some direct involvement from senior staff Setting the Stage: Why Social Media?
Policy: Practice & Resources• Sample Policies: – HHS Center for New Media: Policies & Standards http://newmedia.hhs.gov/standards/index.html – NWCPHP Social Media for Public Health Examples http://www.nwcphp.org/training/hot-topics/2010-hot-top – CDC Social Media Tools, Guidelines & Best Practices http://www.cdc.gov/SocialMedia/Tools/guidelines/ Setting the Stage: Why Social Media?
HHS New MediaSetting the Stage: Why Social Media?
What is Social Media?Common Craft video Getting Started: Social Media Tools
Social Media for Public Health Practice• Training Resources: – CommonCraft videos: http://bit.ly/am9XNd – MPHTC Social Media Tools: http://bit.ly/MFGRyU – New Media Primer: http://bit.ly/OOFVcI – Webicina: http://www.webicina.com/public-health/• Best Practices: – CDC Social Media Toolkit: http://1.usa.gov/dbql6i – Quick Tips Sheets: http://bit.ly/NVgv8f Getting Started: Social Media Tools
Facebook• Social Networking Site – users create a profile with photos, personal information, etc., and connect with each other as “friends” – Organizations create a page, which is similar to a profile, or a group, which has more limited membership – Can be used to plan events, share information, solicit feedback, promote your organization Getting Started: Social Media Tools
Facebook: Resources• Getting Started: – Facebook in plain English (video) http://bit.ly/ONBcbk – Create a Page: https://www.facebook.com/pages/create.php• Examples – Facebook Pages of Health Depts: http://bit.ly/Ne83jG• Best Practices – CDC Guidelines: http://bit.ly/NzX4CQ Getting Started: Social Media Tools
Facebook: Creating a PagePages GroupsCorporate interaction Personal interactionAllows only updates Limited size allows emailsAnyone can ‘fan’ a page Greater permission controlIndexed by search engines No applications Getting Started: Social Media Tools
YouTube• What is it? – Video sharing site; users can upload videos, create channels of videos they like, comment on videos posted by others• What’s it good for? – Sharing multimedia content; reaching lower literacy groups – Inviting user responses in video format Getting Started: Social Media Tools
YouTube: Resources• Getting Started: – YouTube Start Guide: http://bit.ly/SGcBlv• Examples: – Flu Prevention PSA Contest: http://1.usa.gov/fFvt8 – Respect my Ride Contest: http://bit.ly/PKlRYT• Best Practices: – http://bit.ly/Ckb42 – http://on.mash.to/sSXLvS – http://bit.ly/NzQnAu Social Media Tools Getting Started:
Shareable Videos! Getting Started: Social Media Tools
YouTube: Customize your Profile Getting Started: Social Media Tools
Web SiteYouTube Getting Started: Social Media Tools
Web SiteYouTube Getting Started: Social Media Tools
Twitter• What is it? – Microblogging + Social Networking Site • Users create brief profiles & post short messages called “Tweets” • “Tweets” are limited to 140 characters • Topics are identified with a #hashtag • Interact with other users by following , tagging, or retweeting• What’s it good for? – Quick updates, real-time commentary Getting Started: Social Media Tools
Twitter• Getting Started: https://twitter.com• Resources: – Twitter FAQ: http://bit.ly/pHjZUU – Video: http://bit.ly/BlNih• Examples: – #PublicHealth: http://bit.ly/PpKSHL• Best Practices: – Twitter Guidelines: http://bit.ly/mKkZmG Getting Started: Social Media Tools
Tweets from people you “Follow”Getting Started: Social Media Tools
Anatomy of a Tweet• Author profile image• Link to the tweet author• Text Shorten URLS:• @ is a Reply • Bitly.com• # is a hashtag • Tinyurl.com• Links Getting Started: Social Media Tools
Blogs• What is it? – Website that is easy to set up, easy to edit – Like a journal, content is organized by date with most recent posts appearing first – May be edited by multiple authors – Usually has interactive features (comments, etc)• What’s it good for? – Often more flexible than traditional website – See: Why Blogs? Video: http://bit.ly/ODoXIA Getting Started: Social Media Tools
Blogs: Resources• Getting Started: – http://support.google.com/blogger/?hl=en – http://en.support.wordpress.com/getting- started/• Examples: – http://bit.ly/Rasjb7• Best Practices: – http://mastersinhealthscience.com/2010/top-50- public-health-blogs/ Getting Started: Social Media Tools
Pinterest• What is it? – Online bulletin board for collecting & organizing things found online – Users create brief profiles, then add things (links, images) to their board. – Can create boards with different themes; can follow and re-pin material from other users.• What’s it good for? – Quick, easy, graphic-rich collection of resources Getting Started: Social Media Tools
Pinterest: Resources• Getting Started: http://pinterest.com/about/• Training Resources: http://pinterest.com/about/help/• Add a Pin-It button: http://pinterest.com/about/goodies/• Examples: http://pinterest.com/search/?q=public+health• Best Practices: http://onforb.es/L62Qx7 Getting Started: Social Media Tools
Connect with Yourself• Make the most of your time in social media by connecting accounts. – Have your Blog feed into your Facebook Page – Display your Twitter Feed on your Website• Many tools have their own way of connecting out to others, or may use widgets or third- party applications Getting Started: Social Media Tools
Efficiency Tools: Twitter• TweetDeck: http://www.tweetdeck.com/• HootSuite: http://hootsuite.com/ – Pre-schedule tweets – Manage more than one account – Keep track of interaction & activity on your account• TwitterFeed: http://twitterfeed.com/ – Automate content from other social media sources into your Twitter, Facebook, Etc Getting Started: Social Media Tools
TwitterFeedGetting Started: Social Media Tools
Efficiency Tools: RSS Feeds• RSS (Really Simple Syndication) is basically a way of packaging content so that it can be automatically updated.• RSS Feeds can be viewed in browsers, in emails, in RSS readers, embedded into web pages, etc.• Great for current awareness Getting Started: Social Media Tools
Efficiency Tools: RSS Feeds• Examples: – RSS from CDC: http://www2c.cdc.gov/podcasts/rss.asp• Resources: – Getting started with RSS (video): http://bit.ly/2n74JK – FeedBurner: http://feedburner.google.com Getting Started: Social Media Tools
RSS Feeds from CDC Getting Started: Social Media Tools
Feed from Blog to Facebook Getting Started: Social Media Tools
Widgets/Plugins• Often used to embed interactive or live content from one online source into another.• Developed by users from the providers’ API (Application Programming Interface)• Many social media tools have their own• Examples: – http://www.cdc.gov/widgets/ Getting Started: Social Media Tools
CDC Widgets Getting Started: Social Media Tools
Passive Monitoring• Comments; Likes; Interactions• HashTracking (Twitter): http://www.hashtracking.com/• What the Trend? (Twitter): http://whatthetrend.com/• Data Visualization Tools – Many Eyes: http://ibm.co/hAt24e – Wordle: http://www.wordle.net/ Learning about your Community
Google Analytics• What is it? – Tracks visitors & activity on your website• What’s it good for? – Seeing where users come from, how long they stay; seeing what’s popular & what’s ignored• Getting Started: – http://www.google.com/analytics/ – http://bit.ly/Myy6Sk (Tracking Social Media w GA) – http://bit.ly/KQhEicabout your Community Google Analytics) Learning (Training for
Google Analytics Learning about your Community
YouTube Analytics• What is it? – Tracks views per video, over time & by location. Shows how users found your video & what they did with it• What’s it good for? – Identifying popular content – Seeing if you’re hitting your target audience• Getting Started: – http://bit.ly/wcVdUL Learning about your Community
YouTube: AnalyticsLearning about your Community
YouTube: AnalyticsLearning about your Community
YouTube: AnalyticsLearning about your Community
Facebook Insights• What is it? – Tracks information about your Facebook Community• What’s it good for? – Identifying hot topics; Defining your demographics• Getting Started: – https://www.facebook.com/help/search/?q=insights Learning about your Community
Social Bro• What is it? – Tracks information about your Twitter community• Resources: – http://userguide.socialbro.com/• NOTE: Pricing plans listed on site. Download still available free of charge: http://aws.socialbro.com/socialbro_0_3_9.zip Learning about your Community
Assessing Impact: Klout• What is it? – Third-party application that looks at interaction and impact of your posts in social media venues• Getting Started: – http://klout.com/understand/klout Learning about your Community
Assessing Impact: Klout• To measure influence, Klout considers: – Twitter: Retweets and Mentions – Facebook: Comments, Wall-Posts, Likes – LinkedIn: Comments, Likes – Foursquare: Tips, To-Dos, Done – Google+: Comments, Reshares, +1• Also working with: Facebook Pages, Youtube, Instagram,Tumblr, Blogger, Wordpress, Last.fm and Flickr. Learning about your Community
Chat• What is it? – Real-time ‘conversations’ online via the exchange of typed messages – Usually platform-specific (Google Chat, MSN, Yahoo Messenger, etc., all require separate accts) – Largely being replaced by Twitter!• Considerations: – To be effective, needs to be staffed – ay need to find a third-party application to monitor multiple accounts Additional Social Media Tools
Text Messaging• What is it? – Exchange of text-based messages via cell phones• Considerations: – User may incur charges to send or receive – May not be possible for international or long distance networks – Most useful with an application that allows multiple texts to be sent at once, via the Internet Additional Social Media Tools
Text Messaging• Getting started: – Best Free Text Messaging: http://bit.ly/83NZF – Implementation Guide: http://1.usa.gov/kS8or9• Examples: – King County: http://1.usa.gov/kS8or9 – Texting4Health (Stanford): http://bit.ly/1bDjOZ – CDC Templates: http://www.bt.cdc.gov/disasters/psa/ Additional Social Media Tools
Augmented Reality• What is it? – Uses technology to embed enhanced content at the point of need. Example: Google Maps street view navigation on a smart phone• Considerations? – Usually tech-heavy; need specific programming knowledge – Make sure the tech you’re using is within reach of your users Additional Social Media Tools
Augmented Reality Lite: QR Codes• Quick Response (QR) codes can be scanned by any smart phone or mobile device with camera + internet connection – Embed in posters to provide multimedia content – Post throughout buildings with point-of-need help• QR Code Generator: http://qrcode.kaywa.com/• QR Code Reader: http://reader.kaywa.com Additional Social Media Tools
Crowdsourcing• What is it? – Relying on a mass of people to contribute to or create something. Used for public health disease reporting; used for Wikipedia• Considerations? – Needs active users + clear guidelines to be successful – Needs to be monitored to ensure quality Additional Social Media Tools
Crowdsourcing• Examples: – http://www.google.org/flutrends/ – http://healthmap.org/en/ – http://www.crowdbreaks.com/ Additional Social Media Tools
• Why Social Media? – Use among population; Use in public health – Planning, Policy, Training, Best Practice Resources• Getting Started: Social Media Tools – Facebook, YouTube, Twitter, Blogs, Pinterest – Efficiency Tools: TweetDeck, HootSuite, RSS Feeds, Widgets• Learning about your Community – Analytics Tools: Google Analytics, Facebook Insights, YouTube Analytics, Social Bro, Klout• Additional Tools – Text Messaging, Augmented Reality, Crowdsourcing
Wrapping Up…1. To be successful, a social media campaign takes at least 3 hours/week. True False66% of public health departments we surveyed whodeemed their social media campaigns “very effective”spent 1 hour or less per week.
Wrapping Up…2. Facebook records a lot of information about the people who visit each page, but I can’t get that information unless I pay for it. True False Facebook Insights
Warming Up…3. What is a hashtag? A) Used to identify a topic in Twitter B) Used to separate a portion of a Blog C) Used to tag friends on Facebook Begins with # symbol Can use “What the Trend”? Or “Hashtracker” to find hot topics in your area
Wrapping Up…4. What is “crowdsourcing” and how does it relate to social media and public health? Soliciting participation from many to create a product or achieve a task. Example: global health tracking; PSA contests
Wrapping Up… “QR” Code5. What is this?Can be scanned by mobiledevices with camera +internet access.Can provide on-the-spotdetailed informationWhat can I do with it?
Any Questions? firstname.lastname@example.org/loreleiwoody