Taking It Online - Using Facebook in Mental Health & Social Services Promotion

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Half-hour presentation (37 slides) and discussion for Canadian Mental Health Association bi-annual Health & Wellness meeting on using social media marketing. Includes potentially problematic scenarios and tips for risk management for mental health & social services providers.

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Taking It Online - Using Facebook in Mental Health & Social Services Promotion

  1. 1. Taking It OnlineUsing Facebook in Health & Social Services Promotion Tips, Tricks & Risk Management Miranda Miller, for Canadian Mental Health Association
  2. 2. Using Facebook in Health & Social Services Promotion Agenda1. Social Media Marketing – Fun Facts2. SMM Benefits for Publicly Funded or NP Orgs3. Industry-Specific Challenges & Concerns • How people use SM for health concerns • Problematic scenarios & discussion4. The New Facebook - Timeline Pages5. Q&A © 2012, Miranda Miller
  3. 3. Using Facebook in Health & Social Services PromotionSocial Media Marketing – Fun Facts © 2012, Miranda Miller
  4. 4. Using Facebook in Health & Social Services Promotion© 2012, Miranda Miller
  5. 5. Using Facebook in Health & Social Services PromotionFacebook… it’s kind of a big deal. © 2012, Miranda Miller
  6. 6. Using Facebook in Health & Social Services Promotion© 2012, Miranda Miller
  7. 7. Using Facebook in Health & Social Services PromotionWhere is content most often shared? © 2012, Miranda Miller
  8. 8. Using Facebook in Health & Social Services Promotion How many Canadians are using Facebook?© 2012, Miranda Miller
  9. 9. Using Facebook in Health & Social Services Promotion • 31,000 people 18+ within 80km of Kincardine • 57,500 people 18+ within 80km of Owen Sound • 6.1 million people 18+ in OntarioHow about in our area? © 2012, Miranda Miller
  10. 10. Using Facebook in Health & Social Services Promotion SMM Benefits for Publicly Funded orNon-Profit Organizations © 2012, Miranda Miller
  11. 11. Using Facebook in Health & Social Services Promotion© 2012, Miranda Miller
  12. 12. Using Facebook in Health & Social Services Promotion SMM Benefits for NPOs• Low barriers to entry• Connect/collaborate with similar organizations• Increase exposure & raise awareness• Monitor conversations• Manage misinformation – important in health• Stay connected with donors, partners, etc.• Raise funds online through social networks © 2012, Miranda Miller
  13. 13. Using Facebook in Health & Social Services PromotionTurn your Facebook Page into a fundraising hub. (www.causes.com) © 2012, Miranda Miller
  14. 14. Using Facebook in Health & Social Services PromotionMake new contacts through organized chats. (TweetChat.com) © 2012, Miranda Miller
  15. 15. Using Facebook in Health & Social Services Promotion Take advantage of discounts offered to non-profits by many SMM management companies. (SproutSocial.com) © 2012, Miranda Miller
  16. 16. Using Facebook in Health & Social Services PromotionInteract publicly, on your Page or someoneelse’s, or privately through Facebook’s newmessaging for Pages to control information and protect privacy. © 2012, Miranda Miller
  17. 17. Using Facebook in Health & Social Services Promotion Industry-SpecificChallenges & Concerns © 2012, Miranda Miller
  18. 18. Using Facebook in Health & Social Services PromotionHow are people using social media in healthcare right now? © 2012, Miranda Miller
  19. 19. Using Facebook in Health & Social Services PromotionThose with health concerns are more likely to engage, trust and share on social networks. © 2012, Miranda Miller
  20. 20. Using Facebook in Health & Social Services Promotion Let’s look at a few scenariosillustrative of the concerns a mental health or social services organization may have in using Facebook… © 2012, Miranda Miller
  21. 21. Using Facebook in Health & Social Services PromotionScenario #1 – Threat to Harm Self How would your team manage auser post about suicide posted on your Page? © 2012, Miranda Miller
  22. 22. Using Facebook in Health & Social Services Promotion #1 – Preparedness is Key• Staff or volunteers managing social presenceneed same training as those interacting withpatients/clients/public over the phone or inperson.• Established policies and procedures are key, asin other communication channels.• Be aware that people may use your channel forpurposes other than those intended. © 2012, Miranda Miller
  23. 23. Using Facebook in Health & Social Services Promotion Educate Users Use your About, Cover Photo, and even an Appto inform users of help resources and when/how the page is monitored. © 2012, Miranda Miller
  24. 24. Using Facebook in Health & Social Services Promotion #2 – Unfounded/Private ComplaintHow would your team manage auser posting a complaint that is better settled privately? © 2012, Miranda Miller
  25. 25. Using Facebook in Health & Social Services Promotion #2 – Go by the Book• What does your Social Media Policy andcorresponding Procedure advise?• Disengage the user publicly, engage privately,diffuse the situation, and inform them you aredeleting the public post.• Post a standard message to your Pageinforming followers that a post was removed,state why, reinforce proper use of Page. © 2012, Miranda Miller
  26. 26. Using Facebook in Health & Social Services PromotionEducate Users Show your responsiveness, set realistic expectations, enforce policies, encourage positive interaction. © 2012, Miranda Miller
  27. 27. Using Facebook in Health & Social Services Promotion#3 – Spam or Persistent Unwanted Contact How would your team manage auser posting spam on your Page orharassing, attacking, or otherwise acting inappropriately? © 2012, Miranda Miller
  28. 28. Using Facebook in Health & Social Services Promotion #3 – Use Your Judgment• Do you know the person as a patient or client andis a face-to-face conversation an option?• How inappropriate are the posts or messages? Dothey warrant blocking the user? At what pointshould a Page manager escalate to management orauthorities?• Policies and Procedures should dictate whichtypes of content are removed, when, and by whom. © 2012, Miranda Miller
  29. 29. Using Facebook in Health & Social Services PromotionEducate Users Get the interaction out of the public eye, using Messaging if contacted first, or consider blocking the user to prevent further damage to your brand. © 2012, Miranda Miller
  30. 30. Using Facebook in Health & Social Services PromotionThe New Facebook - Timeline Pages © 2012, Miranda Miller
  31. 31. Using Facebook in Health & Social Services PromotionOpen Graph & Apps Image Source: developers.facebook.com © 2012, Miranda Miller
  32. 32. Using Facebook in Health & Social Services PromotionNews Ticker © 2012, Miranda Miller
  33. 33. Using Facebook in Health & Social Services PromotionTimeline Pages © 2012, Miranda Miller
  34. 34. Using Facebook in Health & Social Services PromotionTimeline Pages © 2012, Miranda Miller
  35. 35. Using Facebook in Health & Social Services PromotionPinned Posts © 2012, Miranda Miller
  36. 36. Using Facebook in Health & Social Services Promotion Cover ImagesGo to www.facebook.com/help/?faq and ask about cover image rules. © 2012, Miranda Miller
  37. 37. Using Facebook in Health & Social Services Promotion Q & A:Hit me with your best shot © 2012, Miranda Miller

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