Talk to you about social media, what it means, and how you, ASO and individuals can benefitDemystify the term – and address some of the challenges you may encounter
80% of Canadians over 16 years of age use the internet. Why? To communicate, do research, social networking, for convenience purposes – such as online banking ConvenientFastEasy to useConcerns with online banking: trust, security, privacy, lack of face-to-face interactionsWeb 2.0 – internet users are now being active participants of information, as opposed to passive consumers
800 mill Facebook users – nearly double the population of United State75% of adults and 95% of teenagers access info online
SM is not necessarily about connecting to more people (that is ok too), but it’s more about connecting to the RIGHT people An opportunity to reach the right audiences/the right people that you need to connect to
Foster more prevention-focused HIV and/or hep C health dialogue and promote positive disease-management experience Bring relevant information to the forefront for individuals who consult the internet reg their healthFundraise/create awareness/develop a community
In the end, it’s about creating a synergy between those who are looking for info, and the organizations who provide it. Through social media, as an ASO you are targeting your info to the right people – in this case, individuals who are looking for health info, or need support, advice on living with HIV
Microblogging service, as well networkingQuickest way to get breaking news – before it ever hits mainstream media or is published on websites
- Hashtags: if no one has started one, be the first to start framing that conversation
Engaged users – the number of unique people who have clicked on your post Talking about – people sharing stories about your page:liking your Page, posting to your Page's Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your Place. (Unique Users)
Total Reach - Daily The number of people who have seen any content associated with your Page. (Unique Users)Viral Reach - the number of people who saw your Page or one of its posts from a story published by a friend. These stories include liking your Page, posting to your Page's Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your Place. (Unique Users)
Prairie educational conference catie slides
Social Media for PHAs and ASOsBy Anamaria Tivadar, CATIE
Topics Covered Defining social media and examining the global reach The importance of social media to PHAs, ASOs and frontline service providers Overview of the 3 types of social media tools CATIE‟s social media presence for ASOs and PHAs The benefits to using these tools ROI and social media analytics Social technology and HIV Case Studies by Nine Circles Community Health Centre
The evolution of information and media In the last 25 years, the way we store, share and exchange information has drastically changed: 1980: Traditional Media 2012: Web 2.0 Encyclopedia Wikipedia Resume or journal Blogs Address Book Facebook, LinkedIn Tape or CD MySpace, Itunes Mail Email, meetup.com Videotapes, DVDs, movie store YouTube, Vimeo, Netflix Hard-copies written on Twitter, Slideshare, Google Docs, typewriters, passed around from Scribd – online collaboration on a person to person global level among hundreds to thousands of people* Fraser, Rob. Nurses‟ social media advantage
Social Media Reach • 800 million ~ Facebook users worldwide • 3.5 billion posts / contents are shared each week on Facebook • 25 million Canadians have a Facebook account • 200 million Twitter accounts worldwide • 1.6 billion search queries every day on Twitter • 182 million public blogs worldwide • 240 Canadian HIV and hep C organizations are on Twitter • 261 + Canadian hospitals have either a Facebook page, Twitter account, blog or YouTube channel
What is Social Media? Web- and mobile-based technologies that allow users to have the same kind of ‘real-time’ conversations with individuals, organizations, communities around the globe• Social networking + new media• Instantaneous, casual, global and public• A set of online tools that never stops evolving• “Social media is the use of technology combined with social interaction to collaborate, create and share” – Colleen Young
What can social media do for frontlineservice providers and ASOs?Social Media is a tool that can advance your organization’swork.How? Drive the conversation and create awareness Fundraise for your organization Create an online community Assume leadership role in HIV knowledge by sharing timely and accurate information, instantaneously Foster more prevention-focused HIV and/or hep C health dialogue Share information as you do at conferences, on an on-going basis, with your peers and community Connect with peers across Canada and the world Highlight relevant information for PHAs who search online Connect with PHAs and individuals in a different way Reach out to PHAs and individuals living in remote areas
Do individuals search online for healthinfo?Based on a study conducted by the Journal of MedicalInternet Research: 68% of adults search the internet for health information; 75% of individuals who found health information online said it affected their decisions about their treatment; 69% of individuals decided to seek a healthcare professional based on what they found on the internet; 57% of individuals changed the way they manage their chronic disease.
Social Media Tools: Content Creation Blog • regular entries on a topic • relevant information, resources, and images. • Interactive- readers can provide feedback and comments to the author YouTube • social network site where users can upload videos for public viewing • Users can watch and comment on videos uploaded by others Podcasts, • audio or video digital files, such as radio or television webcasts, broadcasts, shared over the Internet. RSS • files are downloaded or streamed on a computer or a mobile device.
HIV and health-related blogsYou can access informationthrough the many HIV-relatedhealth blogs available via ASOand frontline organizations
HIV-related YouTube ChannelsYou can watch HIV-related videos on CATIE‟s YouTube channel.
Social Media Tools: Content Sharing Scribd • Scribd is the world‟s largest social reading and publishing company • You can publish any document on this site for free Slideshare • Slideshare is the worlds largest community for sharing presentations. • Supports documents, PDFs, videos and webinars • Upload and view presentations online
SlideshareYou can download this presentation off of CATIE‟s Slideshare account:www.slideshare.net/CATIEInfo
Social Media Tools: Networking Facebook • social networking site where users have a profile • share personal and/or professional information, photos and commentary • users create lists of other users, or „friends‟, with whom they connect and interact Google Plus • a social network launched by Google, which includes circles, streams, posts and hangouts • enhances search engine rankings • allows the sharing and spreading of information to either everyone (public postings), or just a few select individuals, divided into categories called „circles‟ Twitter • a social network site where users connect and interact with each other through the use of very short messages („tweets‟). • Content includes opinions, updates on recent activities, and may be personal and/or professional in nature.
Facebook – Fan PageYou can connect with other organizations viatheir Facebook Fan Pages. CATIE is connectedwith over 560 Facebook users, and posts regularupdates on new HIV and hep C information,resources, events, etc.
Twitter: Basic PrinciplesThere are two basic principles to Twitter to keep in mind:1. Chances are if you find something interesting, others will find it interesting too.2. You can follow anyone and everyone can share and see each other‟s posts.
Twitter DosDos:• 140-character limit• Use abbreviations in tweets in order to save characters• Shorten URLs using websites like tinyurl.com or ow.ly• Include #hashtags in your tweets• Give credit by retweeting (RT) or mentioning (MT) others.• Include a „call to action‟ and insert a weblink.• Be inspirational - motivate and influence followers by using some of your favorite quotes.• Add value to your audience today - health tips, treatment tips, health facts, etc.• Be human – people trust other people.
CATIE’s Communication ToolkitFor more information on effective tweeting or popular hashtags, you can downloadthese guides from CATIE‟s website in the Media & Communications section
How can you measure your social media ROI?1. Direct clicks to your website and/or blog2. Followers & Engagement3. Retweets, Mentions & Reach4. Your network’s reach5. Your geographic reach6. Increase in volunteers, clients, fundraising revenue
1. Direct clicks to CATIE’s website In the last six months, there have been 2,154 pertinent direct visits to CATIE‟s website from CATIE‟s Twitter account
2. Followers & EngagementFollowers: 734 Twitter followers 579 Facebook followersEngagement: 1869 engaged users with CATIE‟s Facebook page in the last year: • number of people who have clicked anywhere on your post 984 users were actively talking about CATIE‟s Facebook posts in the last year: • liking your Page, posting to your Pages Wall • liking, commenting on or sharing one of your Page posts answering a Question you posted • RSVPing to one of your events • mentioning your Page, phototagging your Page
3. Retweets, Mentions & Reach Twitter Retweets 275 Mentions 757 Facebook (in last yr) Total Reach 36,216 Viral Reach 21,833
5. Your Geographic ReachTwitter‟s global geographic reach Facebook‟s national geographic reach MB NS PEI SK 2% AB 2% 1% 2% 7% BC 5% QC 11% ON 70%
Technology Applications: CATIE’s MobileAppYourDocTalkYourDocTalk is an appdeveloped by CATIE toguide PHAs in adiscussion with theirdoctor about HIVtreatment.PHAs answer a series ofquestions to create a listof points to discuss withhis/her doctor. Available NovemberTogether they will work 18thto ensure the patient‟streatment plan is right yourdoctalk.catie.cafor him/her.