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CDC NPIN In the Know: Facebook & Visual Social Media for Public Health


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This is the fourth of six interactive webcasts in the series, In the Know: Social Media for Public Health. Each webcast focuses on a different social media channel and provides basic information, tips, success stories, and discussion on how best to use social media to promote public health and expand outreach initiatives.

CDC NPIN In the Know: Facebook & Visual Social Media for Public Health

  1. 1. 1Facebook & Visual Social Media for Public Health#SM4PHMelissa Beaupierre, Senior Director, CDC NPINMichelle Samplin-Salgado, New Media Strategist, AIDS.govTrayce Poole, Health Communications & Digital Marketing Specialist
  2. 2. 2Webcast Overview• Making the case to leadership• Demographics and behavior• Producing and posting engaging,integrated and shareable content• Managing and maintaining your content• What other public health professionals aredoing• Tips for tracking and measuring success#SM4PHJoin theconversation:#SM4PH
  3. 3. ONE BILLION PEOPLEWORLDWIDE67% of internet users are on Facebook.Facebook3
  4. 4. Making the Case• Means to an end• Limited financial investment• A billion people!• Thoughtful, consistentengagement with your audiences4#SM4PH
  5. 5. Your Facebook Page Can:Help you tell your story• Share rich content• Amplify your impact• Measure and optimize yourmessages• Take advantage of Pagefeatures5
  6. 6. 6What is Facebook?#SM4PH
  7. 7. Getting Started• Start by listening• Know your audience• Identify your goals• Have a plan7
  8. 8. Manage Content• Create an editorial calendar• Use checklists• Learn from Facebookanalytics/Insights• Repurpose content across platforms8
  9. 9. • Content guidelines• Account ownership• Rules of engagement and dealingwith inappropriate comments9#SM4PHHave a Policy
  10. 10. Find Your Voice• Speak and write in the firstperson• Build an online personalityconsistent with your brand• Share stories and photos10
  11. 11. Making Engaging Content• Foster dialogue• Show you are listening• Ask questions/polls11
  12. 12. Example12
  13. 13. • Use photos & videos• Create albums• Tag partners as appropriate• Celebrate milestones13#SM4PHGet Visual
  14. 14. 14
  15. 15. 15#SM4PHThings will change.(and it will be ok)
  16. 16. 16#SM4PH
  17. 17. Cool Tools• Facebook Pages Manager App• Facebook Home• Chat Heads17
  18. 18. 1.Post succinct content2.Post photos and videos3.Post regularly4.Try a “fill in the blank” post5.Be timely18#SM4PH5 Best Practices
  19. 19. Monitorstatistics &audienceengagementwithFacebookInsights19#SM4PHTracking
  20. 20. Success Story: Disease Outbreak20Boston Public HealthCommissionHealthy BostonIncreasing awareness andaction for 2013 flu outbreak• Best practices for the publicabout flu care & prevention• Provide immediate alerts forfree vaccine clinicsFacilitated surge in site visitsto BPHC clinic calendar#SM4PH
  21. 21. Success Story: Campaign Promotion21Philadelphia Dept. of PublicHealth - TakeControlPhilly!Campaign promotion w/Facebook Ads• Info about getting freecondoms and facts about STDs• Updates about free health services• Two campaigns, $3,000 and two weeks each• Ads allowed them to target a specificdemographic and expand their reach• FB likes, web visits and condom ordersincreased substantially#SM4PH
  22. 22. Success Story: Awareness22AIDS.govFacing AIDS for WorldAIDS Day• Post images to website viaFacing AIDS app• Posted Facing AIDS photosand messages• Linked people to HIVprevention and treatmentservice locator#SM4PH
  23. 23. Success Story: Awareness23Global TB Institute1) Posted news stories about TB2) Shared health alerts (e.g. recent drugand Tubersol shortages)3) Shared materials & resources4) Shared photos of events (e.g. lectures, NYCWorld TB Day Walk)5) Promoted trainings and webinars#SM4PH
  24. 24. Success Story: Awareness24Global TB InstituteIn three months:• Increased awareness• Increased access ofproducts• Audience feels moreconnected• Increasedengagement, etc.#SM4PH
  25. 25. Benefits of Visual SharingVisuals areprocessed60,000x fasterthan textContent withimages attracts94% more totalviews on averagethan contentwithout images Videos are shared12 times moreoften than linksand text postscombinedbrands if they postpictures#SM4PH 25
  26. 26. What is Pinterest & Who’s Using It?It allows usersto collect andorganizeimages andvideos theyfind online.• 15% of online usersvisit Pinterest• Equally popular withboth 18-29 and 30-49year olds• 28% of usersmake more than$100k• Women are five timesmore likely to usePinterest than men• 50% of users have kids26
  27. 27. Pinterest for Public Health• “Pin” photos and videos• Create “PinterestBoards”• Share “pins”• Drive traffic to your site• Share messagingcreatively• Contests, Tips,Teasers, Fast Facts• Monitor and evaluate#SM4PH 27
  28. 28. Pinterest Case StudyMayo Clinic:Uses Pinterest to post healthy recipes,fitness tips as well as safety and healthawareness messaging.• The hospital also saw that they already had an audience therethat was starting to get some traction so it was beneficial for themto create a board that promoted a lot of their initiatives andmessaging.• Now Mayo Clinic has more than 4,000 followers.28
  29. 29. What is Instagram & Who’s Using It?• Free photo sharing appcurrently available onApple and Androidmobile devices.• Most appealing toAfrican-Americans,Hispanics, urbanresidents, 18-29 yearolds, and women#SM4PH 29
  30. 30. Instagram for Public Health30• Post an image from ablog post or an article todrive traffic to yourcontent.• Use it as a channel forpromoting archivedcontent to a freshaudience by linking it tohash tags like#cancerawareness.
  31. 31. Instagram Case StudyThe Red Pump ProjectTo raise awareness about theimpact of HIV/AIDS amongwomen and girls through various photos of their eventsand upcoming awareness days.• various chapters of the Red Pump Project upload photos to theRed Pump Project’s Instagram site to showcase the series ofevents throughout the U.S.• The organization has more than 800 followers.#SM4PH 31
  32. 32. What is Tumblr?Tumblrmicrobloggingplatform and socialnetworking website,allows users to postmultimedia andother content to ashort-form blog.#SM4PH 32
  33. 33. Tumblr DemographicsMore than 5,000unique visitors eachdayMost popular with18-24 year oldsTumblr users aretypically collegegraduates63% of the audienceis White33
  34. 34. Tumblr for Public Health• Expand reach• Follow other public health organizations onTumblr• Find top influencers, potential advocatesfor your cause or research• Promote events and initiatives#SM4PH 34
  35. 35. Tumblr Case StudyOttawa Public Health‘sHealthy Ottawa CampaignIn 2012, the organization began using Tumblr for theirHealthy Ottawa blog as a complement to their website.• Throughout the year, Ottawa Public Health posted a variety oftopics to promote health among the residents.• By the end of 2012, Ottawa Public Health had over 10,800followers, and their growth continues.#SM4PH 35
  36. 36. What is Vine & What’s its’ role inPublic Health?• Mobile app for capturing and sharingshort looping videos of six seconds orless• Use to preview or tease othercommunications• Engage users with quick tips, fastfacts, brief messaging• Challenge target audiences to createVine videos that help spread publichealth messages 36
  37. 37. Vine Case StudyUniversity of Colorado HealthThe University of Colorado uses Vine to engagepatients with messages to improve their health.• Created 11 videos about the benefits of drinking tea, hearthealth awareness, and nutrition tips. The videos are shared onTwitter, Facebook, Google+, and YouTube.• According to TweetReach, in the three hours following the Vineposts, tweets and retweets about the videos reached nearly9,800 people.#SM4PH 37
  38. 38. Which is the Right Tool?Benefits• New form ofengagement• Promotes creativity• Expands audience• Drives traffic toorganization’s pageChallenges• Copyright issues• Ownership of images• Analytics#SM4PH 38
  39. 39. AcknowledgementsPresentersMelissa Beaupierre & Tracye PooleSpecial GuestMichelle Samplin-Salgado, AIDS.govExecutive ProducersHarry Young and Melissa BeaupierreTechnical Producer/DirectorJames BetheaSocial Media CoordinatorCarlos Chapman IIHealth Communications Support TeamJennifer Smith, Tyra McKinney, Katie Mooney,Tiffany Spencer, Cynthia Newcomer & Valerie Watkins39
  40. 40. 40Thank You -Facebook & Visual Social Media for Public