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Build a Social Media Toolkit!
Strategies for organizations to engage and
optimize their social media platforms
#HE_CC
Oliv...
Faculty/Presenter Disclosure
Faculty: McMaster University School of Nursing
Relationships with commercial interests: N/A
•...
What is www.healthevidence.org?
33
Evidence
Decision
Making
inform
Outline
1. Objectives
2. What is social media?
3. Content creation
4. Engaging on social media
5. Collecting and using ana...
1. Objectives
• Gain hands on experiences using various
techniques, strategies, and resources to create
interactive social...
2. What is social media?
In your groups, discuss:
1. Your familiarity with using social
media (personally and/or
professio...
Definition
• Evolving online tools and
platforms that assist in the
development and distribution of
content
• Fosters mult...
Social Media Platforms
8
Name Type Icon
Facebook Social networking
Twitter Micro-blog
YouTube Video-sharing
Instagram Vide...
Why is social media so important?
9
What are the benefits of its use?
10
11
Twitter
• Launched in 2009
• 6,551 followers
Facebook
• Launched in 2015
• 118 likes
Health Evidence intended audience:...
12
3. Content Creation
• Key points:
• Clear goals/guidelines
• Unified voice
• Review for accuracy and quality
• Keep conten...
Review evidence posts
• Review related posts
• Health Evidence review ‘formula’:
[Intervention] [effect] [outcome], [popul...
15
1
2
Review findings
3
Let’s try making review related posts!
[Intervention] [effect] [outcome], [population/age]
1. Baker,P.R., Francis,D.P., So...
Our Tweets
1. Baker, 2015
Community wide intrvts do not ↑ levels of physical
activity among adults/kids
2. Thomas, 2015
Fa...
Hashtags
18
• What are hashtags?
• Words or phrases that track social media posts
• How do hashtags work?
• When you click...
Hashtags
• Examples:
• #PublicHealth
• #MentalHealth
• Ways to search for/create hashtags
• Search platform by typing hash...
Shortened URL links
20
• For consistency, use shortened URL service:
• Google shortener https://goo.gl
• Ow.ly shortener h...
Let’s update our review related posts!
[Intervention] [effect] [outcome], [population/age]
+
#HASHTAGS
Use #HE_CC for this...
Our Tweets + #Hashtags
1. Baker, 2015
Community wide intrvts do not ↑ levels of #PhysicalActivity in
adults/kids #Cochrane...
Adding Images
• Why add an image?
• Increases engagement – more
likely to be retweeted
• Consider stock photos
• www.123RF...
Social media cards
• Webinar promotion
• Include more content/text
in posts
24
Social media cards
• Webinar promotion cards:
• ↑ impressions on Twitter by 57%
• ↑ engagement on Twitter by 355%
• ↑ reac...
Try making social media cards!
• Try www.canva.com
• Let your network know you’re at Cochrane Canada!
26
4. Engaging on social media
• Key points:
• Engage in real time
• Keep up with you audience
• Monitor trending topics, eve...
Share & retweet content
28
• Create ‘safe’ lists for social media team to share
content
• Aim to share content daily and s...
Health promotion days
• Monitor health promotion
days
• Health Canada
Calendar: http://hc-
sc.gc.ca/ahc-
asc/calend/index-...
Find relevant health promotion events!
Identify three relevant upcoming health promotion
events relevant to your organizat...
#StartCampaigns!
• Seasonal / event campaigns
• #BacktoSchool , #FluSeason , #HE_CC
• Campaigns to highlight your resource...
Tag organizations
• @ organizations or
relevant individuals
• Tag organizations who
can share your content
and increase re...
33
Average Impressions per Tweet: 578
Social media networking opportunity
At your table, find someone who could share your
content
and
find someone whose conten...
Preparing for feedback
• Planning for positive AND negative feedback
• Response plan
• Designate contact for positive and ...
5. Analytics
• Key points:
• Track growth to find out what works!
• All social media platforms track basic analytics
on th...
Platform analytics
• Twitter analytics
• Top right hand side of
your page > icon>
analytics
• Provides information on:
twe...
Platform analytics
• Facebook Insights
• In tabs bar at the top of
your page
• Provides information on:
promotions, action...
Posting Content: Scheduling with Hootsuite
• Hootsuite:
system for
managing social
media platforms
• Allows for
scheduling...
40
41
Take away messages: create a team!
 Identify your goals and aims before starting
 Know your audience
 Social media is t...
Thank you
Contact us!
info@healthevidence.org
marqueos@mcmaster.ca
43
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Build a Social Media Toolkit! Strategies for organisations to engage and optimise their social media platforms

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Health Evidence presented an interactive 90 minute workshop at the 2017 Cochrane Canada Symposium. Participants learned about techniques, strategies, and resources to create interactive social media content, engage on platforms, tailor strategies with analytics; and [simultaneously] built a custom social media toolkit.

Access the ‘My Social Media Toolkit’ here: http://ow.ly/jl1N30bMjFb

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Build a Social Media Toolkit! Strategies for organisations to engage and optimise their social media platforms

  1. 1. Build a Social Media Toolkit! Strategies for organizations to engage and optimize their social media platforms #HE_CC Olivia Marquez, MSc | Rawan Farran, MSc Health Evidence™ May 11, 2017
  2. 2. Faculty/Presenter Disclosure Faculty: McMaster University School of Nursing Relationships with commercial interests: N/A • Grants/Research Support: N/A • Speakers Bureau/Honoraria: N/A • Consulting Fees: N/A • Other: N/A 2
  3. 3. What is www.healthevidence.org? 33 Evidence Decision Making inform
  4. 4. Outline 1. Objectives 2. What is social media? 3. Content creation 4. Engaging on social media 5. Collecting and using analytics 4
  5. 5. 1. Objectives • Gain hands on experiences using various techniques, strategies, and resources to create interactive social media content, engage on platforms, and tailor strategies with analytics; and • [simultaneously] build a custom social media toolkit 5
  6. 6. 2. What is social media? In your groups, discuss: 1. Your familiarity with using social media (personally and/or professionally). 2. How do you define social media? Think of a definition. 3. How can social media be applied in your work? 6
  7. 7. Definition • Evolving online tools and platforms that assist in the development and distribution of content • Fosters multidirectional communication, resulting in collaboration and interaction among people 7 Image: http://www.socialmediaexaminer.com/launching-on-social-media-a-timeline-for-business-owners/ Definition: Public Health Ontario. (2014). Social media: Toolkit for Ontariopublic health units. Retrieved from http://www.publichealthontario.ca/en/ServicesAndTools/Documents/LDCP/Social-toolkit-public-health-web-final.pdf Definition: Wen-ying, C. S., Prestin, A., Lyons, C., & Wen, K. (2013). Web 2.0 for health promotion: Reviewing current evidence. American Journal of Public Health,103(1),e9-e18.
  8. 8. Social Media Platforms 8 Name Type Icon Facebook Social networking Twitter Micro-blog YouTube Video-sharing Instagram Video and photo-sharing Pinterest Visual bookmarking tool Snapchat Video and photo-sharing LinkedIn Social networking Tumblr Blog
  9. 9. Why is social media so important? 9 What are the benefits of its use?
  10. 10. 10
  11. 11. 11 Twitter • Launched in 2009 • 6,551 followers Facebook • Launched in 2015 • 118 likes Health Evidence intended audience: public health decision makers
  12. 12. 12
  13. 13. 3. Content Creation • Key points: • Clear goals/guidelines • Unified voice • Review for accuracy and quality • Keep content engaging! 13
  14. 14. Review evidence posts • Review related posts • Health Evidence review ‘formula’: [Intervention] [effect] [outcome], [population/age] • All content is reviewed for accuracy & quality 14
  15. 15. 15 1 2 Review findings 3
  16. 16. Let’s try making review related posts! [Intervention] [effect] [outcome], [population/age] 1. Baker,P.R., Francis,D.P., Soares,J., Weightman,A.L., & Foster,C. (2015). Community wide interventions for increasing physical activity. Cochrane Database of Systematic Reviews, 2015(1), Art. No.: CD008366. www.healthevidence.org/view-article.aspx?a=21588 2. Thomas, R.E., Baker, P.R.A., Thomas,B.C., & Lorenzetti, D. (2015). Family-based programmes for preventing smoking by children and adolescents. Cochrane Database of Systematic Reviews(2), Art. No.: CD004493. www.healthevidence.org/view-article.aspx?a=16998 3. McFadden A, Gavine A, Renfrew M, Wade A, Buchanan P, Taylor J, et al. (2017). Support for healthy breastfeeding mothers with healthy term babies. Cochrane Database of Systematic Reviews, 2017(2), Art. No.: CD001141. www.healthevidence.org/view-article.aspx?a=30167 16
  17. 17. Our Tweets 1. Baker, 2015 Community wide intrvts do not ↑ levels of physical activity among adults/kids 2. Thomas, 2015 Family-based intrvts reduce chance of kids & teens starting smoking vs no intrvt 3. McFadden, 2017 Breastfeeding support prevents stopping breastfeeding ≤6mths in hlthy mothers w term babies 17
  18. 18. Hashtags 18 • What are hashtags? • Words or phrases that track social media posts • How do hashtags work? • When you click on a hashtag you are able to view all public messages tagged with that specific hashtag • Relevance • Makes it easy for people to find content in their area of interest; expands reach of posts
  19. 19. Hashtags • Examples: • #PublicHealth • #MentalHealth • Ways to search for/create hashtags • Search platform by typing hashtag in the search bar • Monitor trending topics • Use external sites that curate, categorize and rate hashtags • SYMPLUR.com – healthcare related hashtags 19
  20. 20. Shortened URL links 20 • For consistency, use shortened URL service: • Google shortener https://goo.gl • Ow.ly shortener http://ow.ly • Tiny URL https://tinyurl.com
  21. 21. Let’s update our review related posts! [Intervention] [effect] [outcome], [population/age] + #HASHTAGS Use #HE_CC for this workshop! Example: #HeartHealth #mHealth 21
  22. 22. Our Tweets + #Hashtags 1. Baker, 2015 Community wide intrvts do not ↑ levels of #PhysicalActivity in adults/kids #CochraneEvidence #HE_CC @drphilip_baker http://ow.ly/ObPX30br9Xi 2. Thomas, 2015 Family-based intrvts reduce chance of kids & teens starting #Smoking vs no intrvt #CochraneEvidence #HE_CC http://ow.ly/QrwE30brazC 2. McFadden, 2017 #BreastfeedingSupport prevents stopping breastfeeding ≤6mths in hlthy mothers w term babies #CochraneEvidence #HE_CC http://ow.ly/XkIO30brbho 22
  23. 23. Adding Images • Why add an image? • Increases engagement – more likely to be retweeted • Consider stock photos • www.123RF.com • www.istockphoto.com • Ensure the image has a purpose/is appropriate 23
  24. 24. Social media cards • Webinar promotion • Include more content/text in posts 24
  25. 25. Social media cards • Webinar promotion cards: • ↑ impressions on Twitter by 57% • ↑ engagement on Twitter by 355% • ↑ reach on Facebook by 1261% 25
  26. 26. Try making social media cards! • Try www.canva.com • Let your network know you’re at Cochrane Canada! 26
  27. 27. 4. Engaging on social media • Key points: • Engage in real time • Keep up with you audience • Monitor trending topics, events, news • Monitor feedback 27
  28. 28. Share & retweet content 28 • Create ‘safe’ lists for social media team to share content • Aim to share content daily and show your engagement • Share content with your own voice to keep sharing authentic and engaging to your audience
  29. 29. Health promotion days • Monitor health promotion days • Health Canada Calendar: http://hc- sc.gc.ca/ahc- asc/calend/index- eng.php • Curate custom list • Use hashtags 29
  30. 30. Find relevant health promotion events! Identify three relevant upcoming health promotion events relevant to your organization and try creating posts and share with others at your table and on social media! 30
  31. 31. #StartCampaigns! • Seasonal / event campaigns • #BacktoSchool , #FluSeason , #HE_CC • Campaigns to highlight your resources • #HEglossary , #HE_Testimonial 31
  32. 32. Tag organizations • @ organizations or relevant individuals • Tag organizations who can share your content and increase reach 32
  33. 33. 33 Average Impressions per Tweet: 578
  34. 34. Social media networking opportunity At your table, find someone who could share your content and find someone whose content you could share! @HealthEvidence 34
  35. 35. Preparing for feedback • Planning for positive AND negative feedback • Response plan • Designate contact for positive and negative feedback occurs • Reply to feedback in a timely manner • Add an appropriate response plan to your toolkit! 35
  36. 36. 5. Analytics • Key points: • Track growth to find out what works! • All social media platforms track basic analytics on their platform free • Use analytics to tailor content/posting and refine your strategy 36
  37. 37. Platform analytics • Twitter analytics • Top right hand side of your page > icon> analytics • Provides information on: tweets, impressions, profile visits, mentions, audience, events, videos etc. • Individual tweet • Impressions, total engagements, link clicks, RTs, likes etc. 37
  38. 38. Platform analytics • Facebook Insights • In tabs bar at the top of your page • Provides information on: promotions, actions on page, views, likes, reach, engagement, events, posts, messages, demographics & videos • Individual post • People reached, likes, comments, shares 38
  39. 39. Posting Content: Scheduling with Hootsuite • Hootsuite: system for managing social media platforms • Allows for scheduling social media content, bulk uploads, analytics 39
  40. 40. 40
  41. 41. 41
  42. 42. Take away messages: create a team!  Identify your goals and aims before starting  Know your audience  Social media is time intensive; Designate a team to create accurate, concise content  Have one final reviewer to maintain a singular voice  Reserve time to connect with you audience directly  Collect & track analytics to monitor what works 42
  43. 43. Thank you Contact us! info@healthevidence.org marqueos@mcmaster.ca 43

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