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

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. 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
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3. What is www.healthevidence.org?
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Evidence
Decision
Making
inform

4. Outline
1. Objectives
2. What is social media?
3. Content creation
4. Engaging on social media
5. Collecting and using analytics
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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
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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?
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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
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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. Social Media Platforms
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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. Why is social media so important?
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What are the benefits of its use?

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Twitter
• Launched in 2009
• 6,551 followers
Facebook
• Launched in 2015
• 118 likes
Health Evidence intended audience: public health decision makers

12. 12

13. 3. Content Creation
• Key points:
• Clear goals/guidelines
• Unified voice
• Review for accuracy and quality
• Keep content engaging!
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14. Review evidence posts
• Review related posts
• Health Evidence review ‘formula’:
[Intervention] [effect] [outcome], [population/age]
• All content is reviewed for accuracy & quality
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15. 15
1
2
Review findings
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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
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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
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18. Hashtags
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• 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. 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
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20. Shortened URL links
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• For consistency, use shortened URL service:
• Google shortener https://goo.gl
• Ow.ly shortener http://ow.ly
• Tiny URL https://tinyurl.com

21. Let’s update our review related posts!
[Intervention] [effect] [outcome], [population/age]
+
#HASHTAGS
Use #HE_CC for this workshop!
Example: #HeartHealth #mHealth
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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
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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
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24. Social media cards
• Webinar promotion
• Include more content/text
in posts
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25. Social media cards
• Webinar promotion cards:
• ↑ impressions on Twitter by 57%
• ↑ engagement on Twitter by 355%
• ↑ reach on Facebook by 1261%
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26. Try making social media cards!
• Try www.canva.com
• Let your network know you’re at Cochrane Canada!
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27. 4. Engaging on social media
• Key points:
• Engage in real time
• Keep up with you audience
• Monitor trending topics, events, news
• Monitor feedback
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28. Share & retweet content
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• 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. 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
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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!
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31. #StartCampaigns!
• Seasonal / event campaigns
• #BacktoSchool , #FluSeason , #HE_CC
• Campaigns to highlight your resources
• #HEglossary , #HE_Testimonial
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32. Tag organizations
• @ organizations or
relevant individuals
• Tag organizations who
can share your content
and increase reach
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Average Impressions per Tweet: 578

34. Social media networking opportunity
At your table, find someone who could share your
content
and
find someone whose content you could share!
@HealthEvidence
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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!
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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
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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.
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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
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39. Posting Content: Scheduling with Hootsuite
• Hootsuite:
system for
managing social
media platforms
• Allows for
scheduling social
media content,
bulk uploads,
analytics
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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
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43. Thank you
Contact us!
info@healthevidence.org
marqueos@mcmaster.ca
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