Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach


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"Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach" was presented at the Center for Health Literacy Conference 2001: Plain Talk in Complex Times by Sam Loewner, Social Media Specialist, MAXIMUS.

Description: Learn what makes social media a uniquely useful tool to communicate with diverse audiences. This hands-on workshop will cover the uses of social media, the privacy and security concerns associated with new media, and how to write to reach your intended online audience.

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Sam Loewner - Using Social Media to Achieve Goals, Engage Citizens, and Improve Outreach

  1. 1. Plain Talk Social Media Workshop Using Social Media to Achieve Goals, Engage Citizens, and Improve OutreachPresented by Sam Loewner9/22/2011Plain Talk in Complex Times 1
  2. 2. Workshop Goals• How to think about social media: the basics• Generating “good” content for social media• Useful social media tools• Measuring your social media success• Activity 2
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  7. 7. Plan. Implement. Operate.SOCIAL MEDIA STRATEGY 7
  8. 8. Social Media Strategy• The model: this presentation• The components: – Audience • Who are “they?” – Speaker • Why should “they” listen? – Objectives • What are “we” going to accomplish? – Content • What are “they” seeing (or hearing)? Overview  Audience  Speaker  Objectives  Content 8
  9. 9. Audiences – The Users of Social Media• Although younger generations are more prolific users of social media, older generations are rapidly adopting the services.• Social media is popular across all racial demographics, and different racial demographics use social media in distinct ways.• Social media, and the internet as a whole, are used by both high- and low-income users. Low-income users may be more likely to look for government resources online.• Social media isn’t just for college students. Both Twitter and Facebook are popular among those without college degrees. Overview  Audience  Speaker  Objectives  Content 9
  10. 10. Audience Information• Put your audience first• Keys for learning about your audience – Know the demographics – Learn what commonalities exist – Understand how and when they are listening – What do they want to learn? – Ask them about themselves• Use this information to determine what kind of social media channels to invest in. Overview  Audience  Speaker  Objectives  Content 10
  11. 11. Types of Speakers• Users expect different content from different sources – Personal – Organization – Government – Corporate• Give people a reason to pay attention to you Overview  Audience  Speaker  Objectives  Content 11
  12. 12. Objectives• Don’t use social media just to say that you are using it.• Determine what makes your presence different – What are you going to offer that isn’t already out there?• What are your “real life” information goals? – Those goals should look very similar to your social media goals. • Consider print or email outreach: social media can be another channel for that AND accomplish things that those channels can’t.• Examples: – Customer Service – Feedback and Reviews – General Outreach Overview  Audience  Speaker  Objectives  Content 12
  13. 13. Content• The Four Keys of Good Content – Make it personal – Make it interesting – Make it urgent – Make it shareable• Remember, it’s a conversation, not a lecture. – What would you tell a member of your audience if you were on the phone?• Things to include – Links, Questions, Calls-To-Action Overview  Audience  Speaker  Objectives  Content 13
  14. 14. Tools. Measurement. Privacy and Security.SOCIAL MEDIA MECHANICS 14
  15. 15. Introduction to Social Media Tools• Websites and resources that make your strategy a reality• Tools change frequently• The best way to learn about tools and services is to experiment and use them. – Talk to friends and family who use these services.• We will cover: Blogs, Twitter, Facebook. – It is also important to understand LinkedIn, YouTube, and smaller networks. 15
  16. 16. Blogging – Wordpress ToTo you visitors 16
  17. 17. Twitter –• 140 characters• Symbols to know: –@ –#• Links• Lists• Making Twitter more manageable: Hootsuite 17
  18. 18. Twitter - Hootsuite• Multiple sources of information • Organization• Scheduling •Shortened Links 18
  19. 19. Facebook –• Host conversations – Post news, videos, and useful links.• Keep updates short• Customize wherever possible – Landing pages, apps• Use with Hootsuite, if necessary 19
  20. 20. Measurement – Google Analytics• Learn about your audience: where are they?• When do they visit your sites? – Are you fighting the current or moving with it? 20
  21. 21. Measurement – Facebook Insights• Who are the people that like your page?• Are you preparing content that makes sense for your audience?• When do people like to visit? Are people interacting with your content? 21
  22. 22. Measurement – High Level Thinking• What do you want people to know or do?• Attempt to measure how social media impacts an audience’s knowledge or actions• Don’t get caught up in the numbers• Don’t forget: ask your audience 22
  23. 23. Privacy and Security• DO NOT: create an environment where it seems acceptable to share protected information• DO: Create a comment policy AND a monitoring policy• DO: Attend the eHealth Privacy and Security breakout tomorrow morning 23
  24. 24. Review and ActivityCONCLUSION 24
  25. 25. Review• The element of a social media strategy• Useful social media tools• Measuring your online outreach strategy 25
  26. 26. Use what you’ve learned.ACTIVITY 26