Peer led Social Media Strategies Community Action CalNeva Conference


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I gave this presentation during the April 2011 Community Action CalNeva Conference. My presentation focuses on strategies for organizations to implement peer-led social media campaigns addressing teen health and wellness. The presentation covers the program I created: The Sonoma County Peer Outreach Coalition. This program uses social media to outreach to teens about mental health and reduce the stigma of mental illness.
Special thanks to Rebecka Anderson who allowed permission to use several slides from one of her presentations.

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Peer led Social Media Strategies Community Action CalNeva Conference

  1. 1. +Peer-Led SocialMedia Strategies forPromotion ofWellness AmongYouth & Young Adults Shana Friedman, M.A., PPSC Community Action Partnership of Sonoma County
  2. 2. + Social media campaigns at Community Action Partnership
  3. 3. + In this presentation you will… n  Gain an understanding of what social media is and why it is valuable for addressing youth health and at-risk behaviors n  Learn strategies for implementing a social media campaign for their own youth programs n  Understand the benefits of a peer-led campaign n  Learn about the Sonoma County Peer Outreach Coalition n  Have an opportunity discuss the social media campaigns already in place at other agencies
  4. 4. + What is social media? Facebook Communicating The Internet Twitter Blogging Privacy Social Networking
  5. 5. Wikipedia definition of social media"a term used to describe the type of mediathat is based on conversation and interactionbetween people online. Where media meansdigital words, sounds & pictures which aretypically shared via the internet and the valuecan be cultural, societal or even financial."
  6. 6. "a term used to describe the type ofmedia that is based on conversationand interactionbetween people online. Where mediameans digital words, sounds &pictures whichare typically shared via the internetand the value can be cultural, societalor even financial."
  7. 7. In less than one week the Banff Squirrel wasviewed by millions of Internet users. Why?
  8. 8. + How did so many people see this photo? •  Content is KING •  Sharing tools included on the National Geographic •  Everyone can share content
  9. 9. + What s the Value? n  Cultural? n  Societal? n  Financial? It is a common misconception that social media is purely for entertainment or procrastination. A University of Melbourne study determined that employees that periodically check social media sites throughout the workday are 9% more productive than employees who do not visit the sites. In addition, social media is a powerful tool that can be used to reach large groups of people.
  10. 10. + Why create a social media campaign for your agency s youth program? If you are trying to reach If you are trying to reach teens and young adults, teens who come from low- social media is an amazing income families, social tool media becomes an even better strategy n  73% of all American teens ages 12 to 17 use an onlineOver 80% of teens whose n  social networking site families earn less that $30,000 annually use online n  The average teenager (13-17) social networks uses social media every single day for 1 hour and 50 minutes Source: Pew Research
  11. 11. + Why create a social media campaign for your agency s youth program? If you are trying to provide Facebook is probably one of the information about health or at- best tools you can use to develop risks behaviors, social media is your campaign once again a great method to use in youth outreach n  29% of Facebook users are 18-25 years old n  31% of all teens (12-17) search for general health, dieting, or physical n  11% of Facebook users are 13-17 fitness information years old n  17% Search for "sensitive" health information (sexual health, substance abuse, mental health) n  85% of “millennials” (age 18-33) search for health information online Source: Pew Research
  12. 12. + Other benefits of social media n  (Usually) Inexpensive n  Responsibilities can be easily shared by a team n  Easy to track statistics and measure success via built in tools or 3rd party applications
  13. 13. + Sonoma County Peer Outreach Coalition n  MHSA PEI - Grant funded program n  Peer-led campaign aimed at transitional-aged youth n  Social media AND community outreach are used to reach youth n  Our goal is to promote awareness of mental health issue and to reduce the stigma of mental illness
  14. 14. + Why a peer-led campaign?
  15. 15. + Step 1: Planning your Campaign n Our deliverables include creating a campaign that will promote mental health awareness and reduce stigma surrounding mental illness. n We decided our approach would be to develop a campaign with an integrated health approach and focus on all topics that impact teen mental health. For your program: Think about your program s purpose or mission. What are you trying to accomplish? This is the time to develop the goals of your campaign.
  16. 16. What is a Campaign? a campaign is a marketing effort to sell, promote, raise awareness
  17. 17. What is a Social Media Campaign? A social media campaign is marketing "X" USING social media.
  18. 18. + What is your social media campaign marketing? l  Asocial media campaign is marketing X using social media l  The purpose of your page (your cause) = X l  For the Peer Outreach Coalition, our X is mental health awareness and reducing stigma
  19. 19. + Step 2: Setting goalsOnce we defined our X , we set out to develop a strategy to reach thegoals set by our scope of work. We have three goals and a finaloutcome:n A MySpace site with 200 friends by 6/30/11n A Twitter account with 100 followers and 300 tweets by 6/30/11n 3 Public-Service Announcement style videos about teen mentalhealth issues to post on YouTuben Final outcome: 60% of teens completing an online quiz will have anincreased knowledge of teen mental health issues.For your program: Once you know what your X is, then you determinea strategy to reach your X.To determine a strategy, it is best to develop small, measurable goals.
  20. 20. + Goals n  Our goals needed some adjustment n  To reach our goals, we needed to recruit youth to manage the campaign
  21. 21. + Step 3: Recruitment n  Recruited 12 youth initially n  Recruitment performed at high schools, the local junior college and university, as well as fair and festivals for youth n  Networked heavily with school counselors since they often work with youth who need community service or volunteer hours n  Outreached to local health clinic with youth volunteers and local LGBTQQI teen center
  22. 22. + Step 3: Recruitment (cont.) n  Diverse group (socioeconomic status, sexual orientation, race, gender) n  Interest in mental health, teen health and wellness n  Above average knowledge about social media, the Internet, and technology For your program: Try to get youth volunteers from a wide variety of schools and agencies. Think about your program s goals, mission, purpose and try to get youth who have skills and interests that align with your program. Be careful about recruiting overcommitted youth!
  23. 23. + Step 4: Training n  Hired a social media consultant to enrich our knowledge of social media. The consultant conducted a 3 hour training for the recruited youth and staff n  Youth also participated in several training sessions about mental health, wellness, and other issues impacting teen health n  Each month, youth (called Peer Leaders ) attend a monthly mandatory meeting designed to enrich their knowledge of teen health and wellness. Guest speakers have come from hospitals, group homes, LGBTQQI teen center. Trainings have included suicide prevention skills and team building activities
  24. 24. + Step 4: Training (cont.) For your program: Monthly meetings are a great way to bring the team together face-to-face instead of online. n  Discuss what is/isn t working n  New best practices in social media n  Enrich youth knowledge of your campaign topic For example: Your X is a campaign to reduce underage drinking. Guest speakers could include: n  Law enforcement n  Local businesses that are committing to not sell alcohol to minors n  Drug and alcohol abuse recovery center
  25. 25. + Step 5: Set up and manage your social media sites n  Peer Outreach Coalition sites were set up prior to the first training n  Facebook, MySpace, Twitter, a blog, and a website n  Once sites were set up, we discussed best practices in managing the sites and set up an appropriate posting schedule For your program: You have many decisions to make. You will need to consider n  Your target audience demographics n  The current social media best practices n  Your X n  Your available resources
  26. 26. + The Two Most Important Components of Your Peer-Led Social Media Strategy People Time
  27. 27. + People One person can run a campaign, but it is more effective if the responsibility is shared. It s also a lot more fun for the youth involved! n Security: if one person loses access others can come to the rescue n Variety: multiple individuals bring fresh ideas and enthusiasm to the campaign n Stability: If one person leaves the group (or moves on to a new job) others know how to run the campaign. n Reliability: If someone is ill or on vacation, there is always someone to serve as back up
  28. 28. + Time It takes time to make a campaign a success! n Differentsocial media sites may gather a fan base at different rates n Certain sites require more maintenance, and more of a personal time commitment, than others Consider your resources! If time and volunteers for your campaign are limited, your campaign may be need to initially be very limited.
  29. 29. + Now what?
  30. 30. + Why Facebook? l was the most visited website during 2010, passing Google s search page for the first time l  Facebook is used more than any other social media site by teens and young adults l  A Facebook page is easily administrated by multiple individuals l  Built in statistics make measuring success easy
  31. 31. + Profiles vs. Pages vs. Groups Profile Group Connect with friends Represents a cause or idea Share photos/videos No customization Join Groups Limited messaging Send messages Some private, some public Fan Pages Wall
  32. 32. + Profiles vs. Pages vs. Groups (cont.) Community Pages Facebook Pages The Unofficial Page The Official Page Represents a topic or Represents an organization experience Customized user experience Owned collectively by the community Target Updates Content from Wikipedia Wall and FanBox All public and searchable
  33. 33. +
  34. 34. + What makes media social? What make social media successful? l  Content is KING l  Media becomes social when it involves a conversation l  Conversation is one of the ways to tell if you are actually reaching your audience l  Yourfollowers will communicate and let you know if they like what you are posting…or if they don t like it at all!
  35. 35. + Measuring Success l  # of likes, comments l  Amount of participation on your page l  Built in tools on your Facebook page: Facebook Insights l  Surveys measuring interest (Survey Monkey)
  36. 36. + Discussion time If you currently have a social If you want to start a social media media campaign… campaign…. n  Tell your group about your n  What sort of campaign would campaign you like to create? n  How many people run the n  What is your target audience? campaign? How much time is spent on the campaign each n  Define your X week? n  What will be some of the n  What is working well? challenges at your agency in creating this campaign? n  What have been some challenges? n  What questions do you have?
  37. 37. + How are most nonprofits using Facebook? According to the 2011 Nonprofit Technology Network Survey, the most nonprofits are just getting started using social media. For every 1,000 e-mail subscribers, the average nonprofit has: §  110 Facebook fans ( Likes ) §  19 Twitter followers The good news is that there is still room to grow!
  38. 38. + Privacy Considerations It is imperative you learn how to control the privacy settings on your personal Facebook profile l If you are a page administrator and your Facebook account is accessed by someone else, you could lose control of your page l Onceyou begin using Facebook professionally, you may start getting contacted via Facebook by colleagues
  39. 39. How do I Change My Settings?
  40. 40. + Next Steps… Once you have kicked off your social media campaign, you can start to branch into other social media l  Twitter l  Blogging l  Website All of these will require maintenance with requires time and people
  41. 41. + Final words… §  Planning and training are critical to the success of your campaign §  Social media takes time and people §  Quality is always more important than quantity §  If time and resources are limited, stick to Facebook and create a page (not a profile or group) §  Learn how to set your privacy settings §  Stay up-to-date with the latest social media research
  42. 42. Anyquestions?
  43. 43. Shana Friedman, M.A., PPSC+ Program Analyst Community Action Partnership of Sonoma County Contact me: 707-544-6911 ex. 1052