Utilizing Traditional and Social Media


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Presentation to the Ovarian Cancer National Alliance about utilizing traditional and social media (twitter and facebook) to disseminate information to the press and the public

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  • Below the line: things people don’t immediately think of as media
  • Reporters not interested in the launch of new program as much as the accomplishments of the programLarge orgs have a harder time with local angle…advocacy and community groups can fill this gap
  • Take steps to insure that your website comes up prominently in Google and Yahoo search engines.
  • Social Networks: facebook and myspaceMicro-blogging: twitter
  • By educating reporters on topics of interest (SWS & Benchmarks), we are also inspiring storiesPAN is like a wiki/bulletin board for public affairs reps at the NCI designated cancer centers. Can work with them through your local cancer center. May want to consider creating your own to share ideas with one another. (Google Sites)NCI is working on Facebook policy. We want to insure that we are reaching reporters in a useful way with FB. For smaller orgs, FB can help to increase public awareness of your group.
  • Groups can be open or closed
  • There is a particular setting to list your org as a non-profit. If you accidentally list it as something else, you won’t be able to fix it now, but may be able to fix in the futureInvitation limit is to prevent spam. Consider putting a link to your fan page on your group’s website instead.Success= Be usefulWall: messages to fans, comments from vansInfo: basic description of organizationBoxes: random things. Photos, videos, other information & resourcesNotes: Like blogDiscussions
  • 35-54 is currently the largest age groupSince January, FB has seen a 5-fold increase in users 55+ (5.9 million)
  • Participation: valuable information and, where possible fun stuff: games, contests, give-aways?Audience: not a competition for fans – quality over quantity
  • Friends – people you followFollowers – people who follow youUpdates – Tweets#hashtags group messages of a similar topic. @OCNA used #ovariancancer for hashtag short hashtags work best.Search: find mentions of your group or issue instantly…don’t feel you need to respond to everythingCEO’s share both news about their company and what they had for lunch or their thoughts on the latest gossip
  • ReTweets: someone reposts what you posted, attributing it to you. -expands reach -increases followers (this guy has interesting stuff) -spreads messageFollowers: don’t compete for followers. Can buy followers: some say helps credibility, others say hurtsPublic: embargos!
  • Utilizing Traditional and Social Media

    1. 1. Utilizing Traditional and Social Media<br />Brooke Hardison Wang<br />OCNA Partner Member Summit<br />July 10, 2009<br />
    2. 2. What is Media?<br />Newspapers & magazines<br />Broadcast television and radio<br />Websites of traditional news outlets<br />Blogs<br />Internet radio<br />
    3. 3. Changing landscape<br />Reductions in funding & staff means there are less seasoned health reporters<br />Reporters with less health experience need more assistance understanding a story/topic<br />Smaller outlets wait for larger outlets to decide what is newsworthy<br />Larger outlets still want to be “first”<br />
    4. 4. What makes good news?<br />Based on serious scientific research<br />Accomplishments, not plans<br />Affect readers personally<br />Provide legitimate hope<br />Local angle<br />Concise, well-spoken interviewee<br />Identify members/patients who can tell their story well<br />If you are going to be doing interviews consider investing in media training<br />
    5. 5. Reaching Journalists<br />64% of Journalists use Google or Yahoo! to get news information<br />Search types journalists used most often:<br />Standard Search 91%<br />News Search 27%<br />Social Search 27%<br />Image Search 18%<br />Blog Search 14%<br />Source: TopRank Online Marketing Survey on Journalists Use of Search, www.toprankmarketing.com<br />
    6. 6. Reaching Journalists (cont.)<br />Social Media Tools used<br />Social Networks (64%)<br />Blogs (55%)<br />Wikis (50%)<br />Micro-blogging (36%)<br />Source: TopRank Online Marketing Survey on Journalists Use of Search, www.toprankmarketing.com<br />
    7. 7. NCI Media Relations<br />Press releases<br />News Notes<br />BenchMarks<br />B-roll & Images<br />Science Writer’s Seminars<br />Factsheets<br />Twitter<br />NCI Public Affairs Network<br />Facebook (TBD)<br />
    8. 8. Social Networking & Microblogging<br />
    9. 9. What is Facebook?<br />Largest Social Networking Website<br />Link to friends, groups, and interests<br />Chat, share information, photos, news<br />Types of Pages<br />Personal Profile (individuals)<br />Fan Page (organizations)<br />Groups (smaller organizing, committees)<br />
    10. 10. Facebook Fan Pages<br />Optimized for mass communication<br />Special site for non-profits<br />Can have multiple administrators<br />Invite first 30 fans<br /><ul><li>Provide info about organization
    11. 11. Share information & resources</li></li></ul><li>Who Uses Facebook?<br />Median age: 26<br />200 million active users (30% U.S.)<br />35-54 is the largest U.S. age group<br />54% Female<br />8 million users become “fans” of official pages each day<br />Source: 2009 Facebook Demographics and Statistics Report, iStrategyLabs, www.istrategylabs.com<br />
    12. 12. Maximizing Facebook<br />Objective<br />Fans<br />Comments<br />Keys to Success<br />Integrate with other platforms<br />Create a resource (offer information, serve as a place to connect)<br />Create reasons for fans to participate<br />Target YOUR audience<br />
    13. 13. What is Twitter?<br />Micro-blogging website – share information & updates (140 character limit) with your network<br />Friends, Followers and Updates<br />Direct Messages, @Replies, ReTweets<br />#hashtags – search for themes<br />Real-time search<br />Accounts linked to email addresses: can be official, personal or in-between<br />
    14. 14. Who uses Twitter?<br />Median age: 31<br />12.9 Million users per month<br />Users are young, but older than other social networking sites<br />53% Female<br />35% live in urban areas<br />Source: Social media today, www.socialmediatoday.com<br />
    15. 15. Maximizing Twitter<br />Objective<br />ReTweets<br />Mentions (a.k.a. @replies)<br />Followers<br />Keys to Succeed<br />Be useful<br />Provide links to information (short URLs)<br />Respond to questions<br />Remember that it’s public<br />
    16. 16. Resources<br />Facebook: www.facebook.com<br />Twitter: www.twitter.com<br />Social Media News: www.mashable.com<br />Facebook for Non Profits: www.facebook.com/nonprofits<br />We Follow (directory of twitter accounts by topic): http://wefollow.com<br />Google Sites (create collaborative website): http://sites.google.com<br />
    17. 17. Resources Continued<br />URL Shorteners<br />http://tinyurl.com<br />http://bit.ly<br />Twitter Desktop applications:<br />Twitterfox (integrated in Firefox)<br />TweetDeck (organize friends into groups)<br />Twitterfeed (automatically post RSS feeds to your twitter account)<br />
    18. 18. Resources Continued<br />Twitter mobile applications<br />Twitter website can be updated via SMS (text) messages<br />m.twitter.com (mobile version-any device)<br />Twitterberry (Blackberry)<br />TweetDeck, Twitterific, TwitterFon, Twitterlator (iPhone)<br />