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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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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,<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,<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,<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,<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:<br />Twitter:<br />Social Media News:<br />Facebook for Non Profits:<br />We Follow (directory of twitter accounts by topic):<br />Google Sites (create collaborative website):<br />
  17. 17. Resources Continued<br />URL Shorteners<br /><br /><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 /> (mobile version-any device)<br />Twitterberry (Blackberry)<br />TweetDeck, Twitterific, TwitterFon, Twitterlator (iPhone)<br />