Presented at the Volunteer Leadership Summit in Atlanta, GA in 2011 along with co-presenter Donna Guinn Kaufman.

3. Donna Guinn Kaufman
A three year breast cancer survivor, Donna Guinn Kaufman
is the Virginia State Lead Ambassador for ACS CAN. She is
the Vice President of the Tigerlily Foundation which
educates, advocates for, empowers and supports young
women before, during and after breast cancer. Before
cancer changed her life, Donna worked in the US and
abroad and founded Sponsorship Communications, a
sponsorship and event marketing agency. Taking a
sabbatical in 2003, she moved to Israel with her Foreign
Service spouse, working on an UN project to market
traditional Palestinian embroidery for Gazan women. A
former US Army Officer working in public affairs, Donna
studied International Affairs and completed her
undergraduate degree at CINY Albany while doing graduate
studies in Religious Studies at George Mason University.
Donna's hobby is fitness to fight reoccurrence and prove
that you can do anything after fighting cancer. Donna lives
with her two children in Northern Virginia while her
husband serves his third combat tour in Afghanistan.

4. Domenick Casuccio
An 11-year Melanoma survivor, Domenick Casuccio received
his Bachelor of Science in Journalism specializing in Public
Relations from West Virginia University in 2002. In 2003, He
began his career with the American Cancer Society in the
former Mid-Atlantic Division as a Community Manager in
West Virginia. He managed patient service programs,
volunteer recruitment and fundraising events in 5 rural
counties. A year later he relocated to Richmond, Va. to serve
as the Regional Communications and Marketing Director for
both West Virginia and Virginia. In his current role he
oversees all of the public relations, marketing campaigns,
social media and media partnerships for the two states.
Domenick also serves as the division-wide communications
liaison for both Relay For Life and Making Strides Against
Breast Cancer. He lives in Richmond, Va. with his two cats and
enjoys cooking, exercising and connecting with friends and
family through his many social networks.

5. Objectives
• Identify what social media is and how it is different
than traditional media.
• Review how we can enhance our presence on
social media channels in order to further the
American Cancer Society’s mission of saving lives.
• Identify resources that are available to help with
local public relations.
• Identify what social media channels can do to
create more visibility and awareness.
• Review the role of the local volunteer and how to
conduct public relations and marketing on behalf
of the American Cancer Society.

6. Agenda
1. Introduction to Social Media
2. Overview of Facebook
3. Overview of Twitter
4. Overview of Blogs
5. Resources
6. Action Items

7. What is Social Networking?

8. What is Social Networking?
• Websites that give you tools to help you
communicate with your social circle and find
new friends.
• Simply put, it’s about people talking, engaging,
communicating locally but with the power to
affect globally.
• Social networking is, at its most basic sense, a
shift in how people discover, read, and share
news and information and content.

9. Most Popular Channels

10. Most Popular Channels
1. Facebook (80%)
2. Twitter (66%)
3. YouTube (55%)
4. LinkedIn (49%)
5. Blogs (43%)
*Russell Herder and Ethos Business Law study, July 2009

12. People on Facebook
• More than 500 million active users
• 50% of our active users log on to Facebook in
any given day
• Average user has 130 friends
• People spend over 700 billion minutes per
month on Facebook
• More than 70 translations available on the site

14. Activity on Facebook
• There are over 900 million objects that people
interact with (fan pages, personal pages, groups
and events)
• Average user is connected to 80 fan pages,
groups and events
• Average user creates 90 pieces of content each
month
• More than 30 billion pieces of content (web
links, news stories, blog posts, notes, photo
albums, etc.) shared each month.

15. Best Practices
• Become familiar with the site.
• Find old friends, family and coworkers.
• Provide engaging posts.
• Share albums of photos and videos.
• Engage in discussions.
• Broadcast what you’re doing or reading
to the world.
• Find social events you can attend.

16. Pages, Groups & Events
• Check with your staff partner before creating
pages, groups or events on behalf of the Society.
• Only create if you are able to maintain regular
posts and updates.
• Use pages, groups and events to recruit your
network to get more involved in Society
activities and programs.

17. Dom’s Facebook Page

18. Relay For Life Event Facebook Page

19. Donna’s Facebook Page

20. ACS CAN Virginia Facebook Page

21. Micro-Blogs

22. What is a Micro-blog?
Micro-blogging allows users to post brief text
updates to a website that aggregates these
messages for viewing by friends or the public.
These messages can be submitted by a variety of
means, including text messages, mobile web, or
the website hosting the micro-blog.

23. What is ?
Twitter is the most popular micro-blog. It
provides real-time information, commentary, and
descriptions of events. Twitter users send
updates, or “tweets,” that are 140 characters or
less in length and displays on their profile page
and in their follower’s feed. Twitter users can also
share links to photos, video, news, etc.

24. Best Practices
• Keep content short and simple.
• Provide more information with a shortened URL.
• Promote your Twitter profile.
• Keep followers engaged.
• Post other relevant content.
• Search Twitter for other comments using
#hashtags

25. Popular Twitter Feeds
@AmericanCancer
@ACSNews
@MoreBirthdays
@acschooseyou
@RelayForLife
@DrLen
@ACSCAN
@CDC_Cancer
@CDCgov

26. Sample Society Tweets
BCAM
October is Breast Cancer Awareness Month! If you are a
woman that is 40 or older, get a mammogram and clinical
breast exam every year.
Relay For Life
Don’t miss our Womanless Beauty Pageant at the Relay For
Life of Virginia Beach. Harbor Park at midnight. Come vote
for your favorite!
CCAM
March is Colon Cancer Awareness Month. Most of these
cancers occur in people who are 50 and older. Talk with
your doc about screening.
Find more samples at SACancerNews.org

27. The Art of Retweeting
• Shares tweets with others on your feed with a
“retweet.”
• This is the way that ideas spread quickly
through the Twitter community.

28. Blogs

29. What is a Blog?
Blogs, or web logs, are regularly updated online
journals that almost anyone can read. Some blogs
target a small audience, while others boast a
readership comparable to national media outlets.
Blogs often focus on a specific topic. Many blogs
allow readers to comment on posts.

30. Best Practices
• Observe the blogosphere.
• Provide links.
• Make headlines attention-grabbing.
• Include numbered/bulleted lists.
• Make posts easy to scan.
• Keep a consistent style.

31. Best Practices
• Use keywords strategically.
• Edit your post.
• Promote your blog.
• Determine how to handle comments.
• Make use of web analytics tools.
• Evaluate your efforts.

32. Popular Blog Hosting Websites

33. Blog Topics
• Current Events
• Entertainment
• Sports & Leisure
• Volunteerism
• Family
• Politics
• Health
• Reviews
• Recipes

34. Dr. Len’s Blog

35. NEW! Expert Voices Blog

36. Patricia’s Blog

37. Donna’s Blog

38. Koryn’s Blog

39. Whidbey’s Blog

40. eCards
eCards are electronic greeting cards that are sent
to people’s email accounts.

41. eCards

42. Relay For Life eCards

43. MoreBirthdays.com eCards

44. Podcasts
A podcast is a digital audio or video file that can
be saved for playback on a portable media device
or computer. The term “podcast” refers to both
the actual content of the media file and the
method by which the content is syndicated.
(Centers for Disease Control and Prevention, 2010e)

45. Podcasts
• Relay For Life Podcasts
– www.relayforlife.org/relay/podcasts
– Available on the web and iTunes
• Powerful Choices Podcasts
– www.youtube.com/AmerCancerSociety
– Available on YouTube and iTunes
• CDC Podcasts
– www2c.cdc.gov/podcasts/browse.asp
– Available on the CDC website and iTunes

46. • An image and video hosting website
• Easy to share via social networking sites
and blogs.
• Apps for most Smartphones
• flickr.com/americancancersociety

47. ACS on Flickr

48. • A video-sharing website on which users can
upload, share, and view videos.
• Many users post video blogs or vlogs.
• youtube.com/amercancersociety
• youtube.com/dcasuccio

49. ACS on YouTube

50. SACancerNews.org

51. Cancer.org Pressroom

52. The Power of the Individual
In a nation of millions and a world of
billions, the individual is still the first
and basic agent of change.
- Lyndon B. Johnson
Become a Brand Ambassador
Visit www.SACancerNews.org/Brand
Password: brand

53. Thank you.