Using Social Media in Behavioral Healthcare2011 Institute for Behavioral Health Informatics:October 20, 2011 presented by Jennifer Barbour
About me Blogger, copywriter, new media consultant Chief Engagement Officer (CEO) for Another Jennifer Writing Lab Former communications specialist for Crossroads for Women in Portland, ME Author of Women & Substance Abuse blog (crossroadsforwomen.org/blog) and monthly e-Newsletter 7 years working in behavioral health doing public communications
What we’ll cover Social Media Policies Social Networking Strategies & Best Practices Content Ideas Time Management Tips & Tricks
Millions use social media worldwide.“The Big Three”• More than 750 million users• More than 100 million active users• More than 120 million membersSources: http://www.facebook.com/press/info.php?statistics; http://mashable.com/ 2011/09/08/twitter-has-100-million-active-users/; http://press.linkedin.com/about/ (retrieved 9/9/11)
Plus…• More than 10 million users in first three weeks• 2nd most popular search engine• More than half of social media referral traffic• Powers 14.7% of top million websites in worldSources: http://mashable.com/2011/07/16/google-plus-guide/; http://mashable.com/2010/12/28/social-media-marketing- predictions/; http://www.readwriteweb.com/archives/stumbleupon_delivers_half_of_us_social_media_traff.php; http://wordpress.org/news/2011/08/state-of-the-word (retrieved 9/10/11)
Why use social media? Mostly free (except for time) Easy way to get out information fast, in real time, and reach a big audience Levels the playing field Gives everyone a voice Allows people to connect all over the world at any time Establishes expertise Platform to educate, advocate, inform
Writing a Social Media Strategy1. Who is your audience?2. What actions do you want your audience to take?3. What does your audience need to believe in order to take those actions?4. Which social media channel (or channels) will you utilize? (e.g., blog, Facebook)5. What will you talk about?6. What is your social media policy?
What’s your social media policy? When you post something on a social media site, imagine that post on a billboard for everyone to see. With your name on it.
What your policy should consider Who is allowed to post for your organization? Where? What will the posts say? Do social media postings need to be approved? How will your posts comply with your confidentiality policies? How will you handle negative comments? Are employees allowed to post or comment during work hours? (Can they access the social networking sites?)
More policy considerations What is appropriate to share; not to share on a social networking site? What is your procedure for sharing client stories, photos or videos? How will you educate staff, volunteers, board, supporters, etc. on utilizing your social media sites? What happens if staff, volunteers, board, etc. don’t comply with the social media policy? Who is the go to person if/when questions arise?
Why Facebook? Most widely used social network in the world Reach all ages Connect and share with people in recovery, alumni, donors, community partners, supporters and more Publishing platform Spread the word about what you do
Getting Started: Facebook Pages Create a page, not a personal profile (facebook.com/ pages/create.php) Fill in all information: about, info, mission, etc. Upload a profile picture and 5 more for the top of the page With 25 fans, create a unique url (facebook.com/ username) “Like” other pages Add a few status updates before telling everyone
Facebook Content Ideas Your (or your organization’s) thoughts, ideas and observations Links to your blog posts and e-newsletters Inspirational quotes Video and photos Info about upcoming groups, events, workshops, etc. Ask questions (How do you celebrate recovery?) Information from partners or other helpful resources Relevant news articles or blog posts
Facebook Best Practices Have a strategy (tweak as needed) Share regularly, but not too much – don’t hog the news feed! (best times: noon or on Saturday) Aim for at least 3 posts per week to keep things active and engaged Don’t limit people’s ability to share on your page Monitor, monitor, monitor! Reply to comments, keep the conversation going Be authentic!*Source: socialtimes.com/infographic-reveals-the-best-times-to-post-to-twitter-facebook_b67570
Why Blog? Establish expertise Your platform to educate, inform, advocate, etc. Build brand awareness Drive traffic to your website (SEO)
Blog Content Ideas Your specific expertise Stories of treatment success, recovery Education for family and friends affected by addiction, mental health issues News/Research from behavioral health field Public policy issues (be informative) Current events Guest post or cross-post
Blogging Best Practices Have a strategy (tweak as needed) Find your voice Use tags, categories, social media sharing options Keep posts simple and short, add an image Aim for at least 1-2 posts per week (more in the beginning) Monitor and reply to comments Share/Publish posts on other social networks Be authentic!
Why Twitter? Microblogging service (140 characters or less) Real-time information network Publishing platform Social search engine Be where people are sharing what’s on their mind on every topic imaginable
The Language of Twitter Handle: Your Twitter username is referred to as your handle, and is identified with the @ symbol (ex. @anotherjenb) Tweet: What posts are called on Twitter Follow: The act of connecting with someone on Twitter RT/Retweet: When someone posts something like, you can RT it and share it with your followers DM/Direct Message: A private note between two users on Twitter Hashtag: Words preceded by a # sign; can be used to tie various tweets together and relate them to a topic
The Language of Twitter (cont’d) Lists: A way to combine select people you follow on Twitter into a smaller feed Search: Use Twitters search feature to look for tweets containing a keyword, phrase or hashtag Timeline: The chronological listing of all tweets in a given feed, be it your own, in a list, or another user’s Tweetup: A term for in person events (i.e., meetups) that spring from Twitter connectionsMore lingo descriptions: socialquickstarter.com/content/6-whats_twitter
Twitter Best Practices Have a strategy (tweak as needed) Display a complete bio and profile pic Share as much as you want (1-4 tweets/hr ideal, best times: 5pm, midweek and on the weekends)* Interact – ask questions, answer questions, mention people, comment on tweets Follow and be followed Reply to RTs, FFs, mentions, etc. Be authentic!*Source: socialtimes.com/infographic-reveals-the-best-times-to-post-to-twitter-facebook_b67570
Why LinkedIn? #1 Social network for business Grow professional relationships Participate in professional discussions Recruit staff and volunteers Publishing platform
LinkedIn Best Practices Have a strategy (tweak as needed) Individual, organization or both? Have a complete profile and picture Add connections (under Contacts tab) Interact Join relevant groups; create a group Comment on group discussions or start a group discussion Ask and/or answer questions (linkedin.com/answers) Share blog posts or interesting articles Make recommendations
You are not alone campaign: ThePartnership at Drugfree.org
Time Management Tips Dedicate a specific amount of time each week to social networking Develop an editorial calendar (or have regular meetings) Set up Google Alerts to keep track of topics (google.com/ alerts) Use automatic publishing tools like NetworkedBlogs Use a social media dashboard like TweetDeck or Hootsuite Sign up for NutshellMail (nutshellmail.com) Post and monitor using a smart phone Know when to ask for (or hire) help
More Resources Social Media Quickstarter: socialquickstarter.com Facebook for Business: facebook.com/business Mashable – The Social Media Guide: mashable.com Social Media Examiner: socialmediaexaminer.com Join Together: drugfree.org/join-together Beth’s Blog: bethkanter.org Kivi’s Nonprofit Communications Blog: nonprofitmarketingguide.com/ blog Katya’s Non-profit Marketing Blog: nonprofitmarketingblog.com
Final Tips Know your audience (and where they are) Have a strategy Engage Monitor Don’t be afraid to experiment!
Stay Connected Jennifer Barbour email: email@example.com phone: 207.653.4542 website: anotherjennifer.com (links to blog + writing lab pages) facebook: facebook.com/writinglab twitter: @anotherjenb stumbleupon: stumbleupon.com/stumbler/anotherjenb google+: plus.google.com/u/0/113035568086313299781/about slideshare: slideshare.net/jbarbour (download presentation)