Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

HANDOUT: Connecting with your Community through Social Media


Published on

Handout prepared for 5th Annual Community Health Worker Conference, Grand Rapids, MI August 22, 2012.

  • Be the first to comment

  • Be the first to like this

HANDOUT: Connecting with your Community through Social Media

  1. 1. Connecting with your Community through Social MediaLearn how social media tools could help your organization connect in new, different, and interactive wayswith the communities you serve. We will explore tools like Twitter, Facebook, blogs, etc., with a focus onhow to get started and drawing examples from other public health campaigns. We’ll discuss some of thechallenges of implementing social media in a public health organization, and provide resources for freeonline training.Through this session, we will: • Identify opportunities for social media in public health • Describe potential roadblocks to successful social media use • Learn how to get started with common social media tools • Explore ways social media tools can help you learn more about your communities • Examine best practices in social media for public health • Increase awareness of free online resources for training in social mediaWarming Up: Questions to Consider 1. To be successful, a social media campaign takes at least 3 hours/week. True False 2. Facebook records a lot of information about the people who visit each page, but I can’t get that information unless I pay for it. True False 3. What is a hashtag? A) Used to identify a topic in Twitter B) Used to separate a portion of a Blog C) Used to tag friends on Facebook 4. What is “crowdsourcing” and how does it relate to social media and public health? 5. What is this? What can I do with it?August 22, 2012 Lorelei Woody, MLIS thSpectrum Health: 5 Annual Community Health Worker Conference loreleiwoody@gmail.comGrand Rapids, MI
  2. 2. Connecting with your Community through Social MediaWhat is Social Media? “Social media” can describe any web-based technology that allows two-way communication and creation or sharing of content. Online communities, such as Facebook, are examples of social media; so are customer reviews on retailer websites. MORE INFO: Social Media in Plain English Who’s using Social Media for Public Health? Geographic distribution of Public Health Department Facebook Pages found via web survey August 2010.Who’s using Social Media? • Use of social networking sites is most popular with those ages 18-49, those with some college education, and those with a household income of less than $30,000 per year. • Slightly more women (66% of online users) than men (60%), use social media • In 2012, 48% of online adults use social networking in a typical day (increase from 43% in 2011, and 27% in 2009) • Of social network users, 92% were on Facebook; 29% used MySpace; 18% used LinkedIn; and 13% used Twitter. Use of Twitter has quadrupled since 2010. MORE INFO: PEW Internet: Social Networking, May 31, 2012: MORE INFO: Use of Facebook among Public Health Organizations, 2010: are they using it for? • Most users on social networking sites say the desire to connect with old friends is the primary reason they use social media.August 22, 2012 Lorelei Woody, MLIS thSpectrum Health: 5 Annual Community Health Worker Conference loreleiwoody@gmail.comGrand Rapids, MI
  3. 3. Connecting with your Community through Social Media • While 80% of adult internet users (59% of all adults) have looked for health information online, only 15% of social network users (7%) of all adults have gotten health information via social network sites. • 34% of internet users (25% of all adults) have read someone else’s personal commentary or experience with a particular medical issue in an online news group, website, or blog • 27% of internet users (20% of all adults) have tracked their weight, diet, exercise routine or some other health indicators or symptoms online. • 25% of internet users have watched an online video about health or medical issues. • 23% of social network users (11% of all adults) have used a social network site to share their own health experiences or follow a friend’s medical condition • 18% of internet users (13% of all adults) have gone online to find other people who have health concerns similar to their own MORE INFO: PEW Research Center: The Social Life of Health Information, 2011: MORE INFO: PEW Research Center: Why Americans use Social Media, 2011: What are they talking about? Word cloud from ten most recent wall posts from public health department Facebook pages combined (August 2010)Why use Social Media for Public Health? We know an audience is there. We know the majority of Americans look for health information online. We know that daily use of social media is growing. We know that users are interested in connecting with other people like them, or with similar concerns and interests. We can help facilitate this by being present; disseminating our own content, and engaging with our local communities within the social media realm! MORE INFO: Can Facebook Make Us Adopt Better Health Practices? MORE INFO: On Social Marketing and Social Change 22, 2012 Lorelei Woody, MLIS thSpectrum Health: 5 Annual Community Health Worker Conference loreleiwoody@gmail.comGrand Rapids, MI
  4. 4. Connecting with your Community through Social MediaPotential Barriers to Social Media Use:Privacy Concerns: Questions to ask before Whenever health information comes up, privacy you start:concerns enter the picture. It is important to note that youcan control who can post to your social media sites and WHY use social media?can monitor content other people add. View examples of Meet a particular need; solve aSocial Media policies and guidelines from Public Health specific problem; reach out to aorganizations here: target audience? Have a definition of success so you canTechnical Difficulties maintain buy-in and support and IT support is needed to allow network access for many track your progresssocial media sites that might normally be blocked within anorganization. WHO is your audience? Different demographic groupsTime Commitment are known to be heavier users of Dedicated time must be invested in maintaining your different technologies. Researchorganization’s social media presence, yet it need not be and determine which tools aresubstantial. Use cross-sharing tools to make your social more likely to engage your targetmedia most effective! Of the public health departments we groupsurveyed regarding Facebook use, nearly 2/3rds of thosewho felt their Facebook campaigns were successful spent HOW will you engage with your1 hour or less per week maintaining their site! communities?( Do you want to solicit responses, ideas, or feedback from your communities? Do youUnfamiliar Technology want primarily to broadcast your Allow time for staff to play! Let members of your own message? Will you beorganization experiment with social media tools while at sharing mostly text, audio, video,work – perhaps on one particular ‘training day’ if this is not or all of the above? Some toolstypically permitted. The more diverse voices you bring to are better for specific types ofthe table, the more effective your social media strategy can media of messagesbe at reaching your various audiences!( WHAT do you want to accomplish?Plan for Sustainability Is your goal simply to be visible Consider WHY? Why are you using social media? Is in the social media realm? Arethere a particular population you are trying to reach? What you looking for strategies tomessage do you have to share? How will you keep it effect behavior change through agoing? To be effective, your use of social media must social media intervention? Yourmeet a real need. goals will drive your choice of tools and your strategy forDefine Success getting there.How will you measure the impact of your social mediaefforts? Number of friends? Number of comments? HOW much time will you dedicate to this effort & WHO will maintain it?Basics of Social Media ROI ( Calculator ( 22, 2012 Lorelei Woody, MLIS thSpectrum Health: 5 Annual Community Health Worker Conference loreleiwoody@gmail.comGrand Rapids, MI
  5. 5. Connecting with your Community through Social MediaGetting Started with Social Media Tools Facebook: A social networking site that allows users to create personal profile pages that display select information such as employer, photos, links, and status messages. Users can plan events, share links, photos, and comment on each others’ activities. Organizations and businesses can create profiles and interactive pages to share information with potential customers or clients, or solicit feedback or comments. Learn more about online social networks: Create a business or organizational page: View other public health Facebook profiles here: Tips: • Photos are an easy way to let your fans see who you are and what you do; adding a personal face to an organization. Letting users submit their own photos is another way to encourage them to engage with you on Facebook • Successful pages use a variety of content: embedded videos, question polls, comments, events, shared links. When sharing links, customize the title, description and thumbnail to emphasize the important points of the shared article and add your own comments explaining why you think it is important or relevant. The personal touch is often what engages the audience! • Promote your Facebook page! Add a Facebook link to your website; suggest that your friends become a ‘fan’ of your page. Consider buying advertising within Facebook. Twitter: A social network and microblogging site that allows users to create a minimal profile and share content in a message called a “Tweet.” Tweets can be up to 140 characters and may include links to other websites, news stories, and photos. Users interact with each other by replying, following, or re-tweeting messages. Learn more about Twitter: How to use Twitter: Create a Twitter account here: View tweets about #PublicHealth:!/search/%23publichealth Tips: • Find people to follow. Identify key organizations or individuals with similar interest and sign up to “follow” them to easily view their tweets. • Use appropriate #hashtags in your tweets to have your messages easily found and shared or picked up by others. Search for key terms related to your interests and save the search to easily find and view new tweets on a particular topic. • Use the @ symbol to respond to other’s comments or questions, and use RT to “re-tweet” or share someone else’s message under your own profile. • Make links shorter with an online application like: or 22, 2012 Lorelei Woody, MLIS thSpectrum Health: 5 Annual Community Health Worker Conference loreleiwoody@gmail.comGrand Rapids, MI
  6. 6. Connecting with your Community through Social Media Blogs: A type of website that allows for easy creation, customization, and hosting. Blogs are quick and easy to update and are characterized by the ability to create “posts” that contain new content for the site. Like entries in a journal, posts are arranged in reverse chronological order so that the newest content appears at the top of the page. Usually has an option for comments or other participatory reader features. Learn more about blogs: Create a Blog via: WordPress ( or Blogger ( View other public health blogs: Tips: • Post often! Keep content fresh to keep readers coming back. Incorporate images and media clips as well as text. • Enable commenting to allow your readers to respond to your posts. This two-way communication is what social media is all about. • Invite several people to be authors: blogs are easier to update than traditional web pages, and writers can be distributed in various locations. YouTube: YouTube is a video sharing site that allows members to upload, organize and share content. Anyone can access public content. The format of a YouTube video makes it easy to share via other social media sites such as Facebook or to share links in email. Learn more about customizing your own YouTube channel: Create a YouTube account: View examples of public health campaigns on YouTube: Tips: • Consider hosting a video contest, inviting submissions from your community. Many cell phones, laptops, and digital cameras have video functionality; no special equipment is needed! Great way to increase engagement with your community and generate free content for your website at the same time. • Create a distinct and consistent “brand” for your channel. Customize the look and feel of your page by adding your logo and colors. Be sure to use appropriate tags to make your channel “findable”! • Include descriptions for each video you post and choose appropriate tags. Make sure your video is set to “Public.” Be mindful of the title you set; this is the “Headline” for the video clip. • Be timely in your comment responses. This lets users know that the channel is actively supported, and someone is listening.August 22, 2012 Lorelei Woody, MLIS thSpectrum Health: 5 Annual Community Health Worker Conference loreleiwoody@gmail.comGrand Rapids, MI
  7. 7. Connecting with your Community through Social Media Pinterest: An online bulletin board where users can create themed collections of web content linked through images on page. Similar to Twitter, users can follow people with similar interests, and can re-pin material from each others’ boards onto their own. To add something to one of your Pinterest boards, look for a “Pin-It” button. If you don’t find one, you can copy/paste the URL into your Pinterest account and add it directly. Learn more about Pinterest: Create a Pinterest account: Follow other public health organizations’ pins: Add a Pinterest button to your website: Tips: • Add a “Pinterest” button to your website. This will encourage readers to add tips and images you post to their own bulletin boards, where they can be seen by others – reaching a much larger audience than your original post! • Use visually arresting images. Pinterest allows you to add comments beneath items and it will link to web pages, but it is primarily a visual space. Augmented Reality: Enhancing real world, real-time environments with technology is called “augmented reality”. This can be high tech, large scale (e.g. personal ‘heads up’ display on eyeglasses; applications using GPS on your smart phone to recommend local restaurants, farmers’ markets, sightseeing, or educational trivia) or lower tech, smaller scale (e.g. codes located throughout your building to give people a direct link to more information about particular resources or services; codes embedded on a menu to pull up full nutritional information) Learn more about Augmented Reality: How it works: Find a QR code generator you like: More about QR codes: Tips: • Make sure that the technology you want to use is accessible to your population. QR codes can be read by nearly any mobile device with a camera and internet connection. Consider embedding information at point of need.Make your Social Media Tools work for you! Connect your social media accounts: have your twitter feed appear on your website. Make yourblog posts show up on your Facebook. There are many free administrative tools or mini-applicationscalled widgets to connect your accounts and streamline your social media workflows. Make yoursocial media content pull double-duty!Hootsuite: Learn more: Get started: Get started: Feeds: Learn more: Example: More: August 22, 2012 Lorelei Woody, MLIS th Spectrum Health: 5 Annual Community Health Worker Conference Grand Rapids, MI
  8. 8. Connecting with your Community through Social Media Learning more about your Community and Assessing your Impact: You know all the information you fill out to whenever you create a profile online? Social media tools track that kind of information, and can provide you with some pretty powerful insights about the audience you are actually reaching with your social media efforts. Nearly every social media tool comes with some element of “analytics” built in to it. You can also use several free, third-party applications to track your audience across social media platforms. Don’t forget: a very easy way to learn more about your communities is to pay attention to the comments they leave and the kinds of topics they respond to! Leverage the collaborative, interactive features of social media to initiate two-way communication with your community. Google Analytics: Track visitors to your website and activity by day, time, and location Get started: Use Google Analytics to track social media success: Facebook Insights: See which posts generate most user responses (shares, comments, likes); view information about your fan base (demographics, etc); and see trends in use of your Facebook page over time of day, week, etc. Get started: Klout: This application tries to assess the impact of your online activity, across social media platforms. It tracks how many times your posts are shared, how many potential viewers it reached, as well as tracking who influences your social media content. Get started: Hashtracking: Allows you to see trends in Twitter posts from a particular location or other set of parameters. This can help identify hot topics in your local area, or find out who else is interested in the same topics as you are. Get started: & Public Health: The participatory nature of social media allows new opportunities for data collection, epidemictracking, and population monitoring relevant to public health. Check out these crowd sourced tools:Google Flu Trends: Uses search information and IP ranges to chart likely patterns of influenza symptoms around the world. View more information to see how closely this predictive model matches past CDC Flu data!World Health Map: Scans local news sources around the globe and relies on individual reports to highlight areas of potential disease or epidemic worldwide. August 22, 2012 Lorelei Woody, MLIS th Spectrum Health: 5 Annual Community Health Worker Conference Grand Rapids, MI
  9. 9. Connecting with your Community through Social MediaLearning more about Social Media: Resources for Online TrainingMichigan Public Health Training Center: Social Media Tools Course: • Designed for the social media novice, contains walkthroughs for getting started with various social media tools, and examples of use in public health.Health Information Group: New Media Primer for Health Professionals: • Maintained by Georgetown University’s Public Policy Institute and Maternal & Child Health Library, this site gives an accessible introduction to a variety of web and social media concepts.The Health Communicator’s Social Media Toolkit (CDC) • Fantastic resource! Includes instructions and best practices for specific tools, and guidance for developing a social media strategy for your organization. Lots of examples throughout.Northwest Center for Public Health Practice: Use of social media tools, public health examples: • This page offers a recorded audio presentation, PowerPoint slide sets, sample policy documents, and answers to audience Q & A. Very detailed & accessible, August 2010.Common Craft video series: • Simple, clear descriptions of complex social media concepts and technologies.Learning 2.0 Project: • Program material for introducing social media tools and training to staff in your organizationWebicinia: • Curated list of social media training resources, presentations, and example sites in health care and public health.White Paper: Using Social Media Platforms to Amplify Public Health Messages: • From Georgetown University, Center for Social Impact Communication; describes best practices for initiating social media campaigns; focus on public health.APHA – Social Media: • Collection of material about social media: primer/glossary, guidelines for communicating in emergency situations, webinar and Q&A about social media for public healthSocial Media @ CDC: • Portal to all social media campaigns run by CDC. Very rich content; good for best practices8 Great Public Health Campaigns Using Social Media: • Examples of successful social media campaigns for public healthAugust 22, 2012 Lorelei Woody, MLIS thSpectrum Health: 5 Annual Community Health Worker Conference loreleiwoody@gmail.comGrand Rapids, MI