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  1. 1. Leveraging a Contact Center for Facebook Community Management<br />Lakshmi Grama, M.A., M.L.S<br />Senior Digital Content Strategist<br />Deborah Pearson, MPH<br />Public Health Advisor<br />National Cancer Institute<br />
  2. 2. Outline<br />NCI’s Social media strategy<br />How Facebook fits in<br />Challenges of community management<br />Leveraging NCI’s Cancer Information Service in support of community management<br />
  3. 3. National Cancer Institute<br />Part of the National Institutes of Health<br />Nation’s premier cancer research agency<br />Legislative mandate to communicate the results of research <br />
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  5. 5. NCI’s Communications Strategy<br />Reach the cancer community wherever they are, via the channels that they choose, with information that is reliable, accurate, and appropriate<br />Web<br />Facebook<br />Twitter<br />YouTube<br />LinkedIn<br />
  6. 6. Goals for NCI’s Engagement with the Facebook Community<br />Reach out to those who may want to know about how cancer research is progressing<br />Support patients, family members, caregivers who may have questions about different aspects of cancer<br />Enhance public trust in the science that we fund and support<br />
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  9. 9. Challenges in Facebook Community Management<br />Personal questions about cancer and its treatment – privacy issues<br />Activists who may “hijack” the conversation<br />People selling “cures”<br />Timeliness of response<br />Resources required to do this<br />
  10. 10. NCI’s Cancer Information Service1-800-4-CANCER<br />
  11. 11. Our Community Management Playbook<br />Post messages/content that is timely, educational, helpful<br />Have a clear comment policy<br />Monitor posts carefully<br />Be responsive<br />Allow people to express their opinions even if they are critical of us and our research<br />Weigh in with evidence-based information even on controversial issues but don’t carry on a dialog that will go nowhere<br />
  12. 12. Question about HPV Vaccines<br />
  13. 13. Care for a Child with Cancer<br />
  14. 14. Commemorating Health Observances<br />
  15. 15. Questions About Funding<br />
  16. 16. Challenging Issues <br />Dr. Burzynski video campaign<br />XMRV study<br />
  17. 17. Antineoplastons and Dr. Burzynski<br />
  18. 18. Some Metrics<br />8,100 Friends/Fans for English and Spanish pages combined<br />For English, 60% are from the US <br />For Spanish, majority are from outside the US<br />More clicks than likes, fewer comments<br />Majority of referrals from social media sites to Web site are from Facebook<br />
  19. 19. Feedback that Makes our Day<br />
  20. 20. In Spanish As Well<br />
  21. 21. Thank youLakshmi Gramalgrama@mail.nih.gov Pearsondeborah.pearson@nih.gov<br />