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1. Leveraging a Contact Center for Facebook Community Management Lakshmi Grama, M.A., M.L.S Senior Digital Content Strategist Deborah Pearson, MPH Public Health Advisor National Cancer Institute
2. Outline NCI’s Social media strategy How Facebook fits in Challenges of community management Leveraging NCI’s Cancer Information Service in support of community management
3. National Cancer Institute Part of the National Institutes of Health Nation’s premier cancer research agency Legislative mandate to communicate the results of research
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5. NCI’s Communications Strategy Reach the cancer community wherever they are, via the channels that they choose, with information that is reliable, accurate, and appropriate Web Facebook Twitter YouTube LinkedIn
6. Goals for NCI’s Engagement with the Facebook Community Reach out to those who may want to know about how cancer research is progressing Support patients, family members, caregivers who may have questions about different aspects of cancer Enhance public trust in the science that we fund and support
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9. Challenges in Facebook Community Management Personal questions about cancer and its treatment – privacy issues Activists who may “hijack” the conversation People selling “cures” Timeliness of response Resources required to do this
11. Our Community Management Playbook Post messages/content that is timely, educational, helpful Have a clear comment policy Monitor posts carefully Be responsive Allow people to express their opinions even if they are critical of us and our research Weigh in with evidence-based information even on controversial issues but don’t carry on a dialog that will go nowhere
18. Some Metrics 8,100 Friends/Fans for English and Spanish pages combined For English, 60% are from the US For Spanish, majority are from outside the US More clicks than likes, fewer comments Majority of referrals from social media sites to Web site are from Facebook
Leaders in health communication and dissemination; early innovators in Web
NCI is not just jumping on the bandwagon. We are carefully evaluating where it makes sense for us to be. As Communicators we need to be aware and engaged with how these tools and platforms are changing the way we communicate both on a personal level and on a professional level.
Augmenting what we do through other channels – the Web is still our primary channel. We get more than 5 million page views and 2.5 million visits a month. People who come to our site stay for a while – average of more than 7 minutes and The other channels augment what we do on the Web and drive traffic to the Web so users can get more in-depth information.
Market research shows clearly that Facebook ranks #1 in social networking sites that send traffic to health and medical web sites. Critical that we make our content shareable – take advantage of the multiplier effect of social media to get evidence-based content into the hands of those who will most benefit from this. With ourGood search
Welcome page for first timers – very important to brand it in such a way that it is clearly identified as a federal agency. (perhaps a bit US centric – may be should say the lead US federal agency for cancer research)
As we launched this, we thought a lot about how we would manage the presence. Would we allow people to comment, would we allow people to post on our wall. How would we deal with offensive language, how would we deal with Anticipated questions, comments, posts we may get, should we respond to every postWho would we find to respond/monitor
CIS is NCI’s link to the public. Since its inception in 1975, CIS has handled more than 10 million inquiries from patients and their families,members of the public, and health professionals regarding cancer prevention, risk factors, early detection, symptoms, diagnosis, treatment,research. Evolved with technology - Phone, Email, LiveHelp, Social media community management, public inquiriesDecline in phone calls in the 200s matched by increase in use of CIS’s online LiveHelp and email services matching the growth of use of Internet as primary resource for health information.
All our community management principles derived from years of experience dealing with the 800 number, email and response to public inquiries
We review engagment data every month, look at posts that draw the most engagement or interaction. Strive to create posts in response to what people may be thinking about.English – US followed by India, Egypt, Canada, Serbia, Mexico
