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Taking It Online - Using Facebook in Mental Health & Social Services Promotion

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Miranda Miller
Miranda Miller

Half-hour presentation (37 slides) and discussion for Canadian Mental Health Association bi-annual Health & Wellness meeting on using social media marketing. Includes potentially problematic scenarios and tips for risk management for mental health & social services providers.

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Taking It Online Using Facebook in Health & Social Services Promotion Tips, Tricks & Risk Management Miranda Miller, for Canadian Mental Health Association
Using Facebook in Health & Social Services Promotion Agenda 1. Social Media Marketing – Fun Facts 2. SMM Benefits for Publicly Funded or NP Orgs 3. Industry-Specific Challenges & Concerns • How people use SM for health concerns • Problematic scenarios & discussion 4. The New Facebook - Timeline Pages 5. Q&A © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Social Media Marketing – Fun Facts © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Facebook… it’s kind of a big deal. © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Where is content most often shared? © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion How many Canadians are using Facebook? © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion • 31,000 people 18+ within 80km of Kincardine • 57,500 people 18+ within 80km of Owen Sound • 6.1 million people 18+ in Ontario How about in our area? © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion SMM Benefits for Publicly Funded or Non-Profit Organizations © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion SMM Benefits for NPOs • Low barriers to entry • Connect/collaborate with similar organizations • Increase exposure & raise awareness • Monitor conversations • Manage misinformation – important in health • Stay connected with donors, partners, etc. • Raise funds online through social networks © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Turn your Facebook Page into a fundraising hub. (www.causes.com) © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Make new contacts through organized chats. (TweetChat.com) © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Take advantage of discounts offered to non- profits by many SMM management companies. (SproutSocial.com) © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Interact publicly, on your Page or someone else’s, or privately through Facebook’s new messaging for Pages to control information and protect privacy. © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Industry-Specific Challenges & Concerns © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion How are people using social media in healthcare right now? © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Those with health concerns are more likely to engage, trust and share on social networks. © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Let’s look at a few scenarios illustrative of the concerns a mental health or social services organization may have in using Facebook… © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Scenario #1 – Threat to Harm Self How would your team manage a user post about suicide posted on your Page? © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion #1 – Preparedness is Key • Staff or volunteers managing social presence need same training as those interacting with patients/clients/public over the phone or in person. • Established policies and procedures are key, as in other communication channels. • Be aware that people may use your channel for purposes other than those intended. © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Educate Users Use your About, Cover Photo, and even an App to inform users of help resources and when/how the page is monitored. © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion #2 – Unfounded/Private Complaint How would your team manage a user posting a complaint that is better settled privately? © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion #2 – Go by the Book • What does your Social Media Policy and corresponding Procedure advise? • Disengage the user publicly, engage privately, diffuse the situation, and inform them you are deleting the public post. • Post a standard message to your Page informing followers that a post was removed, state why, reinforce proper use of Page. © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Educate Users Show your responsiveness, set realistic expectations, enforce policies, encourage positive interaction. © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion #3 – Spam or Persistent Unwanted Contact How would your team manage a user posting spam on your Page or harassing, attacking, or otherwise acting inappropriately? © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion #3 – Use Your Judgment • Do you know the person as a patient or client and is a face-to-face conversation an option? • How inappropriate are the posts or messages? Do they warrant blocking the user? At what point should a Page manager escalate to management or authorities? • Policies and Procedures should dictate which types of content are removed, when, and by whom. © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Educate Users Get the interaction out of the public eye, using Messaging if contacted first, or consider blocking the user to prevent further damage to your brand. © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion The New Facebook - Timeline Pages © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Open Graph & Apps Image Source: developers.facebook.com © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion News Ticker © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Timeline Pages © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Timeline Pages © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Pinned Posts © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Cover Images Go to www.facebook.com/help/?faq and ask about cover image rules. © 2012, Miranda Miller
Using Facebook in Health & Social Services Promotion Q & A: Hit me with your best shot © 2012, Miranda Miller

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Taking It Online - Using Facebook in Mental Health & Social Services Promotion

  • 1. Taking It Online Using Facebook in Health & Social Services Promotion Tips, Tricks & Risk Management Miranda Miller, for Canadian Mental Health Association
  • 2. Using Facebook in Health & Social Services Promotion Agenda 1. Social Media Marketing – Fun Facts 2. SMM Benefits for Publicly Funded or NP Orgs 3. Industry-Specific Challenges & Concerns • How people use SM for health concerns • Problematic scenarios & discussion 4. The New Facebook - Timeline Pages 5. Q&A © 2012, Miranda Miller
  • 3. Using Facebook in Health & Social Services Promotion Social Media Marketing – Fun Facts © 2012, Miranda Miller
  • 4. Using Facebook in Health & Social Services Promotion © 2012, Miranda Miller
  • 5. Using Facebook in Health & Social Services Promotion Facebook… it’s kind of a big deal. © 2012, Miranda Miller
  • 6. Using Facebook in Health & Social Services Promotion © 2012, Miranda Miller
  • 7. Using Facebook in Health & Social Services Promotion Where is content most often shared? © 2012, Miranda Miller
  • 8. Using Facebook in Health & Social Services Promotion How many Canadians are using Facebook? © 2012, Miranda Miller
  • 9. Using Facebook in Health & Social Services Promotion • 31,000 people 18+ within 80km of Kincardine • 57,500 people 18+ within 80km of Owen Sound • 6.1 million people 18+ in Ontario How about in our area? © 2012, Miranda Miller
  • 10. Using Facebook in Health & Social Services Promotion SMM Benefits for Publicly Funded or Non-Profit Organizations © 2012, Miranda Miller
  • 11. Using Facebook in Health & Social Services Promotion © 2012, Miranda Miller
  • 12. Using Facebook in Health & Social Services Promotion SMM Benefits for NPOs • Low barriers to entry • Connect/collaborate with similar organizations • Increase exposure & raise awareness • Monitor conversations • Manage misinformation – important in health • Stay connected with donors, partners, etc. • Raise funds online through social networks © 2012, Miranda Miller
  • 13. Using Facebook in Health & Social Services Promotion Turn your Facebook Page into a fundraising hub. (www.causes.com) © 2012, Miranda Miller
  • 14. Using Facebook in Health & Social Services Promotion Make new contacts through organized chats. (TweetChat.com) © 2012, Miranda Miller
  • 15. Using Facebook in Health & Social Services Promotion Take advantage of discounts offered to non- profits by many SMM management companies. (SproutSocial.com) © 2012, Miranda Miller
  • 16. Using Facebook in Health & Social Services Promotion Interact publicly, on your Page or someone else’s, or privately through Facebook’s new messaging for Pages to control information and protect privacy. © 2012, Miranda Miller
  • 17. Using Facebook in Health & Social Services Promotion Industry-Specific Challenges & Concerns © 2012, Miranda Miller
  • 18. Using Facebook in Health & Social Services Promotion How are people using social media in healthcare right now? © 2012, Miranda Miller
  • 19. Using Facebook in Health & Social Services Promotion Those with health concerns are more likely to engage, trust and share on social networks. © 2012, Miranda Miller
  • 20. Using Facebook in Health & Social Services Promotion Let’s look at a few scenarios illustrative of the concerns a mental health or social services organization may have in using Facebook… © 2012, Miranda Miller
  • 21. Using Facebook in Health & Social Services Promotion Scenario #1 – Threat to Harm Self How would your team manage a user post about suicide posted on your Page? © 2012, Miranda Miller
  • 22. Using Facebook in Health & Social Services Promotion #1 – Preparedness is Key • Staff or volunteers managing social presence need same training as those interacting with patients/clients/public over the phone or in person. • Established policies and procedures are key, as in other communication channels. • Be aware that people may use your channel for purposes other than those intended. © 2012, Miranda Miller
  • 23. Using Facebook in Health & Social Services Promotion Educate Users Use your About, Cover Photo, and even an App to inform users of help resources and when/how the page is monitored. © 2012, Miranda Miller
  • 24. Using Facebook in Health & Social Services Promotion #2 – Unfounded/Private Complaint How would your team manage a user posting a complaint that is better settled privately? © 2012, Miranda Miller
  • 25. Using Facebook in Health & Social Services Promotion #2 – Go by the Book • What does your Social Media Policy and corresponding Procedure advise? • Disengage the user publicly, engage privately, diffuse the situation, and inform them you are deleting the public post. • Post a standard message to your Page informing followers that a post was removed, state why, reinforce proper use of Page. © 2012, Miranda Miller
  • 26. Using Facebook in Health & Social Services Promotion Educate Users Show your responsiveness, set realistic expectations, enforce policies, encourage positive interaction. © 2012, Miranda Miller
  • 27. Using Facebook in Health & Social Services Promotion #3 – Spam or Persistent Unwanted Contact How would your team manage a user posting spam on your Page or harassing, attacking, or otherwise acting inappropriately? © 2012, Miranda Miller
  • 28. Using Facebook in Health & Social Services Promotion #3 – Use Your Judgment • Do you know the person as a patient or client and is a face-to-face conversation an option? • How inappropriate are the posts or messages? Do they warrant blocking the user? At what point should a Page manager escalate to management or authorities? • Policies and Procedures should dictate which types of content are removed, when, and by whom. © 2012, Miranda Miller
  • 29. Using Facebook in Health & Social Services Promotion Educate Users Get the interaction out of the public eye, using Messaging if contacted first, or consider blocking the user to prevent further damage to your brand. © 2012, Miranda Miller
  • 30. Using Facebook in Health & Social Services Promotion The New Facebook - Timeline Pages © 2012, Miranda Miller
  • 31. Using Facebook in Health & Social Services Promotion Open Graph & Apps Image Source: developers.facebook.com © 2012, Miranda Miller
  • 32. Using Facebook in Health & Social Services Promotion News Ticker © 2012, Miranda Miller
  • 33. Using Facebook in Health & Social Services Promotion Timeline Pages © 2012, Miranda Miller
  • 34. Using Facebook in Health & Social Services Promotion Timeline Pages © 2012, Miranda Miller
  • 35. Using Facebook in Health & Social Services Promotion Pinned Posts © 2012, Miranda Miller
  • 36. Using Facebook in Health & Social Services Promotion Cover Images Go to www.facebook.com/help/?faq and ask about cover image rules. © 2012, Miranda Miller
  • 37. Using Facebook in Health & Social Services Promotion Q & A: Hit me with your best shot © 2012, Miranda Miller