Note about goals/objectives: Increase awareness is not a measurable goal, rather aim to increase interaction and improve brand perception. Note about Evaluation measures: While there are quantitative measures you can track for Evaluation purposes, it’s not necessarily about the # of followers, posts, likes, comments or retweets. It’s about providing relevant, quality content to key people willing to share your message with others. However, goals will dictate which measures are more important. For a health policy quantity could matter more because you may need to mobilize your followers to action.
Layout a plan for individuals and organizations that would be good to like or follow on Twitter. They may be other health bloggers, political officials, faith based leaders or other influencers, members of the media or news channels. While you can’t guarantee that someone will follow you on either platform, the hope is that they will follow you in return on Twitter or follow your posts on Facebook.
SHLA Background: Following Hurricanes Katrina and Rita LPHI partnered with the LA Dept of Health and Hospitals and the CDC to provide residents with important public health info while returning to affected areas. The campaign ran for 2 years then lay dormant for most of 2008. Since SHLA had some brand recognition associated with health information, we decided to relaunch it as a stand alone public health blog.
Turn over to Jason for Facebook ad campaigns
Slide place holder. Refer to NNPHI Facebook ad ppt.
Developing Social Media Strategies to Promote Public Health Campaigns and Public Health Institutes
Presenters: <br />Sherry LeCocq, Communications Coordinator<br />Jason Melancon, Director of Media & Communications<br />Developing Social Media Strategies to Promote Public Health Campaigns and Public Health Institutes<br />
This presentation will teach you:<br /><ul><li>How to create a social media/content strategy for public health campaigns
How to create a social media/content strategy to promote the work of institutes
How to develop and launch a paid advertising campaign within facebook</li></li></ul><li>What is Social Media?<br /><ul><li>Online platform for communicating with your key publics
Turns traditionally one-way communication into interactive dialogue
Offers reach, accessibility, usability and immediacy
Ex:Facebook, Twitter, Blogs, Mobile Texting</li></li></ul><li>Facebookvs Twitter<br />Facebook<br />Social portal for interacting with friends and family in relatively closed environment<br />More allowable characters than Twitter<br />Offers ads<br />Twitter<br />Open portal: anyone can follow anyone else<br />140 character limit<br />Very interactive<br />Instantaneous responses<br />Topical discussions are pooled in one stream with hashtags<br />
Building a Social Media Strategy<br /><ul><li>Define your goals: What do you hope to achieve with social media?
Define your audience(s): Who do you want to reach/engage?
Identify your resources: staff time and funding if applicable
How will you deal with negative comments?</li></li></ul><li>Get Started on Facebook or Twitter<br />Facebook<br />Sign up<br />Establish a Page<br />Post relevant content<br />Include engaging action words (like, comment, submit, watch, post, visit, share, tell us, click, etc)<br />Twitter<br />Sign up<br />Find and “follow” key people and organizations<br />Post relevant content (140 characters)<br />Take tweeting to the next level by retweeting and commenting<br />
Promotion Strategy<br />Facebook<br />Like other organizations on FB<br />Share your new professional page on your personal page<br />Directly suggest your page to personal networks<br />Run Facebook ads<br />Twitter<br />Find and “follow” key individuals<br />Pay it forward by retweeting<br />Include Twitter handles in retweets to give due credit<br />Use hashtags for specific topics (ex: #publichealth)<br />
LPHI’s Social Media Mix: Translating personal health to public health <br /><ul><li>www.StayHealthyLa.org Health Blog: an already existing health information brand established after Katrina
Let’s Be Totally Clear (Facebook and Twitter)</li></li></ul><li>Stay Healthy La’s Messaging Strategy<br /><ul><li>Provide current and relevant information that will help individuals improve their own personal health or prompt advocacy.
Provide current and relevant information that will help key leaders improve community health through healthy policies.
Occasionally mix in items that are more for intrinsic news/entertainment value.
Occasionally mix in items that showcase the work of LPHI.</li></li></ul><li>Who do we follow on Twitter?<br /><ul><li>Media (@NOLAnews, @PRNewswire, @2theadvocate, @USATodayhealth, @WSJhealth)
Government (@CedricRichmond, @BruceonHealth, @HHSGov)
Choose to pay only when people click on your ad (CPC, cost per click or CPM cost per thousand)</li></ul>Reach Your Audience<br /><ul><li>Choose your audience by location, age, interest and other identifiers.
FYI – you can change out ad creative and body copy to try an alternative ad if your ad is not performing well.</li></li></ul><li>Key Recommendations<br /><ul><li>Budget <>$1 per click x 4 = total budget
If you want on ongoing communication with people, opt for a Page versus an Event
Utilize all real estate that allows descriptions of your organization
Be properly descriptive of your organization, but use terse, simple language.
Link your FB page to your website and vice versa
Prior to the ads active monthly users were trending around 2000</li></li></ul><li>Questions?<br />Contact:<br />Jason Melancon <br />Director of Media and Communications <br />firstname.lastname@example.org<br />Sherry LeCocq <br />Communications Coordinator <br />email@example.com<br />