The document summarizes key points from a presentation about changing perceptions with social media. It discusses how social media allows for two-way communication and user-generated content. It also notes that over half of people get news from social media and the top social media platforms used by companies. The document then discusses addressing myths about social media, legal issues like HIPAA, and the importance of having social media policies.

1. Changing Perceptions with Social Media Heather Whaling [email_address] prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling

2. Today’s Schedule 9:30-11:45 Part 1: Intro, Myths, Policies, Tools 11:45 - 12:45 Lunch 1-1:50 Part 2: Getting Social … 2-3 Panel Discussion

3. Communication Evolution Photo credit: gothopotam Photo credit: laffy4k

4. Social media: Channels for interacting, using accessible publishing techniques. Social media use web-based technologies to transform and broadcast monologues allow the creation and exchange of user-generated content. -- Wikipedia

5. 51% of people get news from people they “follow” (Pew Study)

6. 79% of the FORTUNE 500 use Twitter, Facebook, YouTube or blogs to communicate with customers, with Twitter as the platform of choice (Burson-Marsteller Fortune Global 100 Social Media Survey)

7. More than 25% of Americans 50+ stay connected using Facebook, MySpace and Twitter Source

8. Americans spend 57 minutes a day getting news from traditional media (same as in 2000) and AN ADDITIONAL 13 MINUTES each day consuming news on the web (excluding mobile) (Pew Research Center, Sept. 2010)

9. BFF and Hashtag are now in the New Oxford American Dictionary

10. Dialogue Photo credit: Roland One-way communication isn’t as effective as two-way communication

11. What Are We Talking About? Social media isn’t: Traditional outreach “digitized” Broadcasting A quick fix Free Stand alone Tools Social media is: Insightful Collaborative Strategic Valuable … when done correctly Relationships Service-oriented

12. What’s that mean? Interactive vs. Authoritative Personal vs. Institutional “ Narrowcast” vs. Broadcast

13. Social Media Myths

14. Social Media Means Losing Control 1

15. It’s Just a Fad 2

16. Kids, Hipsters & Geeks Dominate 3 Source

17. Narcissism Rules 4 Source

18. Takes too much time 5 Source

19. Your turn What have you heard about SM? Your Turn: What have you heard? What are your concerns?

20. Before Jumping In … What happens if someone says something negative? What HIPPA and legal issues? Do we need a social media policy?

21. Truth about Negativity Not as big a problem as you think, but … Type of Negativity Respond? Straight Problems Y Constructive Criticism Y Merited Attack Y “ Hate mail” Depends … Trolling/Spam Delete

22. HIPPA HIPAA requires that a patient's identity and personal health information be protected (Protected Health Information, PHI) Prepare content for public consumption Release forms Bottom line: Lots of info to share without sharing client/patient details

23. HIPPA: An Example Adult Flu Blitz Nurse of the Year Volunteers Needed for Streets Alive! Health Watch Art exhibition

24. Social Media Policies Always be transparent: Identify yourself and who you work for. Don’t “plant” comments. Be careful with “ghostwriting.” Understand what’s private and what’s public. Be yourself … not a “mouthpiece.” People may assume you’re speaking on behalf of your employer, even when you’re speaking as an individual. Stick to your area of expertise.

25. Policy Suggestions (cont.) Respond. Answer questions. Show appreciation. Welcome feedback and suggestions. Avoid commenting on legal matters and litigation. Avoid participating in a “crisis situation.” Disagreement is ok, as long as it’s respectable. If it’s becoming heated, don’t disengage abruptly. It’s ok to ask for help. Learn from your mistakes.

26. Moderation Guidelines Pre-moderation -- user name, email address and moderation to avoid spam ”The good, the bad, and the ugly” Positive or negative content in context of the conversation will be approved Ugly, offensive, denigrating, out-of-context content will be rejected

27. Intro slide The Tools The Big 3: Facebook, Twitter, Blogs

28. More than 500 million active users 50% log on at least 1x/day Average user has 130 friends Average user is connected to 80 pages, groups and events 150+ million users access Facebook through mobile devices Let’s take a look …

29. What to Share? Update the page daily (twice a day is even better) Check twice a day for comments, questions that need responses Be personable. Respond promptly. Address people by name. Ask questions, share articles, events, resources Include photos and video Use “@” tagging. But don’t be spammy. Generate comments, “likes” & sharing

30. 17 million Americans use Twitter Equivalent to combined populations of CT, OR, KY, KS & OK 35% of Twitter users live in urban areas 3x’s more likely to follow brands than Facebook users 25% of Twitter users are African American 53% of users never post updates Let’s take a look … Source

31. Setting Up Update your profile Add a photo Add Twitter to appropriate email signatures Incorporate on your blog, website, Facebook, enewsletter, etc

32. Interacting & Engaging Find local people, businesses, news outlets & nonprofits to follow (2-3xs/week) Revew your stream to find messages to reply to or retweet (2 xs/day) Repond to people who @ or DM you (2 xs/day) Be engaging: Ask questions Share relevant, helpful news articles, resources and multimedia Keep listening

33. Half of all Internet users read blogs 60% by 2014 Blogging vs. Blogger Outreach Types of blog content: Video Photos Written text Infographics

34. Blogging Tips Posts are not press releases or brochures Read & comment on other blogs Write in language your audience understands (lose the jargon!) Be timely Headlines are critical Build an audience by posting frequently, consistently

35. … but those are just some of the tools

36. Plan Smart. Implement Smarter. Source: Zack Heller

37. Photo Credit: First Monday, Orlando Chamber of Commerce

38. • • • what do you want to accomplish? • • •

39. Be Strategic Step 1: Identify goals & purpose Step 2: Create SMART objectives Step 3: Research and listen Step 4: Develop a network Step 5: Integrate online and offline Step 6: Measure ROI and ROE

40. Step 1: Identify Goals & Purpose Education Advocacy Shape perceptions Recruit volunteers Program/event registration Increase transparency & accountability Create a stronger dialogue with constituents Collaboration Others??

41. Step 2: Measurable Objectives S pecific M easurable A ttainable R ealistic T ime-sensitive Photo credit: Knickerstwist

42. • • • What do you want to do? Who do you want to reach? How will you measure progress? What’s the deadline? • • •

43. Step 3: Research and Listen Who are you trying to reach? How are they using social media? What are people saying? Where are they saying it? Free online monitoring tools: Google Alerts, BlogSearch Addictomatic.com Netvibes Hootesuite, Tweetdeck Search.Twitter.com/Advanced Nielsen’s BlogPulse “ If you’re always talking, you’re not listening.” – Chris Brogan

44. Step 4: Develop a Network Choose the right tools Start interacting Create interesting content Focus on strategy Cultivate influencers Promote others Be creative Share, share, share

45. Step 5: Integrate Online & Offline Cross-promote content Balance traditional communication and social media Enhance media relations Talk to reporters on social networks HARO Pitchengine.com Use offline tools to drive online efforts … and visa versa

46. Step 6: Measure Return on Insight Return on Engagement Twitter followers, lists, retweets and link open-rates Blog comments, traffic, inbound links Facebook fans, wall posts and comments YouTube ratings, embeds on other sites Event registrations Anecdotal evidence Benchmark & Research

47. Intro slide: Case studies Case Studies: Who’s Doing it Well?

48. Independence First

49. Case Study: My Invisible Disabilities Community

50. Case Study: Coalition for the Homeless of Central Florida

51. Situation: Drastic decrease in food donations Idea: Food drive powered by social media Goal: 400 lbs. Implementation: Announced online Blog, Twitter, Facebook, Flickr Result: Raised 1,000+ lbs The Coalition’s “ Can” Care Challenge

52. guest post from winning company

53. Exercise: Content Creation • • • content creation • • •

54. Exercise: Writing for different mediums • • • writing for different mediums • • •

55. Collaboration. Integration. Social Good. Heather Whaling [email_address] @prTini for slides & resources: bit.ly/OhioPI subscribe to my blog: bit. ly/prTini