5th Annual Community Health Worker Conference, 2012 Grand Rapids, MI Connecting with your Community through Social Media

1. Connecting with your Community
through Social Media
Lorelei Woody, MLIS
loreleiwoody@gmail.com
Community Health Worker Conference
Grand Rapids, MI
August 22, 2012

2. Presenter Bio
Lorelei Woody, MLIS
loreleiwoody@gmail.com
•Medical Librarian at the Cleveland
Clinic
•Worked at University of Michigan,
involved in research & grant
projects about Social Media for
Public Health
•Designed & piloted social media
training program with Saginaw
Public Health Department

3. Handouts and Powerpoint for this
session available online:
www.slideshare.net/loreleiwoody

4. Warming Up…
1. To be successful, a social
media campaign takes at least
3 hours/week.
True False

5. Warming Up…
2. Facebook records a lot of
information about the people
who visit each page, but I can’t
get that information unless I
pay for it.
True False

6. Warming Up…
3. What is a hashtag?
A) Used to identify a topic in Twitter
B) Used to separate a portion of a Blog
C) Used to tag friends on Facebook

7. Warming Up…
4. What is “crowdsourcing” and
how does it relate to social
media and public health?

8. Warming Up…
5. What is this?
What can I do with it?

9. Agenda
I) Setting the Stage: Why Social Media?
II) Best Practices: Social Media for Public
Health
III)Getting Started: Social Media Tools
IV)Learning about your Community

10. Who’s Using Social Media?

11. Trends in Social Media Usage
Setting the Stage: Why Social Media?

12. Trends in Social Media Usage
Setting the Stage: Why Social Media?

13. Age of Social Media Users: 2008 - 2010
PEW Research Center. “Social networking sites and our lives.” (2011)
http://pewinternet.org/Reports/2011/Technology-and-social-networks.aspx

14. Social network use by age: Typical day
PEW Research Center. “65% of online adults use social networking sites.” (2011)
http://pewinternet.org/~/media//Files/Reports/2011/PIP-SNS-Update-2011.pdf

15. 65% of all adults online use
social networking sites.
-- 2011 Survey, PEW Research Group

16. 65 million
tweets are posted each day.

17. People watch
2 billion
videos a day

18. People spend over 700 billion
minutes per month on Facebook.
More than 30 billion pieces of
information is shared each month.

19. Only email & search engines
were used more frequently
than social networking sites.
-- 2011 Survey, PEW Research Group

20. How is Social Media being used in
Public Health?
Setting the Stage: Why Social Media?

21. What do Public Health Orgs Say?
• APHA Social Media Primer: Expert Round Table on Social Media & Risk
Communication During Times of Crisis: Strategic Challenges and Opportunities
– http://www.apha.org/NR/rdonlyres/47910BED-3371-46B3-85C2-67EFB80D8
• APHA : Public Health Leaders using Social Media to Convey
Emergencies: New Tools a Boon
– http://thenationshealth.aphapublications.org/content/39/6/1.2.full
• Adoption & Use of Social Media among Public Health Depts
– http://www.biomedcentral.com/content/pdf/1471-2458-12-242.pdf
• Social Media and Public Health White Paper (McMaster)
– http://smexchange.ogilvypr.com/wp-content/uploads/2010/11/OW_SM_W

22. What Does Success Look
Like?

23. Who’s using Social Media for Public Health?
Number of Facebook Pages for Public Health Departments by State (2010)
Setting the Stage: Why Social Media?

24. Define Success?
Is Anyone Listening?
Of 207 pages analyzed…
Average # of fans: 124.4
Most frequent # of fans (mode) 0.0
Middle reported # of fans (median) 54.0
96 have fewer than 50 fans (46%)
34 have more than 200 fans (16%)
Setting the Stage: Why Social Media?

25. Success Requires…
• Clear expectations
• Shared goals
• Administrative support
• Technical capacity
• Committed staff
• Time & support
• Intentional Planning!
Setting the Stage: Why Social Media?

26. Planning your Strategy
• Listen to and monitor social chatter
• Brand your organization across social media
platforms
• Broadcast your message across social media
• Promote your social media profile and social
bookmarking
• Engage your audience through social media
Setting the Stage: Why Social Media?

27. Targeting your Audience
Setting the Stage: Why Social Media?

28. Targeting your Audience
Age of user, by social network platform
PEW Research Center. “Social networking sites and our lives.” (2011)
http://pewinternet.org/Reports/2011/Technology-and-social-networks.aspx
Setting the Stage: Why Social Media?

29. Targeting your Audience
Social Network Users: Breakdown by Gender
PEW Research Center. “Social networking sites and our lives.” (2011)
http://pewinternet.org/Reports/2011/Technology-and-social-networks.aspx
Setting the Stage: Why Social Media?

30. Age of users in USA Users by sex
Setting the Stage: Why Social Media?
checkfacebook.com

31. Goals should drive your Social Media
APHA Social Media Primer (2011)

32. Barriers
to Use

33. Barriers to Use: Staff Time
Of those who perceived their Facebook
effort to be Very Effective:
• All have two people working on their page
• 66% spent 1 hour or less per week; 34%
spend 2-3 hours per week
• All have some direct involvement from
senior staff
Setting the Stage: Why Social Media?

34. Policy Concerns

35. Policy: Practice & Resources
• Internal & External Use Policies
– Part of Employee Handbook
• Disclaimer on sites
• Moderate comments
Setting the Stage: Why Social Media?

36. Setting the Stage: Why Social Media?

38. Policy: Practice & Resources
• Sample Policies:
– HHS Center for New Media: Policies & Standards
http://newmedia.hhs.gov/standards/index.html
– NWCPHP Social Media for Public Health Examples
http://www.nwcphp.org/training/hot-topics/2010-hot-top
– CDC Social Media Tools, Guidelines & Best Practices
http://www.cdc.gov/SocialMedia/Tools/guidelines/
Setting the Stage: Why Social Media?

39. HHS New Media
Setting the Stage: Why Social Media?

40. HHS New Media

41. HHS New Media

42. NWCPHP
Setting the Stage: Why Social Media?

43. NWCPHP

44. NWCPHP

45. CDC Social Media
Setting the Stage: Why Social Media?

46. CDC Social Media

47. Best Practices

48. 1. Listen
• ALLOW comments
• INVITE feedback
• START discussions
• ACTIVELY ENCOURAGE conversations

49. 2. Timeliness
• RESPOND to comments
• ACKNOWLEDGE participation
• UPDATE frequently
• Be aware of TRENDING topics

50. 3. Branding
• CUSTOMIZE instead of template
• BE CONSISTENT in visual image, tone
• Provide complete CONTACT info

51. 4. Connect with yourself
• LINK your accounts
– Make your Blog posts show up on your
Facebook Page
– Stream your Tweets to your Website
• Use EFFICIENCY tools; widgets

52. 5. Be a Cheerleader
• PROMOTE your presence
• LINK to others

53. Getting Started with
Social Media

54. What is Social Media?
Common Craft video Getting Started: Social Media Tools

55. Social Media for Public Health Practice
• Training Resources:
– CommonCraft videos: http://bit.ly/am9XNd
– MPHTC Social Media Tools: http://bit.ly/MFGRyU
– New Media Primer: http://bit.ly/OOFVcI
– Webicina: http://www.webicina.com/public-health/
• Best Practices:
– CDC Social Media Toolkit: http://1.usa.gov/dbql6i
– Quick Tips Sheets: http://bit.ly/NVgv8f
Getting Started: Social Media Tools

56. Common Craft Videos

57. MPHTC Course

58. MPHTC Course

59. New Media Primer

60. Webicina

61. CDC Social
Media Toolkit

62. Social Media Toolkit

63. Social Media Toolkit

64. Quick Tips Sheets

65. Quick Tips Sheets

66. Social Media Tools

67. What is social networking?

68. Facebook
• Social Networking Site
– users create a profile with photos, personal
information, etc., and connect with each other as
“friends”
– Organizations create a page, which is similar to a
profile, or a group, which has more limited
membership
– Can be used to plan events, share information,
solicit feedback, promote your organization
Getting Started: Social Media Tools

69. Facebook: Resources
• Getting Started:
– Facebook in plain English (video) http://bit.ly/ONBcbk
– Create a Page: https://www.facebook.com/pages/create.php
• Examples
– Facebook Pages of Health Depts: http://bit.ly/Ne83jG
• Best Practices
– CDC Guidelines: http://bit.ly/NzX4CQ
Getting Started: Social Media Tools

70. Facebook: Creating a Page
Pages Groups
Corporate interaction Personal interaction
Allows only updates Limited size allows emails
Anyone can ‘fan’ a page Greater permission control
Indexed by search engines No applications
Getting Started: Social Media Tools

71. Facebook: Creating a Page

72. Facebook: Creating a Page

73. Facebook: Creating a Page
Getting Started: Social Media Tools

74. Facebook: Creating a Page
Getting Started: Social Media Tools

75. Facebook: Creating a Page
Getting Started: Social Media Tools

76. Facebook: Page Admin
Getting Started: Social Media Tools

77. Facebook: Page Admin

78. Facebook: Sample Page

79. Facebook: Sample Page

80. Facebook: About/Info

81. Facebook: Photos

82. Facebook: Events

83. Facebook: Events

84. Ad
Campaign

85. Facebook: Buying Ads

86. Facebook: Buying Ads

87. Facebook: Buying Ads

88. Facebook: Buying Ads

89. Facebook: Ad Impact

91. YouTube
• What is it?
– Video sharing site; users can upload videos, create
channels of videos they like, comment on videos
posted by others
• What’s it good for?
– Sharing multimedia content; reaching lower
literacy groups
– Inviting user responses in video format
Getting Started: Social Media Tools

92. YouTube: Resources
• Getting Started:
– YouTube Start Guide: http://bit.ly/SGcBlv
• Examples:
– Flu Prevention PSA Contest:
http://1.usa.gov/fFvt8
– Respect my Ride Contest: http://bit.ly/PKlRYT
• Best Practices:
– http://bit.ly/Ckb42
– http://on.mash.to/sSXLvS
– http://bit.ly/NzQnAu Social Media Tools
Getting Started:

93. YouTube: Upload a Video

94. YouTube: Upload a Video

95. YouTube: Upload a Video

96. Video categories
make your video
findable when
browsing
Getting Started: Social Media Tools

97. Tags
Getting Started: Social Media Tools

98. Clicking on a Video Tag Runs a Search
Getting Started: Social Media Tools

99. YouTube: Creating your Channel

100. YouTube: Creating your Channel
Getting Started: Social Media Tools

101. YouTube: Channel Info & Settings
Getting Started: Social Media Tools

102. Customize
your
Channel Info
Getting Started: Social Media Tools

103. Include complete
profile information
Getting Started: Social Media Tools

104. YouTube: Creating your Channel

105. Shareable Videos!
Getting Started: Social Media Tools

106. YouTube: Customize your Profile
Getting Started: Social Media Tools

107. Web Site
YouTube
Getting Started: Social Media Tools

108. Web Site
YouTube
Getting Started: Social Media Tools

110. Twitter
• What is it?
– Microblogging + Social Networking Site
• Users create brief profiles & post short messages called
“Tweets”
• “Tweets” are limited to 140 characters
• Topics are identified with a #hashtag
• Interact with other users by following , tagging, or
retweeting
• What’s it good for?
– Quick updates, real-time commentary
Getting Started: Social Media Tools

111. Twitter
• Getting Started: https://twitter.com
• Resources:
– Twitter FAQ: http://bit.ly/pHjZUU
– Video: http://bit.ly/BlNih
• Examples:
– #PublicHealth: http://bit.ly/PpKSHL
• Best Practices:
– Twitter Guidelines: http://bit.ly/mKkZmG
Getting Started: Social Media Tools

112. Tweets from people you “Follow”
Getting Started: Social Media Tools

113. Anatomy of a Tweet
• Author profile image
• Link to the tweet author
• Text Shorten URLS:
• @ is a Reply • Bitly.com
• # is a hashtag • Tinyurl.com
• Links
Getting Started: Social Media Tools

114. Bitly.com
Getting Started: Social Media Tools

117. Finding People or
Groups on Twitter
• Click to Follow
• See who they
replied to &
view that
person’s profile

118. Finding Topics on
Twitter
• Search for a topic
& view either
related Tweets or
People
• Click on the
hashtag in
someone else’s
post to view
tweets on topic

119. Twitter: Example

121. Blogs
• What is it?
– Website that is easy to set up, easy to edit
– Like a journal, content is organized by date with
most recent posts appearing first
– May be edited by multiple authors
– Usually has interactive features (comments, etc)
• What’s it good for?
– Often more flexible than traditional website
– See: Why Blogs? Video: http://bit.ly/ODoXIA
Getting Started: Social Media Tools

122. Blogs: Resources
• Getting Started:
– http://support.google.com/blogger/?hl=en
– http://en.support.wordpress.com/getting-
started/
• Examples:
– http://bit.ly/Rasjb7
• Best Practices:
– http://mastersinhealthscience.com/2010/top-50-
public-health-blogs/
Getting Started: Social Media Tools

123. Blogs: Example

124. Blogs: Example

126. Pinterest
• What is it?
– Online bulletin board for collecting & organizing
things found online
– Users create brief profiles, then add things (links,
images) to their board.
– Can create boards with different themes; can
follow and re-pin material from other users.
• What’s it good for?
– Quick, easy, graphic-rich collection of resources
Getting Started: Social Media Tools

127. What is Pinterest?

128. Pinterest: Getting Started

129. Pinterest: Add a “Pin-It” Button

130. Pinterest: Resources
• Getting Started: http://pinterest.com/about/
• Training Resources: http://pinterest.com/about/help/
• Add a Pin-It button:
http://pinterest.com/about/goodies/
• Examples: http://pinterest.com/search/?q=public+health
• Best Practices: http://onforb.es/L62Qx7
Getting Started: Social Media Tools

131. Connecting with Yourself:
Efficiency Tools

132. Connect with Yourself
• Make the most of your time in social media by
connecting accounts.
– Have your Blog feed into your Facebook Page
– Display your Twitter Feed on your Website
• Many tools have their own way of connecting
out to others, or may use widgets or third-
party applications
Getting Started: Social Media Tools

133. Efficiency Tools: Twitter
• TweetDeck: http://www.tweetdeck.com/
• HootSuite: http://hootsuite.com/
– Pre-schedule tweets
– Manage more than one account
– Keep track of interaction & activity on your account
• TwitterFeed: http://twitterfeed.com/
– Automate content from other social media sources
into your Twitter, Facebook, Etc
Getting Started: Social Media Tools

134. TweetDeck

135. TweetDeck
• Monitor multiple accounts at once
• Schedule tweets ahead of time
• View impact statistics

136. TweetDeck: tracks Links in Tweets

137. TweetDeck: shows your activity &
others’ use of your tweets
Getting Started: Social Media Tools

138. HootSuite

139. HootSuite
• Lets you
monitor
multiple
accounts at
once
• Can schedule
tweets ahead
of time
• Can view
impact
statistics
Getting Started: Social Media Tools

140. HootSuite: Example

141. TwitterFeed
Getting Started: Social Media Tools

142. Efficiency Tools: RSS Feeds
• RSS (Really Simple Syndication) is basically a
way of packaging content so that it can be
automatically updated.
• RSS Feeds can be viewed in browsers, in
emails, in RSS readers, embedded into web
pages, etc.
• Great for current awareness
Getting Started: Social Media Tools

143. Efficiency Tools: RSS Feeds
• Examples:
– RSS from CDC: http://www2c.cdc.gov/podcasts/rss.asp
• Resources:
– Getting started with RSS (video): http://bit.ly/2n74JK
– FeedBurner: http://feedburner.google.com
Getting Started: Social Media Tools

144. RSS Feed to Stream
new story updates

145. RSS Feeds from CDC
Getting Started: Social Media Tools

146. Feed from Blog to Facebook
Getting Started: Social Media Tools

147. Widgets/Plugins
• Often used to embed interactive or live
content from one online source into another.
• Developed by users from the providers’ API
(Application Programming Interface)
• Many social media tools have their own
• Examples:
– http://www.cdc.gov/widgets/
Getting Started: Social Media Tools

148. CDC Widgets
Getting Started: Social Media Tools

149. CDC Widgets: Examples

150. Platform-specific collections of tools
Add a widget to
allow users to
connect with
social media

151. Learning about your
Community

153. Learning about your Community

154. Passive Monitoring
• Comments; Likes; Interactions
• HashTracking (Twitter):
http://www.hashtracking.com/
• What the Trend? (Twitter): http://whatthetrend.com/
• Data Visualization Tools
– Many Eyes: http://ibm.co/hAt24e
– Wordle: http://www.wordle.net/
Learning about your Community

155. Hashtracking
Learning about your Community

156. What the Trend?
Learning about your Community

157. Wordle
Word Cloud from PEW Internet Report: User comments about social networks
Learning about your Community

158. Many Eyes
Learning About Your Community

159. Many Eyes
Number of Facebook PagesLearning About Your Community
for Public Health Departments by State (2010)

160. Analytics Tools

161. Google Analytics
• What is it?
– Tracks visitors & activity on your website
• What’s it good for?
– Seeing where users come from, how long they
stay; seeing what’s popular & what’s ignored
• Getting Started:
– http://www.google.com/analytics/
– http://bit.ly/Myy6Sk (Tracking Social Media w
GA)
– http://bit.ly/KQhEicabout your Community Google Analytics)
Learning (Training for

162. Google Analytics
Learning about your Community

163. YouTube Analytics
• What is it?
– Tracks views per video, over time & by location.
Shows how users found your video & what they
did with it
• What’s it good for?
– Identifying popular content
– Seeing if you’re hitting your target audience
• Getting Started:
– http://bit.ly/wcVdUL
Learning about your Community

164. YouTube: Analytics
Learning about your Community

165. YouTube: Analytics
Learning about your Community

166. YouTube: Analytics

167. YouTube: Analytics
Learning about your Community

168. Facebook Insights
• What is it?
– Tracks information about your Facebook Community
• What’s it good for?
– Identifying hot topics; Defining your demographics
• Getting Started:
– https://www.facebook.com/help/search/?q=insights
Learning about your Community

169. Learning about your Community

170. Learning about your Community

171. Learning about your Community

172. Learning about your Community

173. Social Bro
• What is it?
– Tracks information about your Twitter community
• Resources:
– http://userguide.socialbro.com/
• NOTE: Pricing plans listed on site. Download
still available free of charge:
http://aws.socialbro.com/socialbro_0_3_9.zip
Learning about your Community

174. Learning about your Community

177. Assessing your Impact

178. Assessing Impact: Klout
• What is it?
– Third-party application that looks at interaction
and impact of your posts in social media venues
• Getting Started:
– http://klout.com/understand/klout
Learning about your Community

179. Assessing Impact: Klout
• To measure influence, Klout considers:
– Twitter: Retweets and Mentions
– Facebook: Comments, Wall-Posts, Likes
– LinkedIn: Comments, Likes
– Foursquare: Tips, To-Do's, Done
– Google+: Comments, Reshares, +1
• Also working with: Facebook
Pages, Youtube, Instagram,Tumblr, Blogger,
Wordpress, Last.fm and Flickr.
Learning about your Community

181. Learning about your Community

184. Learning about your Community

185. Learning about your Community

186. Other Social Media Tools

187. Chat

188. Chat
• What is it?
– Real-time ‘conversations’ online via the exchange
of typed messages
– Usually platform-specific (Google Chat, MSN,
Yahoo Messenger, etc., all require separate accts)
– Largely being replaced by Twitter!
• Considerations:
– To be effective, needs to be staffed
– ay need to find a third-party application to
monitor multiple accounts
Additional Social Media Tools

189. Text Messaging

190. Text Messaging
• What is it?
– Exchange of text-based messages via cell phones
• Considerations:
– User may incur charges to send or receive
– May not be possible for international or long
distance networks
– Most useful with an application that allows
multiple texts to be sent at once, via the Internet
Additional Social Media Tools

191. Text Messaging
• Getting started:
– Best Free Text Messaging: http://bit.ly/83NZF
– Implementation Guide: http://1.usa.gov/kS8or9
• Examples:
– King County: http://1.usa.gov/kS8or9
– Texting4Health (Stanford): http://bit.ly/1bDjOZ
– CDC Templates: http://www.bt.cdc.gov/disasters/psa/
Additional Social Media Tools

192. Text Messaging: Example

193. Texting4Health: Resources

194. Text Messaging: CDC Templates

195. Augmented
Reality

196. Augmented Reality
• What is it?
– Uses technology to embed enhanced content at
the point of need. Example: Google Maps street
view navigation on a smart phone
• Considerations?
– Usually tech-heavy; need specific programming
knowledge
– Make sure the tech you’re using is within reach of
your users
Additional Social Media Tools

197. Augmented Reality Lite: QR Codes
• Quick Response (QR) codes can be scanned by
any smart phone or mobile device with camera
+ internet connection
– Embed in posters to provide multimedia content
– Post throughout buildings with point-of-need help
• QR Code Generator: http://qrcode.kaywa.com/
• QR Code Reader: http://reader.kaywa.com
Additional Social Media Tools

198. Crowdsourcing

199. Crowdsourcing
• What is it?
– Relying on a mass of people to contribute to or
create something. Used for public health disease
reporting; used for Wikipedia
• Considerations?
– Needs active users + clear guidelines to be
successful
– Needs to be monitored to ensure quality
Additional Social Media Tools

200. Crowdsourcing
• Examples:
– http://www.google.org/flutrends/
– http://healthmap.org/en/
– http://www.crowdbreaks.com/
Additional Social Media Tools

201. Google Flu Trends

202. HealthMap

203. HealthMap

204. HealthMap

205. Crowdbreaks

206. Crowdbreaks

207. Crowdbreaks

208. Wrapping Up

209. • Why Social Media?
– Use among population; Use in public health
– Planning, Policy, Training, Best Practice Resources
• Getting Started: Social Media Tools
– Facebook, YouTube, Twitter, Blogs, Pinterest
– Efficiency Tools: TweetDeck, HootSuite, RSS Feeds, Widgets
• Learning about your Community
– Analytics Tools: Google Analytics, Facebook Insights,
YouTube Analytics, Social Bro, Klout
• Additional Tools
– Text Messaging, Augmented Reality, Crowdsourcing

210. Wrapping Up…
1. To be successful, a social
media campaign takes at least
3 hours/week.
True False
66% of public health departments we surveyed who
deemed their social media campaigns “very effective”
spent 1 hour or less per week.

211. Wrapping Up…
2. Facebook records a lot of
information about the people
who visit each page, but I can’t
get that information unless I
pay for it.
True False
Facebook Insights

212. Warming Up…
3. What is a hashtag?
A) Used to identify a topic in Twitter
B) Used to separate a portion of a Blog
C) Used to tag friends on Facebook
Begins with # symbol
Can use “What the Trend”? Or “Hashtracker” to
find hot topics in your area

213. Wrapping Up…
4. What is “crowdsourcing” and
how does it relate to social
media and public health?
Soliciting participation from many to create a product
or achieve a task.
Example: global health tracking; PSA contests

214. Wrapping Up…
“QR” Code
5. What is this?
Can be scanned by mobile
devices with camera +
internet access.
Can provide on-the-spot
detailed information
What can I do with it?

215. Any Questions?
loreleiwoody@gmail.com
www.slideshare.net/loreleiwoody