This document discusses the influence of social media on public health and provides suggestions for implementing social media strategies. It defines social media, explains why it matters for public health organizations, and offers recommendations on platforms like Facebook, blogging, LinkedIn, YouTube, and Twitter that can be used along with key questions to consider before getting started.
The performance achieved by today’s new
smartphones and tablets is enabling businesses
to come up with ever more innovative services
for their target audiences, but also with new
ways of working and interacting.
Among the many new mobile projects created
for our clients, we have been able to sense
the outstanding creative potential of these
tools, both for the design teams and the users
themselves, who are driving this (r)evolution
in phone use. More relevant and responsive
marketing campaigns through more detailed
knowledge of consumers (geolocation), which
has the added benefit of being available at any
time, improvements in customer relations with
a new and dynamic role for sales, instant
access to reliable data, more effective and
user-friendly marketing and communication
resources, increased compagny performance
and productivity through the simplification of
processes, faster deployment within teams, and
easier change management thanks to the sheer
fun and enjoyability of these new resources…
You will discover some of these many benefits
over the next few pages of this new edition of
SqliMag, entirely dedicated to mobile projects.
Our teams are bursting with ideas for new interactive
services and solutions, accessible via
these new devices. They can also help making
your new ideas become real…
The following presentation was made for the Illinois Department of Public Health's 2012 Minority Health Conference in Naperville, IL on April 5, 2012. #MHC2012
The performance achieved by today’s new
smartphones and tablets is enabling businesses
to come up with ever more innovative services
for their target audiences, but also with new
ways of working and interacting.
Among the many new mobile projects created
for our clients, we have been able to sense
the outstanding creative potential of these
tools, both for the design teams and the users
themselves, who are driving this (r)evolution
in phone use. More relevant and responsive
marketing campaigns through more detailed
knowledge of consumers (geolocation), which
has the added benefit of being available at any
time, improvements in customer relations with
a new and dynamic role for sales, instant
access to reliable data, more effective and
user-friendly marketing and communication
resources, increased compagny performance
and productivity through the simplification of
processes, faster deployment within teams, and
easier change management thanks to the sheer
fun and enjoyability of these new resources…
You will discover some of these many benefits
over the next few pages of this new edition of
SqliMag, entirely dedicated to mobile projects.
Our teams are bursting with ideas for new interactive
services and solutions, accessible via
these new devices. They can also help making
your new ideas become real…
The following presentation was made for the Illinois Department of Public Health's 2012 Minority Health Conference in Naperville, IL on April 5, 2012. #MHC2012
1. The C l uence of Publ i c H t h
onf eal
& Soci al M a (#M C
edi H 2012)
Pr esent ed t o t he
2012 M nor i t y H t h C er ence
i eal onf
Apr i l 5, 2012
2. O vi ew
ver
I. I nt r oduct i on
II. W hat I s Soci al M a?
edi
III. W D
hy oes Soci al M a M t er ?
edi at
IV. W hat t o Know Bef or e G t i ng St ar t ed
et
V. Suggest ed Soci al M a Pl at f or m
edi s
VI. Suggest ed I m em at i on
pl ent
VII. ‚Shar k Tank‛
2
3. I s publ i c heal t h engaged i n ‚soci al
m a‛„
edi
or ‚w l f l ow m a?‛
al er edi
4. Many Publ i c H t h & N
eal on-
Pr of i t I ni t i at i ves Ar e
W l f l ow s
al er
“ They j oi n net w ks, but w t f or peopl e t o f i nd t hem
or ai
“ They don’t engage w t h f ol l ow s or const i t uent s
i er
“ They don’t seek out par t ner shi ps or al l i ances
“ They go back t o t hei r m ket i ng com or t zone, but
ar f
t hey don’t r eap t he r esul t s
” Typi cal l y, t hey f ocus on aw eness or sal es m
ar essages
” They don’t em phasi ze t he r i ght ki nd of educat i on
messages
4
5. W t hi s ad an ear l y f or m of soci al
as
m a?
edi
6. Your G oal
D on’t j ust com t o t he
e
dance;
f i nd ot her s t o dance w t h.
i
7. What I s Soci al M a?
edi
“ A def i ni t i on of m ket i ng
ar
” The exchange of goods and ser vi ces
“ A def i ni t i on of soci al m ket i ng
ar
” Engagi ng i n com uni cat i ons t o f aci l i t at e a desi r ed
m
exchange
Tr adi t i onal M ket i ng
ar Soci al M a M ket i ng
edi ar
D i nat e t he m ket
om ar C eat e a com uni t y
r m
Shout out l oud Li st en, t hen w sper
hi
‚M m m
e, e, e‛ ‚U us, us‛
s,
Push t he pr oduct , ser vi ce Pul l i n peopl e w t h your m
i essage
Adver t i si ng W d of m h
or out
C r ol
ont Al l ow
Pur sue ‘l eads’ N t ur e r el at i onshi ps
ur
8. A si m e def i ni t i on
pl
U ng W
si eb-based and m l e t echnol ogi es t hat
obi
f aci l i t at e com uni cat i ons exchanges i nt o
m
i nt er act i ve di al ogue.
9. What I s Soci al M a?
edi
O i on 1„The C er s of t he U ver se
pt ent ni
10. What I s Soci al M a?
edi
O i on 2„A U ver se of O i ons
pt ni pt
11. W D
hy oes Soci al M a M t er ?
edi at
“ Your com i t i on i s t her e
pet
” D r ect and i ndi r ect
i
” They ar e usi ng i t m e t han ‚once a w
or eek‛
” They ar e i nt egr at i ng i t i nt o dai l y oper at i ons
“ O gani zat i ons ar e usi ng i t t o l ever age donat i ons,
r
com i t m
m ent and par t i ci pat i on
“ You don’t need t o buy space t o use i t
“ You’r e usi ng i t and you don’t even know i t
” e.g., Amazon.com r evi ews
12. What To Know Bef or e G t i ng
et
St ar t ed
Bui l di ng Bl ocks f or Favor abl e Engagem j udged
ent
End pr oduct
by ot her m ber s
em
based on pr evi ous
st eps. The net w k
or
per cei ves hi gh
Evol ves f r om t r ust m ber s
em
act i vi t y i n t he as i nf l uencer s
net w k, t one and
or
Pr of i l e qual i t y of Tr ust
deepens w t h
i engagem ent
connect i ons,
Descr i pt i on, cont ent , gr oup
sum ar y of
m
Reput at i o
associ at i ons
i ndi vi dual , n
busi ness I dent i t
y
Pr of i l e
13. What t o Know Bef or e G t i ng
et
St ar t ed
Ask Sm t Q
ar uest i ons
“ W i s on t he r ecei vi ng end of m m
ho y essages?
Pat i ent s? D or s? G
oct over nment of f i ci al s? Do
t hey need m now or do t hey need m l at er ?
e e
“ W e ar e t hese peopl e onl i ne?
her
“ W hat ar e m or gani zat i on’s goal s? H can I
y ow
i nf l uence conver sat i ons t o m eet t hese goal s?
“ W w l l l ead your soci al m a m ket i ng
ho i edi ar
ef f or t s?
“ I s t he or gani zat i on pr epar ed f or t he t i m and
e
com i t m
m ent t o bui l di ng our com uni t y?
m
14. What t o Know Bef or e G t i ng
et
St ar t ed
W e D
her oes Soci al M a Fi t I n Your
edi
‚M ket i ng M x?‛
ar i
“ Br and/Adver t i si ng
” Look, f eel and t one
“ Publ i c r el at i ons
” M essage, educat i on and
r eput at i on
“ Devel opm /gover nm
ent ent
com uni cat i ons/r el at i ons
m
“ W si t e
eb
” SEO sear ch
,
15. Facebook
“ The m ost popul ar soci al net w ki ng ser vi ce out
or
t her e
” ‚G vi ng peopl e t he pow t o shar e and m
i er ake t he w l d
or
m e open and connect ed.‛
or
” Facebook has near l y 800 M LLI O act i ve user s
I N
“ U s m cr eat e a per sonal pr of i l e, add ot her
ser ay
user s as f r i ends and exchange m essages, i ncl udi ng
aut om i c not i f i cat i ons w
at hen t hey updat e t hei r
pr of i l e
“ U s m j oi n com on i nt er est user gr oups
ser ay m
” Appl i cat i ons avai l abl e f or donat i ons, e.g., ‚Donat e‛
“ G eat f or w ehousi ng a l ot of cont ent i n one
r ar
si m e ‚package‛
pl
16.
17. Bl oggi ng
“ An onl i ne j our nal or di ar y
”Make your i deas and opi ni ons ‚hum soundi ng‛
an
“ Ar chi ved by t i me
“ An easy w t o get i nt r oduced t o soci al m a
ay edi
” The ‚m m her r ul e‛ of soci al m a
y ot edi
“ I deal f or gener at i ng di scussi ons
18.
19. Li nkedI n
“ The w l d’s l ar gest pr of essi onal net w k
or or
”Over 130 m l l i on m ber s, gr ow ng r api dl y
i em i
“ Li nkedI n can be a m eans t o connect t o publ i c
heal t h execut i ves and deci si on maker s
” Li nkedI n i s not f or ‚cr ow ds‛
” ht t p://l ear n.l i nkedi n.com/non-pr of i t s/
” Post i ng quest i ons, pr ovi di ng answ ser
“ Li nkedI n’s power
” Al l ow f or shar i ng i deas, r esour ces
s
” Busi ness af f i l i at i ons
” G oups
r
20.
21. YouTube
“ YouTube i s a vi deo shar i ng W si t e w e user s
eb her
can upl oad and shar e vi deos
“ I deal f or show casi ng event s, speeches, and
pr of essi onal pr esent at i ons
” G eat r ecr ui t m
r ent t ool
” M t i pl e vi deos can be shar ed t hr ough t he cr eat i on
ul
of a channel
” I deal f or segm at i on
ent
“ YouTube i s among t he t op f our sear ch engi nes
” W shoul dn’t you be t her e?
hy
22.
23. Tw t t er
i
“ A r eal -t i m i nf or m i on net w k t hat connect s
e at or
user s t o t he l at est i nf or m i on about w
at hat t hey
f i nd i nt er est i ng
” Fi nd publ i c st r eam f ol l ow conver sat i ons
s,
“ Tw s
eet
” 140 char act er s i n l engt h
” Thi nk i n headl i nes, not st or i es
” Embed i nf or m i on t hr ough l i nks, vi deos, pi ct ur es
at
“ Som peopl e never t w , t hey si m y use Tw t t er
e eet pl i
as a w t o get t he l at est i nf or m i on on t hei r
ay at
i nt er est s
” Publ i c heal t h al er t s
26. Suggest ed I m em at i on
pl ent
Create A Social Media Policy…
…and have peopl e si gn of f t hat t hey w l l adher e t o
i
it
“ C ar i f y w
l hat const i t ut es as soci al m a cont ent
edi
“ Tone, f r equency, gr am ar , et c.
m
“ D er m ne and com uni cat e your or gani zat i on’s
et i m
at t i t ude t ow d soci al m a t o as m
ar edi any peopl e as
possi bl e
” W l l ever yone be w com t o be a par t of ‚t he
i el ed
dance?‛
” What ar e t he goal s you seek t o accom i sh?
pl
“ D er m ne w ow t he st r at egy and execut i on
et i ho ns
” Suggest i on„a t hr ee-pr onged soci al m a com i t t ee
edi m
l ed by Execut i ve D r ect or , M ket i ng and ‚on t he
i ar
27. Suggest ed I m em at i on
pl ent
Create A Social Media Policy…
“ Est abl i sh r ul es of engagement
” O f -l i m t t opi cs and pr of essi onal i sm
f i
“ Make t r ai ni ng avai l abl e
“ Have a cr i si s pl an
” Publ i c heal t h em genci es (H 1)
er 1N
” Adver se conver sat i ons about your or gani zat i on
” Gover nm ent advocacy and i nt er vent i on
28. Suggest ed I m em at i on
pl ent
Devel op A C ent Schedul e
ont
“ Mappi ng out i nf or m i on w l l hel p you det er m ne
at i i
sever al component s of soci al m aedi
” ‚D w have a l ot t o say? Ar e w r el evant ?‛
o e e
” Level of f r equency
“ C ent can com i n t he f or m of ot her peopl e
ont e
t hi nki ng or sayi ng what your or gani zat i on
bel i eves i n
” Soci al m a = Engage conver sat i ons
edi
” ‚R w s‛
et eet
“ Schedul e can coi nci de w t h ot her par t s of your
i
oper at i ons
” H t h f ai r s
eal
” Event s/heal t h scr eeni ngs
” Speeches
” Vol unt eer /st af f r ecr ui t ment
29. Suggest ed I m em at i on
pl ent
St ar t Joi ni ng Conver sat i ons
“ St ar t w t h one or t w pl at f or m and/or channel s
i o s
“ Li st en t o conver sat i ons f or a shor t t i me
“ C eat e, opt i m ze pr of i l es
r i
“ I dent i f y, j oi n and engage gr oups
“ C r i but e r egul ar l y w t h val ue-added cont ent
ont i
” Avoi d sal es pi t ches as much as possi bl e
“ Be hel pf ul , pr of essi onal , pr oact i ve and r esponsi ve
30. Suggest ed I m em at i on
pl ent
M t or i ng Your Per f or m
oni ance
“ M t or w
oni hat i s bei ng sai d about your cause and
or gani zat i on
” Li st en t o ‚buzz‛ t o i nf or m f ut ur e cont ent , message
devel opm ent
” C al so t r ack r el at ed ai l m s and heal t h i ssues
an ent
“ Fr ee t ool s
” Googl e Anal yt i cs
” Soci al O ph.com
om
” C eet
oTw
“ Pr em um t ool s
i
” R an6
adi
” Sysmos