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Building a Social Media Strategy for Suicide Prevention: Guidelines for Effective and Safe Online Messaging

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Presentation at American Association of Suicidology Conference
April 10, 2014

Nedra Kline Weinreich
TEAM Up (Tools for Entertainment and Media) Project
Entertainment Industries Council
http://www.eiconline.org/teamup

Published in: Health & Medicine
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Building a Social Media Strategy for Suicide Prevention: Guidelines for Effective and Safe Online Messaging

  1. 1. BUILDING A SOCIAL MEDIA STRATEGY FOR SUICIDE PREVENTION: Guidelines for Effective and Safe Online Messaging Nedra Kline Weinreich @Nedra @MediaTEAMUp @EIC_Online
  2. 2. EIC Core Principles • Mission Statement: To bring the power and influence of the entertainment industry to bear on communication about health and social issues • Engage with stakeholders to develop messages • Collaborate with media – not a “watchdog” • Respect for media and right to free speech
  3. 3. Our partners: Radio Television Digital News Association Program Partners/Supporters
  4. 4. How can we use social media for suicide prevention? http://www.flickr.com/photos/aphrodite/66231929/
  5. 5. New Resource!
  6. 6. Document Reviewed by Experts at Many Organizations • National Association of Broadcasters • Radio Television Digital News Association • Facebook • National Action Alliance for Suicide Prevention • Suicide Prevention Resource Center • American Academy of Suicidology • California Mental Health Services Authority • National Suicide Prevention Council • SAVE • UK National Health Service mHealth Program • Reingold • #SPSM Participants • And Others…
  7. 7. Guidelines Cover… • Social media strategy • Content considerations – Mental health – Suicide prevention • Language and images • Building online engagement • Privacy and safety concerns • Addressing suicide-related posts by others
  8. 8. Start with a Strategy 1. Goals/Objectives 2. Priority Audiences 3. Capacity 4. Tools and Tactics 5. Measure and Evaluate Photo:http://www.flickr.com/photos/pensiero/230717296/
  9. 9. Content Considerations – Mental Health • Use a reliable source. • Check links before passing them along. • Be transparent. • Reduce stigma by sharing real stories. • Share positive content about hope/recovery. • Avoid sharing stories implying mental illness causes violence. • Speak up when you see stigmatizing content. • Use [Trigger Warnings] for graphic content.
  10. 10. Content Considerations – Suicide Prevention • Focus on positive narrative of prevention rather than on the problem. • Follow safe messaging recommendations: – Don’t overdramatize the event. – Avoid exact details on locations and methods. – Avoid showing grieving family and friends or memorial services. – Avoid sharing information from suicide notes. – Don’t oversimplify. • Share links to suicide prevention resources. • Be sensitive to family members’ feelings.
  11. 11. Language and Images • Write conversationally. • Avoid stigmatizing or derogatory language. • Use people-first language, not labels. • Avoid stereotypical imagery. • Avoid descriptions and images of suicide acts or methods.
  12. 12. Building Online Engagement • Offer different ways for people to participate with you online. • Use appropriate hashtags to make your posts easy to find. – #suicide, #mentalhealth, #spsm, #mhsm, #ok2talk • Join in on Twitter chats and conference livetweeting. – #SPSM – Sunday nights 7pm PT – #AAS14
  13. 13. Privacy and Safety Concerns • Give careful consideration to your own privacy online. • Never share other people’s information without permission. • Avoid sharing details like treatment protocols or dosages. • Develop policies and procedures for safe comments and posts on your sites. • Take action against harassment or bullying.
  14. 14. Addressing Suicide-Related Posts by Others • If someone posts potentially suicidal content online, take action. • Watch for trending topics related to suicide. • Do not repost stories/links about suicide attempts or deaths. • Avoid perpetuating suicide myths. • Be vigilant for suicide hoaxes that may spread quickly online. • Work with influencers in fan communities to counter suicide hoaxes/rumors.
  15. 15. Social Media Resources http://nedra.wikispaces.com/teamup
  16. 16. Nedra Weinreich @Nedra nweinreich@eiconline.org http://eiconline.org/teamup @MediaTEAMup Questions?

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