Getting Started with Social Media

Aisha Moore, MPH Alyson Cobb, MPH

Healthy Start EPIC Center

@HSEPICCenter

Participants will: 1. Identify the purpose of using social media. 2. Understand the trends of internet and social

media use. 3. Learn how to use the most popular social media

tools. 4. Learn how to manage and evaluate social media. 5. Identify the four basic components of a social

media strategy. 6. Develop a draft social media policy. 7. Develop a draft a social listening plan.

Learning Objectives

The web-based and mobile technologies used to turn communication into interactive dialogue between organizations, communities, and individuals.

What is Social Media?

Then Vs. Now

What Can Social Media Do For You?

Provide Information

Learn the Participant’s Perspective

Show Your Fun Side

Connect Participants with Community Resources

Networked Nonprofits are simple and transparent organizations. They are easy for outsiders to get in and insiders to get out. They engage people to shape and share their work in order to raise awareness of social issues, organize communities to provide services or advocate for legislation. In the long run, they are helping to make the world a safer, fairer, healthier place to live.

Social Media Use

Internet & Social Media Use

Internet & Social Media Use

Certain groups of Americans rely on smartphones for online access at elevated levels, in particular:

Younger adults

Those with low household

incomes and levels of

educational attainment

Non-whites

Mobile & Smartphones

This service is especially appealing to…

72% of internet users say they looked online for health information last year

Most commonly researched topics: Specific diseases or

conditions Treatments or

procedures Doctors or other

health professionals

What Are They Doing?

Social Media Tools 101

Social media explained

Facebook 101

• Who is on Facebook?

• Reasons to Use Facebook

Who is on Facebook?

The average US consumer spends 40 minutes on Facebook per day

Frequency of Use

Broad audience

Where people already spend their time

Set up for engagement

Reasons to Use Facebook

I know I’m cute

Broad audience

Where people already spend their time

Set up for engagement

The Jack of All Trades

Text, pictures, and video

Integration of other social media tools

Ease of sharing content

Reasons to Use Facebook

322 Likes

123 Shares

20 Comments

Likes, comments, shares

Twitter 101

• Who is on Twitter?

• Anatomy of a Tweet

• Reasons to Use Twitter

Who is on Twitter?

140 characters

Can include links, pictures, and videos

Hashtags

Mentions

Anatomy of a Tweet

Anatomy of a Tweet

hasthag

Mentions

Frequent updates

Ease of sharing content

Reasons to Use Twitter

Retweeting

Frequent updates

Ease of sharing content

Visual impact

Reasons to Use Twitter

The Power of Visual

Tweets with images get: 18% more clicks 89% more

favorites 150% more

retweets

Tweets with videos get:

28% more engagement

Frequent updates

Ease of sharing content

Visual impact

Participate in national conversations

Reasons to Use Twitter

Participate in National Conversations

Frequent updates

Ease of sharing content

Visual impact

Participate in national conversations

Participate in conversations on a wide range of topics

Reasons to Use Twitter

YouTube 101 • Who is on YouTube? • Producing Videos • Length • Engagement • Sharing Content

Who is on YouTube?

YouTube

Instagram 101 • Who is on Instagram? • Your Profile • Taking photos and content • Engagement

Who is on Instagram?

#infants

Instagram

Implementing & Managing Social Media

Social Media Strategy

POST

Implementation: Editorial Calendar

Implementation: Editorial Calendar

Implementation: Finding Content

Implementation: Bringing It Together

Universal expectation of online behavior, giving employees clarity on what is and isn’t appropriate when they are representing your organization

You can have more than 1 policy (e.g., internal and external) if that makes sense for your organization

Your policy can range from very broad to highly specific, depending on your organizational culture and needs

Those that need to abide by it need to: Know it exists

Be able to find it easily

Check out http://socialmedia.policytool.net/welcome/wizard

Social Policy

Measure Success

Measure Success

“…the level of authentic involvement, intensity, contribution, and ownership.”

Jeremiah Owyang

“How actively you participate

within your community.” Twitlevel

“Ratio of people you reference to

the number of people referencing you.” Twitalyzer:

Engagement

What are you already currently doing that could be promoted via social media? What kind of content can you share?

Who do you want to share this content with?

What do you hope to gain for your organization?

Who is in charge of social media strategy for your organization? How will you work with them to make this happen?

Activity

General Social Media Resources Aisha – can you add Info for HIV social media drop in hours?

Creating a Social Media Plan http://www.jsi.com/JSIInternet/Inc/Common/_download_pub.cf

m?id=11601&lid=3 http://www.jsi.com/JSIInternet/Inc/Common/_download_pub.cf

m?id=12660&lid=3 http://greenlining.org/wp-content/uploads/2013/09/The-Art-of-

Listening-Social-Media-Toolkit-for-Nonprofits.pdf

Developing a Social Media Policy https://www.ctg.albany.edu/publications/guides/social_media_

policy?chapter=1 http://socialmedia.policytool.net/

Additional Resources

Planning Content Healthy Start-Related Awareness Months:

http://healthystartepic.org/wp-content/uploads/2015/11/Schedule-Awareness-Events.pdf

Finding healthcare hashtags: http://www.symplur.com/

Managing Social Media Popular tools for managing social media accounts: Hoot Suite,

Sprout Social, Tweet Deck Scheduling posts on Facebook:

https://www.facebook.com/help/389849807718635

For one-on-one help establishing, expanding, or strengthening your social media presence, request TA from the HS EPIC Center at healthystartepic.org!

Additional Resources