Post on 30-Apr-2020
transcript
Kelli Vos, MSPH Communications Manager
Harnessing the Power of Social Media for HPV Prevention: Tools and Resources December 12, 2016
Objectives
• Provide an overview of social media • Review Twitter “do’s and don’ts” • Discuss resources for reaching providers
and parents with HPV prevention messages
Social Media 101
• Social media is growing • Social media is more than just Twitter and
Facebook!
Providers and Social Media
• 76% of online adults use social networking sites
• 70% of physicians report using social media on at least a monthly basis
• 2012 study found 24% of primary care physicians and oncologists used social media daily or many times to scan or explore medical information
Twitter Best Practices • Keep Tweets short (100-110 characters) • Add photos or videos • Tweet @ author or organizational Twitter
handles when possible • Shorten links • Promote engagement with other
organizations by favoriting or Retweeting • Be responsive and interactive • Proofread before you post
Anatomy of a Tweet Username
Click to see tweets and replies/favorites/retweets
Shortened URL using goo.gl
Hashtag: Users who click on this will see all tweets
that have #HPVvax in them
Tweet Analytics Reply
Retweet
Like (formerly “favorite”)
Image added (created using
Canva)
Name
Good Tweets vs. Bad Tweets
• Bad Tweet: – Join us for our webinar on January 12th!
• Good Tweet: – Join us at our upcoming 1/12 #HPVvax
webinar on reaching parents/providers! More info/RSVP here: http://bit.ly/HPVvax
• Extra Credit: Add an image or gif!
Good Tweets vs. Bad Tweets
• Bad Tweet: – Reading an interesting article on HPV vaccination
• Good Tweet: – Great article in @washingtonpost explaining
implications of new HPV vax requirements: http://bit.ly/oXfJ
• Extra Credit: Use a hashtag to provide context for your discussion!
Growing Your Twitter Audience
• Tweet relevant and engaging content • Don’t Tweet too much or too little! (3-4
times/day) • Find your voice and where your organization
can add value to the conversation • Engage with others (especially champions) • Use hashtags and tweet at other
organizations (Retweets=↑ impressions)
Facebook Best Practices
• Shorter posts get more distribution • Use photos or videos to make your posts
stand out • Use a conversational tone • Create posts that start with questions • Vary your post type • Track your results and act on them
Additional Strategies
• Tie-in with other health observances – January: Cervical Health Awareness Month,
Cervical Cancer Awareness Month – February: National Cancer Prevention Month,
World Cancer Day • Host or participate in a Twitter Chat • Host a Twitterview
Best Practices
• Plan early! • Expand your audience and reach by
partnering with other organizations • Use an original hashtag • Prepare questions and responses in Tweet
format in advance • Involve well-known local figures to raise the
profile of your event
Measure Success
• Analytics tools are often free (Facebook, Twitter, Google Analytics)
• Klout - tracks the influence and reach of your social media posts
• Evaluate often and don’t be afraid to adapt your strategy
Resources
Resources
http://bit.ly/Cervical2017Toolkit
Use Earned Media to your Advantage
Questions?
Kelli Vos kvos@gwu.edu (202) 994-3940
@gwcancer www.gwcancercenter.org
References American Cancer Society. (2015). HPV VACs: Myth busting. Retrieved from http://smhs.gwu.edu/cancercontroltap/sites/cancercontroltap/files/3.1-Myth%20busting%20doc.pdf Centers for Disease Control and Prevention. (2015c) Social Media Works [website]. Retrieved from https://cdc.orau.gov/healthcommworks/Account/LogOn?signInArea=SocialMediaWorks#1 Cooper, C.P., Gelb, C.A., Rim, S.H., Hawkins, N.A., Rodriguez, J.L., Polonec, L. (2012). Physicians who use social media and other internet-based communication technologies. Journal of the American Medical informatics Association 19(6), 960-964. Facebook. (2015). Stats [website]. Retrieved from http://newsroom.fb.com/company-info/ Hershkowitz S., Lavrusik V. (2013). 12 Best practices for media companies using Facebook pages. Retrieved from https://m.facebook.com/notes/facebook-media/12-best-practices-for-media-companies-using-facebook-pages/518053828230111/ McGowan B.S., Wasko M., Vartabedian B.S., Miller R.S., Freiherr D.D., Adbolrasulnia M. (2012). Understanding the factors that influence the adoption and meaningful use of social media by physicians to share medical information. Journal of Medical Internet Research 14(5) e117. doi: http://doi.org/10.2196/jmir.2138 Pew Research Center’s Internet Project January omnibus survey, (2015). Retrieved from http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/ Twitter. (2015). Twitter Usage/ Company Facts. Retrieved from https://about.twitter.com/company Twitter Government and Elections Team. (2014). The Twitter government and elections handbook, p. 12. Retrieved from https://media.twitter.com/gov_handbook