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Getting Started with Social Media Aisha Moore, MPH Alyson Cobb, MPH Healthy Start EPIC Center @HSEPICCenter
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
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
