Social Media for PHAs and ASOs

By Anamaria Tivadar, CATIE

Topics Covered

Defining social media and examining the global reach

The importance of social media to PHAs, ASOs and frontline service providers

Overview of the 3 types of social media tools

CATIE‟s social media presence for ASOs and PHAs

The benefits to using these tools

ROI and social media analytics

Social technology and HIV

Case Studies by Nine Circles Community Health Centre

The evolution of information and media

In the last 25 years, the way we store, share and exchange information has drastically changed:

1980: Traditional Media 2012: Web 2.0

Encyclopedia Wikipedia

Resume or journal Blogs

Address Book Facebook, LinkedIn

Tape or CD MySpace, Itunes

Mail Email, meetup.com

Videotapes, DVDs, movie store YouTube, Vimeo, Netflix

Hard-copies written on typewriters, passed around fromperson to person

Twitter, Slideshare, Google Docs, Scribd – online collaboration on a global level among hundreds to thousands of people

* Fraser, Rob. Nurses‟ social media advantage

Social Media Reach

• 800 million ~ Facebook users worldwide

• 3.5 billion posts / contents are shared each week on Facebook

• 25 million Canadians have a Facebook account

• 200 million Twitter accounts worldwide

• 1.6 billion search queries every day on Twitter

• 182 million public blogs worldwide

• 240 Canadian HIV and hep C organizations are on Twitter

• 261 + Canadian hospitals have either a Facebook page, Twitter account, blog or YouTube channel

What is Social Media?

• Social networking + new media

• Instantaneous, casual, global and public

• A set of online tools that never stops evolving

• “Social media is the use of technology combined with social interaction to collaborate, create and share” – Colleen Young

Web- and mobile-based technologies that allow users to have the same kind of ‘real-time’ conversations with individuals, organizations, communities around the globe

It’s about connecting to the RIGHT people

What can social media do for frontline service providers and ASOs?

Social Media is a tool that can advance your organization’s work.

How?

Drive the conversation and create awareness

Fundraise for your organization

Create an online community

Assume leadership role in HIV knowledge by sharing timely and accurate information, instantaneously

Foster more prevention-focused HIV and/or hep C health dialogue

Share information as you do at conferences, on an on-going basis, with your peers and community

Connect with peers across Canada and the world

Highlight relevant information for PHAs who search online

Connect with PHAs and individuals in a different way

Reach out to PHAs and individuals living in remote areas

CATIEInfo’s Twitter Community

Do individuals search online for health info?

Based on a study conducted by the Journal of Medical Internet Research:

68% of adults search the internet for health information;

75% of individuals who found health information online said

it affected their decisions about their treatment;

69% of individuals decided to seek a healthcare

professional based on what they found on the internet;

57% of individuals changed the way they manage their

chronic disease.

Social Media Tools

Social Media Tools: Content Creation

Blog • regular entries on a topic• relevant information, resources, and images. • Interactive- readers can provide feedback and

comments to the author

YouTube • social network site where users can upload videos for public viewing

• Users can watch and comment on videos uploaded by others

Podcasts,webcasts, RSS

• audio or video digital files, such as radio or television broadcasts, shared over the Internet.

• files are downloaded or streamed on a computer or a mobile device.

HIV and health-related blogs

You can access information through the many HIV-related health blogs available via ASO and frontline organizations

HIV-related YouTube Channels

You can watch HIV-related videos on CATIE‟s YouTube channel.

Social Media Tools: Content Sharing

Scribd • Scribd is the world‟s largest social reading and publishing company

• You can publish any document on this site for free

Slideshare • Slideshare is the world's largest community for sharing presentations.

• Supports documents, PDFs, videos and webinars

• Upload and view presentations online

Slideshare

You can download this presentation off of CATIE‟s Slideshare account:

www.slideshare.net/CATIEInfo

Social Media Tools: Networking

Facebook • social networking site where users have a profile • share personal and/or professional information,

photos and commentary• users create lists of other users, or „friends‟, with

whom they connect and interact

Google Plus • a social network launched by Google, whichincludes circles, streams, posts and hangouts

• enhances search engine rankings• allows the sharing and spreading of information to

either everyone (public postings), or just a few select individuals, divided into categories called „circles‟

Twitter • a social network site where users connect and interact with each other through the use of very short messages („tweets‟).

• Content includes opinions, updates on recent activities, and may be personal and/or professional in nature.

Facebook – Fan Page

You can connect with other organizations via their Facebook Fan Pages. CATIE is connected with over 560 Facebook users, and posts regular updates on new HIV and hep C information, resources, events, etc.

Twitter: Basic Principles

There are two basic principles to Twitter to keep in mind:

1. Chances are if you find something interesting, others will find it interesting too.

2. You can follow anyone and everyone can share and see each other‟s posts.

Dos:

• 140-character limit

• Use abbreviations in tweets in order to save characters

• Shorten URLs using websites like tinyurl.com or ow.ly

• Include #hashtags in your tweets

• Give credit by retweeting (RT) or mentioning (MT) others.

• Include a „call to action‟ and insert a weblink.

• Be inspirational - motivate and influence followers by using some of your favorite quotes.

• Add value to your audience today - health tips, treatment tips, health facts, etc.

• Be human – people trust other people.

Twitter Dos

CATIE’s Communication Toolkit

For more information on effective tweeting or popular hashtags, you can download these guides from CATIE‟s website in the Media & Communications section

How can you measure your social media ROI?

1. Direct clicks to your website and/or blog

2. Followers & Engagement

3. Retweets, Mentions & Reach

4. Your network’s reach

5. Your geographic reach

6. Increase in volunteers, clients, fundraising revenue

1. Direct clicks to CATIE’s website

In the last six months, there have been 2,154 pertinent direct visits to CATIE‟s website from CATIE‟s Twitter account

2. Followers & Engagement

Followers:

734 Twitter followers

579 Facebook followers

Engagement:

1869 engaged users with CATIE‟s Facebook page in the last year: • number of people who have clicked anywhere on your

post 984 users were actively talking about CATIE‟s Facebook posts in the last

year:• liking your Page, posting to your Page's Wall• liking, commenting on or sharing one of your Page posts

answering a Question you posted • RSVPing to one of your events• mentioning your Page, phototagging your Page

3. Retweets, Mentions & Reach

Twitter

Retweets 275

Mentions 757

Facebook (in last yr)

Total Reach 36,216

Viral Reach 21,833

4. Your Network’s Reach

Facebook Twitter

5. Your Geographic Reach

Twitter‟s global geographic reach Facebook‟s national geographic reach

ON70%

QC11%

BC 5%

AB7%

SK2%

MB2%

NS2%

PEI1%

Technology Applications: CATIE’s Mobile App

YourDocTalk is an app developed by CATIE to guide PHAs in a discussion with their doctor about HIV treatment.

PHAs answer a series of questions to create a list of points to discuss with his/her doctor.

Together they will work to ensure the patient‟s treatment plan is right for him/her.

YourDocTalk

Available November18th

yourdoctalk.catie.ca

Questions?

Thank You!

ativadar@catie.ca