Updated: 2/20

SOCIAL MEDIA HANDBOOK A Helpful Guide for Posting Content

(Hyperlinked to NYSAND’s Accounts – Check Them Out by Clicking on Each Icon)

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CONTENTS Getting Started

1.1 Defining Your Social Media Strategy….…………………..……………………………………..2

1.2 Platforms ………………………………………...……………………………………………………………2

1.3 Account Development …………………………………….………………………………..………….3

Best Practices

2.1 Content Development …………………………………………………………………………………..4

2.2 Content Resources & Ideas ………………………………………………………………………..5-8

2.3 Content Delivery ……………………………………………………………………………………………9

2.4 Social Media Management Tools …………………………………………………………………..9

2.5 Professional & Ethical Online Practices .………………………………………………………10

Accounts Information

3.1 National & Regional Affiliates ……………………………………………………………………..11

3.2 New York Districts ……………………………………………………………………………………….11

3.3 Other (National) ..………………………………………………………………………………………..11

Additional Resources

4.1 Helpful Tools, Resources & Software ……………………………………….…………………12

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Getting Started: Purpose, Platforms & Account Development 1.1 Defining Your Social Media Strategy

According to the CDC1, “A social media strategy is only one part of a larger communication effort, and should be integrated into your overall communication planning, activities and data collection. Therefore, over-arching social media goals should be considered when developing social media activities. The key to effective social media outreach is identifying target audience(s), determining objective(s), knowing outlet(s) and deciding on the amount of resources (time and effort) that can be invested. However, with social media, more information can be obtained through a particular media channel to help build your strategy… Having clear objectives will help build your strategy. Understanding your audience(s) will help you determine the channel selection and how you use specific channels. People access information in different ways, at different times, and for different reasons. Defining your audience’s needs using market research, metrics, and other data will be important to determining the channels you want to use. Each channel is different and has differing engagement, content, and community norms. Understanding the way people naturally use or participate in social media channels is also very helpful in determining your strategy.”

Click HERE for assistance with identifying your social media objectives & goals.

1.2 Platforms

1,2,3

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1.3 Account Development Consider the following components while creating a social media account:

Username (handle)

& URL

A username, also known as your “handle” is a quick way for others to identify and “tag” you in various posting delivery methods. (See section 2.1 & 2.3)

On most social platforms, a username is included in the account’s URL (web address), and it’s often different from the display name (see below). Usernames are on a first-come, first-serve basis so choose wisely and strategically.

It’s usually best to go with your own name. But sometimes, if you’re the face of your company, the company name works better. Try to keep usernames consistent across all created platforms.

Display Name

This is the name that displays on your social media profile, where viewers may navigate to in order to learn more about you/your account. It can be anything you want.

Profile Photo & Cover Photo

Profile: If you’re a personal brand (if your business name is your name), using a bright, high-resolution picture that clearly shows your face is a great idea since, when someone sees your business name, they’re easily matching your face to it.

If you’re a “brand” name (your brand is not your personal name), you’ll want to use a high-resolution image of your logo. If your logo is intricate and detailed (and does not display well as a thumbnail in newsfeed), opt to use your logo icon or submark (an element pulled from your original logo) instead.

Exception: You could use an image of the interior or exterior of your space (for example, your counseling or work area). Either way, the image should be bright, high-resolution and clearly recognizable when viewed as a thumbnail in a newsfeed.

Cover (Facebook, LinkedIn & Twitter): This image sits behind your profile photo, displayed as a banner across the top of your profile page. Depending on your industry and marketing goals, this photo can be more professional, or it can show a more personable side to you/your business.

Biography (Bio) or “About”

Include your brand tagline or positioning statement (how you help others) that communicates what you specialize in and who you work with.

Bios on Instagram are often updated periodically to reflect changes within the organization and/or industry, as well as explain a call-to-action accompanied with a provided bio link (see below).

Website Link & Contact Info

Bio/Website Link: Typically, the primary link on your social media profiles should point to the home page of your website.

Since links provided in the textual message of an Instagram post are inactive and users are not able to copy/paste text from another user’s post, the bio link section is often updated/changed to reflect your current postings that include a “call to action” which may require navigating to a link in your bio. (See section 2.1) If pointing your audience to multiple links in your bio on Instagram, you can organize links through Linktree.

Contact Info: Make sure you have a phone number and support email filled out in your business/professional page information section.

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Best Practices: Developing, Delivering & Managing Content

2.1 Content Development: General Social Media Posts

The Main Message

The textual message generally includes three (3) parts: 1. The “Need to Know” – why is the information important to your intended audience?

2. The “Value” – what is the benefit or advantage of knowing the information?

3. The “Call to Action” – what action can be taken to extend the “value”?

Handles & Tagging

Creates awareness and possible engagement by notifying the person or organization whom you’ve tagged. Tag an account by typing “@” along with their account name, known as a “handle”. Using a handle is the quickest way to locate and tag a social media account. Tag NYSAND and the Academy in your posts – we love to see your activity!

Hashtags Companies, businesses, and individuals query words and phrases that have an attached hashtag (#) in order to discover content, learn about trends, and connect with audiences on social media. Hashtags increase awareness of you/your account and your post.

External Links

Provides the viewer with extended information related to your message. When pasting a hyperlink (except with Instagram), a preview of the associated webpage will appear below your message, clickable to the viewer. (Hyperlinks in an Instagram post will not be active. It is best to update the website section within the bio of your profile, and include “link in bio” in your Instagram post/message.)

Graphics & Images

Visuals are powerful educational enhancements and they increase attention to your post. Use high-quality photos. If the photo is not your own, provide credit to the owner: “Photo via @CDC”. (Instagram posts require a photo/image.)

Example Instagram Post:

According to the @CDC, #HeartDisease is the #1 killer among Americans. This chronic disease is preventable and can be managed. Learn easy ways to prevent heart disease here: Link in bio @eatrightpro @eatrightny

Note: Not all social media posts necessarily include all 3 components and/or

enhancements (tags, hashtags, links, images, etc.). This is a general guideline.

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2.2 Content Resources & Ideas The following list includes links to resources where social media content (messaging, photos, graphics, and videos) are available for open use.

● The Academy: Multimedia News Center & Social Media Toolkit

● The CDC: Social Media & Digital Tools

● The FDA: Nutrition Education Resources & Food Label Social Media Toolkit

● The ODPHP: Toolkits & Resources

● The USDA: Toolkits & Resources

● Today’s Dietitian: Partnered Toolkits Below is an annual calendar that includes themes and holidays associated with certain days, weeks, and months of the year. Please note that some holidays and Awareness Weeks vary based on the day(s) of a particular year - they are not the same days every year.

Month Weekly & Monthly Daily

January

New Year’s Resolution Week National Fresh Squeezed Juice Week National Glaucoma Awareness Month National Healthy Weight Awareness Month National Hot Tea Month National Oatmeal Month National Slow Cooking Month National Soup Month Thyroid Awareness Month

1st New Year’s Day 4th National Spaghetti Day 6th National Bean Day 9th National Apricot Day 11th National Milk Day 12th National Curried Chicken Day 19th National Popcorn Day 21st Martin Luther King Jr. Day 24th National Peanut Butter Day

February

Academy Elections National Eating Disorders Awareness Week American Heart Month Low Vision Awareness Month National Black History Month National Canned Food Month National Children’s Dental Health Month

1st National Wear Red Day 3rd Super Bowl Sunday 4th Homemade Soup 4th World Cancer Day 9th National Pizza Day 14th Valentine’s Day 16th National Almond Day 18th Presidents Day 26th National Pistachio Day 27th National Strawberry Day

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March

Brain Awareness Week National Colorectal Cancer Awareness Month National Kidney Month National Nutrition Month®

6th National Frozen Food Day 7th National Cereal Day 8th International Women’s Day 13th RDN Day 14th School Meals Day 14th World Kidney Day 16th National Artichoke Hearts Day 17th St. Patrick’s Day 19th National Poultry Day 26th ADA Alert Day 26th Epilepsy Awareness Day 27th National Spanish Paella Day 30th National Doctor’s Day

April

National Public Health Week National Infertility Awareness Week Every Kid Healthy Week Alcohol Awareness Month Cancer Control Month Emotional Overeating Awareness Month Move More Month National Preceptor Month National Soy foods Month Stress Awareness Month World Autism Awareness Month

2nd World Autism Awareness Day 4th International Carrot Day 7th World Health Day 14th National Pecan Day 19th National Garlic Day 22nd Earth Day 23rd National Picnic Day 26th National Pretzel Day 30th National Raisin Day

May

Food Allergy Awareness Week

National Women's Health Week Arthritis Awareness Month Asian Pacific American Heritage Month Food Allergy Action Month Healthy Vision Month National Allergy and Asthma Month National Cancer Research Month National High BP Education Month National Osteoporosis Month National Physical Fitness and Sports Month National Salad Month National Strawberry Month Older Americans Month

2nd World Tuna Day 5th Cinco de Mayo 8th Bike to School Day 12th Mother's Day 15th National Chocolate Chip Day 17th World Hypertension Day 28th National Hamburger Day 29th Senior Health & Fitness Day

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June

Men's Health Week Alzheimer's & Brain Awareness Month Men's Health Month National Dairy Month National Iced Tea Month National Papaya Month National Soul Food Month

3rd National Egg Day 5th National Running Day 5th World Environment Day 8th World Oceans Day 10th National Iced Tea Day 12th International Falafel Day 16th Father's Day 17th Eat All Your Veggies Day 18th International Picnic Day 25th National Lobster Day

July

National Baked Bean Month National Blueberry Month National Grilling Month National Park and Recreation Month National Picnic Month X-X: Youth Sports Week

4th Independence Day 4th National Caesar Salad Day 5th National Graham Cracker Day 10th National Blueberry Picking Day 21st National Ice Cream Day 27th National Dance Day 29th National Chicken Wing Day 29th National Lasagna Day 31st National Avocado Day

August

World Breastfeeding Week National Farmers Market Week Children’s Eye Health and Safety Month Kids Eat Right Month™ National Back to School Month National Breastfeeding Month National Sandwich Month

3rd National Mustard Day 3rd National Watermelon Day 5th National Oyster Day 8th National Zucchini Day 15th National Relaxation Day 18th National Fajita Day 19th National Potato Day 19th World Humanitarian Day 24th National Waffle Day 29th National More Herbs, Less Salt Day 31st National Trail Mix Day

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September

Hunger Action Month Malnutrition Awareness Week Childhood Cancer Awareness Month Food Safety Education Month National Childhood Obesity Awareness Month National Cholesterol Education Month National Honey Month National Mushroom Month National Prostate Cancer Awareness Month National Rice Month Ovarian Cancer Awareness Month Spotlight on Malnutrition Month World Alzheimer’s Month Whole Grains Month

2nd Labor Day 4th National Macadamia Nut Day 13th National Celiac Awareness Day 13th National Peanut Day 25th National Women’s Health Day 26th National Pancake Day 29th National Coffee Day 29th World Heart Day

October

Health Literacy Month International Walk to School Month National Apple Month National Breast Cancer Awareness Month National Bullying Prevention Month National Dental Hygiene Month National Liver Awareness Month National Pasta Month National Seafood Month Sudden Cardiac Arrest Awareness Month Vegetarian Awareness Month Mental Illness Awareness Week Bone and Joint Action Week

1st World Vegetarian Day 4th National Taco Day 6th National Noodle Day 7th Child Health Day 10th World Mental Health Day 11th World Egg Day 15th National Mushroom Day 16th World Food Day 22nd National Nut Day 25th World Pasta Day 29th National Oatmeal Day 31th Halloween

November

Diabetic Eye Disease Month Lung Cancer Awareness Month National Diabetes Month National Family Caregivers Month Gastroesophageal Reflux Disease (GERD) Month Awareness Week

1st World Vegan Day 3rd National Sandwich Day 6th National Nachos Day 9th National Greek Yogurt Day 14th World Diabetes Day 18th National Apple Cider Day 23rd National Eat a Cranberry Day 28th Thanksgiving

December

National Pear Month National Stress-Free Family Holiday Month Worldwide Food Service Safety Month National Handwashing Awareness Week Hanukkah Kwanzaa

1st National Eat a Red Apple Day 1st World AIDS Day 4th National Cookie Day 6th National Gazpacho Day 13th National Cocoa Day 13th National Popcorn String Day 25th Christmas Day 31st New Year’s Eve

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2.3 Content Delivery: Platform Features & Posting Recommendations Newsfeed: The primary system by which users are exposed to content posted on a social media platform. Share: Allows a user to repost what a friend/connection has already posted on a newsfeed. Direct Message: Private communication between social media users. Groups: Allows users/connections to discuss and share specific/focused information in a private space Events: A space and way for users to let friends/connections know about upcoming events. (Facebook only) Stories/Highlights: Where users can capture and post in a slideshow format. (Highlights on Instagram only) Frequency & timing recommendations1:

* When determining how much YOU should post, consider posting quality content over quantity of content. 2.4 Social Media Management Tools The following two (2) platforms offer free accounts on a non-trial basis. Key features are listed below:

Users Linked Accounts Scheduled Posts Engagement Capabilities History Access

Hootsuite1 1 max 3 max 30 max Yes Unlimited

Buffer2 1 max 3 max 10 max Yes Last 30 days

Additional comparisons (paid memberships/accounts & features) can be found HERE.

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2.5 Professional & Ethical Online Practices & Considerations1 Consider personal conduct – if it’s offensive, if it’s bullying, or if it entails defamation of character, don’t post it. There are alternative, professional ways to correct a fellow account user than by attacking them. We are credentialed professionals who pride ourselves on our evidence-based practice and integrity. Don’t risk your reputation by using aggressive and abusive language.

Be aware of professional boundaries – as the Academy states, “be cautious and selective when connecting with patients and clients on social media.” If you have a personal profile where you post your personal life, keep it separate from your business profile and online activity.

Privacy & confidentiality of the patient and client always comes first. Obtain consent if posting about or referencing a client if they can be identified by others.

When discussing, posting, and blogging about your relative field/practice, self-identify your professional credentials where and whenever possible. If posting information relative to your employment, disclose employer information. Academy leaders must disclose their position if sharing messages about the Academy and profession.

Dietetic practitioners pride themselves on their credibility. Provide accurate and truthful information, distinguish between scientific evidence and personal opinions, share only credible sources, source and cite claims, provide context when referencing study results, and address misinformation and inaccuracies.

Using content that is not your own may be a copyright and intellectual property infringement. Refrain from sharing content where permission is needed but has not been received, and provide appropriate credit and link back to the source when necessary.

For liability reasons, include a disclaimer when providing information that is not a substitute for individual advice from a health care professional. Always provide disclosure of conflicts of interest & when we receive compensation for posting specific content since transparency is important.

For more information, refer to the Academy’s Practice Papers, specifically, “Social Media and the Dietetics Practitioner: Opportunities, Challenges, and Best Practices” as well as the Academy’s Social Media Policy.

NY State J.C.O.P.E.’s Direct & Grassroots Lobbying Guidelines: Lobbying by means of social media is only reportable if direct linking or tagging of the Public Official is present within a posting.

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Accounts Information

3.1 National & Regional State Affiliates1

Facebook Instagram Twitter Academy (public) @eatrightnutrition

@eatright_pro @eatright

Academy (PRO) @eatrightpro @eatrightpro Additional Academy accounts located HERE.

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Connecticut @eatrightct @eatright_ct @eatrightct Maine @eatrightmaine @eatrightmaine Massachusetts (private group) @eatrightma New Jersey @newjerseyacademyofnutritionanddietetics @eatrightnj @eatright_nj New Hampshire @nhacademyofnutritionanddietetics New York @eatrightny @eatrightny_ @eatrightnewyork Pennsylvania @eatrightpa @eatrightpa @eatrightpa Rhode Island @riandpublic, @riandassociation @eatrightri @RIAcadNutrition Vermont @vermontnutrition @vand.eat.right.vt @eatrightvt

3.2 New York State District Affiliates1

Facebook Instagram Twitter Central NY @eatrightcny @eatrightcny @EatRightCNY

Hudson Valley @hudsonvalleyacademyofnutritionanddietetics @hudson_valley_and @HVAND4 Genesee @geneseedieteticassociation @eatrightgda

Greater NY @greaternewyorkdieteticassociation @thegnyda @GNYDA Long Island @lidaeatright @eatrightli @EatRightLI

Mid-Hudson @eatrightmhda Mohawk Region @mohawkregionaldieteticassociation

Southern Tier @southertieracademyofnutritionanddietetics @eatrightst Western NY @eatrightwny @wnydietitians @EatRightWNY

Westchester-Rockland @eatrightwrda

3.3 Other (National)

Facebook Instagram Twitter American Cancer Society @AmericanCancerSociety @americancancersociety @AmericanCancer

American Diabetes Association @AmericanDiabetesAssociation @amdiabetesassn @AmDiabetesAssn American Heart Association @AmericanHeart @american_heart @American_Heart American Liver Foundation @liverinfo @americanliver @liverUSA

American Medical Association @AmericanMedicalAssociation @americanmedicalassn @AmerMedicalAssn CDC @CDC @cdcgov @CDCgov FDA @FDA @US_FDA

National Institutes of Health @nih.gov @nihgov @NIH National Kidney Foundation @natiionalkidneyfoundation @natiionalkidneyfoundation @nkf

Obesity Action Coalition @ObesityActionCoalition @obesityaction @ObesityAction USDA @USDA @usdagov @USDA

A full list of national health organizations can be found HERE.

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Additional Resources

4.1 Helpful Tools, Resources & Software

Image Development (Templates, Backgrounds,

Graphics)

• canva.com/ • easel.ly/ • office.live.com/start/powerpoint.aspx • thepatternlibrary.com/ • toptal.com/designers/subtlepatterns/

Free & Copyright Free Photos/Images

• burst.shopify.com/ • canva.com/photos/ • flickr.com/ • freeimages.com/ • lifeofpix.com/ • pexels.com/ • pixabay.com/ • unsplash.com/

Platform Help Center

• facebook.com/help/ • help.instagram.com/ • help.pinterest.com/ • help.twitter.com/ • linkedin.com/help/ • support.google.com/

Academy’s Social Media Practice Paper &

Official Social Media Policies

https://www.eatrightpro.org/-/media/eatrightpro-files/practice/position-and-practice-papers/practice-papers/socialmediapracticepaper.pdf?la=en&hash=99AF11FFBEEAFD916EFDDE5C5B92F61A260BF4F7. https://www.eatrightpro.org/about-us/our-policies/social-media-policy

Data & Insights: Social, Ecommerce,

Internet and Mobile Usage wearesocial.com/