Keep It Social. A practical guide to harnessing the benefits of social media for Patient Advocacy Groups (PAGs)

Transcription

1 Keep It Social A practical guide to harnessing the benefits of social media for Patient Advocacy Groups (PAGs) Original date of preparation: September Rebranded: February 2016

2 Keep It Social - Overview of the planning process Overview of the planning process DEFINING YOUR OBJECTIVES Why? Identifying objectives enables you to create targets for your social media campaign and measure its success. Find out more GENERATING CONTENT Why? Content is the driving force behind the success of your social media campaign. Find out more IDENTIFYING YOUR AUDIENCE Why? By knowing the interests of your audience and their digital behaviours you can create an impactful online presence. This will encourage your audience to interact and engage with you. Find out more INCREASING VISIBILITY Why? By optimising your presence online, you can create new opportunities to engage with your target audience. Find out more CHOOSING YOUR PLATFORM Why? It s important to identify and discover where your target audience is. This will help you to select the right platform to deliver the right messages. Find out more MEASURING SUCCESS Why? It is essential to measure the success of your campaign in order to evolve and optimise your chosen social media approach. Find out more 1

3 Defining your objectives This section will: Explain the importance of setting objectives for your social media campaign Help you to create SMART objectives to support your campaign The importance of objectives The success of your social media campaign should always be measured in relation to your objectives. By continually monitoring your social media performance, problems or opportunities can be identified when they occur. This gives you the opportunity to adjust your campaign and your metrics accordingly. Always use the SMART process to develop well-written objectives that are: Specific Measurable Achievable Realistic Time-oriented 2

4 Knowing your audience Where are they? Who is your target audience? What are they like? Where are they based? Building your community will depend on your target audience and your overall objectives. The age, and possibly gender, of your audience will influence which social media platforms you use. Using the search option within social media platforms can help you to locate your audience, and guide your choice of social media platform. This search function is available across all social media platforms mentioned in Table 1. For example, searching for the term heart failure on Twitter will provide you with the number of posts that include that term. Once you ve performed this search on several of the social media platforms, ask yourself: 1. Is the audience on this platform our target audience? 2. What can we learn from this audience? 3. What can we share with this audience? Table 1. Worldwide demographics of global social media channels. Platform Worldwide demographics Facebook Used by 67% of online adults 19 Average user is 30 years old 20 Twitter Average user is a 28-year-old female 20 60% of users are female, 40% male 20 YouTube Used equally between men and women 20 Most popular with year olds 20 Pinterest 80% of users are female 23 Dominated by tablet users 24 Instagram The average age group is Used by 55% of year old smartphone users 29 Used by 28% of year old smartphone users 29 LinkedIn Aimed at professionals 21 56% of users are male, 44% female What can we learn from their current posts and discussions? 5. How can we partner or engage with influential members of this target audience? 3

5 Choosing your social media platform The most appropriate social media platforms for your organisation are not necessarily the most popular ones. When deciding which social media platform to use, consider your objectives and choose those that are most likely to help you achieve these goals. The following chart can help you decide which social media platforms might be best for your campaign. It provides a list of objectives and activities that may be important to your organisation, 10 and the platforms that could help you to achieve them. Table 1.1. Decision matrix for common objectives and activities. GOOD AVERAGE POOR To raise group/disease awareness through increased exposure To educate patients and carers through direct communication (conversation) To gain additional resources to build the capacity of your group To drive traffic to the group website One of the most important steps in launching a successful social media campaign is choosing the right platform to connect with your audience. Jayson DeMers, CEO of US-based content marketing and social media agency AudienceBloom. 34 4

6 Facebook A chance to reach millions With over 1.3 billion users worldwide, 1 Facebook makes it possible for PAGs to reach a large number of people and have a significant impact. Facebook has enhanced the possibilities on offer for charities and other not-for-profit organisations by providing advice and a wealth of free tools. Making the most of these available tools will help your organisation to create a successful Facebook community. Facebook fact: 20 billion minutes per day is the collective amount of time spent on Facebook by users worldwide that s 8.3 hours per month per user. 35 Start a conversation You know your audience, you ve set your objectives and built your page. Now it s time to start a conversation. Telling your story and spreading your message is key to the success of your Facebook page. Make sure you do so in your own voice and in a way that encourages people to join in. Get people talking 1. Question time: Ask your audience questions in your status updates, or by using Facebook polls and photos, and encourage people to like or comment on your content. This increases engagement and raises the visibility of your page 2. Answer back: Respond to people who comment to show that you re listening, and to encourage dialogue 3. In the spotlight: Put your audience at the centre of your page if someone posts something important or interesting, re-post it, respond personally and thank the person by name. Making people feel appreciated is a great way to create engagement 5

7 Keep people coming back 1. A rich experience: Pictures and videos that capture your message help make your page a more interesting experience, encourage engagement and spread your message 2. Read all about it: Links to breaking news and articles related to your cause are a good source of current content, and can help keep the page feeling fresh 3. A bit of exclusivity: Sharing content that is not available elsewhere will encourage people to visit your page. Take the time to write posts and share content that you have developed on your Facebook page, rather than just copying content from other resources. After all, the people following your page may be different to those that interact with you on other social media platforms or in person 4. Good timing: Regular updates can help people remain engaged with your page. Why not try to organise regular chat sessions where you can answer people s questions? Alternatively, create a schedule for updating your page, and identify times of the day when new posts will be shared with your audience Growing your audience With your page up and running, it s time to reach out and grow your audience. Here are some tips on how to find your audience amongst the Facebook millions. 1. Who do you know? By reaching out to your existing community, you can quickly gain followers. Do you have a website, newsletter, list or other way to connect with patients and supporters? If so, communicate with them and ask them to join your Facebook community Regularly posting engaging content with videos and images will keep your followers interested remember to respond to their comments and questions too. 2. Make the most of what you have: Incorporate existing resources into your social media strategy. You can use social plugins to add Facebook like boxes, buttons and comment boxes to your website, so that visitors can then share your content on their Facebook timelines. You can learn more on how to do this at: developers.facebook.com/docs/plugins 3. Partner up: Are there any other organisations or groups that your audience may be following? You can tag another organisation s page in a post by using their Facebook name, allowing you to share comments with their community as well 4. Promote yourself: Facebook adverts are a possible way to increase your exposure. Although this functionality is not free, it may be an effective way to reach beyond your current audience and target people in a specific geographical area or with a specific interest. Find out more about Facebook Ads here: 6

8 Twitter Keeping it concise Twitter is a simple way to communicate with your community and allows users to share their thoughts, news or information in 140 characters or less. This may not seem like much, but it can really help to focus your organisation s message. You can also include links to external sites such as your website or other social media platforms in your tweets. This enables the reader to access all of the message details or a full story. If people are interested in what you have to say, they will follow you on Twitter. While this does not necessarily mean they will engage and respond to your posts, it does mean that they will see all your posts and updates. Twitter fact: you can tweet in more than 35 languages, and three quarters of Twitter accounts are based outside the U.S. 37 Top Tips Make it a habit: tweet regularly to keep your content fresh and relevant. Try to post around three tweets a day You can mention users with which will help to engage with your followers. Remember to use hashtags (#) to organise your tweets around a certain topic for example #HeartFailure Reply to your user s comments and questions. It s important to be responsive on Twitter in order to maintain a high level of engagement Use short-link services (such as to compress your links and monitor if people have clicked on them Include videos and photos in your tweets to spark an interesting conversation 7

9 Getting the most out of Twitter Make sure your content is interesting and creates a discussion amongst your followers. Engaging Tweets Sharing your Twitter username on your website and other social media platforms can be a great way to grow your follower base. However, to continue this growth, you need to provide engaging content and join the conversation. If you see a particularly interesting tweet, click reply and share your opinion. Remember, Twitter s 140-character limit puts a natural limit on what you can say. Try to tell a story, engage your audience and then provide a link to more details, rather than trying to cram everything into a single post. An easy way to increase the amount of content you share with your audience is to retweet something. This will share the original tweet with your followers. It s important to consider retweeting as quoting someone or citing a source it s not your content. Including a hashtag in front of key words or phrases (e.g., #KeepItPumping) can also increase the reach of your content by making it more discoverable. Pick terms that you think people might be interested in and will search for, and when they do, your tweet will appear in the search results. It s also important to ask your followers to spread the word. If you have an important message you want to spread, tell your followers what you would like them to do and even consider providing the exact wording. Tweetchat Another way to engage with your Twitter audience is to interact directly in a Tweetchat. What s a Tweetchat? A Tweetchat is simply an interactive conversation held at a specific time around one particular hashtag (e.g., #KeepItPumping) How do people join a Tweetchat? Participants follow the conversation by filtering on the hashtag. Every tweet they send must also contain the hashtag so that others can see it. People enjoy interacting and having their questions responded to in real time What does a Tweetchat involve? It simply requires you to use the basics of Twitter in a more coordinated way. You also need to moderate the discussion in a Tweetchat, like you would in the real world Find out more about Tweetchat with case study examples here: How should I manage a Tweetchat conversation? 1. People will want to share their opinions, or they will want to learn something. If you see a tweet that is funny, smart or interesting, retweet it for the rest of the participants who may have missed it 2. Reply to some of the tweets; people like to know that the chat is being hosted by a real person 3. Introduce yourself at the start, especially if your Twitter handle doesn t contain your name 4. Keep it polite, as people may interrupt each other, be distracting or start side conversations. Try to keep the conversation respectful, focused and engaging 8

10 YouTube The second largest search engine Powerful and engaging videos that go viral can be viewed by thousands of people. YouTube is a popular social media platform for uploading videos and is now the second largest search engine after Google. 38 Over 1 billion users visit YouTube each month. 6 YouTube fact: Every second there are 46,296 YouTube videos being viewed all around the world. 39 Going viral? A video shared rapidly across the internet is often said to have gone viral. Reaching a large number of people can raise your exposure but, before producing any videos, think about your desired goals and the outcomes you hope to achieve. Do you want as many people as possible to see your videos or is it more important that certain groups of people are aware of them? Make sure you have a strategy and include clear calls to action in your videos. Regardless of your goals, ensuring that your videos are engaging is vital. Depending on the subject matter and the desired goals, the tone of a video can impact its success. Do you want your video to be an inspiring, emotional story? Or do you want to use humour to engage with your audience? While there are many ways to tell your story, make sure you choose a way that is consistent with your chosen voice and objectives. 9

11 Telling your story on a shoestring It s possible to create successful and engaging video content with limited resources. One of the simplest ways to create content is to use the webcam on your computer. Providing a quick update on any news can help keep people informed and your YouTube channel feeling current. It s important to regularly post content to keep people engaged and returning to your channel. Collaboration and cross-promotion are alternative ways to cheaply produce content for your channel. Real-life stories told by people in their own words can be incredibly powerful. To create videos like these: Try reaching out to popular social media visitors who have a link to your cause, and encourage them to produce an inspiring video Collaborate with other groups that have similar goals to yours. Sharing resources and costs means that both groups benefit from content that they couldn t have produced on their own YouTube non-profit programme YouTube has a non-profit programme that has over 17,000 member organisations. Currently, this programme is only available in a few countries (you can find out which countries here: You have to be registered as a non-profit or non-government organisation (NGO) in order to join the YouTube non-profit programme. The benefits of joining include: Being able to add a donate button to your page Having calls-to-action overlays in videos, allowing you to direct viewers to your website or other pages of interest Having access to the live-streaming functionality, which is ideal for broadcasting fundraising events 10

12 Pinterest Visualising your interests Pinterest is an online, social media pin-board. It allows users to pin and re-pin images and videos and to create subject-specific boards. Pinterest is the perfect social media platform for sharing images, events and videos. It allows you to be creative and gain a following amongst those that share similar interests. Pinterest fact: The average time spent by users on Pinterest is 15.8 minutes, higher than YouTube, Facebook and Twitter. 40 Top Tips Write a short description for your Pinterest profile page. This can provide visitors with a quick overview of your group and its objectives Develop a private board to communicate and capture information you may not want to share with everyone Organise and categorise your boards. Be original but specific in your board names this makes them easily searchable Add links within your profile description or pin descriptions to other social media platforms where you have a presence. This can drive additional traffic to your other social media platforms 11

13 Getting the most out of Pinterest Use tags and descriptions The amount of information pinned on Pinterest is vast. By using accurate descriptions and tags, you can make your content easier to find, and more valuable to followers who re-pin it. Watch out for the missing link When you re pinning something to Pinterest, make sure you use an appropriate link. If you want to link to a page on your website, try to link to that page rather than the homepage this will stop your followers from getting lost and frustrated searching for the content they want. Similarly, because Pinterest is so visual, it can be tempting to quickly re-pin another pin you haven t created. Before re-pinning content from another Pinterest user, make sure you click through to check that potential links are working and go to the correct place. Optimise your content by using hashtags (e.g., #KeepItPumping) and impactful image descriptions. 12

14 Instagram Connecting through images Instagram is a simple photo-sharing app that is owned by Facebook. Instagram enables you to take a photo on a mobile phone or upload one from a web browser, and then choose a filter to transform the image. Filters add an effect to your image they are a useful tool if you re trying to build a visual identity for your organisation. Learn more about Instagram filters: archive/2012/04/a-guide-to-the-instagram-filtersyoull-soon-be-seeing-on-facebook/255650/. Instagram fact: The U.S, Japan and Brazil are the three countries with the most users on Instagram. 43 Top Tips Add hashtags to the copy supporting your image (i.e., #KeepItPumping). This will allow your content to be searched by other users and increase the visibility of your Instagram account Optimise your images by using the filters Instagram provides, to make them visually impactful Post quality images frequently, ensuring that your content is fresh and up to date Like and comment on other people s posts to communicate with others users and encourage them to follow your account 13

15 Getting the most out of Instagram Try it out The best place to start with Instagram is by sharing photos. You can either take photos directly using the app itself, or upload existing photos from your device. Remember that if you use existing photos, Instagram will resize them to a perfect square, so you will either need to crop part of the image or keep the black border that will be added to the photo. When you have selected or taken a photo, you can choose to add filters to make the photo look like it has been professionally edited. Test a few filters to see which one works best for each image. Connect to other social media platforms Unlike other social media platforms, Instagram is a relatively isolated app that lives on mobile devices. To make the most of Instagram, it s important to connect it to your other social media accounts, such as Facebook, Twitter, Tumblr and Flickr. You can use your Instagram settings to link your account to your Facebook page, or other social networking sites, to enable the automatic sharing of photos from your Instagram account with other platforms. Share the spotlight Try sharing the management of your Instagram with your members. This will give your followers and target audience greater insight into your group, and help to keep your Instagram feed fresh and interesting. Connect your Instagram account to other social media platforms where you have a presence. This will maximise your Instagram efforts by sharing your images with different audiences on different social media platforms. 14

16 LinkedIn Keeping it professional LinkedIn can help you to grow a network of followers and more. The professional nature of LinkedIn allows you to target people with the skills you need, whether they be board members, funders or passionate volunteers. LinkedIn fact: LinkedIn operates the world s largest professional network on the internet and is currently available in 22 languages. 7 Top Tips Control your visibility to the public by making your page open or closed Share engaging content that is relevant to your target audience by updating your status Create a compelling summary of what you believe in and are about Add your logo or a relevant image to promote your cause or key message Join a group and contribute by creating or sharing content to increase your visibility and number of connections with other users 15

17 Setting up To create a LinkedIn profile, you need to sign up using a company page. 1. Visit and click Get started 2. Click Join LinkedIn at the bottom of the white space and fill in your personal details. Although this account is for your group, you will need to fill in details at a personal level Privacy considerations In order to register with LinkedIn, you need to provide personal information, even if your account is for your group. You re able to control the information available to other LinkedIn users at any time by editing your profile. LinkedIn does not share your personal information with third party services for direct marketing. It only keeps your information for as long as the account is active. However, LinkedIn may store information after the account is closed: If it is necessary to comply with their legal obligations To meet regulatory requirements To resolve disputes, prevent fraud and abuse For more information, visit: 16

18 Getting the most out of LinkedIn Investing time Time is the major investment with LinkedIn rather than costs. To build a group that increases your exposure takes time. To speed things up, focus more on building the profiles of your key members. People may not have heard of your group, but if people trust your members profiles, they are more likely to interact and engage with you. Getting on-board Finding the right board or executive committee members can be a challenge. LinkedIn offers support to not-for-profit organisations through the board connect group, a talent finder account with educational webcasts. More information is available here: Explore the resources LinkedIn has to offer not-for-profit organisations to help you achieve your goals. 17

19 Generating content This section will: Introduce the different content options available Outline key content needs Establish methods on how to develop relevant content While choosing the right social media platform is important, it s quality content that will reach out to your audience and engage them. Good quality content finds people, not the other way around. Investing time in creating and finding high-quality, relevant content is critical to building and keeping your base of followers. 18

20 What makes good content? Engaging: Rather than speaking at people, start a conversation. Listen to what they are saying and develop content that addresses their needs. It s also important to consider how you re going to communicate the content. Is a simple written post sufficient, or could your message be more impactful expressed with a photo, a video or infographic? Visual content is often more engaging than text and can encourage responses and sharing. Relevant: If you want your audience to be interested in your message, your content needs to be relevant to them. This means responding directly to comments from your followers and providing links to current events related to your organisation s goals. The use of weekly themes is also a good content development approach because it keeps you focused on one topic, creating buzz and potential trending around that topic during the week. The creation of engaging and relevant content will help you build your audience, and importantly, keep them returning to your page. Through quality content you can deliver value to your audience and earn their trust. 19

21 Making the most of existing content It s not always necessary to create content from scratch you can use existing content. What do other organisations talk about? What do patients mention in forum posts? What are the recurring questions your target audience wants answers to? Republishing content that already exists can address your target audience s needs and interests without creating too much extra work. There are existing platforms that can help you capture and display information that is relevant to your target audience, such as visual.ly and Scoop.it. 20

22 Making the most of existing content What is visual.ly? Visual.ly enables you to develop visual content that is engaging and impactful by connecting designers, animators and developers to create infographics, videos, interactive content and presentations. You can get started with Visual.ly by signing in using your Facebook account, or creating an account using an address. From there, you can: 1. Choose a medium 2. Select a deadline 3. Enter project information 4. Wait for the consultant to contact you with further information regarding your projects and any implemented costs 5. Collaborate with the necessary points of contact, launch and promote your project 21

23 Making the most of existing content What is Scoop.it? Scoop.it enables you to publish a lot of content in an efficient and impactful manner. Scoop.it enables you to quickly find relevant content so you can enrich your blog or website and increase your online visibility. It can also reduce the time you spend managing your social media platforms by linking your Facebook, Twitter and accounts. To get started, all you need to do is: 1. Name your topic 2. Enter a few related key words 3. Click Create topic 4. Collect data from all over the web and add comments 5. Publish the data and share it on social media Content curation is a good idea if you want to put your own spin on existing resources, rather than create content from scratch. 22

24 Paid advertising Facebook Facebook offers paid advertisements that enable you to target specific audiences, based on geographical location, age and gender. An Ads Manager tool helps you monitor the success of these adverts and enables optimisation. Facebook enables you to set up an advertising budget and monitor spend. Facebook have also developed a guide to support not-for-profit organisations develop a strong online presence. The guide can be found here: public.app.box.com s/8dxyv66biabfnesvr3jj Targeted adverts are also possible with YouTube and you only pay for an advert when someone clicks on it. This means you do not have to pay for advertising that does not generate interest in your content. Test, track and modify your paid advertising to ensure that it is performing at the highest standard. Pay-per-click advertising Another way to increase your visibility is through pay-per-click advertising (PPC). In PPC, you bid on key words relevant to your organisation and your objectives. Your advert is then seen by people who search for that particular key word. Although PPC is a great way to drive targeted traffic to your website, it can be costly. This is why Google have developed Google Ad Grants for not-for-profit organisations. Further information on eligibility requirements, programme details and the grant application process is available here: 23

25 Unpaid advertising Optimising your website One of the simplest ways to engage your audience through social media is to make sure they can find your social media platforms by including a link or button on your website. There are many ways that you can do this, depending on how prominent you want these links and buttons to be, and how your website is built. Habitat for humanity use big icons in their page footers, so their social media platforms can be accessed from every page. You can view their website here: 24

26 Measuring Success Many social media platforms allow you to view statistics relative to your page. For example, on Facebook, these types of analytics reveal how many people have viewed your page and how many people are talking about it. Over time, insights like these can provide vital feedback on the performance of your campaign. Table 4. Top tools for measuring success. Platform Features Free Paid Hootsuite Hootsuite allows you to manage multiple social media accounts from one place It also offers analytics reports that provide an overview of social media performance Social Mention Social Mention pulls insights from a range of social media platforms and analyses social influence with regards to strength, passion, sentiment and reach 25

27 Measuring Success Track and monitor Now that you have spent time building and growing your social media platforms, creating and sharing content, and measuring its performance, you will be able to work out what is working and what s not. Each Facebook page and Twitter account has its own audience and personality and you will soon become the best judge of how to talk to your community. Promote What Works When content is performing well on a social platform it may be the right time to consider paying for it to be promoted or boosted, so that it is made accessible to an even larger audience. The cost and impact will vary by channel, but even with a small budget promoting posts can increase the reach of your content significantly. Celebrate success People like to know that they are a part of something that is making a difference so tell them! Don t be afraid to celebrate your achievements, milestones and successes. It can be a great way to raise your profile and highlight any fundraising efforts. Analysing your social media campaign will provide you with metrics to measure its performance and identify areas for improvement. Refining your campaign Use the objectives and targets that you created as a benchmark for your campaign success and make changes where needed to help you reach these goals. These changes may be as simple as tweaking the type of content you re posting or amending any advertising you re running. Goals We have determined the key objectives of our campaign We know how we are going to measure our success Audience We have identified our target audience Social Media Platform Based on our audience and objectives, we have chosen the most appropriate social media platforms for our campaign We have downloaded any apps and software that can help us to manage and analyse the impact of our posts 26 Checking you re ready Are you ready to get started? Your social media campaign is an important part of how your group projects itself into the world, so take a moment and ensure you ve addressed all the important points. Use the checklist below to make sure your social media campaign is ready to go.

28 Content We have created engaging and relevant content that will allow us to post regularly We have approached or identified people who may be able to provide additional content when required We will continuously review content to ensure that we evaluate and evolve low-performing content and replicate high-performing content Resources We have identified the resources required to implement our social media campaign (i.e., individuals needed to create videos, highquality images or blog posts) We have assigned a member of our group to manage our social media platforms Privacy We have taken into account all privacy considerations for our chosen social media platform and are aware of how to manage and collect data online Advertising We have considered and implemented any paid and unpaid advertising opportunities to help increase our group s visibility online We have assigned a member of our group to measure the success of our paid and unpaid advertising Budget We have considered our social media budget with regards to the type of content that needs to be produced (i.e., videos) We have accounted for paid advertising costs if necessary Campaign evolution We have considered campaign assessment, which will be carried out regularly Our social media campaign will be optimised according to its results 2016 Novartis Pharma AG Date of Prep: February 2016 GMCC code: GLCM/HTF/

29 References 1. Facebook Statistics. Available at: Accessed: May, YouTube Statistics. Available at: com/yt/press/statistics.html. Accessed: May, About LinkedIn. Available at: about. Accessed: May, Data on file: a Patient Organization Forum, Meeting Summary. Novartis. 19. Duggan M, Smith A. Social Media Update Available at: social-media-update-2013/. Accessed: May, ZOG Digital. Social Media Marketing 101: Network User Demographics. Available at: com/2013/05/01/social-media-marketing-101-networkuser-demographics/. Accessed: May, Doyle A. LinkedIn. Available at: com/od/linkedin/qt/linkedin.htm. Accessed: May, Blake K. The 2015 LinkedIn Statistics that you need to know. Available at: pulse/2015-linkedin-statistics-you-need-know-katyelle-blake. Accessed: July, Keath J. The stats behind Pinterest users [infographic]. Available at: Accessed: May, Smith C. Social media demographics: the surprising identity of each major social network. Available at: com/a-primer-on-socialmedia-demographics Accessed: May, The Demographics of Social Media Users: Instagram Demographics. Available at: org/2015/08/19/the-demographics-of-social-mediausers/. Accessed: July DeMers J. How to choose the right social media networks for your B2B business. Available at: searchengineland.com/choose-right-social-medianetworks-b2b-business Accessed: May, Bullas J. Facebook facts you need to know in Available at: facebook-facts-need-know-2014/. Accessed: May, McCafferty D. 12 little-known facts about Twitter. Available at: html. Accessed: May, Social Media Today. The second largest search engine [infographic]. Available at: www. socialmediatoday.com/socialbarrel/ /secondlargest-search-engine-infographic. Accessed: May, Bullas J. The Facts and Figures on YouTube in 2013 Infographic. Available at: com/2013/02/11/the-facts-and-figures-on-youtube-in infographic/. Accessed: May, DeSilver D. 5 facts about Tumblr. Available at: Accessed: May, Kirkwood-Wilson R. Google+ Infographic: The hard, cold facts about Google s social platform. Available at: digitalmarketing/plans-for-google-in Accessed: May,