Web 2.0 Tools for Unintentional Injury Prevention
What is your experience with Social Media? A. What the heck is it? B. I don t use social media. C. I have looked at social media websites (e.g., YouTube, Facebook, LinkedIn, etc.) but have not participated in them. D. I participate occasionally in social media (e.g., post a comment on a blog or online forum, upload photos to Facebook, etc.) E. I participate regularly on one or more social media websites.
What is your reason for not using Social Media? A. Don t know anything about it B. Don t have the time C. It s too difficult D. Worry over lack of control E. Don t want to invest in a passing fad
If you were to choose one social media platform to interact with the public, which one would you select? A. Facebook B. LinkedIn C. YouTube D. Twitter E. Blogging F. Don t know G. Other
What is Web 2.0? Generally speaking, Web 2.0 refers to the use of the internet in a more social, collaborative, interactive and responsive way. Web 2.0 is the dawn of the Social Media age.
Okay, then what is Social Media? Social media is usergenerated content or multi media that is published or shared in a virtual social environment (web or mobile).
Why Choose Social Media? 72% of adults 18 29, and 71% of adults age 30 49 look for health information online. The ability to reach diverse audiences online use, and particularly mobile online use, is significantly higher among Black and Hispanic users. Social Media use continues to climb in all age categories. Social Media provides a unique channel for people to connect about shared health issues. Enhance other communications efforts Cost effective communications tool ** Sources: Pew Internet & Life Project, 2010; Pew Internet & Life Project, 2009
Social Media Options And countless more
Most Popular Social Media Sites
Monthly Usage of Social Media
Social Media Snapshot: Facebook Versatile social media platform that incorporates posts, photos, multi media, and more. Individual, group or organization profiles. If Facebook were a country, it d be the 3rd largest by population in the world, behind China and India. (Source: U.S. Census, Facebook)
Social Media Snapshot: LinkedIn World s largest professional network with over 75 million users. Industry specific groups, discussion forums, professional advice, polls, job postings, etc.
Social Media Snapshot: Twitter Send and receive 140 character messages called Tweets Unique lingo: RT, hashtags, shorthand, slang Followers/Following Instant gratification: requires realtime, instant interaction Case study: U.S. Geological Survey maps tweets of earthquakes that can sometimes delineate a quake s felt line.
Social Media Snapshot: Flickr Photo and video sharing website. Can create key word tags so that users can search by topic. Quick, easy way to share high resolution photos. Downloads are available in multiple file sizes. Another way to push traffic to your website.
Social Media Snapshot: YouTube & Vimeo YouTube At over 2 billion views a day, it s the world s most popular online video community. Users can subscribe to a person or organization s channel. Easy to embed into other social media or web sites. Many current video editing programs have an option for auto uploading to YouTube. 15 minute, 2 GB limit to video Vimeo Creators were filmmakers and videographers. Users can subscribe to a person or organization s channel. Easy to embed into other social media or web sites. Allows for online collaboration. No time limit, 1GB limit (500 MB limit with basic account)
Online journals and commentary. Flexible platform that allows for photo & video integration. For nonprofits and government groups, blogs can provide an authentic, personal perspective. Puts a face on the stats. True blogs are open and allow for comments and interaction from the public. Blogging
Common Communications Objectives of Social Media Tangibles Generate awareness Drive Action/Traffic Reaching key audiences Fundraising Advocacy Collaboration Intangibles Injury Prevention Building relationships Connecting and Listening Reputation Influencing the influencers
Steps for Successful Implementation Build social media into your overall communications strategy. Determine what social media platforms best support your communications objectives AND match your target audience. Determine what you realistically have the capacity to implement. Research cases of successful social media use in your industry.
Steps for Successful Implementation Develop an organization wide social media policy, and user policy, before going live. Fully integrate into your current communications mediums (website, email, newsletters, print collateral, etc.) Keep careful records of all social media profiles that exist for your organization, and usernames/passwords.
Metrics & Measurements Old School Circulation Arbitron Data Traffic/Page Views/Hits/Unique Visitors New School Analytics Number of followers/friends Quality types of comments, posts, length of conversation Attention Span how long a visitor is on your site Engagement
It s all about the outcome Ultimately, success happens when conversation is present or action is taken in whatever form defined by your agency or organization.
Tracking Resources Google Analytics Hootsuite Technorati Social Mention Twitalyzer Bit.ly Facebook Insights
Assess & Adjust Listen to your community. What s effective, what s not so much? Adjust your strategy. It s almost better to kill than to abandon.
Letting go of the control The social in Social Media means that you do not have total control over the messages that are posted and shared. Prepare for the worst, and rejoice when it doesn t happen. Take a deep breathe before responding. Often times, your fans within the community will take care of the troublesome posters. Gently remind difficult users of posting etiquette. Listen and learn from the chronic complainers.
Making Social Media Effective Provide quality content that no one else does/can Be responsive Have a regular presence Build community by promoting others Use one platform to promote another Let people know what to expect (ie: a new research report published on X date, regular tweets during the legislative session)
Platform Specific Tips & Tricks Facebook Take full advantage of the visual platform. Tell your story over time. Friend key media personnel and lawmakers. Utilize event application to drive the public to your community events. Twitter Balance following vs. followers Follow key reporters who cover your issues Follow key lawmakers who sit on health related committees or caucuses Tweet about your industry, not just about YOU
Where Old Meets New Media Use Twitter and Facebook as media outreach & media relations devices Produce Video News Releases (VNRs) and Audio News Releases (ANRs) to enhance media outreach Stretch Marketing & Advertising dollars: Use YouTube to enhance broadcast PSA campaigns
Audio News Release Examples U of M Moment USDA
Summary & Next Steps The possibilities are vast, allowing for unlimited creativity so, focus on platforms that best meet your communications goals AND your audience s preferences. If you are going to use a specific social media platform commit fully. Have Social Media policies in place. Be present and responsive.
Resources & Futher Reading CDC Social Media Guidelines: http://www.cdc.gov/socialmedia/tools/guidelines/ Best Business Practices for Twitter: http://business.twitter.com/twitter101/ Includes case studies of successful users Pew Research: http://pewresearch.org/ They have several studies on social media use
Resources & Further Reading Brain Injury Blog List http://www.northeastcenter.com/links_brain_injury_ blogs.htm Children s Hospitals and Clinics Blog: http://www.childrensmn.org/blog/kidshealth/ Nice example of local hospital blog
Stay Connected Sharon Rolenc Brevity Communications sharon@brevitycommunications.com Minnesota News Connection mnc@publicnewsservice.org 612 823 3550 or toll free at 1 888 692 9358