This presentation was given in February 2013 by Management Sciences for Health staff members Laura Lartigue, Jeremy Malhotra, Marie Maroun, and Willow Gerber to MSH staff on both the SIAPS and LMG projects. The “sweets” in the title refers to the awesome pumpkin bread made by former MSH staff member Marie Maroun that was served with coffee to project staff who took part in the presentation. :)

1. Stories, Sweets, and Tweets
Storytelling and Social Media
Laura Lartigue, CLM/LMG
Marie Maroun, CPM/SIAPS
Jeremy Malhotra, CLM/LMG
Willow Gerber, CLM/LMG

2. Rhetorical Triangle
Message
Information, argument, reason
s, evidence, data, structure
Audience
Beliefs, values, knowledge, exp
erience
You (Communicator)
Ethos
(credibility), authority, correct
ness, appearance, eloquence
You, the audience, and message – are always linked!
Dialogues
promote
exchange

3. Who would you trust?
Dick Cheney Nelson Mandela
(We’re talking ethos…)

4. How do we appeal to people’s emotions?
Photos, videos and stories all appeal to one’s emotions (pathos)
LIBREVILLE (Reuters) -
The crowd of African
women are tired and angry
after hours waiting in the
hot sun, but the officials
will not vaccinate their
children until the president
inaugurates the campaign
on state television.
When he finally does
so, half a day has been lost
from the five-day
vaccination scheme. It is a
small reminder that, for
(Pathos…)

5. In sub-Saharan
Africa, AIDS kills
6,500 people every
day, leaving
millions of
children orphaned.
A child passes coffins in the village of Njuli, Malawi. Since it was
first reported, 60 million people have been infected and 20
million have died of AIDS. Photo by Tom Stoddart, Getty Images.
Stats, facts and
figures to
strengthen your
argument.
(Logos…photo and caption provide pathos)

6. Stories and News Items
Why write stories or news bites?
• Show accountability for use of donor
funds
• Show use of resources to make a
positive difference in people’s lives
• Show our funders or potential
funders examples of our work
• Show that numbers alone don’t tell
the whole story

7. Elements of a Story/New Item
Who
What
Where
When
Why
How
Outcome
What came of our assistance?
Activity
What is being done to help solve it?
Challenge
What is the problem?

8. Range of Tools and Tactics
• Print materials (reports, policy briefs, fact
sheets, etc.)
• Presentations (PowerPoints, displays)
• Websites, e-newsletters
• Social Media—
Facebook, Twitter, YouTube, Slideshare, Screencast, a
nd more…

9. Social Media Tools

10. Online social
media tools

11. What are you looking for in Social Media?
• This slide will not make you a Social Media Guru
• Your own Voice
• A new idea
• What is the world saying?
Twitter
Facebook

12. Who are you talking to?
What are talking about?
• Seriously, though
what are you
talking about?
• What’s the
message you want
to convey?

13. Social Media Rules of Engagement
It is not a fad…
• It’s a fundamental shift in the way we communicate.
• The new way is a dialogue not a monologue.
• Facts and Figures
• Link, link, link (it’s kind of like
location, location, location)
• Shorter is cooler but not always better

14. Remember to…
• Speak with one project voice
• Use your project’s dedicated social media tools and
platforms
• Answer the who, what, where, why, when and how
• Connect with your audience

15. Activity: Write a Tweet that captures
the write-up or your take on it
Remember:
140 characters (includes spaces & links)
Use @ (mentions) appropriately
Use # (hashtags) appropriately

16. Thank you!
LMG: http://www.lmgforhealth.org/
• Facebook: https://www.facebook.com/LMGforHealth
• Twitter: https://twitter.com/lmgforhealth
• YouTube: http://bit.ly/VXQdI1
• Screencast: http://www.screencast.com/users/MSH.MEC-
Team/folders/LMG%20Webinars
• Slideshare: http://www.slideshare.net/LMGforhealth
SIAPS: http://siapsprogram.org/
• Facebook: https://www.facebook.com/SIAPSProgram
• Twitter: https://twitter.com/SIAPS_Program