Corporate Profile 47Billion Information Technology
Using Social Media in Behavioral Healthcare
1. Using Social Media
in Behavioral Healthcare
2011 Institute for Behavioral Health Informatics:
October 20, 2011
presented by Jennifer Barbour
2. About me
Blogger, copywriter, new media consultant
Chief Engagement Officer (CEO) for Another Jennifer
Writing Lab
Former communications specialist for Crossroads for
Women in Portland, ME
Author of Women & Substance Abuse blog
(crossroadsforwomen.org/blog) and monthly e-Newsletter
7 years working in behavioral health doing public
communications
3. What we’ll cover
Social Media Policies
Social Networking Strategies & Best Practices
Content Ideas
Time Management Tips & Tricks
4. Millions use social media worldwide.
“The Big Three”
• More than 750 million users
• More than 100 million active users
• More than 120 million members
Sources: http://www.facebook.com/press/info.php?statistics; http://mashable.com/
2011/09/08/twitter-has-100-million-active-users/; http://press.linkedin.com/about/
(retrieved 9/9/11)
5. Plus…
• More than 10 million users in first three weeks
• 2nd most popular search engine
• More than half of social media referral traffic
• Powers 14.7% of top million websites in world
Sources: http://mashable.com/2011/07/16/google-plus-guide/; http://mashable.com/2010/12/28/social-media-marketing-
predictions/; http://www.readwriteweb.com/archives/stumbleupon_delivers_half_of_us_social_media_traff.php;
http://wordpress.org/news/2011/08/state-of-the-word (retrieved 9/10/11)
7. Why use social media?
Mostly free (except for time)
Easy way to get out information fast, in real time, and
reach a big audience
Levels the playing field
Gives everyone a voice
Allows people to connect all over the world at any time
Establishes expertise
Platform to educate, advocate, inform
8. Writing a Social Media Strategy
1. Who is your audience?
2. What actions do you want your audience to take?
3. What does your audience need to believe in order to
take those actions?
4. Which social media channel (or channels) will you
utilize? (e.g., blog, Facebook)
5. What will you talk about?
6. What is your social media policy?
9. What’s your social media policy?
When you post something on a
social media site, imagine that
post on a billboard for everyone
to see. With your name on it.
10. What your policy should consider
Who is allowed to post for your organization? Where?
What will the posts say?
Do social media postings need to be approved?
How will your posts comply with your confidentiality
policies?
How will you handle negative comments?
Are employees allowed to post or comment during work
hours? (Can they access the social networking sites?)
11. More policy considerations
What is appropriate to share; not to share on a social
networking site?
What is your procedure for sharing client stories, photos or
videos?
How will you educate staff, volunteers, board, supporters,
etc. on utilizing your social media sites?
What happens if staff, volunteers, board, etc. don’t
comply with the social media policy?
Who is the go to person if/when questions arise?
13. Why Facebook?
Most widely used social network in the world
Reach all ages
Connect and share with people in recovery, alumni,
donors, community partners, supporters and more
Publishing platform
Spread the word about what you do
14. Getting Started: Facebook Pages
Create a page, not a personal profile (facebook.com/
pages/create.php)
Fill in all information: about, info, mission, etc.
Upload a profile picture and 5 more for the top of the
page
With 25 fans, create a unique url (facebook.com/
username)
“Like” other pages
Add a few status updates before telling everyone
15.
16. Facebook Content Ideas
Your (or your organization’s) thoughts, ideas and observations
Links to your blog posts and e-newsletters
Inspirational quotes
Video and photos
Info about upcoming groups, events, workshops, etc.
Ask questions (How do you celebrate recovery?)
Information from partners or other helpful resources
Relevant news articles or blog posts
17.
18. Facebook Best Practices
Have a strategy (tweak as needed)
Share regularly, but not too much – don’t hog the news feed!
(best times: noon or on Saturday)
Aim for at least 3 posts per week to keep things active and
engaged
Don’t limit people’s ability to share on your page
Monitor, monitor, monitor!
Reply to comments, keep the conversation going
Be authentic!
*Source: socialtimes.com/infographic-reveals-the-best-times-to-post-to-twitter-facebook_b67570
19.
20. Why Blog?
Establish expertise
Your platform to educate, inform, advocate, etc.
Build brand awareness
Drive traffic to your website (SEO)
21. Blog Content Ideas
Your specific expertise
Stories of treatment success, recovery
Education for family and friends affected by addiction,
mental health issues
News/Research from behavioral health field
Public policy issues (be informative)
Current events
Guest post or cross-post
23. Blogging Best Practices
Have a strategy (tweak as needed)
Find your voice
Use tags, categories, social media sharing options
Keep posts simple and short, add an image
Aim for at least 1-2 posts per week (more in the
beginning)
Monitor and reply to comments
Share/Publish posts on other social networks
Be authentic!
24.
25. Why Twitter?
Microblogging service (140 characters or less)
Real-time information network
Publishing platform
Social search engine
Be where people are sharing what’s on their mind on
every topic imaginable
26. The Language of Twitter
Handle: Your Twitter username is referred to as your handle, and
is identified with the @ symbol (ex. @anotherjenb)
Tweet: What posts are called on Twitter
Follow: The act of connecting with someone on Twitter
RT/Retweet: When someone posts something like, you can RT it
and share it with your followers
DM/Direct Message: A private note between two users on
Twitter
Hashtag: Words preceded by a # sign; can be used to tie
various tweets together and relate them to a topic
27. The Language of Twitter (cont’d)
Lists: A way to combine select people you follow on Twitter into
a smaller feed
Search: Use Twitter's search feature to look for tweets
containing a keyword, phrase or hashtag
Timeline: The chronological listing of all tweets in a given feed,
be it your own, in a list, or another user’s
Tweetup: A term for in person events (i.e., meetups) that spring
from Twitter connections
More lingo descriptions: socialquickstarter.com/content/6-whats_twitter
28.
29. Twitter Best Practices
Have a strategy (tweak as needed)
Display a complete bio and profile pic
Share as much as you want (1-4 tweets/hr ideal, best
times: 5pm, midweek and on the weekends)*
Interact – ask questions, answer questions, mention
people, comment on tweets
Follow and be followed
Reply to RTs, FFs, mentions, etc.
Be authentic!
*Source: socialtimes.com/infographic-reveals-the-best-times-to-post-to-twitter-facebook_b67570
30. Why LinkedIn?
#1 Social network for business
Grow professional relationships
Participate in professional discussions
Recruit staff and volunteers
Publishing platform
31. LinkedIn Best Practices
Have a strategy (tweak as needed)
Individual, organization or both?
Have a complete profile and picture
Add connections (under Contacts tab)
Interact
Join relevant groups; create a group
Comment on group discussions or start a group discussion
Ask and/or answer questions (linkedin.com/answers)
Share blog posts or interesting articles
Make recommendations
32.
33.
34. You are not alone campaign: The
Partnership at Drugfree.org
35. Time Management Tips
Dedicate a specific amount of time each week to social
networking
Develop an editorial calendar (or have regular meetings)
Set up Google Alerts to keep track of topics (google.com/
alerts)
Use automatic publishing tools like NetworkedBlogs
Use a social media dashboard like TweetDeck or Hootsuite
Sign up for NutshellMail (nutshellmail.com)
Post and monitor using a smart phone
Know when to ask for (or hire) help
37. More Resources
Social Media Quickstarter: socialquickstarter.com
Facebook for Business: facebook.com/business
Mashable – The Social Media Guide: mashable.com
Social Media Examiner: socialmediaexaminer.com
Join Together: drugfree.org/join-together
Beth’s Blog: bethkanter.org
Kivi’s Nonprofit Communications Blog: nonprofitmarketingguide.com/
blog
Katya’s Non-profit Marketing Blog: nonprofitmarketingblog.com
38. Final Tips
Know your audience (and where they
are)
Have a strategy
Engage
Monitor
Don’t be afraid to experiment!