3. Social Media Definition
ā¢ Internet-based tools for
sharing and discussing
information.
ā¢ Refers to activities that
integrate technology
and social interaction.
4. Social Media Quick Facts
More than 350 million active Facebook users access
through their mobile device.
Source: Facebook, 12/2011
Social media accounts for one out of every six minutes
spent online in US.
Source: comScore,7/2011
20% of Twitterās users produce at least 80% of the siteās
content.
Source: Problogger, 7/2011
15% of cell phone users in the US utilize the device to look
for health information.
Source: Pew Internet & American Life Project, 5/2011
5. ā¢ Complements and strengthens traditional CDC health
communication
ā¢ Increases direct user engagement to maintain and
increase trust and credibility between CDC and its
audiences and stakeholders
ā¢ Gives CDC the ability to share health information in new
spaces
ā¢ Provides opportunity for CDC to reach new audiences
ā¢ Allows CDC to listen to its audiences
ā¢ Allows for rapid and emergency communication
ā¢ Translates research and policy into actionable plain
language
Importance of Social Media at CDC
6. ā¢ Influence of the internet to change peopleās relationships
ā¢ Significant source of health information
ā Online sources
ā Advice from peers
ā¢ Driving online health conversations
ā Availability of social media tools
ā Increased desire for those living with chronic conditions to
connect
Social Life of Health Information
Source: Pew Internet & American Life Project, The Social Life of Health Information, 2011, Accessed
May 31, 2011 http://www.pewinternet.org/Reports/2011/Social-Life-of-Health-INfo.aspx.
9. Social Media Toolkit
(released July 2011)
ā¢ Introduction
ā Overview
ā CDCās Top Lessons Learned
ā¢ Social media tools
ā Overview of a variety of tools
Buttons, widgets, online video, podcasts, social
networks
ā¢ Social Media Campaign Example
Vital Signs
ā¢ Resources and Worksheets
Found at cdc.gov
10. Buttons
ā¢ Buttons - Graphics embedded in
websites, blogs and social networking
sites
ā Include a call-to-action message and a link
for more information
ā Ability to share health information about
campaigns and causes, increase awareness
about health topics and show support for a
cause
ā HTML code copied
11. Widgets
ā¢ An application that displays the
featured content directly on your web
page.
ā¢ Content can be embedded on
personalized home pages, blogs,
and other sites.
ā¢ No technical maintenance is
required. CDC.gov updates the
content automatically.
13. Online video
ā¢ Used by partners to share tailored health
communication messages
ā¢ Most popular online video sites are YouTube, MSN
and Yahoo
14. Blogs
ā¢ A blog is a regularly updated online journal
ā¢ Readership varies ā some target a small audience, others
may have national readership comparable to national
newspapers.
ā¢ Allows readers to leave comments and engage in
conversation.
15. Reasons to Blog
ā¢ To share content in a way that allows readers to
leave comments and engage in discussion.
ā¢ To discuss a topic that may be too complex for a
tweet or Facebook post.
ā¢ To give your topic or program a more personal and
engaging presence than a website allows.
16. Twitter
ā¢ A real-time information network
ā¢ Twitter users send updates, or ātweets,ā that are 140
characters or less in length, and can follow other usersā
posts.
17. Why Use Twitter?
ā¢ Immediate communication
ā¢ Reaches engaged user networks
ā¢ Fosters collaboration and
partnership building
ā¢ Expand research on the health
impact of social media
ā¢ Twitter Guidelines and Best
Practices:
ā¢ http://www.cdc.gov/SocialMedia/Tools/
guidelines/pdf/twitterguidelines.pdf
18. Twitter Trends
Expanded use ā beyond simple message posting
ā¢ Twitter Chat
ā Often includes Q & A sessions
ā¢ Twitterview
ā Interview with short-form responses
ā¢ Twitter Town Hall
ā Followers submit questions on a specific topic
ā¢ Live Tweeting
ā Tweeting live from an event, often utilized for conferences
19. Recommendations
ā¢ Establish a posting schedule
ā¢ Post frequently
ā¢ Link back to resources for
additional information
ā¢ Promote your profile on both
traditional and social media
ā¢ Post (retweet) relevant content
ā¢ Evaluate
ā¢ Track click-throughs
ā¢ Analyze influence
20. Social Networking Sites
ā¢ Online communities where people can interact with
friends, family, coworkers, acquaintances and others
with similar interests.
ā¢ Most sites provide multiple ways for their users to
interact such as chat, email, video, voice chat, file-
sharing, blogging, and discussion groups.
22. Social Network Trends
ā¢ Facebook and Linkedin most popular
ā¢ Growth trends ā increase in social networking among
users over 35
ā¢ 92% of social network participants use Facebook
ā¢ US Facebook users total 151.8 million
ā¢ 35% of Facebook users have a college or advanced
degree
ā¢ Significant increase of sites via mobile devices
Source: Pew Internet & American Life Project, Social Networking Sites and our Lives, 2011, Accessed May 31, 2011
http://www.pewinternet.org/Reports/2011/Technology-and-social-networks.aspx
24. Recommendations
ā¢ Allocate resources
ā¢ Develop an posting calendar
ā¢ Link back to resources for additional information
ā¢ Promote your page on both traditional and social media
ā¢ Create content worth sharing
ā¢ Develop a comment policy
ā¢ Resources
ā¢ Facebook Guidelines and Best Practices
http://www.cdc.gov/SocialMedia/Tools/guidelines/pdf/FacebookGuidelines.pdf
25. What is mHealth?
ā¢ mHealth or mobile health is the use of mobile
technologies ā mobile phones, text messaging
services, or applications ā to support public
health and medicine.
ā¢ Personal and portable
26. Significance of Mobile
ā¢ Unique Characteristics
ā Simplicity ā suitable for regularly scheduled events with a
minimum number of steps/clicks
ā Immediacy ā instantly delivers content to users
ā Context ā Delivering services relevant to a userās location
ā¢ Mobile usage is on the rise
ā93% of the American population have mobile devices
ā35% of American own a smart phone
ā¢ Significant increase of sites being accessed via a mobile
device
Source: CTIA Wireless Association. Wireless Quick Facts. CTIA. [Online] October 2010. [Cited: January 2011.]
http://www.ctia.org/media/industry_info/index.cfm/AID/1032311
Source: Pew Internet & American Life Project. Smartphone Adoption and Usage. [Online] July 11, 2011: [Cited: October 2011]
http://news.consumerreports.org/electronics/2011/07/more-americans-own-smart-phones-than-passports.html
27. Challenges
ā¢ Establishing goals and strategy
ā Social media is part of a larger integrated
communications plan
ā¢ Identifying a Social Media Champion in your
organization
ā Leadership buy in
ā Approval
ā¢ Justification
ā Provide examples of similar organizations utilizing
social media
ā¢ Security Issues
28. Challenges
ā¢ Content creation
ā Writing for social media is different than traditional audience
ā Consider clearance procedures
ā¢ Embracing and understanding social mediaās open
platform
ā The nature of an open platform
ā Allow for healthy debate
ā Monitoring is essential
ā Comment policy
29. Celebrations:
Integrated Social Media: Flu
ā¢ Extensive message promotion
ā Twitter (@CDCflu, 165,578
followers), Facebook, YouTube,
m.cdc.gov, text messaging updates
through CDCgov and CDCFlu
ā¢ Interactive tools
āPledge, IQ Quiz
ā¢ CDC flu app challenge
ā¢ Spanish channels created
ā¢ Flu social media evaluation
30. Celebrations:
Expanding Reach: Vital Signs
ā¢ Vital Signs:
āTotal social media reach Jan ā Dec
2011: 12.3 million
ā¢ Full range of social media
products
āFacebook posts
āTweets
āButtons, badges, widgets, eCards,
YouTube videos, podcasts
āDigital press release
āSocial and traditional media
monitoring and web analytics
31. Celebrations:
Leveraging Timely Events: Contagion
ā¢ Over 30 Facebook and Twitter posts
ā¢ Leveraged video blogs on YouTube,
Facebook and Twitter
ā¢ Promoted blogs and website
ā¢ Hosted 3 Twitter chats:
ā 350 participants
ā Over 87 questions answered
ā Gained 615 new followers
ā Partner participation by APHA, State
Health Departments, Dr. Besser and
ShareCare.
On September 16, Dr. Jenni McQuiston, Cathy
Young, and the OADC social media team held a live
Twitter chat on how CDC investigates deadly
diseases and protects against their spread.
34. Before you get started: Listen
Listen to your audience and do the following key activities:
ā¢ Monitor social media channels
ā¢ Identify opinion leaders
ā¢ Determine knowledge gaps, āhot topics,ā and any
misconceptions that could be addressed in your
communication
ā¢ Become familiar with how messages are constructed for the
medium
35. Social Media
Communications Strategy
Key Points
ā¢ Define the target audience(s)
ā¢ Define the target audience(s) you want to reach. Be specific as
possible.
ā¢ Determine objectives that are:
ā¢ Specific
ā¢ Measurable
ā¢ Attainable/Achievable
ā¢ Relevant/Realistic
ā¢ Time-bound
36. Social Media
Communications Strategy
Message development
ā Consider objectives, audience and audience communication
needs
ā Pretest if possible
ā¢ Resource needs
ā Staffing, budget and time requirements
37. Social Media
Communications Strategy
Identify social media tools and channels
ā Determine what tools will effectively reach your target audience.
ā Match the needs of the target audience with the tools that best
support your objectives and resources.
38. Social Media
Communications Strategy
Define audience communication needs:
ā People access information in various ways, at different
times of the day, for different reasons. How does your
audience use social media?
ā Resources:
ā¢ Pew Internet and American Life Project
ā¢ HubSpot
ā¢ comScore
Goal Integration
ā How do your objectives support your organizationās mission and
/or overall communications plan?
39. Social Media
Communications Strategy
Identify key partners
ā Identify key partners to promote and support your social media
efforts
ā Identify new potential partners
Define measures of success and develop evaluation plan
ā Develop plan before you implement
ā Identify measures of success
40. CDC Resources:
Health Communicatorās Social Media Toolkit
ā¢ Available on CDC website:
http://www.cdc.gov/healthcommunication/To
olsTemplates/SocialMediaToolkit_BM.pdf
ā¢ Provides guidance and lessons
learned.
ā¢ Contents include information
on developing communication
objectives, overview of social
media tools, resource section,
and campaign examples.
41. CDC Resources
ā¢ Gateway to Health Communication and Social Marketing
ā¢ http://www.cdc.gov/healthcommunication/
ā¢ Contains information from CDC and other public and
private resources to help you build social marketing or
health communication campaign or programs.
42. CDC Social Media Guidelines
http://www.cdc.gov/SocialMedia/Tools/guidelines/