Using Social Media for ADC Collaboration and Recruitment
Social media at omr oce
1. Social Media and Media Relations at NCI Brooke Hardison OCE Retreat December 2, 2010
2. Journalism 2.0 70% of journalists use social networks to assist in reporting Newspaper and online journalists more likely to use than magazine reporters 56% said social media was important or somewhat important 92% believe that social media is enhancing journalism Sources: Middleberg Communications and the Society for New Communications Research (SNCR), "Survey of Media in the Wired World.“ & George Washington University and Cison’s “2009 Social Media & Online Usage Study”
3. Top Information Sources 100% of journalists use searches like Google or Yahoo! to get news information (up from 91% in 2008) Search types journalists used: Google Search (100%) Corporate websites (96%) Blog Search (89%) Social Search (65%) Wikipedia (61%) Photo/Video Search (58%) Forums (42%) Social Media Tools used (sharing): Blogs (64%) Social Networks (60%) Micro-blogging (57%) Sources: TopRank Online Marketing Survey on Journalists Use of Search & George Washington University/Cison “2009 Social Media & Online Usage Study”
10. Time for Change The webzine concept was antiquated and needed a fresh look NCI, NIH and HHS as a whole were moving toward incorporating web 2.0 technologies, and we wanted to make sure that the new design could adapt Separately, we were beginning to see an increasing need for more blog-friendly content Journalists were increasingly becoming active on social media sites & we needed to make content available in the blogosphere
15. YouTube Channel Branded YouTube Channel B-roll discoverable through YouTube & Google video search ~ 2,300 views per month Posting on YouTube saves on server space & allows for full-length views
32. Overreaction 1: Lockdown DKNY was letterbombed by PETA protesters on Monday. Rather than ignore it, they deleted the posts, locked down their page, and disallowed posts. Now every DKNY post has hundreds of comments related to fur and bunnies (can’t disable comments) And their current news mentions are dominated by this issue
33. Overreaction 2: Defensive Greenpeace staged a protest on Nestlé's page, regarding deforestation and palm oil. People changed their profile image and posted comments on their page. The representative got very defensive, and things spun out of control. This story was in the news for months Nestlé had to create a “zero deforestation” policy in response to the backlash
Editor's Notes
The 22 percent who didn’t use but believed it was good probably have colleagues who use it.
Different surveyNews search – Google news, Social search – Facebook, Blog search – techcruchAt NCI, we had the Standard Search and corporate website pretty well covered, but we had no blogs and little involvement in social networks. Blogs search is based on rank and -- must have a blog to be ranked by blogs – part of community. We needed entry into the blogosphereThe Benchmarks problem became the solution
Transition: social media needs
In the last 6 months, traffic has been steadily increasing.
Lots of Cancer Centers will retweet from the @NCIMedia account because it sounds more official. The @BrookeLayne account allows me to work one on one with the followers, sending notes and info I think they would find useful, that would be weird if “all of NCI” was sending them this info. SW’s will send me questions off the record, which would be weird to send to @NCIMedia
Lots of Cancer Centers will retweet from the @NCIMedia account because it sounds more official. The @BrookeLayne account allows me to work one on one with the followers, sending notes and info I think they would find useful, that would be weird if “all of NCI” was sending them this info. SW’s will send me questions off the record, which would be weird to send to @NCIMedia
Participation: valuable information and, where possible fun stuff: games, contests, give-aways?Audience: not a competition for fans – quality over quantity
Posts that work for twitter may not work for facebook
