This document provides an overview of using social media to connect with target audiences. The agenda includes welcoming remarks, a social media overview discussing popular platforms like YouTube, Facebook, Twitter, and LinkedIn. It also covers emerging trends, getting started with social media, and case studies on using platforms like YouTube, Facebook, Twitter for public health outreach and e-learning. The presentation aims to demonstrate how social media can help public health organizations engage with communities and provide training.
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HRSA Social Media Webcast: Connecting With Your Target Audience
1. HRSA Social Media
Webcast
Connecting with your Target Audience
Using Social Media
Presented By:
Tomeeka Farrington, Founder, the Social Media U program
and Principal, Spotlight Communications
John Richards, MA, AITP, Research Instructor, Health
Information Group and MCH Library, Georgetown University
3. Agenda
I. Welcome and Social Media Overview
II. Social Media and E-Learning Case Studies
IV. Questions
4. What is Social Media?
Social Media
Content created and shared
by individuals on the web
using freely available
websites that allow users to
create and post their own
images, video and text
information and then share
that with either the entire
internet or just a select
group of friends.
5. New Media vs. Social Media
new media - tools and technologies whose applications
are considered new (as in very recent and emerging) for the
professional communication and transfer of information
and ideas.
social media - a sub-set of 'new media' characterized by
online interactions and engagement. Social media does not
refer to a specific platform or tool, but rather how the tool is
used.
6. What is Web 2.0?
There are many other terms
(web 2.0, gov 2.0, web 3.0,
etc.) that are sometimes used
interchangeably or that may
vary slightly in meaning. We
recommend you begin your
exploration here: Web 2.0
7. Social Media Emerging Trends
Mobile
Online Video
Branded Communities
Geolocation Technology
8. Social Media Overview
Top Social Media Platforms
YouTube
Facebook
Twitter
LinkedIn
Google+
Pinterest
Instagram
23. Getting Started
• What are the steps to Social networking
isn’t just for young
strategically use to people. The fastest-
understand social media? growing segment of
Facebook users in the
last half of 2008 was
between the ages of
35 and 54.
24. Step 1: Understand social media tools
How do they work?
Keep fast-moving events in
real time
What do they offer?
Internal collaboration
Information-Sharing with
external partners
Exchange information with
the public
25. Step 2: Focus on your mission
Focus on your agency’s goals.
Have the potential to improve your
communications efforts. Make sure you can
Serve a well-defined, mission-oriented support multiple
purpose communications tools.
Social-media sites that
sit unintended can
lose their value.
26. Step 3: Choose the right tools
Choose the right tools for the job
E-mail
Personal web pages
Podcast
Blogs
27. Step 4: Allocate Resources
Implement tools you’ve chosen
Invest in your resources
28. Step 5: Identify Metrics
Define what success looks like
How will you measure it?
Subscriptions
Page and Blog views
Click-throughs Special Terms of Service
agreements have already
Increase audience engagement been negotiated with
vendors like YouTube,
Facebook, and Flickr, to
make it easier for
agencies to use these
tools.
29. Step 6: Implement your Plan
Implement your plan
Start small and see which initiatives work
It’s OK to fail as you try new things
30. Social Media Case Studies
What does this have to do with public health?
81% of families, 97% of pediatricians, and 96% of state
health department staff use the Internet to routinely locate
health information (AAP, 2003; Fox et al., 2009; Turner et
al., 2009).
Web 2.0 technologies that emphasize active information
sharing have exploded into the public health landscape
because they “reinforce and personalize health messages,
reach new audiences, and build a communication
infrastructure based on open information exchange” (AHRQ,
2010).
34. Social Media Case Studies
What are the barriers to using social media?
35. Social Media Case Studies
YouTube
It Gets Better
www.itgetsbetter.org
www.youtube.org/user/
itgetsbetterproject
SUID/SIDS Resource
Center
www.sidscenter.org
36. Social Media Case Studies
Facebook
Alabama Department of Public Health (ADPH)
http://www.facebook.com/alabamapublichealth
“Lots of health topics, lots of information sources, and lots of updates make for a
solid Facebook page” (8 Great Public Health Campaigns Using Social Media).
37. Social Media Case Studies
Twitter
New York City Department of Health and Mental Hygiene
https://twitter.com/#!/nycHealthy
47. Social Media and E-Learning
Why?
Continuing education needs for public health personnel are
largely unmet
State and local agencies have limited capacity to meet those
training needs
Reasons include: lack of funding, time away from work, travel
restrictions
There is an “appreciable interest, capacity, and preference”
for DL at state and local levels, especially interactive
3/4 of agencies have capacity to access Web-based programs
2/3 of agencies give approval to use Web for CE during work
hours
48. Social Media and E-Learning
MCH Distance Learning Grantees:
716 DL short term trainees
1,500 TA activities
TA activities at all geographic regions,
most commonly at the national level,
transcending geographic barriers
3,639 students received CE, resulting
in 977.5 hours of course work.
57 products were developed by DL grantees, including 35
online modules and 9 peer reviewed publications.
http://www.mchb.hrsa.gov/training/projects.asp?program=7
49. Appropriate Use of Social Media
E-mail, Teleconference, Web Blogs, Facebook,
Use When: Listserves Web Conference Site Twitter MySpace
Group is large or
dispersed
Info distribution is
the primary need
Asynchronous
interaction required
“Small bites” of
info, interaction
Feedback requires
careful thought
50. Social Media Resources
Health Information Group:
New Media Primer
Distance Learning Toolkit
http://healthinfogroup.org
51. Social Media Resources
HHS Center for New
Media
“The Mother Load”
http://newmedia.hhs.gov
54. Contact us
Spotlight Communications, Inc.
www.spotlightcommunications.net
P. (617) 423-0040
E. tomeeka@spotlightcommunications.net
MCH Library and Health Information Group
www.mchlibrary.org and www.healthinfogroup.org
P. (877) MCH-1935
E. MCHgroup@georgetown.edu
55. Questions?
Please take a moment before leaving the
webcast to take our survey so that we can
continue to improve
An archive of this presentation will be
available in approximately two (2) weeks
at:
www.learning.mchb.hrsa.gov