Presentation given by Elizabeth Weaver Engel, CAE on May 6, 2011 at the American Academy of Family Physicians' Annual Leadership Forum.

1. It’s All About Community
Using Social Media to Energize Your Chapter

2. 2
About Me
Elizabeth Weaver
Engel, CAE
Director, Marketing and
Sponsorship
National Association of
Children’s Hospitals
and Related
Institutions (NACHRI)

3. Let’s Be Social!
Back channel rep?
Hashtag: #aafpalf
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4. About You
What are your most burning questions?
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5. About Social Media
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500+ million active users
50% log on in any given day
100 million users
44 million in the US
175 million users
Second largest search engine
Frequency graph: eMarketer
http://www.emarketer.com/Article.aspx?R
=1008307&AspxAutoDetectCookieSuppo
rt=1

7. Setting Strategy
• What are your goals?
• How are you going to get there?
• How will you KNOW you got there?
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8. Policies
• Don’t re-invent the wheel
• K.I.S.S.
• Remember: your OTHER policies are all still in
effect
• Remember: your staff and members are
ALREADY talking to each other
• What we’re doing hasn’t changed, we just have
new options for how we do it
• Assessing and mitigating risk
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9. Common Elements
• Follow all other applicable policies
• Write in the first person
• Be transparent
• Be accurate
• Be respectful and considerate
• Respect copyright laws
• Respect work commitments
• Play by the rules
• Don’t reveal confidential information
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10. Pay Attention To:
• User guidelines for staff
• User guidelines for volunteers
• Crisis communications
• Anti-trust
• HIPPA
• Intellectual Property
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11. Different Locations, Different Policies
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Homebase
Official Outpost
Unofficial Outpost
Homebase: Maintained by
chapter, you own platform
Official Outpost: Maintained
by chapter, you don’t own
platform
Unofficial Outpost:
Maintained by fan
The farther out you get,
the less control you have.

12. Volunteer-Only Chapter
• Focus: unofficial outposts
• Start small
• Build your audience
• Facebook
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13. Single-Staff
• Focus: listening and responding, managing
volunteers
• Start small
• Build your audience
• Twitter
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14. Communications Staff
• Focus: using tools for member
engagement, building relationships
• Multi-channel
• Influencers
• Blog/wiki
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17. Where to find me…
Elizabeth Weaver Engel, CAE
Email: ewengel@nachri.org
Blog: http://thx4playing.blogspot.com
Phone: 703.797.6041
Twitter: @ewengel
LinkedIn: http://www.linkedin.com/in/ewengel
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