The following presentation on social media and public health was made by @dkcnews' Michael Shmarak for @ilpublichealth on 11.14.12.

1. The confluence
of public health
& social media

2. overview
Introduction
What Is Social Media?
Why Does Social Media Matter?
What to Know Before Getting Started
Suggested Social Media Platforms
Suggested Implementation

3. @shmaraksmpr
#IPHAgetssocial

4. How has social media
changed our lives?
check this out.

5. Is the public health community
engaged in social media—
or “wallflower media?”

6. many public health &
non-profit initiatives are
wallflowers
• They join networks, but wait for people to find them
• They don’t engage with followers or constituents
• They don’t seek out partnerships or alliances
• They go back to their marketing comfort zone, but they don’t
reap the results
• Typically, they focus on awareness or sales messages
• They don’t emphasize the right kind of education messages

7. Was this ad an early form
of social media?

8. your goal:
don’t just come to the
dance…
…find others to dance
with.

9. what is social media?
• A definition of marketing
– The exchange of goods and services
• A definition of social marketing
– Engaging in communications to facilitate a desired exchange
Traditional Marketing Social Media Marketing
Dominate the market Create a community
Shout out loud Listen, then whisper
“Me, me, me” “Us, us, us”
Push the product, service Pull in people with your message
Advertising Word of mouth
Control Allow
Pursue ‘leads’ Nurture relationships

10. what is social media?

11. what is social media?

12. why does social media matter?
• Your competition is there
• Direct and indirect
• They are using it more than “once a week”
• They are integrating it into daily operations
• Organizations are using it to leverage donations, commitment
and participation
• You don’t need to buy space to use it
• You’re using it and you don’t even know it
• e.g., Amazon.com reviews

13. what to know before getting started
Profile deepens Evolves from
with activity in the
connections, conte network, tone and
nt, group quality of
associations engagement
Identity Reputation
End product judged
by other members
Description,
based on previous
summary of
steps. The network
individual, organization
perceives high
and/or business
trust members
as influencers
Profile Trust

14. what to know before getting started
Ask smart questions.
• Who is on the receiving end of my messages? Patients? Doctors?
Government officials? Do they need me now or do they need me later?
• Where are these people online?
• What are my organization’s goals? How can I influence conversations to
meet these goals?
• Who will lead your social media marketing efforts?
• Is the organization prepared for the time and commitment to building
our community?

15. what to know before getting started
Where does social media fit in your “marketing mix?”
• Brand/Advertising
• Look, feel and tone
• Public relations
• Message, education and reputation
• Development communications
• Web site
• SEO, SMO

22. suggested implementation
Create a social media policy—and have people sign off
that they will adhere to it.
• Clarify what constitutes as social media content
• Tone, frequency, grammar, etc.
• Determine and communicate your organization’s
attitude toward social media to as many people as
possible
• Will everyone be welcomed to be a part of “the dance?”
• What are the goals you seek to accomplish?
• Determine who owns the strategy and execution
• Suggestion—a three-pronged social media committee led by
Executive Director, Marketing and “on the street” leadership

23. suggested implementation
• Establish rules of engagement
• Off-limit topics and professionalism
• Make training available
• Have a crisis plan
• Public health emergencies (H1N1)
• Adverse conversations about your organization
• Government advocacy and intervention

24. suggested implementation
Develop a content schedule.
• Mapping out information will help you determine several
components of social media
• “Do we have a lot to say? Are we relevant?”
• Level of frequency
• Content can come in the form of other people thinking
or saying what your organization believes in
• Social media = Engage conversations
• “Retweets”
• Schedule can coincide with other parts of your
operations
• Health fairs
• Events/health screenings
• Speeches
• Volunteer/staff recruitment

25. suggested implementation
Start joining conversations.
• Start with one or two platforms and/or channels
• Listen to conversations for a short time
• Create, optimize profiles
• Identify, join and engage groups
• Contribute regularly with value-added content
• Avoid sales pitches as much as possible
• Be helpful, professional, proactive and responsive

26. suggested implementation
Monitor what is being said about your cause and organization.
• Listen to “buzz” to inform future content, message
development
• Track related ailments and/or health issues.
• Free tools
• Google Analytics
• SocialOomph.com
• CoTweet
• Klout
• Premium tools
• Sprout Social
• Radian6
• Sysmos

27. suggested resources

28. Thank you.

29. APPENDIX
about DKC

48. 48
Work with companies, both large and
small, on a wide variety of issues – from
executive profiles to brand building to
crisis management.
Represent some of the nation’s biggest
and most innovative companies, public
and private, and partner with agencies
to handle properties with business
interests outside the U.S.
Understand the corporate culture and
landscape and are equally adept at both
internal and external messaging.
Look beyond traditional corporate
channels to create news for the
companies and their business interests.