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.

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

2. Welcome and Intro

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

9. YouTube
YouTube is the world's
most popular online
video community,
allowing millions of
people to discover,
watch and share
originally-created
videos.

10. YouTube
 4 billion YouTube views daily!
 24 hours of video is uploaded every minute.
 500 years of YouTube video are watched every day
on Facebook and over 700 YouTube videos are
shared on Twitter each minute.

11. Facebook
A social networking
website — a gathering
spot, to connect with
your friends and your
friends’ friends.
Facebook allows you to
make new connections
who share a common
interest, expanding
your personal network.

12.  More than 845 million active users
 Users spend over 700 billion minutes per month

13. Twitter
A microblogging
service that allows
people to type in
messages or
“tweets” that can
be read by people
following them. All
tweets are 140
characters or less.

14.  Twitter has more than 200 million registered users!
 340 million tweets are written each day.

15. LinkedIn
LinkedIn is the
world’s largest
professional
network. LinkedIn
connects you to
your most trusted
contacts and helps
you exchange
knowledge, ideas,
and opportunities.

16.  LinkedIn is the world’s largest professional network
with over 100 million members and growing.

17. Social networking
platform that allows
users to hang out within
different social groups
or “circles.” Users can
engage in “hangouts”
with up to 10 other
friends in a video chat
conversation.

18. • Google+ already has 170 million users!

19. Instagram
Instagram is a fun &
quirky way to share
your life with friends
through a series of
pictures. Snap a photo
with your iPhone, then
choose a filter to
transform the look and
feel of the shot into a
memory to keep around
forever.

20. Instagram
• More than 40 million users, 10 million within the last month.

21. Pinterest
Pinterest lets you
organize and share all
the beautiful things you
find on the web. People
use pinboards to plan
their weddings,
decorate their homes,
and organize their
favorite recipes.

22. Pinterest
• More than 10.4 million users
• 97.9% of users are female
• At the start of 2012, there were 810,000 daily visitors. Today, there are
approximately 2,000,000 visitors per day.

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).

31. Social Media Case Studies
What is this stuff?

32. Social Media Case Studies
Who is using social media (Gov 2.0)?

33. Social Media Case Studies
How can we use social media?

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

38. Social Media Case Studies
Twitter
 CDC
Rules!

39. Social Media Case Studies
Twitter
 Official HHS Twitter Accounts and
Twitter guidelines
http://www.newmedia.hhs.gov
tools/twitter.html

40. Social Media Case Studies
LinkedIn
 Healthy People 2010

41. Social Media Case Studies
Podcasts
 NIH Health Matters
http://www.nih.gov/
news/radio/healthmatters

42. Social Media Case Studies
Photo Sharing:
Flickr
 AIDS.gov
http://www.flickr.com/
photos/aidsgov

43. Social Media Case Studies
Blog
 SAMHSA Blog
http://blog.samhsa.gov

44. Social Media Case Studies
Text Messaging
Text 4 Baby
http://www.text4baby.org
Evaluation of Text
Messaging: Flu
Vaccine
JAMA, 9 May 2012

45. Social Media Case Studies
Instagram
Around the Table
www.healthinfogroup.org
w

46. Social Media Case Studies
Wikis
SIDS on Wikipedia

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

52. Social Media Resources

53. Thank you!

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?
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webcast to take our survey so that we can
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An archive of this presentation will be
available in approximately two (2) weeks
at:
www.learning.mchb.hrsa.gov