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HRSA Social Media Webcast: Connecting With Your Target Audience

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HRSA Social Media Webcast: Connecting With Your Target Audience

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What is Social Media? What are the steps to strategically use to understand social media? What are examples of successful public health case studies? Get the answers to all of the questions above and more during the HRSA Social Media Webcast!

What is Social Media? What are the steps to strategically use to understand social media? What are examples of successful public health case studies? Get the answers to all of the questions above and more during the HRSA Social Media Webcast!


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HRSA Social Media Webcast: Connecting With Your Target Audience

  1. 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. 2. Welcome and Intro
  3. 3. Agenda I. Welcome and Social Media Overview II. Social Media and E-Learning Case Studies IV. Questions
  4. 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. 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. 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. 7. Social Media Emerging Trends  Mobile  Online Video  Branded Communities  Geolocation Technology
  8. 8. Social Media Overview  Top Social Media Platforms  YouTube  Facebook  Twitter  LinkedIn  Google+  Pinterest  Instagram
  9. 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. 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. 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. 12.  More than 845 million active users  Users spend over 700 billion minutes per month
  13. 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. 14.  Twitter has more than 200 million registered users!   340 million tweets are written each day. 
  15. 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. 16.  LinkedIn is the world’s largest professional network  with over 100 million members and growing. 
  17. 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. 18. • Google+ already has 170 million users!
  19. 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. 20. Instagram • More than 40 million users, 10 million within the last month.
  21. 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. 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. 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. 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. 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. 26. Step 3: Choose the right tools  Choose the right tools for the job  E-mail  Personal web pages  Podcast  Blogs
  27. 27. Step 4: Allocate Resources  Implement tools you’ve chosen  Invest in your resources 
  28. 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. 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. 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. 31. Social Media Case Studies What is this stuff?
  32. 32. Social Media Case Studies Who is using social media (Gov 2.0)?
  33. 33. Social Media Case Studies How can we use social media?
  34. 34. Social Media Case Studies What are the barriers to using social media?
  35. 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. 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. 37. Social Media Case Studies Twitter  New York City Department of Health and Mental Hygiene https://twitter.com/#!/nycHealthy
  38. 38. Social Media Case Studies Twitter  CDC Rules!
  39. 39. Social Media Case Studies Twitter  Official HHS Twitter Accounts and Twitter guidelines http://www.newmedia.hhs.gov tools/twitter.html
  40. 40. Social Media Case Studies LinkedIn  Healthy People 2010
  41. 41. Social Media Case Studies Podcasts  NIH Health Matters http://www.nih.gov/ news/radio/healthmatters
  42. 42. Social Media Case Studies Photo Sharing: Flickr  AIDS.gov http://www.flickr.com/ photos/aidsgov
  43. 43. Social Media Case Studies Blog  SAMHSA Blog http://blog.samhsa.gov
  44. 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. 45. Social Media Case Studies Instagram Around the Table www.healthinfogroup.org w
  46. 46. Social Media Case Studies Wikis SIDS on Wikipedia
  47. 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. 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. 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. 50. Social Media Resources Health Information Group: New Media Primer Distance Learning Toolkit http://healthinfogroup.org
  51. 51. Social Media Resources HHS Center for New Media “The Mother Load” http://newmedia.hhs.gov
  52. 52. Social Media Resources
  53. 53. Thank you!
  54. 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. 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