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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!
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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
Welcome and Intro
Agenda
I. Welcome and Social Media Overview
II. Social Media and E-Learning Case Studies
III. Questions
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.
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.
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
Social Media Emerging Trends
MobileOnline VideoBranded CommunitiesGeolocation Technology
Social Media Overview Top Social Media Platforms
YouTube Facebook Twitter LinkedIn Google+ Pinterest Instagram
YouTube
YouTube is the world's most popular online video community, allowing millions of people to discover, watch and share originally-created videos.
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.
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.
More than 845 million active usersUsers spend over 700 billion minutes per month
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.
Twitter has more than 200 million registered users!
340 million tweets are written each day.
LinkedIn is the world’s largest professional network. LinkedIn connects you to your most trusted contacts and helps you exchange knowledge, ideas, and opportunities.
LinkedIn is the world’s largest professional network with over 100 million members and growing.
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.
• Google+ already has 170 million users!
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.
• More than 40 million users, 10 million within the last month.
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.
• 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.
Getting Started
• What are the steps to strategically use to understand social media?
Social networking isn’t just for young people. The fastest-growing segment of Facebook users in the last half of 2008 was between the ages of 35 and 54.
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
Step 2: Focus on your mission
Focus on your agency’s goals. Have the potential to improve your
communications efforts. Serve a well-defined, mission-
oriented purpose
Make sure you can support multiple communications tools. Social-media sites that sit unintended can lose their value.
Step 3: Choose the right tools
Choose the right tools for the job E-mail Personal web pages Podcast Blogs
Step 4: Allocate Resources
Implement tools you’ve chosen Invest in your resources
Step 5: Identify Metrics
Define what success looks like How will you measure it?
Subscriptions Page and Blog views Click-throughs
Increase audience engagement
Special Terms of Service agreements have already been negotiated with vendors like YouTube, Facebook, and Flickr, to make it easier for agencies to use these tools.
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
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).
Social Media Case Studies
What is this stuff?
Social Media Case Studies
Who is using social media (Gov 2.0)?
Social Media Case Studies
How can we use social media?
Social Media Case Studies
What are the barriers to using social media?
Social Media Case Studies
YouTube It Gets Betterwww.itgetsbetter.org
www.youtube.org/user/itgetsbetterproject
SUID/SIDS ResourceCenter www.sidscenter.org
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).
Social Media Case Studies
Twitter New York City Department of Health and Mental Hygienehttps://twitter.com/#!/nycHealthy
Social Media Case Studies
Twitter CDCRules!
Social Media Case Studies
Twitter Official HHS Twitter Accounts andTwitter guidelineshttp://www.newmedia.hhs.govtools/twitter.html
Social Media Case Studies
LinkedIn Healthy People 2010
Social Media Case Studies
Podcasts NIH Health Mattershttp://www.nih.gov/news/radio/healthmatters
Social Media Case Studies
Photo Sharing:Flickr AIDS.govhttp://www.flickr.com/photos/aidsgov
Social Media Case Studies
Blog SAMHSA Bloghttp://blog.samhsa.gov
Social Media Case Studies
Text MessagingText 4 Babyhttp://www.text4baby.org
Evaluation of Text Messaging: Flu VaccineJAMA, 9 May 2012
Social Media Case Studies
InstagramAround the Tablewww.healthinfogroup.org
Social Media Case Studies
WikisSIDS on Wikipedia
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 needsReasons include: lack of funding, time away from work, travel restrictionsThere is an “appreciable interest, capacity, and preference” for DL at state and local levels, especially interactive3/4 of agencies have capacity to access Web-based programs2/3 of agencies give approval to use Web for CE during work hours
Social Media and E-Learning
MCH Distance Learning Grantees: 716 DL short term trainees1,500 TA activities TA activities at all geographic regions,most commonly at the national level,transcending geographic barriers3,639 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
Appropriate Use of Social MediaUse When: E-mail,
ListservesTeleconference, Web Conference
Web Site
Blogs, Twitter
Facebook, MySpace
Group is large or dispersed
Info distribution is the primary need
Asynchronous interaction required
“Small bites” of info, interaction
Feedback requires careful thought
Social Media Resources
Health Information Group:New Media PrimerDistance Learning Toolkithttp://healthinfogroup.org
Social Media Resources
HHS Center for New Media
“The Mother Load”
http://newmedia.hhs.gov
Social Media Resources
Thank you!
Contact us
Spotlight Communications, Inc.www.spotlightcommunications.netP. (617) 423-0040E. tomeeka@spotlightcommunications.net
MCH Library and Health Information Groupwww.mchlibrary.org and
www.healthinfogroup.orgP. (877) MCH-1935E. MCHgroup@georgetown.edu
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
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