2020

National Cancer Survivorship Awareness Social Media Toolkit

@GWCancer #CompCancer #CancerSurvivors #LifeAfterCancer 1

National Cancer Survivorship Awareness Social Media Toolkit 2020

CONTENTS

About This Toolkit ................................................................................................................................ 2

Who Should Use This Toolkit? ............................................................................................................ 2

What is Cancer Survivorship? ............................................................................................................. 2

Social Media 101 .................................................................................................................................. 2

Social Media Channels ........................................................................................................................ 3

Twitter Best Practices ....................................................................................................................... 3

Facebook Best Practices.................................................................................................................. 4

LinkedIn Best Practices .................................................................................................................... 4

Instagram Best Practices ................................................................................................................. 4

Best Practices for Communicating About Cancer Survivorship ..................................................... 6

When Communicating with Survivors and Caregivers… ............................................................ 7

When Communicating with Providers or Practitioners… ............................................................ 8

Sample Tweets and Facebook Posts for Survivors and Caregivers ............................................ 10

Sample Tweets and Facebook Posts for Providers or Practitioners ............................................ 14

Sample LinkedIn Posts ..................................................................................................................... 18

Other Ideas to Promote Cancer Survivorship Awareness ............................................................ 19

Measuring Success ........................................................................................................................... 22

Additional Tools and Resources ..................................................................................................... 23

Glossary .............................................................................................................................................. 25

References ......................................................................................................................................... 26

Tip: Viewing this PDF in Google Chrome? Use “Ctrl+Click” on links to open them in a new tab.

This work was supported by Cooperative Agreement #NU58DP006461-02 from the Centers for Disease Control and Prevention (CDC). Its contents are solely the responsibility of the authors and do not necessarily represent the official views of CDC.

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ABOUT THIS TOOLKIT This toolkit is designed to help stakeholders implement evidence-based practices when communicating about cancer survivorship. It can also help you plan, implement, and evaluate your social media strategy and make the case for why it’s important.

WHO SHOULD USE THIS TOOLKIT? Public health professionals, cancer control professionals, cancer centers, coalitions, community-based organizations, and other stakeholders can use this toolkit and adapt its messaging for their unique audiences and areas of expertise.

WHAT IS CANCER SURVIVORSHIP? Cancer survivorship is generally considered “a process that begins at the moment of diagnosis and continues through the balance of life” (Marzorati, C. et. al, 2017). With over 18 million cancer survivors in the United States expected as of 2020 and over 1.7 million new cases diagnosed as of 2017, cancer continues to affect almost every American, whether through a family member or through their own experience (Centers for Disease Control and Prevention [CDC], 2020-a; National Cancer Institute [NCI], 2018-a; NCI, 2018-b; CDC, 2018). This year’s CDC Cancer Annual Report showed that overall cancer death rates decreased 1.5% on average per year from 2001 to 2017, decreasing more rapidly among men (by 1.8% per year) than among women (1.4% per year) (CDC, 2020-b). National Cancer Survivor Month starts on June 1 and ends on June 30.

SOCIAL MEDIA 101 As of January 2019, Pew Research Center found that 72% of adults report using social networking sites (Pew Research Center, 2019). YouTube is reported as the most commonly used social media platform, followed by Facebook, Instagram, Pinterest, LinkedIn, Snapchat, and Twitter (Perrin and Anderson, 2019). In addition, a 2014 study found that nearly 75% of adults use social media to discuss health (Fox, 2014).

Social media provides a “socially mediated pathway” to distribute health-related messaging. It links people to social networks and communities that provide built-in incentives and personalized guidance to make behavioral changes (Sarkar et al., 2018). Organizations like the CDC use social media to “provide users with access to credible, science-based health information” and to “reinforce and personalize messages, reach new audiences, and build a communication infrastructure based on open information exchange” (CDC, 2015).

Don’t have the time or capacity to implement this toolkit? Don’t fret!

You can still engage your audience by retweeting messages from

@GWCancer

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The first step when designing your social media strategy should be to identify and learn about your audience. Ask yourself:

• Who is my intended audience? Be as specific as possible. • What health issue or issues affect my audience? • What action do I want my audience to take and why? • What social media platforms does my audience use and how do they prefer to be

reached with health messaging? • What communication tactics will be most effective and what messages resonate the

most?

Looking to establish a social media strategy for your organization or make the case for why it’s important? CDC offers a variety of social media tools to create and establish a social media strategy. They also offer guidelines and best practices, evaluation strategies, tools, and templates.

Remember to tailor messaging to your intended audience or audiences. Make sure to capitalize on your organization’s unique strengths and expertise to make your campaign effective.

SOCIAL MEDIA CHANNELS Twitter, Facebook, Instagram, LinkedIn, Snapchat, Pinterest, and more—social media is growing every day, along with opportunities for outreach. Below we cover best practices for some of the most popular social media platforms, but many of these tips can apply to other media like blogs, websites, or mobile apps.

Twitter Best Practices

• Keep tweets below the 280-character limit. This allows other users to retweet while adding their own comments (@names don’t count toward the 280-character limit).

• Add colorful graphics including photos, videos, infographics, or other illustrations whenever possible. Tweets with images receive 18% more clicks, 89% more favorites, and 150% more retweets on average (Kim, 2018).

• Post regularly and make sure content is useful and relevant to your audience. • Don’t just talk “at” your audience, interact with them. Ask questions and listen—this

builds engagement. • Engage others by tweeting at their Twitter handles when possible (tweets that begin

with a username will reach all of your followers, but will be categorized as “replies”; if you want the tweet to be seen on your main timeline, use “.@” at the beginning).

• Twitter, Sprout Social and Hootsuite as well as other social media scheduling tools offer options to shorten links as you write tweets.

• Promote engagement with other organizations by liking or retweeting their content. You can even add your own comment before retweeting. Likewise, be responsive and recognize retweets, mentions and when other share your content.

• Remember that tweets cannot be edited once they are posted, so proofread before you post!

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Facebook Best Practices

• Facebook algorithms prioritize “meaningful interactions” over unrelated content. This means posting content that feels personal, conversational, and authentic is more effective (Facebook, 2018).

• Shorter posts (around 250 characters or less) get up to 60% more distribution than longer posts (Cooper, 2016).

• Post consistently and with a variety of different content types like video or photos to maximize reach and make your content stand out (Facebook, 2018). Posts with photos receive up to 50% more likes than non-photo posts (Hershkowitz & Lavrusik, 2013).

• Monitor interactions and comments with visitors to your page, using Facebook analytics and insights to see how your audience is interacting with your comments. Track your results and act on them, focusing your efforts on what’s working.

• Vary your post type. Users don’t engage the same way with every post (Hershkowitz & Lavrusik, 2013).

• Develop a comment policy and moderate comments accordingly in order to prevent harassment in your comments section and avoid identifying people in photos without their consent. See CDC’s Guidelines for Public Comments for a model policy (CDC, 2019).

• More information about Facebook best practices is available from CDC.

LinkedIn Best Practices

• Use a call to action to engage readers, like “click to find out more” (York, 2016a). • Ensure that your organization’s profile is up-to-date; profiles with complete

information get 30% more weekly views (LinkedIn, n.d.). • Post consistently and ensure that your posts contain an image or other media as this is

likely to increase engagement (LinkedIn, n.d.). Focus on practical and informative visuals, as this is more likely to be successful on LinkedIn (York, 2016a).

• Share content that’s likely to be relevant to your professional network and provide value to your target audience (Top Dog Social Media, n.d.).

Instagram Best Practices

• Tell a story with your images by focusing on experience and emotional appeals over simple repetition of health information (Photoslurp, n.d.). Great images and videos create engagement, especially on a visual platform like Instagram (York, 2016b).

• Understand your audience and don’t try to appeal to everyone. Once you’ve identified your audience, be consistent with your style and branding (Photoslurp, n.d.).

• Use creative ideas like contests and post user-generated content to get your audience to participate (York, 2016a). This doesn’t have to cost money, sometimes the contest award can simply be recognition for the poster.

• Stay relevant by leveraging existing health-related observances to spread your content – connect with what other organizations are already doing for Cancer Survivorship Awareness Month (Photoslurp, n.d.).

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• Make your content stand out by using simple or free photo editing tools to make your images pop (York, 2016a).

• Post regularly and during optimal times. Your analytics data from Instagram or other sources can help you identify when your audience is most active and likely to interact with a post (York, 2016a).

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BEST PRACTICES FOR COMMUNICATING ABOUT CANCER SURVIVORSHIP The first step in any communication campaign is to define your audience. When communicating about cancer survivorship, you will likely have one of two main audiences: 1) survivors or caregivers or 2) health care providers and other practitioners providing cancer survivorship care. The messaging in this toolkit is organized around these two main audiences, each with their own unique strategies for outreach and framing. Remember to tailor messages to your organization, since each audience may have subgroups with different needs (for example, survivors who are undergoing active treatment vs. five-year survivors who may be out of active treatment but have distinctive screening and follow-up needs).

Cancer survivors who remain in long-term or chronic treatment may feel left out of traditional survivorship programming. It is important to include this audience when designing messaging or follow-up care. In its landmark 2005 report, From Cancer Patient to Cancer Survivor: Lost in Transition, the National Institute of Medicine identified four key components of survivorship care.

PREVENTION

Prevention of recurrent or new cancers that can result from cancer and its treatment; additionally, known risk factors should be carefully monitored and minimized as much as

possible through healthy choices

SURVEILLANCE

Surveillance for cancer spread, recurrence, or

second cancers and assessing medical and

psychosocial late effects

INTERVENTION

Intervention for side effects of cancer and its treatment, including physical and psychosocial effects, as well as non-medical concerns, like emotional or financial

issues

COORDINATION

Coordination between specialists

and primary care

(National Institute of Medicine, 2005)

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WHEN COMMUNICATING WITH SURVIVORS AND CAREGIVERS… 1. Consider health literacy and numeracy

• Use simple language. If using data, make sure your audience can interpret the data. (NCI, 2018).

• Organize information so the most important points are first (U.S. Department of Health and Human Services, n.d.).

• If presenting data, use combinations of numbers and visual representations like icon arrays as this can be most effective, particularly when talking about risk (Hamstra et al., 2015).

• Where possible, point consumers to supporting materials, visuals and reliable sources of information such as trusted websites or physicians.

2. Understand the unique perspectives and needs of survivors

• Cancer patients and survivors often face “cancer information overload” and may feel overwhelmed by information and unable to process it (Chae et al., 2015). Keep the cancer information simple in your communication strategy.

• Promote the importance of quitting smoking, increased physical activity, good nutrition, getting flu and pneumonia vaccinations and regular cancer screenings to survivors as appropriate (Underwood et al., 2012; Sauer et al., 2017).

• Use narratives in your messaging. Narratives can be an effective tool for communicating with survivors. Storytelling can overcome resistance, facilitate information processing, provide social connections and represent emotional or existential issues (Wen-Ying et al., 2011).

• Let patients know about specific resources they can request, such as survivorship care plans or long-term recommendations about screening and follow-up.

3. Empower survivors to communicate their preferences to their health care team

• Self-advocacy means providing survivors with the skills and tools necessary to feel comfortable about asserting themselves and communicating clearly about their cancer care needs (National Coalition for Cancer Survivorship [NCCS], n.d.). Remind survivors that having good skills to negotiate and communicate their needs are some of the best tools to use against cancer (NCCS, n.d.).

• Survivors receive support from a variety of sources. Encourage the use of friends, family, trusted caregivers, oncology social workers or patient advocates to support survivors with treatment needs, questions, concerns and preferences.

• Identify barriers to survivor-provider communication and work to reduce them. Some survivors have knowledge and information but don’t feel empowered to speak up. This might be due to care team dynamics or organizational culture (Joseph-Williams et al., 2014).

• Include survivors as a part of the care team through shared decision-making. Survivors are sometimes left out of the decision-making process but working to include them can improve patient outcomes and survivorship care (Hahlweg et al., 2015).

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WHEN COMMUNICATING WITH PROVIDERS OR PRACTITIONERS… 1. Make content accessible on the networks where providers are searching for information

• A 2018 study found that more than 80% of physicians felt it was easy to use social media, and 62% believed that social media improved the quality of patients' care (Irfan et al., 2018). 90 percent of physicians are social media consumers, using Internet and social media to find and read patient and practice-related information (Bhaskar, 2017). Use social media platforms to communicate with physicians.

• A 2016 survey found that in addition, 91% of physicians reported owning a smartphone and 88% used their mobile devices frequently in the clinical setting (Nerminathan et al., 2017). Make sure content is in a mobile-friendly format.

• 53% of health care professionals used social media to exchange medical knowledge with peers once or more daily, and 53% of health care professionals also reported using social media for improving interpersonal communication with peers (Hazzam & Lahrech, 2018). Invite providers to share information or collaborate via social media.

• Providers often use virtual communities to create a professional forum to share issues and knowledge, address professional isolation, facilitate networking, foster peer collaboration and mentoring, facilitate professional development, improve clinical practice and obtain clinical advice. (Rolls et al. 2016). Promote opportunities for providers to network with one another.

• Many providers use physician-only sites like Doximity, Sermo, Ozmosis or medical society membership sites like the American Academy of Pediatrics or the American Medical Association (Fogelson et al., 2013). Adapt your messaging for the platform you're using, whether it's Doximity or another physician-only site.

2. Emphasize the importance of communication between oncologists and primary care providers

• Decreased involvement by primary care providers is associated with worse overall care and outcomes, particularly for preventive services and non-cancer-related health conditions (Earle & Neville, 2004; Jain et al., 2019). Encourage providers to ask about their patients’ overall health status, even if significant time has passed since their cancer diagnosis.

• Facilitate collaboration among providers by improving role clarity, communication and knowledge exchange between providers (Sussman & Baldwin, 2010). Remind providers to collaborate with their oncology colleagues to coordinate care. Survivors have special follow-up care needs after active therapy is completed. Survivorship care plans can help facilitate this transitional care. Prompt providers to ask cancer patients about their survivorship care plan.

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3. Promote survivorship care resources

• Access CDC’s website for comprehensive resources and information about cancer survivorship.

• The American College of Surgeons requires Commission on Cancer (CoC)-accredited programs to “provide a summary of treatment and a follow-up plan to all patients completing cancer treatments” by 2019 with benchmarks in 2017 (50%) and 2018 (75%). (American College of Surgeons, n.d.). Encourage providers to promote survivorship care plans for patients.

• Providers may not be aware of the CoC requirement or may not be aware of follow-up care guidelines for cancer survivors available from the National Cancer Survivorship Resource Center as well as the Cancer Survivorship E-Learning Series for Primary Care Providers that explains follow-up care for survivors of adult-onset cancers. Long-term follow-up guidelines are also available for survivors of childhood cancer. Let providers know about free survivorship care resources and continuing education opportunities.

• CDC recommends that follow-up care to cancer survivors should focus on tobacco cessation, increased physical activity, good nutrition, ongoing vaccinations, regular cancer screenings and pain management (Underwood et al., 2012; Sauer et al., 2017). Focus on promoting healthy behaviors to cancer survivors and encouraging providers to do the same.

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SAMPLE TWEETS AND FACEBOOK POSTS FOR SURVIVORS AND CAREGIVERS

Tweets Facebook Posts Message Category

Lymphedema is a common side effect of cancer treatment. Watch this @CDC_Cancer video from #cancer survivor and actress @MsKathyBates to learn more: https://bit.ly/2Awv5ar #CompCancer #CancerSurvivors

Have you had your lymph nodes removed, radiation or chemotherapy? #CancerSurvivors may experience lymphedema as a result of these cancer treatments. Learn more from #cancer survivor and actress Kathy Bates in this video: https://bit.ly/2Awv5ar #CompCancer #LifeAfterCancer

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After #cancer treatment, what does good communication with your physician look like? Use @TheNCI’s suggested questions to discuss #LifeAfterCancer with your doctor. https://bit.ly/3g6rd0r #CompCancer #CancerSurvivors

After #cancer treatment, what does good communication with your physician look like? Use the National Cancer Institute’s suggested questions to discuss #LifeAfterCancer with your doctor. https://bit.ly/3g6rd0r

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Seeking #cancer references or studies? Check out @CDCGov’s database of #research on cancer survivors. https://bit.ly/3fZuqhX #CancerSurvivors

Seeking #cancer references or research? CDC frequently adds new information to this database of cancer survivor research. Start your search: https://bit.ly/3fZuqhX

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Watch this @NASEM_Health video to help you navigate the journey from #cancer treatment to #LifeAfterCancer! Learn what to expect: https://bit.ly/2leMwRj #CancerSurvivors

How do you navigate the uncharted territory of life after cancer? Help make sense of the transition to cancer survivor with this National Academies of Sciences, Engineering, and Medicine video: https://bit.ly/2leMwRj #CancerSurvivors

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Physical activity can reduce anxiety and may keep cancer from recurring. Learn more about physical activity during #cancer treatment and #LifeAfterCancer from @CDC_Cancer: https://bit.ly/2LHFNgw

Physical activity can reduce anxiety and depressive symptoms and may keep cancer from recurring. Review other benefits of physical activity as a cancer survivor from CDC: https://bit.ly/2LHFNgw

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#CancerSurvivors may feel depressed, upset or scared. To help support them, write, call, video chat or suggest a support group. @CDC_Cancer explains and lists resources: https://bit.ly/3cMBL2l #CompCancer

Cancer survivors typically face a range of emotions. Reach out to help them stay mentally healthy—call, write or help them connect to resources. CDC has suggestions: https://bit.ly/3cMBL2l

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#CancerSurvivors often have less support after formal treatment ends. To help with the transition to the “new normal” of #LifeAfterCancer, keep notes about your symptoms and be sure to exercise. Review other tips from @NCISymptomMgmt. https://bit.ly/2ZlMw7U #cancer

Cancer survivors often have less support from their care team after formal treatment ends. To help with the transition to a “new normal” after cancer, keep notes about any symptoms you may have and be sure to exercise. Review other tips from the National Cancer Institute. https://bit.ly/2ZlMw7U

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Tip: These correspond to the strategies

above.

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SAMPLE TWEETS AND FACEBOOK POSTS FOR SURVIVORS AND CAREGIVERS (CONTINUED)

Tweets Facebook Posts Message Category

Cancer survivor Ronda Walker shares her perspective on surviving #cancer. Read Ronda’s story: https://bit.ly/2TgnVgZ via @CDC_Cancer #CancerSurvivors

There are many ups and downs during a cancer survivor’s journey. Read cancer survivor Ronda Walker’s perspective: https://bit.ly/2TgnVgZ

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Having trouble with all of the medical terms while managing #cancer? There’s an app for that! Download @CancerAdvocacy’s pocket cancer care guide. https://bit.ly/3dWXh4I #CompCancer

Cancer treatment brings a lot to learn and track. Keep #cancer terms straight using the National Coalition for Cancer Survivorship’s pocket cancer care guide. Download the Webby award-winning app: https://bit.ly/3dWXh4I #CompCancer

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#Cancer caregivers: maintain your own health to care well for your loved one. You can do this by being physically active and getting enough sleep. Check out @CDC_Cancer’s suggestions to help stay happy and healthy: https://bit.ly/2WFCtsD

#Cancer caregivers: maintain your health so that you can care well for your loved one. You can do this by being physically active, eating lots of fruits and vegetables, and getting enough restful sleep. Check out more tips from CDC to stay happy and healthy as a cancer caregiver: https://bit.ly/2WFCtsD

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#Cancer patients, use @CancerAdvocacy’s checklists and suggested questions to talk to your doctor about #LifeAfterCancer: https://bit.ly/NCSRCPatients #CompCancer

If you’re unsure what you should be asking your doctor as a #cancer patient, use the National Coalition for Cancer Survivorship’s checklists and suggested questions: https://bit.ly/NCSRCPatients

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Linda, a #cancer survivor, offers advice and answers your questions on how to stay healthy after cancer treatment. Check out this @CDC_Cancer simulation: https://bit.ly/2WJTrWU #LifeAfterCancer #CancerSurvivors

Simulated #cancer survivor Linda can help you feel your best and prevent recurrence after cancer treatment. You can interact with Linda to learn more about physical activity, nutrition, anxiety, distress, alcohol and tobacco. Check out this CDC tool: https://bit.ly/2WJTrWU #LifeAfterCancer

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#Cancer and cancer treatment can have many different effects. Review @TheNCI’s overview of common side effects and talk to your doctor about suggestions to minimize them. https://bit.ly/treatmentsideeffects #CompCancer

Cancer and the treatment process can impact your life in many ways. Review the National Cancer Institute’s management suggestions to learn more about how to minimize side effects and feel your best as you pursue #LifeAfterCancer. https://bit.ly/treatmentsideeffects #CompCancer

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SAMPLE TWEETS AND FACEBOOK POSTS FOR SURVIVORS AND CAREGIVERS (CONTINUED)

Tweets Facebook Posts Message Category

Everyday tasks and activities often feel different after #cancer. @TheNCI has tips for returning to work and staying positive during #LifeAfterCancer. https://bit.ly/2XbDA2k #CancerSurvivors

Cancer can really change things. Normal activities and routines may feel different afterwards. The National Cancer Institute’s tips can help as you return to work and find a new normal during #LifeAfterCancer. https://bit.ly/2XbDA2k #CancerSurvivors

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#CancerSurvivors face many changes and considerations. @TheNCI’s #LifeAfterCancer booklet is available as a guide for survivors, family and friends: http://bit.ly/2kRD2KT #CompCancer

The National Cancer Institute’s guide for cancer survivors, Facing Forward: Life After Cancer Treatment, is a multifaceted guide to what’s next. Download the PDF, Kindle or eBook to answer your questions and manage doctor visits: http://bit.ly/2kRD2KT

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There are many things you can do to stay healthy after cancer treatment. The @AmericanCancer Society has answers to questions, health tips and more: http:// bit.ly/2m3eEWN #LifeAfterCancer

There are lots of options to stay healthy after surviving cancer. Along with joy and relief, you may feel some uncertainty about how to remain cancer-free after treatment. Learn how to stay healthy through nutrition and lifestyle changes as you move forward: http://bit.ly/2m3eEWN

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#Cancer caregivers need resources to support survivors. You can share the @CancerAdvocacy’s Caring for the Caregiver toolkit to support the full team it takes to #fightcancer: https://bit.ly/2Zflyiz

Oncologists, pharmacists, primary care doctors, nurses, family, friends, caregivers and more: It takes a team to fight cancer. The National Coalition for Cancer Survivorship’s Caring for the Caregiver toolkit offers suggestions for caregivers to find resources and improve their skills. https://bit.ly/2Zflyiz

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Learn more about the role of a patient advocate. They can support #CancerSurvivors in asking questions and getting the best possible medical care. Read more about how this service can work for you: https://bit.ly/3hJgDNE

Consider enlisting the help of a patient advocate who can support you in asking questions and getting the best possible medical care. You can learn more about the role of a patient advocate, and who can benefit from this service from the Patient Advocate Foundation. https://bit.ly/3hJgDNE

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SAMPLE TWEETS AND FACEBOOK POSTS FOR SURVIVORS AND CAREGIVERS (CONTINUED)

Tweets Facebook Posts Message Category

.@GWCancer Center has tips and resources to empower #CancerSurvivors and caregivers against #COVID19. Download the PDF today: http://bit.ly/AdvancingCancerSurvivorshipCareToolkit2019 #cancer

Cancer survivors and caregivers: use GW Cancer Center’s tips and resources to manage the threat of #COVID19. Download the PDF: http://bit.ly/AdvancingCancerSurvivorshipCareToolkit2019

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#CancerSurvivors: use this worksheet to keep your doctor appointments productive during #LifeAfterCancer. Download it in English or Spanish via @GWCancer Center: http://bit.ly/AdvancingCancerSurvivorshipCareToolkit2019

Cancer survivors: have a doctor’s appointment coming up? Use GW Cancer Center’s worksheet for those who have finished cancer treatment. PDF and Word document versions are available in English or Spanish: http://bit.ly/AdvancingCancerSurvivorshipCareToolkit2019

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After #cancer—especially #prostatecancer, head and neck cancer, #colorectalcancer or #breastcancer—manage your care with customized checklists from the National Cancer Survivorship Resource Center Toolkit. Click Download Patient Tools: http://bit.ly/NCSRCToolkit #LifeAfterCancer

Cancer survivors can manage post-cancer care with general or customized prostate cancer, head and neck cancer, colorectal cancer or breast cancer survivorship checklists from the National Cancer Survivorship Resource Center Toolkit. Click Download Patient Tools: http://bit.ly/NCSRCToolkit

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@GWCancer #CompCancer #CancerSurvivors #LifeAfterCancer 14

SAMPLE TWEETS AND FACEBOOK POSTS FOR PROVIDERS OR PRACTITIONERS

Tweets Facebook Posts Message Category

#Oncology specialists, thank you for all you do. Today, we invite you to reflect on #CancerSurvivors that you’ve treated. They inspire us all! Review stories from @CDC_Cancer https://bit.ly/cancersurvivorstories #LifeAfterCancer

Oncologists, cancer care specialists and all treatment team members, we are grateful for all that you do. Today, we invite you to reflect on and draw inspiration from #CancerSurvivors that you’ve helped. Review survivor stories from the CDC: https://bit.ly/cancersurvivorstories #LifeAfterCancer

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Looking for the latest info on caring for #CancerSurvivors? Primary care providers, check out this e-learning series today: www.gwccacademy.com #cancer #CompCancer

As a primary care provider, staying up-to-date on how to best care for cancer survivors can be difficult. Good news, a course is available from the GW Cancer Center's Online Academy! Get the latest care information today: www.gwccacademy.com

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Providers, plan your patients’ #cancer care using the checklists, examples and tips from @CancerAdvocacy. https://bit.ly/2zQxRa5

Use checklists, examples and tips from the National Coalition for Cancer Survivorship to help your #cancer patients along the path to #LifeAfterCancer. https://bit.ly/2zQxRa5

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Primary care providers and #oncology professionals can work together to support #cancer patients and #CancerSurvivors. Help your patients understand the team supporting them with this @AmericanCancer Society glossary: https://bit.ly/2yim1FC

It is essential for primary care providers and oncology professionals to work together to support cancer patients and survivors. Give your patients this American Cancer Society glossary to help them understand their full support team and what each member does. https://bit.ly/2yim1FC

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#Cancer is scary and also affects #mentalhealth. Learn about conducting psychosocial distress screening on cancer patients from a @CDCgov psychologist: https://bit.ly/3cJlBXA #CompCancer

#Cancer treatment is complicated and stressful. Gain tools for screening cancer patients for psychosocial distress in this video from a CDC psychologist. https://bit.ly/3cJlBXA #CompCancer #MentalHealth

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Share the best resources with your #cancer patients to help them transition out of formal treatment. Use this resource list: http://bit.ly/2G8Zxc1 #CompCancer

Your #cancer patients are strong. Point them in the right direction as they transition out of formal cancer treatment using this streamlined resource list: http://bit.ly/2G8Zxc1

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@GWCancer #CompCancer #CancerSurvivors #LifeAfterCancer 15

SAMPLE TWEETS AND FACEBOOK POSTS FOR PROVIDERS OR PRACTITIONERS (CONTINUED)

Tweets Facebook Posts Message Category

#CancerSurvivors face a variety of elevated risks. Read these @CDC_Cancer tips to help your patients stay healthy during #lifeaftercancer: http://bit.ly/2XXFylk #CompCancer

Cancer survivors face a higher risk of additional cancers or cancer recurrence, along with a variety of specific health risks that should be considered. Help #CancerSurvivors fight obesity and tobacco addictions using these tips from the CDC: http://bit.ly/2XXFylk

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Providers, tools can help organize your patients’ #cancer care and treatment summaries. Make use of @CancerAdvocacy’s resources: http://bit.ly/2l1Gp4q

The National Coalition for Cancer Survivorship has tools for providers to plan cancer patients’ care, including creating survivorship care plans. Use these resources to help your patients! http://bit.ly/2l1Gp4q

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.@CancerAdvocacy’s free, interactive Cancer Survival Toolbox audio program teaches #CancerSurvivors self-advocacy. #Healthcare professionals and support group leaders, guidelines for program facilitation are available. https://bit.ly/2WI8Ois

The National Coalition for Cancer Survivorship’s free Cancer Survival Toolbox interactive audio program teaches #cancer survivors self-advocacy. Healthcare professionals and support group leaders, guidelines for facilitation are available. Take advantage of these step-by-step, comprehensive instructions and tools to support #CancerSurvivors! https://bit.ly/2WI8Ois

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Physicians and researchers, advance #CancerResearch by contributing #data to the #NCICommons. Read more on this shared resource from @NCIDataSci: https://bit.ly/2z3yk9e

The National Cancer Institute Center for Biomedical Informatics & Information Technology maintains a shared research repository, the NCI Commons. Add your data to help build a world with more #CancerSurvivors. Learn more: https://bit.ly/2z3yk9e

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Oncologists and cancer care professionals, review @CancerAdvocacy’s cancer survivorship care tools to help serve your #cancer patients: http://bit.ly/2l1Gp4q #CancerSurvivors #LifeAfterCancer

Survivorship care plans are essential for the post-cancer journey. Healthcare providers, use the tools from the National Coalition for Cancer Survivorship to help your #cancer patients plan the transition past the treatment phase. http://bit.ly/2l1Gp4q #LifeAfterCancer #CancerSurvivors

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SAMPLE TWEETS AND FACEBOOK POSTS FOR PROVIDERS OR PRACTITIONERS (CONTINUED)

Tweets Facebook Posts Message Category

Check out the National @CancerLGBT Network to review the needs and concerns of #LGBT #CancerSurvivors and access additional resources: https://bit.ly/2XgDPcs #healthequity

LGBTQ+ cancer survivors may want specialized support. Review the resources from the National LGBT Cancer Network to learn their nuanced needs and concerns and better support your LGBTQ patients: https://bit.ly/2XgDPcs #LifeAfterCancer

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.@NCIEpi has more than 50 #cancer #epidemiology videos and webinar recordings available. Review this resource: https://bit.ly/2ABvb0v

NCI Epidemiology’s video library offers over 50 videos and webinar recordings. Take advantage of this resource to expand and refresh your cancer knowledge: https://bit.ly/2ABvb0v

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Keep the information you need close by using the @AmericanCancer Society’s #CancerSurvivors care guidelines app. Download the app: http://bit.ly/2kHvzx3 #CompCancer

Cancer survivor care can be complex. To help manage the different variables and individuals involved, use this app! Download the American Cancer Society guidelines on caring for cancer survivors today: http://bit.ly/2kHvzx3

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Clinicians: check out @GWCancer Center’s Advancing Patient-Centered Cancer Survivorship Care toolkit to better address post-treatment #CancerSurvivors’ needs: http://bit.ly/AdvancingCancerSurvivorshipCareToolkit2019 #LifeAfterCancer

Clinicians can improve their care for post-treatment #CancerSurvivors with GW Cancer Center’s adaptable Advancing Patient-Centered #Cancer Survivorship Care toolkit. Access the toolkit’s tips, worksheets, checklists and resources and adapt them to your specific needs: http://bit.ly/AdvancingCancerSurvivorshipCareToolkit2019

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Healthcare providers: improve your post-cancer follow-up care with resources for #CancerSurvivors from the National Cancer Survivorship Resource Center Toolkit. Click “Download Provider Tools”: http://bit.ly/NCSRCToolkit

Healthcare providers: improve your post-cancer treatment follow-up care using the National Cancer Survivorship Resource Center Toolkit. Click “Download Provider Tools” for materials customized for #prostatecancer, #colorectalcancer, #breastcancer and head and neck #CancerSurvivors: http://bit.ly/NCSRCToolkit

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SAMPLE TWEETS AND FACEBOOK POSTS FOR PROVIDERS OR PRACTITIONERS (CONTINUED)

Tweets Facebook Posts Message Category

Refresh your knowledge for working with post-treatment #CancerSurvivors using @GWCancer Center’s provider checklist. Adaptable and formatted versions are available: http://bit.ly/AdvancingCancerSurvivorshipCareToolkit2019 #CompCancer #Cancer

Working with post-treatment #CancerSurvivors? Use GW Cancer Center’s tailored Provider Checklist: For Patients Who Have Finished Cancer Treatment. Adaptable and formatted versions are available: http://bit.ly/AdvancingCancerSurvivorshipCareToolkit2019

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Implement @AmericanCancer Society’s care guidelines for #Cancer survivors with this @GWCancer Center’s toolkit. Training opportunities and patient materials are included: http://bit.ly/NCSRCToolkit

This toolkit will help you implement the American Cancer Society’s colorectal, prostate, and head and neck #cancer care guidelines. It also includes guidance on the joint American Cancer Society-American Society of Clinical Oncology breast cancer survivorship care guidelines. Information on more training and empowering patients is also available: http://bit.ly/NCSRCToolkit

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SAMPLE LINKEDIN POSTS LinkedIn Messages We all envision a world where we defeat #cancer. During National Cancer Survivor month, consider how you can show your support for everyone who has fought cancer by using these National Cancer Survivorship Resource Center advocacy and policy tools. https://bit.ly/3fWpXNj

#Oncology and cancer care professionals: Survivorship care plans are a valuable tool for increasing communication both between collaborating #healthcare professionals and between healthcare professionals and #cancer survivors. The National Coalition for Cancer Survivorship has helpful information. Learn more and access customizable survivorship care plan templates: http://bit.ly/2l1Gp4q

For those who have beaten #cancer, developing and maintaining healthy habits can help you stay cancer-free. The Comprehensive Cancer Control National Partnership offers nine categories of references—from planning tools to webinars to support groups—addressing topics from stress management to quitting smoking, fertility, physical activity and nutrition: http://bit.ly/HealthyBehaviorsTool

Caregivers provide essential support to those affected by #cancer. We know this is a big and challenging job. The CDC offers suggestions for caregivers to stay happy and healthy to be able to continue caring for the cancer patient or survivor. Take a moment to review and share: https://bit.ly/2WFCtsD

Many resources are available to help support freedom from cancer. Dr. Mark Kris of the American Society of Clinical #Oncology clarifies #cancer treatment guidelines to make the cancer treatment and survivorship journey less overwhelming for patients. https://bit.ly/3bJGGjr

It’s important for primary care providers to stay up-to-date on how to best care for cancer survivors, but it can be difficult. GW Cancer Center’s Survivorship E-Learning Series provides the latest care information. Check it out: www.gwccacademy.com

Clinicians: you can improve post-treatment cancer care by adapting GW Cancer Center’s Advancing Patient-Centered Cancer Survivorship Care toolkit to cancer survivors’ needs. The toolkit includes a checklist, sample agendas, promotion tips, worksheets for workshop activities and facilitation instruction: http://bit.ly/AdvancingCancerSurvivorshipCareToolkit2019

Healthcare providers: improve your post-cancer treatment follow-up care using the National Cancer Survivorship Resource Center Toolkit. By clicking “Download Provider Tools” you will have access to customizable materials for prostate, colorectal, breast, head and neck cancer survivors: http://bit.ly/NCSRCToolkit

Take time to refresh your knowledge of working with post-treatment cancer survivors with GW Cancer Center’s Provider Checklist. The checklist is adaptable and can be found in the formatted versions here: bit.ly/AdvancingCancerSurvivorshipCareToolkit2019

Implement the American Cancer Society’s guidelines for colorectal, prostate, head and neck cancer, and the joint American Cancer Society-American Society of Clinical Oncology breast cancer survivorship care guidelines with the National Cancer Survivorship Resource Center Toolkit: http://bit.ly/NCSRCToolkit

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OTHER IDEAS TO PROMOTE CANCER SURVIVORSHIP AWARENESS Host or Participate in a Twitter Chat

Twitter chats are a great way to expand your audience and promote engagement with other partners and organizations. You can organize a Twitter chat yourself or simply participate in another one. Twitter chats are live moderated Twitter conversations focused around a specific topic using a single hashtag. They usually last an hour and involve a list of pre-circulated questions to participants. If you are organizing a chat, reach out to partners early and provide the list of questions as far in advance as possible. Potentially influential participants might include researchers, cancer survivors or caregivers, health care providers or other subject matter experts.

Consider using a website to help manage the Twitter chat such as TWUBS.

Promote the event to your followers. Host the event, running it similarly to how you would host a live in-person meeting (introduce topic, speaker or participating organizations, your organization). Number your questions starting with a “Q” for question. For example: Q1: What questions should #cancer survivors ask their doc? Your speaker(s) can either “reply” to the question you tweet or tweet starting with an “A” and the corresponding number. For example: A1: Start w/questions about treatment side effects & screening. #CancerChat

Retweet or favorite the best questions posed by your followers and answers by your speaker(s) and be sure to share relevant links and resources. After the event, archive an event summary and share with participants and your other followers. Consider using Hashtracking to create a visual transcript of the tweet chat.

Live Tweet an Event or Conference

Consider live tweeting a conference or other event around cancer survivorship awareness. Live tweeting is a form of notetaking which is online and interactive. During an event, conference, speech or webinar, organizers and attendees can live tweet and use established hashtags so that everyone following the event hashtag can see the tweet and reply. During the event you can tweet quotes from speakers, share pictures of attendees, and retweet messages from the attendees. When quoting speakers, make sure to include their Twitter handles to let them know you are promoting their sessions. You can also pre-write tweets and schedule them to go out during the event if you know when certain parts of the event are planned to occur. Be sure to proofread carefully since tweets cannot be edited after posting.

Host a Facebook Live Event

Facebook Live is a live video streaming service that can be used to connect with your followers in real time. Facebook Live offers the opportunity to conduct live Q & A’s through the comment function where followers can ask questions or post commentary during the livestream. You can also use this livestream service to host an interview or broadcast an event, enabling people to participate even if they are not able to attend in person.

Pick a date and time. Tell your followers about your livestream event ahead of time. Live broadcasts can last for up to 4 hours.

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Promote the event to your followers. Write a compelling description for your event which will show up on your followers’ newsfeeds along with the video to help people understand what your event is about. You can also add your location to the broadcast to increase discoverability. Keep track of your audience’s reactions to gauge how your broadcast is being received.

Share Event Photos on Instagram

Instagram is a photo sharing application that allows users to share pictures, videos, and messages with their followers. Instagram can be a great platform for increasing engagement with your audience and sharing your mission through photos. You can use Instagram to share photos from your events and feature individuals involved with the events such as speakers or volunteers. You can also share video clips from the events by posting them to your Instagram story. Encourage followers to share their photos of your events by using a hashtag.

Pick a hashtag. Using hashtags is a way to group and organize photos together. Many users search for photos in Instagram using hashtags. If you use an established hashtag, your posts may reach audiences that you usually do not reach. If you would like to create your own hashtag, make sure it is short and intuitive. You can increase visibility of your event by having followers post their photos to Instagram with a hashtag.

Connect your Instagram to your other social media accounts to cross-promote your activities and increase engagement with your audience.

Share Your Event on Snapchat

Snapchat is another social media platform to help you share photos and videos with your followers. Snapchat has over 215 million users with a majority of users under 30 years old (Sprout Social, 2020; Statista, 2020). You can share photos and videos individually with followers or share them in your Snapchat story. Photos and videos in your Snapchat story are visible to followers for 24 hours. You can use the story feature to promote your event, provide exclusive content such as behind the scenes footage or send a call to action. Share your story to your local “Our Story” to be featured on Snapchat’s map of stories and gain more visibility.

Utilize Snapchat’s unique features to promote your organization and events. Geofilters are location-based filters than can be used on photos and videos to further promote your cause as followers can then use these geofilters in their own posts. In the past, Snapchat has created geofilters for Giving Tuesday and donated to a designated charity every time someone posted using one of those geofilters. Snapcash is a feature that allows users to send money through Snapchat which could be a useful tool for soliciting online donations.

Check out this Snapchat guide for more information.

Promote Your Cause on Pinterest

Pinterest is an online tool that can help users discover and organize creative ideas by serving as a vison board. Pinterest can be used to drive more traffic to your website by adding eye-catching images, infographics, or quotes to your Pinterest boards and linking them to your website. Pinterest boards function as albums or folders in that they categorize pins for users

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to peruse. If you are just starting out with Pinterest it may be good to include general boards showcasing your organization’s mission in addition to adding events or fundraising boards.

Link your website and other social media accounts to your Pinterest by including them in the profile header to expand your exposure. If you have a YouTube channel or photo sharing page consider sharing those videos and photos on Pinterest as well.

Publish a Blog Post

Publishing blog posts can be a great way to highlight the successes of your organization and promote your events. Consider writing a post with a call to action for your readers to attend your cancer survivorship events. Personal stories of patients or survivors, for example, can make for powerful blog posts by connecting with the reader emotionally. Use visuals such as photos and videos to illustrate your narrative and engage readers.

Create dialogue. Use your blog not only to share stories but also to communicate with your readers and increase engagement. Ask for audience feedback on your content and promote a space to discuss issues and share success stories.

Host a Reddit Ask Me Anything

Reddit is a social news aggregation, content rating, and discussion website. An Ask Me Anything (A.M.A.) is a feature on Reddit where users can interview someone with a notable trait such as a researcher or other expert through posting questions to the Reddit message board. The A.M.A. begins with the interviewee posting an introduction about themselves and then users respond with questions and comments. Users can “upvote” posted questions to indicate that are also interested in knowing the answer to those questions. A.M.As can be scheduled to start and stop at certain times or be open-ended in duration.

Publicize your A.M.A. through your other social media channels to draw more participants.

Host a Cancer Survivors Meetup Event

Consider hosting a meetup for local cancer survivors. It doesn’t have to be a formal support group setting or even have cancer survivorship as the main focus. It could simply be a social activity intended to gather cancer survivors, caregivers or family members who have been affected by cancer.

Consider reaching out to local organizations to solicit donations or prizes for the event. Organize a giveaway or prizes to encourage people to use your hashtag and engage with your content. Twitter and Instagram photo contests are another a great way to get your followers involved and engaged.

You might also consider hosting a special webinar or panel to promote cancer survivorship. Make sure to reach out to potential partners early to ensure support. Check out Communication Training for Comprehensive Cancer Control (CCC) Professionals 101 for more information on working with local media.

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Best Practices for Engagement Events and Activities

• Plan early and well • Expand your audience and reach by partnering with another organization • Make sure you use an original hashtag (unless it makes sense to use an established

hashtag) • Involve well-known local figures to help raise the profile of your event(s) and increase

participation and engagement

MEASURING SUCCESS Looking to measure the success of your social media campaign? Several platforms offer analytic tools to allow you to demonstrate the impact of your social media efforts.

Tool Description Facebook Insights Allows users to track page likes, post reach, number of visits, specific posts as

well as who is following your page. According to Facebook, “posts that get more likes, comments and shares show up more in News Feed and are seen by more people. Posts that are hidden, reported as spam or cause people to unlike your page reach fewer people.”

Instagram Insights Available in the app for users who have an Instagram Business Profile. This tool allows you to see overall account metrics, follower demographics and metrics for your Instagram stories such as impression, reach and replies.

Snaplytics Paid service that allows users to manage their Snapchat stories, Instagram stories and Instagram accounts and can help identify the most engaging content across platforms.

Twitter Analytics Allows users to see and download detailed tracking information about tweet activity, engagement, audience and trends over time. Log in with your Twitter username and password to learn more.

Pinterest Analytics Allows users to track statistics about your reach, activity and engagement. It provides you with audience and account insights so you can strategize what you need to do to boost your Pinterest presence.

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ADDITIONAL TOOLS AND RESOURCES These social media, communication and design tools can help you enhance your online presence and overall communications strategy.

Survivorship Resources:

Tool Description The Advancing Patient-Centered Cancer Survivorship Care Toolkit

An adaptable set of tools to help providers improve patient-centered post-treatment cancer survivorship care in their state, tribe or territory.

ASCO Survivorship Care Planning Tools

Sample templates and resources for survivors’ long-term care needs.

CDC Survivorship Care Plans A basic overview of what a survivorship care plan is and why it is important.

GW Cancer Center’s Resources List

A downloadable Word document with hyperlinked resources that can support both providers and people with a history of cancer.

National Cancer Survivorship Resource Center

Information on treatment and follow-up care for survivors and providers.

National Cancer Survivorship Resource Center Toolkit

Resources to help with implementing American Cancer Society cancer survivorship care guidelines for colorectal, head and neck and prostate cancers and the American Cancer Society/American Society of Clinical Oncology cancer survivorship care guideline for breast cancer; Information on training opportunities for primary care providers and patient materials to empower cancer survivor survivorship care participation are also included.

OncoLife™ Survivorship Care Plan

As a part of OncoLife resources, the site provides cancer survivors with information on their long-term follow-up needs.

General Social Media Tools and Resources:

Tool Description Canva Allows users to create visually appealing graphics and photos for

social media and print materials; includes a collection of low-cost or free stock photos and backgrounds.

CDC Infographics Provides a gallery of CDC-designed infographics to visually communicate data or information.

CDC on Flickr Designed for public health image sharing. CDC images include public health photos and graphics developed for public health events that users can comment on and share.

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CDC Public Health Image Library (PHIL)

Free image library from CDC.

GW Cancer Center's Online Academy

GW Cancer Center’s Online Academy provides numerous training and education opportunities from cancer survivorship care for primary care providers to communication trainings for cancer professionals looking to launch a public education campaign.

Guide to Making Communication Campaigns Evidence-Based

Companion guide to the Communication Training for Comprehensive Cancer Control Professionals (Comm 102) that explores the process for planning, implementing and evaluating a communication campaign.

GW Cancer Center Social Media Toolkits

Additional social media toolkits for other health-related observances throughout the year.

Hootsuite Social media management platform that allows users to schedule social media posts, keep up with trends and followers, and collect basic analytics for evaluation.

Media Planning and Media Relations Guide

Companion guide to Media Planning and Media Relations (Comm 101) training that covers working with the media and establishing a communications and media strategy.

Periscope Live-streaming video app to show events or videos live to your audience on social media.

Sprout Social Paid social media management platform that allows users to schedule social media posts, keep up with trends and followers, and collect basic analytics for evaluation.

TinyURL Link shortening service that allows for customization of URLs to make them more memorable.

Tweetdeck Platform from Twitter that allows for pre-scheduling tweets and graphics.

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GLOSSARY Ask Me Anything (A.M.A): A feature of Reddit where users can interview someone through posting questions to the Reddit message board

Facebook: A social networking site that allows people to create personal profiles and stay connected with others (www.facebook.com)

Facebook Live: A live video streaming service provided through Facebook

Feed: News feeds which you receive straight into your account

Followers: People who have agreed to receive your tweets or Facebook posts

Hashtags (#): A form of metadata tag that makes it possible to group messages

Instagram: A photo sharing application that allows users to share pictures and videos to their followers either publicly or privately to pre-approved followers (www.instagram.com/)

Live Tweet: To post comments about an event on Twitter while the event is taking place

Pinterest: A website where users can discover information mainly through images, GIFs (animated images), and videos (www.pinterest.com/)

Reddit: A social news aggregation, content rating, and discussion website (www.reddit.com)

Retweet (RT): Re-posting of someone else’s tweet

Snapchat: an image messaging application where messages auto-delete after set amount of seconds

Tweets: 280-character text messages

Twitter: An online social networking and microblogging service that enables users to send and read short 280-character text messages, called "tweets" (www.twitter.com)

Twitter chat: A live moderated Twitter conversation focused around a specific topic using a single hashtag

Twitter handle: Your Twitter name that begins with the “@” sign. For example: @GWCancer

Twittersphere or Twitterverse: The total universe of Twitter users and their habits

See Twitter’s “Twitter Glossary” for more.

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