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Social Media 101
Judy MoulderVital Records and Public Health Statistics,
Mississippi Department of HealthJune 5, 2013
Social Media 101: Objectives• Define social media.• Review examples of social media.• Identify the potential role of social media in vital
records and public health statistics.• Consider potential benefits and barriers to
incorporating social media outlets.
Social Media in Current PH News
Defining Social Media“Social media is a collection of online platforms and tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, facilitating conversations and interactions online between groups of people”
Defining Social Media“Social media is a shift in how we get our information. It used to be that we would wait for the paper boy to throw our news on the doorstep (or into the flowers) and we’d read the paper, front to back, with our morning coffee before going to work.
Now we get information, 24/7 and on the fly, from anywhere. In the more traditional senses, online, on our phones, and
through the social platforms. Social media allows us to network, to find people with like interests, and to meet
people who can become friends or customers. It flattens out the world and gives us access to people we never would have
been able to meet otherwise.” Gini Dietrich
Defining Social Media• Social Media is the platform/tools (i.e.,
Facebook, Twitter, etc.).• Social Networking is the act of connecting on
social media platforms.• Social Media Marketing is how businesses join
the conversation in an authentic and transparent way to build relationships.
Anatomy of a Facebook Page
1) Brand/Logo– Photos, Videos–Organizational Bio
Anatomy of a Facebook Page
2) Announcement/Promotion− Health Strategies− Community Welfare Alerts
Anatomy of Facebook Page
3) Timeline/Interaction– Constituent Feedback
Facebook in Public Health Use
Facebook’s Profile• Extends your presence• Viral sharing of content• Targets by demographics interests, geography• Inherently analytical
FacebookHow to Write For it• Be humorous• Post 1-2x per day• Publicize events• Post links to external org• Ask questions, begin convo• Include videos and photos
How to Grow Fans• Allow posting• Place Facebook buttons• Hold contests/give-a-ways• Promote others’ content• Be interesting• Have a catchy web address
Anatomy of a Twitter Page
1) Brand/Logo--- One Centralized Logo--- Measures engagement with “tweets” and “followers”
Anatomy of a Twitter Page
2) Multimedia Engagement--- Video/Photo--- Promotion
Anatomy of a Twitter Page
3) Timeline/Interaction- Tweets cannot exceed 140 characters
Twitter in Public Use
Twitter’s Profile• Content alerts• Linked sharing• Simple conversations– ≤ 140 characters
• Reaching influence• Probes for “the talk”
TwitterHow to Build “Following”• Complete your profile• Follow relevant people• Create lists• Mention people (or other
org’s) in your tweets• Use hashtags (#)
How to Write For It• Post frequently• Re-tweet, Reply, Recognize• Omit needless words• Make it easy to scan• Be dramatic
Public Perception of VR and PHS• Public View of VR and PHS?
• Have we made our work relevant?
• Assoc of Public Health Laboratories CEO, Scott Becker’s objective for social media (SM):
“to put a real face and a more relatable voice on the work of our members, connect with people and share what good things go on in our member labs.”
Role of Social Media in VR and PHS• Professional development and information
exchange [INTERNALLY]
• Communicate with and educate the public [EXTERNALLY]
• Reinforcement for traditional outreach and marketing methods
Role of Social Media in VR and PHS• Reaches non-traditional segment
• GOOD PUBLICITY!!!
NAPHSIS Strategic Plan
• Strengthen ENGAGEMENT with Current and Potential Stakeholders
• Improve COMMUNICATIONS to Strengthen Member Engagement
• Expand and Strengthen NAPHSISIDENTITY and VISIBILITY
…All of these objectives could very well be adopted by our respective Vital Records and Public Health Statistics offices too
To be or not to be - Benefits• Dynamic
• Popular– Easy dissemination
• Community engagement
• Supports quality improvement and efficacy assessment
• Inexpensive– Versus traditional
methods
To be or not to be - Barriers• Capacity issues– IT– Personnel– Evaluation
• Privacy issues
• Something new to learn
• Available to everyone
• Another “mouth to feed”
Effective Use of Social Media
• Audience• Purpose• Measure effectiveness• Choose channels• Virtual conversation• Agency website is anchor!
Social Media Implementation Things to Keep in Mind: • Establish a social
media (SM) policy • an extension of
communications
• Identify the goal for organization’s SM outlets
•SM interaction must be thoughtful and strategic• extends the voice of
your cause
•Provide staff for SM coordination
Resource MaterialsThe Health Communicator’s Social Media Toolkithttp://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf
CDC’s Guide to Writing for Social Mediahttp://www.cdc.gov/socialmedia/Tools/guidelines/pdf/GuidetoWritingforSocialMedia.pdf
Facebook Guidelines and Best Practiceshttp://www.cdc.gov/socialmedia/tools/guidelines/pdf/facebookguidelines.pdf
Twitter Guideline s and Best Practiceshttp://www.cdc.gov/socialmedia/tools/guidelines/pdf/twitterguidelines.pdf
Button and Badge Guidelines and Best Practiceshttp://www.cdc.gov/socialmedia/tools/guidelines/pdf/buttonbadge.pdf
Social Media Security and Mitigationshttp://www.cdc.gov/socialmedia/tools/guidelines/pdf/securitymitigations.pdf
ReferencesCurrie D. 2009. Public health leaders using social media to convey emergencies: new tools a boon. Nations Health 39(6). Available from: http://www.medscape.com/viewarticle/710011 .
Skwarecki B. 2013. Twitter study of vaccine messages: opinions are contagious, but in unexpected says. Public Health, PLOS Journals 2013 [cited 2013 May 29]. Available from:http://blogs.plos.org/publichealth/2013/04/05/twitter-study-of-vaccine-messages-opinions-are-contagious-but-in-unexpected-ways / .
Jarvis B. 2013. Twitter becomes a tool for tracking flu epidemics and other public health issues. The Washington Post 2013 [cited 2013 May 29]. Available from:http://articles.washingtonpost.com/2013-03-04/national/37429814_1_twitter-data-tweets-mark-dredze .
APHA. 2009. Expert round table on social media and risk communication during timesof crisis, survey results. American Public Health Association & Booz Allen Hamilton, Inc.
Lawson E and A Lipphardt. 2012. Does social media have a role in federal statistic?. 2012National Conference on Health Statistics.
Reid D. 2013. Social CEOs: Scott Becker , Association of Public Health Laboratories. Avectra 2013 [cite 2013 May 29]. Available from: http://blog.avectra.com/social-ceos-scott-becker-association-of-public-health-laboratories/ .
Judy [email protected]
Mississippi State Department of HealthOffice of Vital Records and
Public Health Statistics
