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Web 2.0 Tools for Unintentional Injury Prevention
What is your experience with Social Media?
A. What the heck is it?B. I don’t use social media.C. I have looked at social media websites (e.g., YouTube,
Facebook, LinkedIn, etc.) but have not participated in them.
D. I participate occasionally in social media (e.g., post a comment on a blog or online forum, upload photos to Facebook, etc.)
E. I participate regularly on one or more social media websites.
What is your reason for not using Social Media?
A. Don’t know anything about itB. Don’t have the timeC. It’s too difficultD. Worry over lack of controlE. Don’t want to invest in a passing fad
If you were to choose one social media platform to interact with the public,
which one would you select?
A. FacebookB. LinkedInC. YouTubeD. Twitter
E. BloggingF. Don’t knowG. Other
What is Web 2.0?
Generally speaking, Web 2.0 refers to the use of the internet in a more social, collaborative, interactive and responsive way.
Web 2.0 is the dawn of the Social Media age.
Okay, then what is Social Media?
Social media is user‐generated content or multi‐media that is published or “shared” in a virtual social environment (web or mobile).
Why Choose Social Media?
• 72% of adults 18‐29, and 71% of adults age 30‐49 look for health information online.
• The ability to reach diverse audiences ‐ online use, and particularly mobile online use, is significantly higher among Black and Hispanic users.
• Social Media use continues to climb in all age categories.• Social Media provides a unique channel for people to connect
about shared health issues.• Enhance other communications efforts• Cost effective communications tool **
Sources: Pew Internet & Life Project, 2010; Pew Internet & Life Project, 2009
Social Media Options
And countless more…
Most Popular Social Media Sites
Monthly Usage of Social Media
Social Media Snapshot: Facebook• Versatile social media
platform that incorporates posts, photos, multi‐media, and more.
• Individual, group or organization profiles.
• If Facebook were a country, it’d be the 3rd largest by population in the world, behind China and India. (Source: U.S. Census, Facebook)
Social Media Snapshot: LinkedIn
• World’s largest professional network with over 75 million users.
• Industry‐specific groups, discussion forums, professional advice, polls, job postings, etc.
Social Media Snapshot: Twitter• Send and receive 140 character
messages called “Tweets”• Unique lingo: RT, hashtags,
shorthand, slang• Followers/Following• Instant gratification: requires real‐
time, instant interaction• Case study: U.S. Geological Survey
maps tweets of earthquakes that can sometimes delineate a quake’s felt line.
Social Media Snapshot: Flickr
• Photo and video sharing website.
• Can create key word “tags” so that users can search by topic.
• Quick, easy way to share high‐resolution photos. Downloads are available in multiple file sizes.
• Another way to push traffic to your website.
Social Media Snapshot:YouTube & Vimeo
YouTube• At over 2 billion views a day,
it’s the world’s most popular online video community.
• Users can subscribe to a person or organization’s “channel.”
• Easy to embed into other social media or web sites.
• Many current video editing programs have an option for auto‐uploading to YouTube.
• 15 minute, 2 GB limit to video
Vimeo• Creators were filmmakers and
videographers.• Users can subscribe to a
person or organization’s “channel.”
• Easy to embed into other social media or web sites.
• Allows for online collaboration.
• No time limit, 1GB limit (500 MB limit with basic account)
Blogging• Online journals and
commentary.• Flexible platform that
allows for photo & video integration.
• For nonprofits and government groups, blogs can provide an authentic, personal perspective. Puts a “face” on the stats.
• True blogs are “open” and allow for comments and interaction from the public.
Common Communications Objectives of Social Media
Tangibles• Generate awareness• Drive Action/Traffic• Reaching key audiences• Fundraising• Advocacy• Collaboration
Intangibles• Injury Prevention• Building relationships –
Connecting and Listening• Reputation• Influencing the influencers
Steps for Successful Implementation
• Build social media into your overall communications strategy.
• Determine what social media platforms best support your communications objectives AND match your target audience.
• Determine what you realistically have the capacity to implement.
• Research cases of successful social media use in your industry.
Steps for Successful Implementation
• Develop an organization‐wide social media policy, and user policy, before going live.
• Fully integrate into your current communications mediums (website, email, newsletters, print collateral, etc.)
• Keep careful records of all social media profiles that exist for your organization, and usernames/passwords.
Metrics & Measurements
Old School
• Circulation• Arbitron Data• Traffic/Page
Views/Hits/Unique Visitors
New School
• Analytics• Number of
followers/friends• Quality – types of
comments, posts, length of “conversation”
• Attention Span – how long a visitor is on your site
• Engagement
It’s all about the outcome
Ultimately, success happens when conversation is present or action is taken – in whatever form defined by your agency or organization.
Tracking Resources
• Google Analytics• Hootsuite• Technorati• Social Mention
• Twitalyzer• Bit.ly• Facebook Insights
Assess & Adjust
• Listen to your community.• What’s effective, what’s not so much?• Adjust your strategy.• It’s almost better to “kill” than to abandon.
Letting go of the control
• The social in Social Media means that you do not have total control over the messages that are posted and shared.
• Prepare for the worst, and rejoice when it doesn’t happen.
• Take a deep breathe before responding. Often times, your fans within the community will “take care” of the troublesome posters.
• Gently remind difficult users of posting etiquette.• Listen and learn from the chronic complainers.
Making Social Media Effective
• Provide quality content that no one else does/can• Be responsive• Have a regular presence• Build community by promoting others• Use one platform to promote another• Let people know what to expect (ie: a new research report published on X date, regular tweets during the legislative session)
Platform Specific Tips & Tricks
• Take full advantage of the visual platform.
• Tell your story over time.• Friend key media personnel
and lawmakers.• Utilize event application to
drive the public to your community events.
• Balance following vs. followers
• Follow key reporters who cover your issues
• Follow key lawmakers who sit on health‐related committees or caucuses
• Tweet about your industry, not just about YOU
Where Old Meets New Media
• Use Twitter and Facebook as media outreach & media relations devices
• Produce Video News Releases (VNRs) and Audio News Releases (ANRs) to enhance media outreach
• Stretch Marketing & Advertising dollars: Use YouTube to enhance broadcast PSA campaigns
Audio News Release Examples
U of M Moment USDA
Summary & Next Steps
• The possibilities are vast, allowing for unlimited creativity – so, focus on platforms that best meet your communications goals AND your audience’s preferences.
• If you are going to use a specific social media platform – commit fully.
• Have Social Media policies in place.• Be present and responsive.
Resources & Futher Reading
• CDC Social Media Guidelines:http://www.cdc.gov/SocialMedia/Tools/guidelines/
• Best Business Practices for Twitter:http://business.twitter.com/twitter101/Includes case studies of successful users
• Pew Research: http://pewresearch.org/They have several studies on social media use
Resources & Further Reading
• Brain Injury Blog Listhttp://www.northeastcenter.com/links_brain_injury_blogs.htm
• Children’s Hospitals and Clinics Blog:http://www.childrensmn.org/Blog/KidsHealth/Nice example of local hospital blog
Stay Connected
Sharon RolencBrevity [email protected] News [email protected]‐823‐3550 or toll free at 1‐888‐692‐9358
