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USING SOCIAL MEDIA TO URGE SMOKERS TO QUIT
Kari Auer, MAOnline Communications CoordinatorBureau of Chronic Disease Prevention & Tobacco ControlNYC Department of Health and Mental Hygiene
Why Social Media?
NYC Quits Smoking – I Quit Because
Creating Content
Posted at 9am
Posted at 11:45am
Timing Status
Updates
Responding to Fans
Ask Questions
Be Consistent With Your Tone
Vary Your Posts
Inappropriate/Negative Posts
• NYC’s posting policy:• No profanity• No references to illegal
substances• No solicitations• No endorsements
Opposes NYC’s latest smoking ban
Defended the regulation
Crafting Cessation Responses
Dealing with stress
Battling weight gain
Overcoming withdrawal
Promoting our Page
Evaluation Measures
• Increase in web traffic– Start at 3-5% and increase over time
• Website hits for any shared resources– PDF’s, specific web pages
• Free metrics from social media platforms:– Facebook
• # likes, # talking about this (1% of total likes), # of comments, # of shares, active users, mentions, wall posts, page views, unique page views, media consumptions, etc.
– Twitter• # of followers, # of retweets, # of times your hashtags are
used, etc.
Redesign and Relaunch
• Revised content for: – Smokers and quitters– Friends and family of smokers
and quitters• Fresh look & feel• One-stop shopping for
information and resources• User-generated content
– Success stories from NYC quitters• Personalized tools & features
Registration, Quit Diary, Friends/Family
Cravings Log & Dashboard
Quit Calculator, Quits Tips & Facts
