Social Media 101

1. Social Media 101 Judy Moulder Vital Records and Public Health Statistics, Mississippi Department of Health June 5, 2013

2. 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.

3. Social Media in Current PH News

4. 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”

5. 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

6. 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.

7. Facebook

9. Anatomy of a Facebook Page • Brand/Logo • Photos, Videos • Organizational Bio

10. Anatomy of a Facebook Page 2) Announcement/Promotion • Health Strategies • Community Welfare Alerts

11. Anatomy of Facebook Page • Timeline/Interaction • Constituent Feedback

12. Facebook in Public Health Use

13. Facebook’s Profile • Extends your presence • Viral sharing of content • Targets by demographics interests, geography • Inherently analytical

14. Facebook How 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

15. Twitter

16. Anatomy of a Twitter Page • Brand/Logo --- One Centralized Logo --- Measures engagement with “tweets” and “followers”

17. Anatomy of a Twitter Page • Multimedia Engagement --- Video/Photo --- Promotion

18. Anatomy of a Twitter Page 3) Timeline/Interaction • Tweets cannot exceed 140 characters

19. Twitter in Public Use

20. Twitter’s Profile • Content alerts • Linked sharing • Simple conversations • ≤ 140 characters • Reaching influence • Probes for “the talk”

21. Twitter How 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

22. 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.”

23. 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

24. Role of Social Media in VR and PHS • Reaches non-traditional segment • GOOD PUBLICITY!!!

25. NAPHSIS Strategic Plan • Strengthen Engagement with Current and Potential Stakeholders • Improve Communications to Strengthen Member Engagement • Expand and Strengthen NAPHSIS IDENTITY and VISIBILITY …All of these objectives could very well be adopted by our respective Vital Records and Public Health Statistics offices too

26. To be or not to be - Benefits • Dynamic • Popular • Easy dissemination • Community engagement • Supports quality improvement and efficacy assessment • Inexpensive • Versus traditional methods

27. To be or not to be - Barriers • Available to everyone • Another “mouth to feed” • Capacity issues • IT • Personnel • Evaluation • Privacy issues • Something new to learn

28. Effective Use of Social Media • Audience • Purpose • Measure effectiveness • Choose channels • Virtual conversation • Agency website is anchor!

29. Social MediaImplementation • SM interaction must be thoughtful and strategic • extends the voice of your cause • Provide staff for SM coordination Things to Keep in Mind: • Establish a social media (SM) policy • an extension of communications • Identify the goal for organization’s SM outlets

30. Resource Materials The Health Communicator’s Social Media Toolkit http://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf CDC’s Guide to Writing for Social Media http://www.cdc.gov/socialmedia/Tools/guidelines/pdf/GuidetoWritingforSocialMedia.pdf Facebook Guidelines and Best Practices http://www.cdc.gov/socialmedia/tools/guidelines/pdf/facebookguidelines.pdf Twitter Guideline s and Best Practices http://www.cdc.gov/socialmedia/tools/guidelines/pdf/twitterguidelines.pdf Button and Badge Guidelines and Best Practices http://www.cdc.gov/socialmedia/tools/guidelines/pdf/buttonbadge.pdf Social Media Security and Mitigations http://www.cdc.gov/socialmedia/tools/guidelines/pdf/securitymitigations.pdf

31. References Currie 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 times of 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?. 2012 National 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/.

32. Judy MoulderJudy.Moulder@msdh.ms.gov Mississippi State Department of Health Office of Vital Records and Public Health Statistics