Social Media Strategies for Compliance. Julie Straw, MPH CHES
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1 Social Media Strategies for Compliance Julie Straw, MPH CHES Division of Healthcare Quality Promotion Centers for Disease Control and Prevention #OSAPsm Objectives Overview of social media activities across CDC Media Channels Management Resources Social Media Steps for Success Select your social media outlet(s) Develop a plan Create engaging content Evaluate impact Success Stories Takeaways CDC Digital Media Strategy Provide CDC content when, where, and how users want it. CDC Social Media Structure Why Is Social Media at CDC Important? Support CDC mission of saving lives & protecting people Communicate rapidly Increase engagement Share relevant content in new spaces Reach new audiences Listen and respond in real-time Complement traditional communications 6 CDC s Social Media Landscape 60 Twitter profiles Facebook profiles 4 Blogs LinkedIn profiles YouTube channel Google+ profile Instagram profile Pinterest, Flickr profiles Mobile & tablet apps, mobile web 04 Annual Symposium
2 7 8 9 What s New? Social Media Management Center & Program Level Creating content Scheduling Editorial Calendar Engaging with online audience CDC Social Media Tools CDC s Guide to Writing for Social Media Provides guidance and lessons learned from CDC health communication campaign, activities, and emergency response efforts Checklist for Writing Repurposing Web content 0 CDC Social Media Tools Health Communicator s Social Media Toolkit Includes tips for developing a social media strategy, monitoring and evaluation, and governance Buttons and Badges small web images used to share information Blogs Electronic Greeting Cards CDC Health-e-Cards RSS Really Simple Syndication Podcasts Online Videos # Select the best social media outlet for your audience and mission Know your audience Who is your target audience? Where are they engaging? What do they respond to? Know your social media mission What do you hope to accomplish? 04 Annual Symposium
3 Build an online community Promote your practice What type of content will you generate and share? Pictures, guidelines, publications, reminders, etc. # Develop a Social Media Plan Core elements of planning: Set goals and objectives Raise awareness, grow cliental Monitor metrics Exposure, Engagement, Influence, Results Strategize content Re-purpose communications Create new content and images Manage Engagement Frequency of posting, response time 3 4 Communication Strategy #3 Create Engaging Content Length Shorter posts typically perform better Link to more information Hyperlink (bityl), tag symbol, #hashtag Call to action Invite followers to do something (attend an event, watch a video, read an article) Visual Posts with photos or images preform better than text updates Tone Friendly, action-oriented style, lively writing 5 6 Visual Content Create Visual Content Royalty Free Resources: Getty Images Google Image Search Enhance Photos with: Text 04 Annual Symposium 3
4 Filters Collages Tools you can use: Instagram Picasa Studio Wordle.net 7 8 News you can use, conversational tone resonates with followers Proven Headline Formulas: Lists: Headlines with numbers in them consistently perform well. Example: 3 Tips for Patient Safety How to: How to titles promise a benefit to your readers. Example: How to tell the difference between a single-dose and multi-dose vial Target a Shark: Refer to a shark, which can be an important organization or person in your field. Example: Dr. Frieden s Fight Against E-cigarettes Include Keywords: Use keyword phrases that you want to be known for in your headlines. Example: Top Communication Tools for Patient Notifications Find Inspiration Online: Use Portant s Content Idea Generator Example: Injection Safety by the Numbers Source: Forbes, Twitter Best Practices for Business 9 0 Which Tweet Got the Most Clicks? A. Adults need vaccines, too. Make sure you are up-to-date. B. B. Do you know which vaccines you need as an adult? Take the CDC quiz. And the Answer Is Tweet B (linked to an interactive quiz): 78 clicks! Tweet A (linked to a text-only page): 8 clicks Grow Your Audience Be consistent 04 Annual Symposium 4
5 Be responsive Be reliable Be creative! #4 Evaluate Your Impact Social Media Measurement Standards can be used to identify key metrics across various social media channels: Exposure - Amount of people potentially reached Engagement - Audience interaction with message Influence* - Measures sentiment (positive or negative) of audience response to message Results* - Audience takes action Revisit your goals Track your metrics overtime Tips for Social Media Evaluation Source: CDC NPIN In the Know: Social Media Measurement and Evaluation for Public Health 0 Tips for Social Media Evaluation Source: CDC NPIN In the Know: Social Media Measurement and Evaluation for Public Health Example: CDC Metrics Tracking Success Story: Injection Prevention Society (IPS) Success Story: Infection Prevention Society Within one month the impact of Twitter account increased two-and-ahalf fold, Reach - 8,047 to 7,46 Impressions - 7,50 to 44,59 respectively Success Story: CDC s Live Twitter Chats Takeaways Know your audience Content is king Additional Resources Social media usage (by age, demographics): Pew Research Planning and guidelines: 04 Annual Symposium 5
6 CDC social media resources Scheduling: Hootsuite (free) Social media management: Tweetdeck.com Evaluation: #SMMStandards Coalition Tweetreach Topsy Bityl (URL shortener w/analytics) SocialSprout.com RSS Reader: Feedly.com 3 Apps for Oral Healthcare Patient Education: dcstory: 3D images, animations, ability to view x-rays and photos Patient Communication: MyDentist: One-touch referrals, social media integration, quick fill appointments, mobile bill pay, patient forms Sources: The Best Mobile Dental Apps (DentistryIQ) and Top 5 Mobile Applications for Dental and Oral Health (Medscape) Acknowledgements Abbigail Tumpey, MPH CHES Associate Director for Communications Science Jessica Schindelar, Acting Social Media Team Lead Elizabeth Greene, Health Communications Specialist David Doughty, Social Media Consultant 35 Thank you! Questions? Julie Straw jstraw@cdc.gov Annual Symposium 6
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