Centers for Disease Control and Prevention. 1 . Social Media - - PowerPoint PPT Presentation
The Virtual Immunization Communication (VIC) Network is a project of the National Public Health Information Coalition (NPHIC) and the California Immunization Coalition, funded through a cooperative agreement with the Centers for Disease Control
The Virtual Immunization Communication (VIC) Network is a project of the National Public Health Information Coalition (NPHIC) and the California Immunization Coalition, funded through a cooperative agreement with the Centers for Disease Control and Prevention.
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Webinar Objectives
the value of social media
workplace
Control and Prevention
Awareness Month (#NIAM15 )
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Social Media Strategies for Public Health Messages Featuring Tools and Resources for Promoting
National Immunization Awareness Month!
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A nationwide ‘virtual’ immunization community
communicators and others who promote immunizations.
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3) Click Send 2) Address your questions to All Panelists 1) Type your question into the box at the bottom 3) Click the “Send” Button
1.) Type your question into the small box at the bottom 2.) Address your question to “All Panelists” 3.) Click the Send Button
Katerina Hamelin
Associate Consultant, Digital Strategy APCO Worldwide
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SOCIAL MEDIA BEST PRACTICES
PREPARED BY APCO WORLDWIDE KATARINA HAMELIN, DIGITAL STRATEGIST JULY 16, 2015
USE IT?
BETTER ENGAGEMENT
YOUR JOB EASIER
BRINGS YOUR OFFLINE GOALS ONLINE EXTENDS YOUR REACH DRIVES TRAFFIC ENGAGES AND CONNECTS
SNAPCH CHAT FACEB CEBOOK TW TWIT ITTER LI LINKEDIN IN INSTAGRAM PI PINTEREST BL BLOGS YI YIKYAK GO GOOGLE+
connection than any given brand
W.O.M marketing & communications program
and greatly influence audiences
Incentive initiatives
Share inspiration Create a sense
LARGER CONVERSATION
#IMMUNIZE #VACCINE #IMMUNIZATION #PUBLICHEALTH #GETVAX #VAXFAX #VACCINESWORK #VACCINATE
INSERT YOUR ORGANIZATION INTO THE LARGER CONVERSATION:
ON YOUR COLLATERAL
HASHTAGS ACROSS YOUR SOCIAL CHANNELS
RELEVANT/TRENDING HASHTAGS BEING USED
INCLUDE YOUR SUPPORTERS & OTHERS IN THE CONVERSATION SHARE CONTENT THAT’S COMPELLING AND RELATABLE TO JUST ABOUT ANYTHING
DON’T BE A ROBOT
VOLVO CHEVROLET COMCAST
CAMPAIGN
LEVERAGE COORDINATE
TAKE ADVANTAGE OF THE TOOLS YOU HAVE ACCESS TO THAT CAN MAKE SOCIAL SHARING EASIER AND MORE EFFICIENT.
HASHTAGIFY THIS IS A FREE HASHTAG MONITORING PLATFORM FOR TWITTER THAT HELPS USERS AMPLIFY THEIR REACH, IDENTITY AND REACH THE RIGHT INFLUENCERS. TOPSY TOPSY ALLOWS USERS TO SEARCH AND COMPARE THE NUMBER OF MENTIONS FOR ANY TERM OR USER ON TWITTER. THIS FREE TOOL IS GREAT FOR ANALYZING ONLINE CONVERSATIONS. HOOTSUITE THIS FREE PLATFORM ALLOWS YOU TO BOTH MONITOR CONTENT AND SCHEDULE CONTENT TO POST FROM A FEW SOCIAL MEDIA ACCOUNTS.
SOCIAL MEDIA BEST PRACTICES
PREPARED BY APCO WORLDWIDE KATARINA HAMELIN, DIGITAL STRATEGIST KHAMELIN@APCOWORLDWIDE.COM
Maureen Marshall, M.S.
Health Communication Specialist, Centers for Disease Control and Prevention, National Center for Immunization and Respiratory Diseases
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Maureen S. Marshall, MS Health Communication Science Office, NCIRD, CDC July 16, 2015
vaccines on social media channels
– Increased awareness
covered nationally
– Tracking KABs (knowledge, attitudes, beliefs)
Health System) National Poll on Children’s Health
Social media is part of our overall communication strategy Segment audiences to inform/educate and to encourage/inspire with a call to action
– Educate about risks of vaccine-preventable diseases – Inform on the benefits and risks of vaccines – Point to recommendations for who needs vaccines and when – Encourage talking with healthcare professionals
– Provide tools to help with conversations on vaccines – Remind of missed opportunities for vaccines, esp. of preteens and teens – Increase awareness of need for adult vaccines, esp. if caring for patients with chronic conditions – Inform about new reports and publications
– Targeting HCPs and PHPs who recommend and/or administer vaccines
– CDCgov Facebook – CDCgov Google+ – CDCgov YouTube – CDCgov Pinterest – @CDCgov – @DrFriedenCDC
Guided by risk communication principles, CDC social media best practices, and
– Targeted – Actionable – Relevant – Timed and repeated/rephrased – Measurable
– Answer questions – Correct errors – Increase activity during outbreaks and “hot topics” – Remain relatively silent amid negative dialogues
– Increase engagement and shareability
Copy and repurpose/revise/reuse
– Dig through CDC’s Public Health Image Library http://phil.cdc.gov/phil/home.asp – Search for “image” within CDC
www.cdc.gov/measles/resources/web-buttons.html
www.cdc.gov/flu/freeresources/animated-images.htm
– Fact sheets, quizzes – Suggested FB and Twitter messages on CDC sites
www.cdc.gov/vaccines/events/niiw/web-etools.html
1. Draft message 2. Find CDC web page that offers details/more info on your topic 3. Insert CDC url at end of your message 4. Select CDC image to display 5. Post
1. Identify vaccine content that you find engaging 2. Craft message to encourage engagement in your followers 3. Credit your source and include link 4. Post
1. Identify relevant tweet from credible source 2. Draft message that reinforces or amplifies the message 3. Post/retweet
1. Follow like-minded profiles 2. Identify message that resonates 3. Share or retweet
missed
– Later in the day on Twitter
CDC tool indicates our best engagement occurs Tuesday afternoons , contrary to mindset indicating weekends are best
– Thursday/Friday on Facebook
“The less people want to be at work, the more they are on Facebook”
– Saturday evening on Pinterest – When people are talking about a topic or looking for more information
www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf
www.cdc.gov/socialmedia/tools/guidelines/pdf/guidetowritingforsocialmedia.pdf
www.hhs.gov/web/socialmedia/
www.digitalgov.gov/category/socialmedia/
– @Digital_Gov – @GreatGovTweets – @CDCizlearn – @CDCgov – Facebook/CDC
Questions? Please contact bkf0@cdc.gov
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Nancy Erickson
Communication Director Vermont Department of Health
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National Public Health Information Coalition
August 2015 • Communication Toolkit
GOAL Promote the importance of immunizations across the lifespan TOOLKIT 3rd year for NIAM – fully loaded/fully updated www.niphic.org/niam CONTENTS Weekly themes Sample key messages Vaccine information FAQs Sample news releases, articles Sample Facebook, Twitter messages Web links and resources
GRAPHICS Web banners Facebook cover photos Facebook timeline graphics Posters THEMES Suggested weeks Tie to news/reports
JULY Ready for School? AUG 2-8 Preteens/Teens AUG 9-15 Pregnant Women AUG 16-22 Adults AUG 23-29 Birth to 6
July/August Preschool through college-age August 2-8 Preteens and teens
August 9-15 – Pregnant women August 16-22 – Adults
August 23-29 Birth through age 6 SOCIAL MEDIA August 17 #TeamVax
Ian Branam, MA
Health Communication Specialist Contractor, Northrop Grumman National Center for Immunization and Respiratory Diseases
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The official hashtag for NIAM is #NIAM15 We encourage you use sample social media
messages provided in the toolkit to promote vaccination during #NIAM15 www.nphic.org/niam
CDC will also be using the hashtag #TeamVax
during NIAM to show how individuals, communities, partner organizations, and healthcare professionals together support vaccination
We encourage you to join #TeamVax during NIAM
by sharing tweets and posts
Join #TeamVax during #NIAM15 by supporting CDC’s
Thunderclap event
What is Thunderclap?
Thunderclap is a social media tool that allows supporters to sign up in advance
to share a unified message at a specific time via their individual Facebook or Twitter accounts.
Here’s how it works:
CDC sets up a Thunderclap page with one social media message Organizations and individuals go to page and click “support” The social media message is automatically posted at the same time for all profiles that
support that event
Stay tuned for more details and how to
For more information on Thunderclap, visit:
We also encourage you to share all the great work
you do for NIAM by filling out the brief online submission form at www.nphic.org/niam
The activities you submit will show up on the
activities page, which can serve as inspiration to
Please contact Ian Branam (yfi1@cdc.gov) or
Nancy Erickson (Nancy.Erickson@state.vt.us) with any questions or ideas.
For more information or to download the toolkits,
visit: www.nphic.org/niam.
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www.cdc.gov/vaccines
www.nphic.org
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National Public Health Information Coalition www.nphic.org California Immunization Coalition www.immunizeca.org
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