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. 1
. Social Media Strategies for Public Health Messages Featuring Tools and Resources for Promoting National Immunization Awareness Month! Webinar Objectives • Inform public health professionals and health communication specialists of the value of social media • Explore best practices for effective and impactful social media use in the workplace • Define tools and tactics for using social media efficiently • Identify the latest social media resources from the Centers for Disease Control and Prevention • Review tools, resources and key messages for National Immunization Awareness Month (#NIAM15 ) 2
A nationwide ‘virtual’ immunization community of health educators, public health communicators and others who promote immunizations. 3
Tweet and Follow Twitter @VICNetwork Facebook VICNetwork
Submit Written Questions at Any Time Using the Q&A Panel 3) Click Send 1.) Type your question into the small 1) Type your question into the box at the bottom box at the bottom 3) Click the “Send” Button 3.) Click the Send Button 2.) Address your question to “All 2) Address your questions to All Panelists Panelists”
TITLE of PRESENATION Katerina Hamelin Associate Consultant, Digital Strategy APCO Worldwide 6
SOCIAL MEDIA BEST PRACTICES PREPARED BY APCO WORLDWIDE KATARINA HAMELIN, DIGITAL STRATEGIST JULY 16, 2015
1. SOCIAL MEDIA — WHY USE IT? 2. BEST PRACTICES FOR BETTER ENGAGEMENT 3. TOOLS THAT MAKE YOUR JOB EASIER
SOCIAL MEDIA – WHY USE IT? 1 ENGAGES AND CONNECTS 2 DRIVES TRAFFIC 3 EXTENDS YOUR REACH 4 BRINGS YOUR OFFLINE GOALS ONLINE
CHOOSE THE RIGHT PLATFORM SNAPCH CHAT FACEB CEBOOK TW TWIT ITTER LINKEDIN LI IN INSTAGRAM PI PINTEREST BL BLOGS YI YIKYAK GO GOOGLE+
SOCIALLY ENGAGED EMPLOYEES STRENGTHEN YOUR BRAND’S GOALS • Employees have 10x the connection than any given brand • Employees are the best W.O.M marketing & communications program • Employees are trustworthy and greatly influence audiences
MOTIVATION TO ENGAGE Share Create a sense Incentive initiatives inspiration of inclusion
EFFECTIVE ENGAGEMENT STEMS FROM: • INSERTING YOUR ORGANIZATION IN THE LARGER CONVERSATION • ENGAGING AT THE RIGHT TIME • COORDINATING/LEVERAGING CONTENT • MAKING IT EASY FOR OTHERS TO SHARE
SOCIAL MEDIA GUIDELINES DON’TS DO’s VS
JOINING THE LARGER CONVERSATION INSERT YOUR ORGANIZATION INTO THE LARGER CONVERSATION: #VACCINATE #VACCINESWORK • PROMOTE HASHTAGS ON YOUR COLLATERAL #VAXFAX #IMMUNIZATION #GETVAX #PUBLICHEALTH • USE APPROPRIATE HASHTAGS ACROSS #IMMUNIZE YOUR SOCIAL CHANNELS #VACCINE • RESEARCH OTHER RELEVANT/TRENDING HASHTAGS BEING USED
@MENTIONING & SHARING INCLUDE YOUR SUPPORTERS & OTHERS IN THE CONVERSATION SHARE CONTENT THAT’S COMPELLING AND RELATABLE TO JUST ABOUT ANYTHING
EN ENGAGE WIT ITH USER ERS DON’T BE A ROBOT
EFFECTIVE ENGAGEMENT COMCAST CHEVROLET VOLVO
APPROACH TO NEGATIVE COMMENTARY • RESPOND WITH FACTS • RESPOND WITH A SOLUTION • IGNORE THE COMMENT • HIDE THE COMMENT • RESPOND WITH A MINI- CAMPAIGN
COORDINATING & LEVERAGING CONTENT COORDINATE LEVERAGE
MAKE IT EASY
TIME IS MONEY TAKE ADVANTAGE OF THE TOOLS YOU HAVE ACCESS TO THAT CAN MAKE SOCIAL SHARING EASIER AND MORE EFFICIENT. • EDITORIAL CALENDAR • ANALYSIS TOOLS • MONITORING TOOLS • SCHEDULING TOOLS TIM IME IS IS MONEY
EDITORIAL CALENDAR
TOOLS THAT MAKE YOUR LIFE EASY
HOOTSUITE THIS FREE PLATFORM ALLOWS YOU TO BOTH MONITOR CONTENT AND SCHEDULE CONTENT TO POST FROM A FEW SOCIAL MEDIA ACCOUNTS. 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.
SOCIAL MEDIA BEST PRACTICES PREPARED BY APCO WORLDWIDE KATARINA HAMELIN, DIGITAL STRATEGIST KHAMELIN@APCOWORLDWIDE.COM
TITLE of PRESENATION Maureen Marshall, M.S. Health Communication Specialist, Centers for Disease Control and Prevention, National Center for Immunization and Respiratory Diseases 28
Social Media NCIRD Strategies & Resources Maureen S. Marshall, MS Health Communication Science Office, NCIRD, CDC July 16, 2015
Immunization and Social Media • Opportune time to be educating about vaccines on social media channels – Increased awareness • Disney measles outbreak became national news • Active engagement on both sides of California SB 277 covered nationally – Tracking KABs (knowledge, attitudes, beliefs) • C.S. Mott Children’s Hospital (Univ of Michigan Health System) National Poll on Children’s Health • Ongoing CDC surveys
NCIRD Social Media Strategy Social media is part of our overall communication strategy Segment audiences to inform/educate and to encourage/inspire with a call to action • We reach out to the public to – 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 • Ask questions • Determine action for patient’s situation • We engage with healthcare professionals to – 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
NCIRD Channels • @CDCizLearn – Targeting HCPs and PHPs who recommend and/or administer vaccines • @CDCflu • General – CDCgov Facebook – CDCgov Google+ – CDCgov YouTube – CDCgov Pinterest – @CDCgov – @DrFriedenCDC
Execution of Social Media Strategy Guided by risk communication principles, CDC social media best practices, and ongoing research… • Craft messages that are – Targeted – Actionable – Relevant – Timed and repeated/rephrased – Measurable • Post regularly – Answer questions – Correct errors – Increase activity during outbreaks and “hot topics” – Remain relatively silent amid negative dialogues • Include visuals whenever possible – Increase engagement and shareability • Listen, monitor, and measure • Revise and reuse
Which CDC Tools Can You Use? Copy and repurpose/revise/reuse • Digital images – Dig through CDC’s Public Health Image Library http://phil.cdc.gov/phil/home.asp – Search for “image” within CDC • Example for measles infographics, www.cdc.gov/measles/resources/web-buttons.html • Example for flu animated images, www.cdc.gov/flu/freeresources/animated-images.htm • Web content and links – Fact sheets, quizzes – Suggested FB and Twitter messages on CDC sites • Example of infant and children vaccination messages, www.cdc.gov/vaccines/events/niiw/web-etools.html
Example, Linking from Facebook 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
Example, Repurposing on Twitter 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
Example, Customized Retweeting 1. Identify relevant tweet from credible source 2. Draft message that reinforces or amplifies the message 3. Post/retweet
Example, Retweet and Share 1. Follow like-minded profiles 2. Identify message that resonates 3. Share or retweet
Scheduling & Monitoring Your Messages • Be repetitive, as your first message may be missed • Be timely; best timing for posts seems to be – 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 • Be engaged
Traditional Resources • CDC Health Communicator Social Media Toolkit www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf • CDC Guide to Writing for Social Media www.cdc.gov/socialmedia/tools/guidelines/pdf/guidetowritingforsocialmedia.pdf • HHS Social Media www.hhs.gov/web/socialmedia/ • GSA Social Media www.digitalgov.gov/category/socialmedi a/ • Follow on social media – @Digital_Gov – @GreatGovTweets – @CDCizlearn – @CDCgov – Facebook/CDC
Thank you. Questions? Please contact bkf0@cdc.gov
Q & A Session 42
National Immunization Awareness Month 43
TITLE of PRESENATION Nancy Erickson Communication Director Vermont Department of Health 44
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