Diana Lejardi, November 12, 2014 Using Social Media
Things to Consider Who is your target audience? What do you want to use social media for? Who will be responsible for posting messages and responding?
Types of Social Media Social networks (Facebook) Blogs Microblogs (Twitter) Podcasts Forums Photo and video sharing
Advantages of Social Media Provides immediate information Can create rapid connections and build relationships with the public Helps build and maintain dynamic relationships with the media
Advantages of Social Media Helps dispel rumors by immediately providing accurate information Incorporates website links where media outlets and the public can obtain more detailed information Works in support of a broader communication strategy
Disadvantages of Social Media Some people mistrust social media or don’t know how to use them. Personnel and technology are required Continual monitoring and following up are needed Limited to terms of how much info can be included Some audiences do not use social media Some people post to start controversy
Protocols Clear messages and new pages through your Communications Office Determine who will manage the page Consider record retention for Freedom of Information requests Personal Pages: If you list your place of employment, include a disclaimer
Working with your Communications Office Timely topics Determine what messages are important and when Help develop messages
Get Your Message Out Develop multiple tweets/posts Highlight what’s important/helpful Give tools and tips Send them to your Communications Office for approval The less work your messages need, the more likely they’ll go out
Tips for Social Media Be catchy Don’t just post a link Try to put a face to your page Use quotes and pictures Engage users Use html pages instead of downloads for links Easier to access on mobile devices
Using bit.ly Shortens web addresses (about 25 characters) Evaluation component
Tips for Twitter Tweet daily Keep messages to 120 characters or less Makes it easier for other users to retweet Use multiple tweets to get out more information Use hashtags (#)
Make It Interesting Basic Tweet: Fact Sheet: Falls and Older Adults. For info: SPICE IT UP!
Facebook Posts Allows for more characters to entice users (420) Allows for graphics/thumb nails Videos, photos, links
Making Your Messages Effective Give resources/call to action Target your audience Make sure your messages can stand alone Make your links/information easily accessible
Have Messages Prepared In case there is an event: We are aware of the situation Our role is ________________. Our next step is ________________. Let people know you’re playing and they can come back for information.
5 Major Characteristics or Attributes of Social Media Participation Openness Conversation Communities Connectedness
Social Media Users Lurkers Novices Insiders Leaders Elders
Social Media: Before a Crisis Developing relationships with audiences builds trust Helps promote preparedness and education audiences about risks Organizations need to be regular users of social media before a crisis
Social Media: Before a Crisis Include social media in your CERC plan Monitor social media to track issues and listen to the concerns of the public Use social media in daily communication activities Follow and share messages with credible sources
Social Media: During a Crisis Immediacy of social media is an important feature during a crisis Most immediate forms, like microblogging (Twitter) and social media (Facebook) will be prevalent in early stages Stakeholders become key sources of information
Social Media: During a Crisis Join the conversation, help manage rumors by responding to misinformation, and determine the best channels to reach segmented audiences Check all information for accuracy and respond honestly to questions Recognize that the media are already using social media Remember social media is interpersonal communication
Social Media: During a Crisis Use social media as a primary tool for updates Organizations have another option Ask for help and provide direction Web 2.0 is not a solution to all communication problems
October Snowstorm 2011 October 29 Issues Hospitals, nursing homes, residential facilities Power outages Carbon monoxide poisoning Food safety Public water systems
Our Response Set up website Press releases (18 releases from October 30 – November 12) Twitter and Facebook Fact sheets Text4Baby Template message for local health departments
Superstorm Sandy 310 storm-related tweets from October 25 – November 7 68 storm-related posts on Facebook from October 25 – November 8 1,732 clicks through bit.ly from October 26 – November 8
Blizzard Nemo
Writing for Social Media Provide adequate scientific expertise Provide messages of self-efficacy Use social media to provide emotional support Establish trust with social media users You are not necessarily able to control what messages are being sent
Writing for Social Media The public is increasingly diverse in terms of which medium they are using to get information Use social media to listen to the public Collaborate and coordinate with credible sources Partner with the public via social media Accuracy is always important but so is speed of response
* You should respond * You want people to engage
Crafting a Response Acknowledge the question Address the issue Provide resources Drive people back to your main message
Question: Response :
Evaluation Effectiveness of messages Determine what messages your audience is interested in Is it worth your time?
Evaluation Tools bit.ly Number of followers, friends and likes Comments on Facebook Facebook Insights Retweets and mentions (Twitter) Website analysis
Promoting Your Page Include links in materials Widgets/buttons on webpages
Resources CDC Social Media Tools Guidelines and Best Practices uidelines/ uidelines/ State of Connecticut Social Media Policy p?a=1245&q= p?a=1245&q=467964
Contact Me Diana Lejardi