Engaging Online: Using Social Media to Increase Awareness, Attendance, and Action

Aisha Moore, MPH

Alyson Cobb, MPH

Brett Teplitz, BA

1. To understand one social media engagement strategy.

2. To be able to add at least one social media activity to their program activities.

3. Track common social media metrics.

Objectives

Crawl, Walk, Run, Fly

What stage is your program?

Crawl

Walk

Run

Fly

Poll

Social Media = Engagement

Social media explained

Awareness months

Secret Sauce of Social Media

People don’t just want to

consume information. They want to be involved!

Benefits of Incorporating Social Media Into Your Events

Build buzz about your event

Use multiple media formats to advertise your event

Extend the reach of your event beyond your network

Engage in public conversation

Create collateral to repurpose throughout the year

Create engagement at the event

Social Media Engagement

Get your fans to do something in response to your post.

Like

Comment

Click to open picture

Click on link

Share

Watch a video

Step 1: Create A Hashtag

Hashtags = Subjects

#organizedcrime #governmentinvestigators #fiction #johngrisham #doubleday

Why Use Hashtags?

Which Platforms Use Hashtags ?

Twitter

Facebook

Pinterest

Tumblr

YouTube

Flickr

Instagram

What Makes A Good Event Or Campaign Hashtag?

Not used by other events or campaigns

Clear what it’s referring to

Make it easy to remember

Not associated with undesirable things

Thematic

Call to Action

How Does It Work?

How Does It Work?

Hashtags Gone Wild!

Where Should I Use Hashtags?

Newsletters

Flyers/Posters

Emails

T-shirts

Giveaways

Website

Invitations

STEP TWO BRING AWARENESS TO THE ISSUE AND/OR THE EVENT

Awareness

Join The National Conversation Share Local Facts

#NWHW

Awareness

Promote Stories That Your Engaged Followers Can Share

Promote Speakers And Sponsors Weekly

Tool Time: Twitter Chats What: Scheduled online conversations on a specific topic. Hosted by an organization.

When: At the time specified in the announcement.

Where: On Twitter

How:

1. Search for the #hashtag. For example #StopZika

2. Introduce yourself in the chat. Say what you do and where you are from.

3. Read information and questions from the organizers and others in the chat.

4. Share resources, answer questions, and promote your event.

5. Retweet other’s resources.

6. Share new resources on your website and newsletters.

Pro Tip

Find Your Online Champions

Start With Who You Know

Let your partners know the #hashtag

Provide sample social media content to share

Sample tweets and Facebook post etc.

Images correctly sized for each channel

Get your participants and your CAN involved

Use partner lists and social media spaces

STEP TWO

ATTRACT ATTENDESS TO YOUR AWARENESS EVENT

Attendance

Video Invitation #TBT (Throwback Thursday)

Attendance

Videos and/or photo slide shows of previous events

Tool Time: Facebook Groups

What: A page created for an organization or business to promote activities. Users can join the group and post their thoughts on a wall and interact through discussion threads.

When: Anytime

Where: In public Facebook groups or closed FB groups you are a member of.

How:

1. Post in groups that you are already a part of.

2. Use the Facebook search function and search for relevant public groups in the area.

3. Share event information on a weekly basis leading up to the event.

4. Find info you want to share with your Facebook fans.

STEP THREE

USING SOCIAL AT LIVE EVENTS

Engagement At Events

Live Tweeting Photobooth

Tool Time: Live Streaming Video What: Live streaming video is taken on a device such as a phone or tablet using an app. Broadcast in real time.

When: Let your followers know in advance to tune in for live video from the event.

Where: During the event via Facebook or Periscope

How:

1. Use or create a FB page for the organization (or sign up for Periscope).

2. Download the Facebook app or the Periscope app.

3. Let attendees know that there will be live video accessible to the public.

4. Open the app and use the phone or tablet device to take video of activities, speeches, or attendee testimonials.

5. Save videos to device and upload to YouTube or other service.

6. Continue to share video after the event.

STEP FOUR

USING SOCIAL TO INSPIRE ACTION

Action

While your initial social media strategy may focus on building an audience (the people who receive

your message), ultimately you want those people to DO something after

exposure to your message.

Social Media Conversion

Get people to go to your website

Attend event

Share event information

Give a favorable review of your event

Engage

New partners

New donors

Action

GoFundMe Newsletter Sign-up

Tool Time: Thunderclap

What: The first-ever “crowdspeaking” platform that helps people be heard by saying something together. It allows a single message to be mass-shared, flash mob-style, so it rises above the noise of your social networks.

Where: On your Facebook, Twitter, and Tumblr

How:

1. Create a message that you want to be shared on social media

2. Set a number of social media supporters you want to reach.

3. If you reach the supporter number the message goes out.

STEP FIVE

FOLLOW-UP WITH SOCIAL MEDIA

Follow-up

Videos and/or photo slide shows of the events

Follow-up

Slideshare

Tool Time: Digital Storytelling

What: Storify is a social network service that lets the user create stories or timelines using social media such as Twitter, Facebook and Instagram.

When: After the event

Where: Link shared or story embedded into a website.

How:

1. Search for the hashtag on Storify.

2. Drag and drop what’s most interesting to you into your “story.” This includes, tweets, FB, YouTube, Linkedin.

3. Add headers to group story elements together.

Storify

Questions?

August – September Edition

Using Social Media for Health Awareness Months:

• Tips for using social media for health awareness months

• Content relevant to selected awareness months: • August:

• National Breastfeeding Month

• National Immunization Awareness Month and Week

• September: • Infant Mortality Awareness Month

Using Social Media for Health Awareness Months: August – September Edition

• For each selected awareness month, toolkit includes:

Links to additional resources

Suggested organizations to like or follow

Relevant hashtags

Four template social media posts with ePostcards

• Toolkit is available at: http://bit.ly/1UzSg0M

Using Social Media for Health Awareness Months: August – September Edition

Sample Toolkit Content

Benefits of the Toolkit

• Fast

• Easy

• Timely

• Relevant

• Curated

• Customizable

• Visual

Adapting the Toolkit

• Modify the suggested content as appropriate

• Add your organization, partners, website, etc.

• Pair the tweet/post with the postcard, or be selective

• Add your own style!

Going Forward

• Toolkits to be released quarterly

• Feedback and content suggestions welcome!

• Any questions?