Presented byDrew HemlerMSc, RD, CDN

Before We Begin…

Submit questions via chat box

Live attendees eligible for 1 CPE• certificate sent to registration e-mail

Recording in progess• available on NYSAND’s Member Landing page

• login required

• recording not eligible for CPE

Hi there, I’m Drew!

NYSAND Volunteer• Current Social Media Manager

• Former Annual Meeting & Expo Chair

• Former Communications Editor

• Various Taskforces & Committees

University Lecturer & Business Owner• SUNY Buffalo State

• Hilbert College

• Nutrition by Drew, PLLC (USA)

• Private Practice (Canada)

Agenda & Learning Outcomes (Learning Need Codes1)

1. Differentiate between current social media platforms (1020, 1090, 4100, 7120)

• Identify available platforms

• Compare platform uses, trends, account users & benefits

2. Discuss effective social media communication strategies & tools (1020, 1050, 1090, 1140, 4100, 7120)

• Identify key components of a social media post (content & delivery)

• Discuss impactful methods of online communication & engagement

3. Utilize assistive time management tools for social media activity (1020, 1090, 4100, 7120)

• Identify resources for prepared & curated content

• Demonstrate processes for management platform scheduling & engagement

1. https://www.cdrnet.org/vault/2459/web/files/Step2PDP.pdf

First Things First: Public Relations (PR)

“The practice of leveraging media channels to promote an organization and cultivate a positive public perception.”1

The public (possible audiences):

• Customers, Members & Employees

• Partners & Stakeholders

• Journalists & News Outlets

• Politicians

• General public

All organizations need a PR plan. class-pr.com/blog/pr-plan Reputation

Identity/ Brand

PersonalityCommuni-

cations

1. https://blog.hubspot.com/marketing/public-relations

1. https://blog.hubspot.com/marketing/public-relations

Business

Corporate

Crisis

Media*

Employee

Community

Areas ofPublic Relations

What is Social Media?

Forms of electronic communication through which users create online communities to share

information, ideas, personal messages, and other content1

Websites | Applications

“Likes” | “Followers” | Groups | Events

Text | Photo/Graphic | Video

(Link to) Other Account, Article, Blog, Podcast, Video

1. https://www.merriam-webster.com/dictionary/social%20media

Social Media Objectives

➢ Increase awareness & discovery

➢ Establish expertise & trust

➢ Build relationships

➢ Deliver information

➢ Increase website traffic

➢ Drive leads & sales

➢ Provide value

https://www.ihaveapc.com/2014/06/understanding-different-social-media-networks-funny/

Uses/Trends1 Key Features2 Major Demographics2,3

Facebook• Text, Photos & Videos• Links

Newsfeed Direct Messaging StoriesLive Video Groups EventsInsights Ads SchedulerMarket Place Tagging Hashtags

• 35-54y

Instagram

• Photo- & Video-based• Text• Stories• Links

Newsfeed Direct Messaging StoriesHighlights Live Video InsightsAds Tagging Hashtags

• ≤35y• Female• Urban > Suburban & Rural

Twitter

• Mainly Text• News• Gifs• Links

Newsfeed Direct MessagingTagging Hashtags

• 18-29y• Urban > Suburban & Rural• African Americans

LinkedIn

• Text, Photos & Videos• Job, Career & Industry Info• Company News• Links

Newsfeed Direct MessagingTagging Hashtags

• Outside the US• Decision-making positions• Students & recent grads• 23-54y

YouTube

• Video-based• Text• Vlogs, Opinions, Reviews, Demos• Links

Feed per Video Videos ChannelsPlaylists Video Editor

Audience: • Outside US• 18-34y

Pinterest

• Photo- & Video-based • Text• Infographs, Tutorial, Products• Links

Newsfeed GroupsInsights Tagging Links

• Female• Mothers

1. https://buffer.com/ 2. https://www.meyerfoundation.org/sites/default/files/files/SWT-Platform-Comparison-090414.pdf 3. https://www.omnicoreagency.com/linkedin-statistics/

Other Popular Social Media Platforms

Reddit - content rating & discussion

Tumblr - microblogging

WhatsApp – text & video messaging, VOIP

SnapChat - video messaging

Musical.ly & TikTok – lip-sync & talent video sharing

FourSquare – location & recommendations

Skype – video, direct message, conference video

Flickr- image & video

MeetUp - events

Let’s Review

• Consider developing a PR plan and appropriate strategies

• Develop social media objectives according to your goals

• Select appropriate social media platforms, create accounts…

Account Development*

• Profile Photo(s)

• Name and Handle

• Industry

• Bio/About

• Bio Link/Website

*IG Professional vs Personal: Insights, contact info, ads/campaigns, partner linking*FB Page vs Profile: Insights, post scheduling, ads/campaigns, partner linking

Content Development: The Main Message

*General posting format

Get to know your audience! What are their wants, needs & interests?Utilize “Insights” to gain demographic info & guide offered content

Need to Know Critical info, grabs audience’s attention

Value Benefit or advantage, offers resolution

Call to Action Task to extend the info or benefit/advantage

The main message to grab your audience’s attention & interest, includes 3 components*:

Content Development: Enhancements

Handles &

Tagging

A quick way to locate & tag a social media

Type “@” and account name or user name

HashtagsAccount, content & trend discovery

May increase awareness of posts

External

Links

Additional information beyond main message

May display linked visual accompaniment

Images &

Videos

Increases attention to posts

Use high-quality content & reference when needed

According to the @CDC, #HeartDisease

is the #1 killer among Americans. This

chronic disease is preventable & can be

managed. Learn easy ways to prevent heart

disease risk here: [hyperlink to article]

@eatrightpro @eatrightny @AHA

(Need to Know Value Call to Action)

Leads/Sales

Political Awareness

Nutrition Information

Announcement

Prepared & Curated Content Resources

Multimedia News Center

FDA | Today’s Dietitian | Health.gov | USDA | AHA | CDC

*FB Profile: Public vs Friends Post Setting**FB Only

┼FB & IG Only┼ ┼ IG Only

Content Delivery

Newsfeed*

Stories┼ &

Highlights┼┼

Sharing*Events** &Groups**

Direct Messaging

Content Delivery: How Much & When?

• Quality > quantity

• Frequency & timing recommendations1

• Utilize Facebook “Insights” to discover peak traffic times

1. https://coschedule.com/blog/how-often-to-post-on-social-media/

Platform How Often? When?

Facebook 1/day Afternoon

Instagram 1-2/day Morning & late evening

Twitter 15/day Throughout entire day

LinkedIn 1/day Late morning

Pinterest 11/day Early morning, afternoon & late evening

Professional & Ethical Practice

Guidelines1

1. https://www.eatrightpro.org/-/media/eatrightpro-files/practice/position-and-practice-papers/practice-papers/socialmediapracticepaper.pdf?la=en&hash=99AF11FFBEEAFD916EFDDE5C5B92F61A260BF4F7

1. Personal Conduct

2. Professional Boundaries

3. Privacy & Confidentiality

4. Self-Identification

5. Content Credibility

6. Copyright & Intellectual Property

7. Liability, Disclosure & Transparency

Let’s Review

• Play around! (Again, carefully select platform type & amount)

• Utilize available content resources

• Strategize account information, content, frequency & delivery

• Consider professional & ethical behavior

Social Media Activities: Device Considerations

Availability

• Delivery

• AccountsMulti-tasking

Data Usage

Keyboarding

• Emojis

• Special characters

• Auto-correct

Portability & Delivery

• Time-sensitivity

• Environment-dependent

Management Tool Spotlight:

Management Tool Spotlight:

Management Tool Spotlight:

Management Tool Comparison*

Users Linked Accounts Scheduled Posts Engagement History Access

Hootsuite1 1 3 max 30 max total Yes Unlimited

Buffer2 1 3 max 10 max total Yes Last 30 days

More comparisons: https://docs.google.com/spreadsheets/d/1uhsygniu7BOYnQB30hxTzZIvdK3V6_FAcL8qtpmqui4/edit#gid=0

1. https://hootsuite.com/2. https://buffer.com/

*Free, non-trial account

@eatrightny_@nysand_ame_2020

@eatrightny@nysandame

NYSAND Members

@eatrightnewyork

/eatrightny

Tag us &Share our posts!

• Getting Started: PR & Goals; Platforms & Account Development

• Content: Development, Delivery, Management, Resources & Ideas

• Accounts Info: National, State, Local

• Additional Resources

Questions?