September 2011

Presenters:The Caring for Every Child’s

Mental Health CampaignBrandi HortonBrittany Smith

Katie Van Dorn

Social Media:

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With Social Marketing

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Developing a Social Media Strategy: The POST ApproachSocial marketing is at the heart of effective communications. We make the decision to reach out to a group of people to encourage them to change the way they think or act about an issue in order to reach our goals. When it comes to children’s mental health, we’re often trying to increase acceptance of system of care values or raise awareness about the issues that exist in our communities. Yet, when people talk about social media, we get distracted, ditch the strategy, and go straight for Facebook.

Developing and implementing an effective social media strategy follows the same guidelines as social marketing. It is driven by your audience and is measurable. The following approach—POST, developed by Forrester’s Research—can help you create your own social media strategy.

PEOPLE: A strong social media strategy starts with the audiences you are trying to reach in your social marketing plan. The first step is understanding how they engage with social media. Find out their comfort level online and their level of social media engagement. Are they creators, conversationalists, critics, collectors, joiners, spectators, or inactives?

• Who is your target audience? • How do the audiences you’ve selected engage with social media, are they joiners or spectators? ________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________

OBJECTIVES: What are the measurable benchmarks that must be achieved for you to reach your goal? While you may have social marketing objectives, consider those objectives specific to your social media efforts like listening, talking, energizing, supporting, and embracing.

• What is your social marketing goal? • What objectives do you need to meet to accomplish this goal? • Based on these objectives, how do you want to engage with your intended audience? ________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________

STRATEGY: Your actual strategy is the nuts and bolts of your social media outreach. It is important that your strategy is closely managed by a social marketer and developed with support from families, youth, and leadership within your organization.

• How do you want to engage your target audience? ________________________________________________________________________________ ________________________________________________________________________________

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• What steps will you take to engage them? ________________________________________________________________________________ ________________________________________________________________________________

• Who needs to be involved in the process? ________________________________________________________________________________ ________________________________________________________________________________

• What challenges should I anticipate? ________________________________________________________________________________ ________________________________________________________________________________

• What are the benefits of this approach? ________________________________________________________________________________ ________________________________________________________________________________

• Are your objectives still appropriate? If not, revise them in this section. ________________________________________________________________________________ ________________________________________________________________________________

TECHNOLOGY: Identify the technologies you will use in your social media strategy based on your audience, objectives, and strategy, rather than what is popular at the moment. Remember, social media is not about technology, it’s about relationships.

Reference the “Social Media Tools You Can Use” handouts for outreach ideas.

In the chart below, list your target audiences, the online platforms they use and how they use them, and the social media platform you will use in your outreach. Indicate if tools need to be developed to support your outreach such as a blog or discussion forum.

Audience Platform Outreach

Resources: Research is available to help you better understand the online behaviors of the people you are trying to reach. While broad, national research like this is never a replacement for data specific to your audience, it can help you make informed decisions when there isn’t time or budget available to support focus groups, surveys, or other activities.

Visit http://www.forrester.com/empowered/tool_consumer.html to get started.

The POST Method: A systematic approach to social strategyhttp://forrester.typepad.com/groundswell/2007/12/the-post-method.html

How To Develop a Social Media Strategy: A Roadmap for Integration http://veryofficialblog.com/2010/06/01/how-to-develop-a-social-media-strategy-a-roadmap-for-integration/

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Building an Inclusive Social Media PresenceThe Digital Divide is Narrowing1

• Seventy-fourpercentofAmericanadultsusetheInternetand62percentofAmericansgoonlinedaily.

• ThemostactivegroupofInternetusersisthe18-29year-oldsegment—92percentusetheinternet.

• Overall,themajorityofpeoplehavedailyaccesstotheInternet:63percentofwhites,49percentofAfricanAmericans,and66percentofHispanicsgoonlinedaily.

• Mobilematters,especiallywhenreachingouttocommunitiesofcolor.Thirtypercentofadultssendemailfromtheirhandhelddevice,69percentsendandreceivetextmessages,and34percentgoonline.

• Amongcommunitiesofcolor,textingisapreferencewith78percentofAfricanAmericansandHispanicssendingandreceivingtextmessagescomparedwith66percentofwhites;39percentofAfricanAmericansand43percentofHispanicsgoingonlinecomparedwith30percentofwhites;and35percentofAfricanAmericansand36percentofHispanicssendingemailcomparedwith27percentofwhites.

• MobileaccesstoonlinenewsisofparticularimportancetoHispanicaudiences.Seventy-eightpercentofHispanicsgetnewsonlinefromtheirhandhelddevicecomparedwith64percentofwhitesand63percentofAfricanAmericans.

Barriers to Online Information Still ExistDespitethewidespreadavailabilityofInternetaccess,therearemanybarriersthatpreventpeoplefromusingandunderstandingtheInternetfully,suchaslanguageorliteracylevels,physicaldisabilities,lackoftechnologicalcapabilityorknowledge,andculturaldifferences.

Asyouplanyoursocialmediaoutreachactivities,itisimportanttoidentifytheuniqueneedsofyouraudiencesothatyoucanbesureyouronlineactivitiesreflectsystemofcarevaluesandovercomeanybarriersthatmaybepresent.Thekeytounderstandingwhetherornotyouraudiencewillbeabletoeffectivelyengagewithyouonlineisunderstandingusability.

Usabilityisdefinedasaneffective,efficient,satisfyingrelationshipamongaproductorsystem,itsusers,andwhattheuserwantstoaccomplish.Itisextremelyimportanttokeepusabilityinmindduringallstagesofyouronlinecommunicationsdevelopment.

1PewInternet&AmericanLifeProject.OnlineNews,January2010.http://www.pewinternet.org/Shared-Content/Data-Sets/2010/January-2010--Online-News.aspx

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Therearesomesimplestepstotakewhenyoubeginbuildinganonlinecommunicationseffortthatwillensurethatyouraudiencewillgetthemostoutofwhatyouareoffering.

• Plan for usability testing and perform it as often as possible. Taketimetohaveaudiencestestwhatyou’vedevelopedsotheycantellyouifitiseasytouseandgetsyourmessageacrosseffectively.Forexample,determinewhetheryourWebsitecanbeviewedonPCs,Macs,mobilephones,smartphones,andinmultipletypesofInternetbrowsers.Youcanrecruitindividualsrepresentativeofyouraudiencetotestyouronlinetools,orthereareprofessionalsforhirewhotestusability.

• Use appropriate software for your audience.Noteveryoneinyouraudiencehasaccesstothesamehardwareandsoftware.Atwork,youmighthaveahigh-speedInternetconnectionthatallowsyoutodownloadgraphicsandanimationoropensoftwareveryquickly.Athome,manyusersstillhaveaslowerconnectionorout-of-datehardwareandsoftware.Similarly,manygraphics,videos,andanimationmaynotappearonamobiledevice.Graphics,PDFs,sounds,animation,andotheritemsthatneedtobedownloadedshouldbeconsideredcarefullybeforepostingonline.

• Have a text-only version of your Web site or email.OnaWebsite,creatingatext-onlyversionallowsthevisuallyimpairedtostillreadthecontentusingspecialsoftware.Thesoftwarealsosearchesforthelinkstotheseversions.

• Be sure your communication is accessible.Peoplelivingwithdisabilitiesrangingfromarthritistovisionimpairmentcansometimeshavechallengescommunicatingonline.ItisimportantthatallWeb-basedcommunicationstoolsbebuiltwithaccessibilityinmindtobesurethateveryonecanhavethesameonlineexperience.Formoreinformationonaccessibility,visitwww.usa.gov/webcontent/accessibility/508compliant-and-accessible-multimedia.shtml.

• Post a link for downloading software (e.g., Flash, Adobe PDF).IfyouplantoincludeFlashanimationorPDFdocumentsthatrequirespecialsoftwaretoviewthem,postalinktothesitewheretheusercaneasilydownloadthesoftware.Makesureyouidentifythekindofsoftwarethatwilllaunchwhenthelinkisclickedsousersknowwhattoexpect.IfyoumustpostadownloadableiteminPDFformat,youshouldnotonlyaddalinktotheAcrobatReadersite,butalsoputaone-ortwo-sentencesummaryofthePDFunderthelinktoitsothatuserscanbecertainitcontainswhattheywantbeforetheyclickthrough.

• Know your audience’s language preference. Interviewmembersofyouraudiencetofindoutwhatlanguagetheywouldprefertoconsumeinformationinonline.Besurethatyouronlinemediapresenceisreflectiveoftheirpreferencesandthatyouhaveworkedwithsomeoneinthatcommunitytoadaptthecontenttomeetyouraudience’slinguisticneeds.

• Understand what information your audience is comfortable accessing online.Respecttheculturaldifferencesinthewayweallconsumeinformation.ThosewithmoreexposuretotheInternetwilllikelybemorecomfortablesharinginformationandlearningaboutchildren’smentalhealthonline.Beforeinvestinginsocialmedia,taketimetolearnfromyouraudienceaboutthetypeofcommunicationtheyfeelisappropriate.

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Writing for Social MediaWhen people go online, they tend to only scan Web sites. Few actually read content word-for-word. Most people approach the Internet like any other research tool—looking only for information they need to absorb at a particular point in time. And in social media, the tendency is amplified with 140-character tweets and brief Facebook and blog posts.

While writing short tid-bits for the Web may seem like a piece of cake, it requires the same thoughtful approach as offline writing if you want to make an impact with your audience.

To help you get the most out of your Web writing, follow these tips:

• Tell readers what they need to know upfront and fill in the details later. Introduce a new idea in the first sentence of a paragraph, beginning with the familiar and then moving on to the particular.

• The Internet is about sharing. Write so others can modify and adapt your content for sharing in their own social networks. Provide short paragraphs that can be quoted and short social media messages that encourage sharing.

• Remember KISS—Keep It Short and Simple. This will facilitate sharing as well as convey key points quickly and easily.

• Cut all of your content in half. If you’ve written one page, review it and cut it down to a half page. Once you’ve cut out the extra words, it’s ready for its life online.

• Avoid using the passive voice.• Avoid jargon or clichés.• Make it personal. The Internet is one-to-one communication so use the first-person voice.• Offer plenty of links, especially if you are using words that could be further defined or you want

to provide a credible source for your opinion. Whenever possible on blogs and social media, link to more detailed content on your organization’s Web site.

• Use pictures and videos to tell your story. Information found online is more memorable when accompanied by relevant visuals.

• Help readers scan your content by using varying case sizing, indentation, color, boldface type, bullets, etc.

• Keep it current. Because the Internet is a living, breathing entity, readers expect Web content to be fresh and relevant.

• Highlight new content; make sure it’s visible and easy to find.• Put the most important information front and center. Don’t make users click extra links for key

content. • Understand that every online platform—Web sites, blogs, microblogs, social networks, etc.—has

a different style, format, and etiquette. Write for each accordingly.• Be a reliable source. A critical part of any organization’s online presence is its credibility.• Try using language that is neutral. Even though online media is home to millions of opinions,

avoid language that is subjective, boastful, or exaggerated.

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Measuring Online SuccessThere is no one-size-fits-all approach to measuring the effectiveness of your online communications. Like all social marketing activities, efforts that occur online are unique to the goals you have established for your organization. Compared with other social marketing efforts, however, working online presents many opportunities to capture quantifiable data about your efforts. This information—often referred to as analytics—can provide you with a clear picture of how well your efforts are working and allow you identify continuous quality improvement strategies that can be implemented to improve outcomes.

The following are some best practices for monitoring your online outreach that can help you effectively measure your progress and tailor your efforts as needed.

• Establish benchmarks. Similar to the measurable objectives you establish to measure the success of your social marketing initiatives, benchmarks are quantifiable measures that allow you to track success. Benchmarks may include improved search standing for your Web site, increased reader engagement on your blog, or increased numbers of fans or followers on your social media pages. While there are countless types of information you can gather, it is important that you establish your benchmarks at the onset of your outreach to ensure accurate tracking.

• Track your progress. At the beginning of your effort, make sure to record key information related to your benchmarks. This data is the foundation for ongoing tracking efforts and will tell you whether or not you are succeeding.

• Listen to your audience. One of the most accurate ways to gather information about the effectiveness of your online outreach efforts is to ask your audience what they think. As part of your tracking efforts, identify opportunities to survey your audience about their experience when engaging with your Web site, social media presences, blogs, or other online activities. Use their feedback to make changes to your activities so you can better meet their needs. Doing this periodically will help you determine whether the changes you are making are effective. Keep in mind that you’ll want to check in with people who represent your audience in order to get accurate information; surveying staff members when the intended audience for your outreach is youth will not provide reliable results.

• Examine statistics. There are several free tools that can help you evaluate the effectiveness of your online outreach by providing information about the people you are reaching and the time they spend interacting with you online. Tools that can help you gather this information are listed at the end of this section. The information you gather should support your benchmarks and may include information about the sections of your Web site that are visited most; the amount of time visitors spend on your Web site, on your Facebook page, or on your blog; how visitors are finding you online; and how often people are reading information that you share.

• Understand your search standings. If you have a Web site, it’s likely that you have thought about how to improve your search standing—or where you appear in the list of results when people search the Internet for information. There are countless factors that influence your search standings, but if you identify the key words you want associated with your organization you can begin to track and improve your standing. Remember that search engine optimization—SEO—is

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an organic process. Increasing the number of links to your Web site using social media and blogs can help improve search. Posting content on your Web site in a searchable format (like HTML), can help, too. Another suggestion: Work with your Web master to ensure that your Web site descriptions and tags are reflective of the key words that matter to you. Monitoring your standing and getting creative with ways to increase incoming traffic and frequently update content can help you tremendously.

• Know your reach. While counting people only provides a small piece of the information pie available for tracking your online outreach efforts, it is still important to keep track of the number of people you are reaching. Used as a benchmark, measuring your reach can tell you simply when your message is getting to more people. Sharing this information can also help others understand the importance of communicating online. Some things to pay attention to include visitors to your Web site and/or blog, the number of followers and retweets you have on Twitter, how often your content is shared with others, fans of your Facebook page or members of your Facebook group, and subscribers to your e-newsletter are just a few examples.

• Determine if your audience is engaged. Once you know the size of your audience, it is arguably more important to know whether or not they are engaged. Just because you’ve reached them, how do you know they have been motivated by the information you have provided? While there are no simple ways to measure audience engagement, some things to watch for are comments on a blog, amount of time spent on a Web site, retweets or shared information that you have provided, and email forwards.

Online Measurement and Analytics Tools

• URL shortening services (bit.ly, tinyURL.com, HootSuite.com, etc.)

• Survey tools (SurveyMonkey.com, Zoomerang.com, etc.)

• Web metrics tools (Google Analytics–google.com/analytics, Facebook Insights–http://www.facebook.com/help/search/?q=insights, Twitalyzer.com, etc.)

• Email software (ConstantContact.com, VerticalResponse.com, etc.)

Measuring online success handoutHow To: Track Social Media Analyticshttp://mashable.com/2009/04/19/social-media-analytics/

Monitoring Your Social Media Mentionshttp://bx.businessweek.com/social-media-analytics/view?url=http%3A%2F%2Fwww.compukol.com%2Fblog%2Fmonitoring-your-social-media-mentions%2F

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Social Media Tools You Can Use: TwitterWhat is Twitter?

• Twitterisamicro-bloggingsite.• Userscreateaprofileandpostlinks,photos,andothercontentin140charactersorless.Apost

iscalleda“tweet.”• Users“follow”otherstoseethosetheirtweets.• Userscanshareothers’posts—knownasretweeting,mentionotherusersintweets,sendprivate

messagestousersthatfollowthem,savefavoritetweets,andcreatelistsoftheirfavoriteusers.

Who Uses Twitter?• Twitterhasnearly200millionusers.• 54percentofTwitterusersareages25-44

andtheaverageuseris39yearsold.• Nearly13percentofU.S.adultswhoare

onlineuseTwitter.• Onein10AfricanAmericaninternetusers

nowvisitTwitteronatypicalday—doubletherateforLatinosandnearlyfourtimestherateforwhites.

• Twitterisusedprimarilybyyoungprofessionalstodiscusscurrent,real-timeissuesincludingworldeventsandbusiness-relatedtopics.

Why Does Twitter Work?• CreatinganactiveTwitterpresencecanhelp

youengagewithyouraudiences.• UsingTwittertosharelinkstocontentonyour

Websiteorblogcanhelpincreasetrafficandimproveyoursearchstandings.

• Itisespeciallyusefulforreachinganaudiencethatusesahandheldmobiledevicelikeasmartphone.SmartphoneusersaretwiceaslikelyasotherstocheckTwitterregularly.

• Twitterisaphenomenaltoolforcrisiscommunicationsbecauseitallowsyoutosendrapidresponsemessagestoabroadnetworkofusers.

1http://www.bbc.co.uk/news/business-128890482http://socialmediatoday.com/paulkiser/285851/who-uses-facebook-twitter-linkedin-myspace-4thq-1stq-stats-and-analysis3http://www.flowtown.com/blog/older-people-flocking-to-social-networks4http://pewinternet.org/%20Reports/2011/Twitter-Update-2011.aspx5ibid6http://socialmediatoday.com/paulkiser/285851/who-uses-facebook-twitter-linkedin-myspace-4thq-1stq-stats-and-analysis

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What to Watch For• Youonlyhave140characterstopostyourmessage,whichmeanseverywordcounts.Itis

importanttouseURLshorteningserviceslikebit.lyortinyURL.comtosavespace.

• Thevolumeoftweetsthataresentdaily,anaverageof200million,canmakeiteasyforyourmessagetobemissedunlessyou’refrequentlytweeting.

• Usehashtags—awordprecededbythehashsymbol(#)thatgroupslikecontentonTwitter–tomakeiteasierforpeopletofindyourmessages.

How YOU Can Use Twitter• CreateaTwitterprofileforyourorganizationanduseittomakeconnectionswithotherlike-

mindedorganizationsandprofessionalsandamplifythecontentonyourWebsiteorblog.

• Identifyahashtagforyoursystemofcareandforcommunityeventsyouorganize.ThiswillhelpgroupalloftheTwittermessagesaboutyouoryourevent.Besuretodoaquicksearchtomakesureyourhashtagisn’talreadyinuse.

• UsefreeapplicationslikeBuffer(bufferapp.com),TweetDeck(www.tweetdeck.com),CoTweet(cotweet.com)andTwilert(www.twilert.com)tomanageyouraccount.Usingthesetoolsyoucansetupautomaticupdates,shareadministrationduties,andmonitortweets.

• Createpostingandcontentguidelinessothatthetypesofcontentandthewaythecontentisdisplayedisconsistentnomatterwho’sposting.

Analytics Tools• Whenyoucreateahashtagusehashtags.orgtotrackthefrequencythatthehashtagistweeted.

• Regularlytrackretweets,mentions,andfollowerstogetapictureofyourreachonTwitter.TweetStats.comcanhelpwiththis.Remember,tweetsdon’tliveforever.Capturethiscontentweeklytobesureit’saccurate.

• Twitalyzer.comisatoolthatcanhelpyouunderstandyourinfluenceonTwitter,whichcanhelpyouillustratetheeffectivenessofyouroutreach.

ResourcesThe Twitter Guide Book:http://mashable.com/guidebook/twitter/

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Social Media Tools You Can Use: FacebookWhat is Facebook?

• Facebookisafriend-basedsocialnetworkwhereuserscreateprofilesfeaturinginformationaboutthemselvesandcreateanetworkbyfindingandadding“friends.”

• Userscanuploadphotos,links,andvideostotheirprofiles,andinstallapplicationsthatallowthemtoplaygamesandconnectwithothersocialmediaplatformssuchasTwitterandYouTube.

• Usersconnectwiththeirfriendsbysendingmessages,“poking”them,postingmessagestotheirprofile,commonlyknownas“postingonawall,”andcommentingonpicturesandposts.

• UsersareabletoseewhattheirfriendsaredoingonFacebookthroughtheNewsFeed,areal-timedisplayofupdateswithinauser’snetworkoffriends,groups,andpages.Userscancustomizethisfeedtodisplayfriendstheyprefer.

• Organizations,companies,politicians,andcausescancreatea“FanPage”or“Group”toorganizegrassrootssupportanddisseminateinformation.

• WebdeveloperscancustomizeFacebookFanPagesandGroupsanddevelopapplicationsforusewithinthesocialnetwork.

Who Uses Facebook?• Therearecurrently750millionusersonFacebook.1• Facebookreachesalmost57percentofthepeopleintheUnitedStates.2

• ThemajorityofFacebookusers—60percent—arefemale.3• ThefastestgrowinggroupofFacebookusersareover65yearsold.4

Why Does Facebook Work? • Youcanquicklycreatenewrelationshipsbasedonmutualinterests.Often,peoplediscovernew

Facebookfriends,pages,andgroupsbasedonrecommendationsofthoseintheirnetwork.

1http://www.facebook.com/press/info.php?statistics2http://socialmediatoday.com/paulkiser/199133/social-media-3q-update-who-uses-facebook-twitter-linkedin-myspace3http://socialmediatoday.com/paulkiser/285851/who-uses-facebook-twitter-linkedin-myspace-4thq-1stq-stats-and-analysis4http://techcrunch.com/2011/02/01/facebook-averaged-almost-8-new-registrations-per-second-in-2010/

Source: WebBusinessbyKenBurbary,www.kenburbary.com

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• Facebookallowsyoutoeasilyupdateallofyourstakeholderswithnewsaboutyourorganizationoranactivitythatyouwantthemtotakepartin.

• Facebookcreatesnewopportunitiestointeractwithyouraudienceinaspacethatrequireslittlefinancialinvestment.

What to Watch For • IfyoucreateaFanPageorGroupforyourorganization,itisimportantthatthepagebemonitored

dailyinordertocreateanengagingexperienceforyourfans.• SafetyandprivacyaretwoareasofconcernformanyFacebookusers.Itisimportantthat

organizationshavesocialmediapoliciesinplacethatprovideguidanceforsocialmediauseandthatindividualsunderstandhowtouseprivacysettings.

How YOU Can Use Facebook• Createa“FanPage”foryoursystemofcarecommunity.Onyourpageyoucanpostinformation

aboutupcomingevents,abouttheworkyoursystemofcaredoes,andaboutchildren’smentalhealth.Thisisagreatplacetoengage,sobesuretointeractwithyouraudience.

• CreateaGroupandlimititsmembershiptomembersinyoursystemofcare.Thiscanbecomeavirtualspaceforcollaborationandnetworking.

• Encouragecolleagueswithinyoursystemofcaretocreateprofilesandconnectwithpartners,membersofthecommunity,families,andyouth.

• Engagemembersofyourcommunity—especiallyfamiliesandyouth—tocontributecontentforyourFanPage.

• ScanthenewstofindstoriesthatwouldinterestyourfansandsharethemonyourFanPage.Googleofferstoolsthatcanhelpyoumonitornewssuchasalerts(www.google.com/alerts)andGoogleReader(www.google.com/reader).

• UseyoursmartphonetoupdateyoursystemofcareFanPage.DownloadtheFacebookappandsetupalertssoyoucankeeptrackofactivityandrespondquickly,evenwhenyou’reawayfromacomputer.

Analytics Tools• UsetheFacebookInsightsdashboardtotrackactivityonyourFanPage:

mashable.com/2010/09/03/facebook-insights-guide• Keeptrackofyouraudience’sengagementbymonitoringactivitysurroundingindividualpoststoyour

FanPage:www.socialmediaexaminer.com/how-to-measure-your-facebook-engagement• CreateabadgeencouragingvisitorstofindyouonFacebookanduseGoogleAnalytics(www.google.

com/analytics)totrackthenumberofvisitorswhovisitFacebookfromyourWebsite.

ResourcesThe Shoestring Guide for Facebook Fanshttp://socialmediatoday.com/ralphkooi/324352/shoestring-guide-facebook-fans

The 10 Facebook Privacy Settings You Need to Knowhttp://www.allfacebook.com/facebook-privacy-settings-2011-02

How to Create a Facebook Pagehttp://www.squidoo.com/facebookpage

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Media Tools You Can Use: BlogsA blog, or a Web log, is a type of Web site made up of individual journal entries or posts. Blogs often feature the opinion of the author, but they can range in topics from restaurant reviews to local events and news. They can also be valuable tools for raising awareness about children’s mental health.

How Does a Blog Work?• Ablogincludestheauthor’soriginalthoughtsandperspectivesaswellaslinkstoothercontent,

pictures, and videos on the Web that may interest their readers.• Ablogcanincludepostsfromoneauthororagroupofauthors.• AblogisusuallypublictoeveryoneontheInternet,althoughprivacyoptionsareavailable.• Ablogneedstobemaintained“regularly,”whichisdefinedbytheblog’seditor.Itisimportantto

have a plan that dictates how often your blog will be updated, how many authors will contribute, and what type of content you will publish.

Who is Blogging? • Two-thirdsofbloggersaremaleand65percentareages18-44.1

• Bloggersaremoreaffluentandeducatedthanthegeneralpopulation:2 ₒ 79percenthavecollegedegreesand43percenthavegraduatedegrees. ₒ One-thirdhasahouseholdincomeofmorethan$75K. ₒ One-quarterhasahouseholdincomeofmorethan$100K.

Who Reads Blogs?• Thirty-threepercentofInternetusers(theequivalentof24percentofalladults)saytheyread

blogs.ElevenpercentofInternetusersreadblogsdaily.3 • Fortypercentofreaderssaytheyagreewiththeviewsoftheblogstheyvisitandtheirtrustin

mainstream media is dropping.4 • Reportersmonitorblogsforstoryideas.Astorythatstartsonablogcanbecomebignews.

1http://technorati.com/blogging/article/who-bloggers-brands-and-consumers-day/2ibid 3http://www.pewinternet.org/Commentary/2008/July/New-numbers-for-blogging-and-blog-readership.aspx4http://technorati.com/blogging/article/state-of-the-blogosphere-2010-introduction/

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Why Do Blogs Work? • Blogsarefree!Whileitdoestaketimetomaintainagoodblog,theactualblogitselfcanbedone

at no cost. • Writingablogallowsyoutobypasstraditionalmediaandtellyourstoryyourway.Ifyoudon’t

want to write your own blog, you may be able to contribute to a relevant blog’s content. • Blogsallowyourreaderstogiveyoufeedbackinstantlyinthecommentssection,whichcanhelp

you improve your message.

What to Watch For• Ifyouplantostartablog,rememberthatyouneedalotofcontent.Thisrequiresaninvestment

oftimetoorganizeauthors,editcontent,andwriteoriginalposts.Ithelpsifyouinviteauthorsthatyour audience respects and admires.

• Youwillneedtopromoteyourblog.Justbecauseyoubuiltit,doesn’tmeanyourreaderswillcome.Someeasywaystoletreadersknowwhenyouhavenewcontentonyourblog:SetupanRSSfeedandpostupdatesonsocialnetworkingsitessuchasFacebookandLinkedInorpromote content on Twitter.

• Ifyouplantoworkwithotherbloggerstotellyourcommunity’sstory,takesometimetogettoknowtheirwriting.Bloggersareopinionated,makingitimportanttounderstandtheopinionthatwill color your story before you reach out.

How YOU Can Use Blogs• SetupablogforyoursystemofcarecommunityusingafreebloggingplatformlikeWordPress

(wordpress.org)orBlogger(www.blogger.com).• AskyourPrincipalInvestigator,influentialstakeholdersandpartners,familymembersoryouth—

authorsyourreaderswillconnectwith—iftheywouldbeinterestedincontributingcontenttoablog.Establishguidelinesfortheirwritingsoitisclearhowoftenyouwouldlikethemtopostandon what topics.

• Usevideosandphotostoaddpizzazztoyourblogposts.YoucanlinktovideosonYouTubeandusephotoswithaCreativeCommonslicenseonFlickr,oryoucanuseyourown.Alwaysincludea credit for the videos and photos that you feature on your blog.

• Dointerviewswithcommunitymembersandpostthemontheblog;highlightanewcommunitymember each month.

• Openyourblogtoguestsfromyourcommunitythatmaywanttocontribute.Justlikeyourregularbloggers, members of your community might have an opinion to share that would add value to your blog.

Analytics Tools• FreebloggingsitessuchasWordPressandBloggercomewithanalytics—ormeasurement

tools—builtin.• InsertGoogleAnalytics(www.google.com/analytics/)tomeasuretraffic,useractivity,andother

trendsonyourblog.GoogleAnalyticsarefreeanduser-friendly.Googleprovidesinstructionstohelp you in the process.

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1http://www.youtube.com/t/press_statistics2 http://www.pewinternet.org/Reports/2007/Online-Video/03-The-Audience-for-Online-Video/ 06-Half-of-young-adult-video-viewers-say-they-watch-video-on-YouTube.aspx

3 Ignite Social Media, 2011 Social Network Analysis Report. http://www.ignitesocialmedia.com/ social-media-stats/2011-social-network-analysis-report/

4http://pewinternet.org/Reports/2011/Video-sharing-sites/Report.aspx5ibid

Social Media Tools You Can Use: YouTubeWhat is YouTube?

• YouTube,whichisownedbyGoogle,isaplacetodiscover,watch,uploadandsharevideos.

• Userscreateanaccountandthenuploadvideostothataccountortoachanneltheyhavecreated.Userscan‘like’videos,addcomments,andembedvideosintoWebsites.

• Userswithoutaccountscanstillwatchvideosandshareorlikevideos.

• Over3billionvideosareviewedaday.1

Who Uses YouTube?• Morethanone-quarterofpeoplewhowatchvideosonlinesaytheywatchordownloadvideo

from YouTube.2

• NearlyhalfofYouTubeusersare25-44yearsold.3

• RuralInternetusersarenowjustaslikelyasusersinurbanandsuburbanareastohaveusedonlinevideo-sharingWebsiteslikeYouTube.4

• CommunitiesofcolorwhoareonlineusevideosharingWebsiteslikeYouTubeathigherratesthantheirwhitecounterparts,aconsistentfindingsince2006.5

Why Does YouTube Work? • Videoisapowerfulstory-tellingtool,andwiththeavailabilityandaffordabilityofdigitalvideo

cameras, YouTube can help you spread your message far and wide.

• YouTubeisanimportanttooltoconsiderforsearchsinceitisnowownedbyGoogle.AddingvideocontenttoYouTubeandembeddingthosevideosinyourWebsitecancreateadditionalincoming links and improve your search standings.

• YouTubeplaysnicewithothers.ItiseasytoembedYouTubevideosonyourFacebookpage,Website,andblog.

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What to Watch For • Likeanysocialnetwork,beawarethatotherscancommentonyourvideo.Youwillwanttobe

sure to monitor comments and have a plan for removing irrelevant and inappropriate content.

• Otherscan“borrow”yourvideoandembeditintheirownWebsiteorblog.Unlessyoumakeyourvideoprivateorunlisted,youcan’tcontrolwhoborrowsyourcontent.

How YOU Can Use YouTube• Createinterestingandengagingvideosthattellthestoryofyoursystemofcare,addressissues

relatedtosigma,orhelpyouengagepartnersandotherstakeholders.CreateaYouTubechannelforyoursystemofcare’svideos.

• EmbedyourYouTubevideosonsocialmediasitessuchasFacebookandTwitter,oronablogorWebsite.Thesevideoscanaddapowerfulvoicetoyouronlinecommunications.

• WatchthisvideoforideasonhowtogetstartedwithonlinevideoandYouTube:www.youtube.com/watch?v=9U2BWA0QsYo

Analytics• YouTubeInsight(www.youtube.com/t/advertising_insight) allows users to track important

information such as views and popularity of videos, demographics of viewers, and the number of times viewers rate or comment on your video.

Resources8 Ways to Maximize Your YouTube Marketing Resultshttp://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-marketing-results/

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Social Media Tools You Can Use: LinkedInWhat is LinkedIn?

• LinkedInisasocialnetworkingsiteforprofessionals.• Userscreateandmaintainaprofilethatincludesaresumeandrecommendationsfrom

colleagues.• Userscanmake“connections”withcolleaguesandotherprofessionalsintheirfield.• Userscanjoingroups,postjobs,lookforjobs,and“recommend”theircolleagues.

Who Uses LinkedIn?• LinkedInhasover120millionusers1andtheaverageuserageis44yearsold.2• 36percentofusersarebetween25-34,withonly21percentofusersrepresentingthe18-24age

group.3• LinkedInisusedprimarilybyolder,maleprofessionalstomarketthemselves.4• 92percentofjournalistshaveaLinkedInaccountbecauseithelpsthemeasilyconnectwith

sources.5

LinkedIn Users by Age

1http://www.linkedin.com/2http://www.flowtown.com/blog/older-people-flocking-to-social-networks3http://www.socialnomics.net/2011/03/28/linkedin-hits-100-million-breakdown-by-country-graphic/4http://socialmediatoday.com/paulkiser/285851/who-uses-facebook-twitter-linkedin-myspace-4thq-1stq-stats-and-analysis52011ArketiWebWatchMediaSurvey,http://www.arketi.com/survey.html

Source:Socialnomics,www.socialnomics.net/2011/03/28/linkedin-hits-100-million-breakdown-by-country-graphic/

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Why Does LinkedIn Work?• Thenatureofthenetworklimitsanonymousrequestsforconnections.Eachconnectionrequires

userstoprovidespecificdetailsaboutthenatureofyourrelationship.• Inturn,therearelessspammersandscammersonLinkedIn,soyouwillbemorelikelyto

connectwithtruestakeholdersinyourcommunity.• PeoplearenotasworriedaboutprivacyandsafetyonLinkedInbecauseitisaprofessional

group.Bynature,thesharingofpersonalinformationislimitedtocareer-orienteddetailsonLinkedIn.

What to Watch For • Itcanbechallengingtomakenewconnectionsforthesamereasonsthenetworkisgoodat

limitinganonymousconnectionrequests.Youmustprovidetheemailaddressoftheindividualyouwanttoconnectwithifyoudon’tknowthempersonally.

• TheadministratorofaLinkedIngroupmusthaveanactiveprofileonthesocialnetwork.• LinkedInreachesprofessionalsinterestedinindustryinformationandprofessionalnetworking.

BeforeinvestinginLinkedIn,besureyouhavecontentthatisrelevanttothisgroup.

How YOU Can Use LinkedIn• CreateandmoderateaLinkedIngroupforyoursystemofcareinitiative.Youcancreatea

privategroupfororganizingandplanningorapublicgrouptoengagewithbusinessleadersandprofessionalsinyourcommunity.

• Createa‘Company’pageforyoursystemofcareifappropriate.Thiswillallowotherprofessionalsandpotentialpartnerstolearnmoreaboutyoursystemofcare.

• PostjobopeningsforpositionsatyoursystemofcareonLinkedIntoincreasethenumberofapplicants.

• Sharenewsitemsrelevanttoyoursystemofcarewithyourconnectionsandinyourgroup.YoucanuseGoogleAlerts(www.google.com/alerts)tofindrelevantnewsquickly.

Analytics• Trackgroupmembershipmonthlytomeasuregrowthinyournetwork.• Whensharinglinkstoinformation,useURLshorteningserviceslikebit.lyortinyURL.comtotrack

activity.Ifyoucreateanaccount,youcanbegintoseetrendsovertime.• CreateabadgeencouragingvisitorstofindyouonLinkedInanduseGoogleAnalytics

(www.google.com/analytics)totrackthenumberofvisitorswhovisitLinkedInfromyourWebsite.

ResourcesLinkedIn Guide for Beginners: http://www.box.net/shared/z1srecn736

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Social Media Tools You Can Use: ResourcesGeneral Information Pew Internet and American Life Project, Social Networking http://www.pewinternet.org/topics/Social-Networking.aspx

Social Networking Sites and Our Lives http://www.pewinternet.org/Reports/2011/Technology-and-social-networks/

Part-2/Facebook-activities.aspx

AIDS.gov New Media Tools http://aids.gov/using-new-media/tools/

Internet Privacy and Safety Social Networking Sites: Safety Tips for Tweens and Teens http://www.ftc.gov/bcp/edu/pubs/consumer/tech/tec14.shtm

Talking to Kids and Teens About Social Media and Sexting http://www.aap.org/advocacy/releases/june09socialmedia.htm

Social Media and Youth http://blog.tpronline.org/?p=1054

The 10 Facebook Privacy Settings You Need to Know http://www.allfacebook.com/facebook-privacy-settings-2011-02

Social Media Information Web Sites Social Media Examiner http://www.socialmediaexaminer.com/

Social Media Today http://socialmediatoday.com/

Mashable http://mashable.com/